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Message from the Executive Director, Lynn Minges INTERNATIONAL MARKETS PLAY KEY ROLE IN NORTH CAROLINA TOURISM 2005 | INTERNATIONAL UPDATE north carolina division of tourism, film and sports development North Carolina welcomes millions of domestic travelers every year, but luring international visitors has become a signifi-cant focus in the Division of Tourism’s overall effort. Since 1994, when the state set aside highway funds to help promote and develop international air service, the Division has concentrated marketing efforts to strengthen the state’s position as an international gateway to America. We market North Carolina’s tourism products in Canada, the United Kingdom and Germany (which also covers Austria and Switzerland). Because these markets offer growth and development opportunities for our already strong domestic tourism base, we have direct air service from these countries into our major metropolitan airports. We also market in these countries because the North Carolina Department of Commerce actively pursues business, industry and international trade in these markets. To date, the state has 1,124 international affiliated businesses across the state, with over $23.1 billion in foreign investment. In the period from 1991-2001 (the most recent data available), North Carolina ranked 11th in the United States in foreign direct investment. This bodes well for international travelers who are looking at North Carolina as their next destination. Research figures from the Office of Travel and Tourism Indus-tries (OTTI) show North Carolina ranked 19th in overseas visitation in 2004 (up from 20th in 2001). North Carolina was one of only four southeastern states in the top 20 in overseas visitation (Florida #2, Georgia #13, North Carolina tied with Virginia at #19). Overseas arrivals were up 21 percent from 2003 to 2004. Though the United States has lost ground in recent years in worldwide market share, according to the Travel Industry Association of America (TIA), a weak dollar overseas is helping to bring more international visitors to the United States in 2005. International inbound travel is projected to return to the higher levels enjoyed before September11,2001, with over 49 million arrivals. Spending by international visitors is predicted to increase 9.5 percent in 2005, reaching over $81 billion. The U.S. Department of Commerce recently announced 3.3 million international visitors traveled to the United States during June 2005, an increase of eight percent over June 2004. Arrivals were up by almost eight percent year-to-date as well. We all know that international visitors to the United States stay longer (16.3 nights per trip) and spend more ($1,508 DIVISION HIRES NEW INTERNATIONAL SALES DIRECTOR Heidi Walters, CHME, joined the Division in October as International Sales Director. Her primary duties include the manage-ment and over-sight of German and United Kingdom marketing activities for the Division. Heidi is the immediate past president of the Carolinas Chapter of Meeting Professionals International and is a Certified Hospitality Marketing Executive. Her previous experience includes hotel sales and management at hotels in Raleigh, marketing experi-ence with the Warren County Convention & Visitors Bureau in Lebanon, Ohio and serving as general manager for the Beck Hospitality Group in Mason, Ohio. Contact Heidi at hwalters@nccommerce.com or (919) 715-6702. (Continued on page 5) 1 INTERNATIONAL TRAFFIC INTERNATIONAL STATISTICS visitnc.com Fiscal Traffic From Traffic From Traffic From 2004-2005 United Kingdom Germany Canada July 1,508 visits 916 visits 11,754 visits August 2,106 visits 1,484 visits 7,044 visits September 5,444 visits 1,288 visits 6,322 visits October 6,043 visits 1,661 visits 7,431 visits November 5,233 visits 1,488 visits 5,975 visits December 5,419 visits 1,582 visits 4,954 visits January 7,971 visits 3,111 visits 7,338 visits February 2,349 visits 1,653 visits 5,128 visits March 2,959 visits 2,113 visits 6,773 visits April 3,139 visits 2,400 visits 5,972 visits May 3,545 visits 2,916 visits 8,266 visits June 3,469 visits 2,727 visits 7,313 visits For fiscal year 2004-2005, new reporting systems were implemented to monitor worldwide visitation on VisitNC.com. International traffic from the United Kingdom, Germany and Canada was consistently high, supporting ongoing marketing efforts in these countries. In 2004, North Carolina ranked19th in overseas arrivals with more than 305,000 overseas visitors, mostly from the German-speaking markets (GSM) and the United Kingdom. North Carolina currently has two European gateway airports with direct daily service: Frankfurt/Charlotte, Munich/Charlotte, London/Charlotte and London/Raleigh. The Division’s international marketing program includes the development, coordination and implementation of comprehensive tourism marketing strategies in GSMs and the United Kingdom to support the daily international flights into North Carolina. The program targets both leisure and group tour sales in the European market through third-party sellers, travel industry trade suppliers and various consumer promotions. Canadian Visitor Statistics – Fiscal Year 2004-2005 • North Carolina ranked 19th in Canadian overnight visits and 12th in total visits (includes day-trippers/pass-throughs). • Over 450,000 Canadians spent time in North Carolina either as part of a day trip or passing through, spending an estimated $5 million. • Overnight Canadian visitors spent $78.5 million in North Carolina. • Total Canadian visits to North Carolina from first quarter 2004 to first quarter 2005 were up 7.5 percent and overnight visits to North Carolina were up 6.6 percent. Overseas Visitor Statistics – 2004 • North Carolina’s overseas visitation was up 13 percent from 2003 to 2004. • The estimated state spending impact for international visitors to North Carolina in 2004 was $233 million. • The top six overseas visitor markets were United Kingdom (19.7 percent), Germany (14.8 percent), Japan (8.5 percent), Italy (5.6 percent), France (3.9 percent) and the Netherlands (3.9 percent). – The North Carolina market share for United States visitors from these countries has increased from 2003 to 2004 with the exception of France. • During 2004, overseas visitors spent an average of 22 days in the United States and 10 nights in North Carolina. Visitors from Japan had the longest length of stay in the state at 15 nights. • 60 percent of international visitors to North Carolina indicated the state was their main destination. • The main purposes of visits to North Carolina for international travelers were business (53 percent), friends/relatives (44 percent) and vacation/ holiday (34 percent). • The most common leisure activities for international visitors to North Carolina were dining in restaurants (88 percent) and shopping (82 percent). 2 Source: VisitNC.com INTERNATIONAL PARTNERSHIPS united kingdom canada The Division maintained successful partnerships with travel sales representatives in Canada, the Canada provided North Carolina’s highest number of international visitors. Ease of access via direct air service and highways, high disposable income and the strengthening of the Canadian dollar all contributed to tourism growth from Canada. In 2004, nearly 350,000 Canadians visited North Carolina, an increase of 13.2 percent. Nearly 75 percent of those visitors came from the province of Ontario, with the majority of the remaining 25 percent arriving from the province of Quebec. • North Carolina has 11 daily flights from Canada offered by US Airways and Air Canada into Charlotte and Raleigh/Durham gateways. • 75 percent of visitors arrive from Canada by car. • 68 percent of Canadian visitors come for holidays. • Only ten percent of Canadian travelers come for business. U.K. Market Overview • Population: 60.4 million (England, Scotland, Ireland, Wales). • Travel to United States: 4.2 million annually. • Employees enjoy an average of five weeks paid annual leave. • Ten percent of the market spends £1,600 (approximately $2,748) per person on holiday each year. • Average expenditure in the United States per party/trip is $1,922. • Average length of stay in the United States is14.5 nights. • Currency exchange: The pound represents a 50 percent cost advantage for U.K. travelers versus the United States dollar. • The U.K. population is getting older, wealthier and more active. • Online purchasing has more than doubled over the past year. • Two daily direct flights from London to Raleigh (American Airlines) and Charlotte (US Airways). Partnership Opportunities Consumer Shows Partners may attend and/or distribute brochures at these consumer shows: • Manchester Holiday Show, January 13-15, 2006 • Glasgow Holiday Show, January 20-22, 2006 • Holiday World Dublin, January 26-29, 2006 • Destinations Holiday & Travel Show, London, February 2-5, 2006 • International Holiday Show, Bournemouth, February 10-12, 2006 • London Golf Show, April 27-30, 2006 North Carolina U.K. Travel Guide In response to consumer and trade inquiries, 33,000 North Carolina Travel Guides are being distributed to travel agents, tour operators and consumers. • With 32 pages of comprehensive information on North Carolina tailored to the U.K. market, the guide provides visitors with all they need to know for planning a trip to North Carolina, including attractions, airlines, gateways and other travel and consumer products in the United Kingdom. Trade Shows See America Week London, England – June 19-22, 2006 The largest Visit USA travel event in Great Britain is organized in cooperation with the Travel Industry Association of America (TIA), the Visit USA Asso-ciation of the United Kingdom and the U.S. Commercial Service. The sixth annual “See America Week” U.K. will take place June 19-22, 2006, in Lon-don. Partners can attend the Visit USA Ball, Media Marketplace and/or the educational seminars with other North Carolina representatives. Tour Operator Marketing Programs • Premier Holidays – North Carolina promotion, targeting travel agents and consumers. • Beat the Brochure – Media promotion launching a new North Carolina product. • Online Travel Company (OTC) – Online campaign targeting OTC’s consumer database. Note: Further opportunities are currently being negotiated. For full details, please contact Robert Wilson of Hills Balfour at robertwilson@hillsbalfour.com. Brand Alliance Marketing Campaigns New consumer awareness campaigns concentrating on brand marketing will provide access to new market segments (fast-moving consumer goods), forming partnerships with non-tourism partners and maximizing North Carolina’s budget. Possible non-tourism partners for film and /or golf promotions could include Krispy Kreme, Nevada Bob’s Golf, The North Face, Field & Trek and Metro Café. Website A dedicated North Carolina website is being developed for the U.K. and Irish markets serving as an introduction to the state. Promotional opportunities will be available through the site and will include: • Travel trade promotion • eNewsletters • Press room Training Academy Following the launch of the U.K. and Ireland website, an online training suite will be introduced, providing a formal training program on North Carolina for travel agents and tour operators. The academy will feature ten progressive learning modules. Upon completion of the training, each participant will be recognized as a North Carolina Specialist. Opportunities for joint marketing include module sponsorship. 3 germany pan-european programs United Kingdom and Germany. These partnerships have yielded the following accomplishments: European Sales Missions Ireland, Scotland, United Kingdom and Germany March 10-18, 2006 The North Carolina Department of Commerce will host a week-long sales mission to Europe. During the state’s mission, the Division will coordinate sales calls to travel agents/tour operators and one group event each in the United Kingdom and Germany featuring the state’s “Top Ten Reasons to Visit North Carolina.” Travel Industry Association of America (TIA) International Pow Wow Orlando, Florida – May 6-10, 2006 TIA’s International Pow Wow is the travel industry’s premier international marketplace and the largest generator of United States travel. In just three days of intensive pre-scheduled, computer-generated business appointments, more than 1,000 United States travel organizations from every region of the United States repre-senting all industry category components, and more than 1,500 international and domestic buyers from more than 70 countries, will conduct business negotiations that will result in the generation of over $3 billion in future United States travel. At International Pow Wow, buyers and sellers are able to conduct business that would otherwise be generated only through an exhaustive number of around-the-world trips. Familiarization Tours The Division will host familiarization tours across the state featuring destinations, hotels and additional product opportunities for those interested in the United Kingdom and German-speaking markets. Partners have the opportunity to be a destination, host hotel or attraction. GSM Overview • Population: 97.9 million. (Germany, Austria, Switzerland) • Travel to the United States: 1.3 million annually. • Employees enjoy an average of six weeks paid annual leave. • South Atlantic region is the region most visited by Germans. • Average daily spending is $79. • Average length of stay in the United States is 19.8 nights. • Despite a stagnating economy, it is estimated that Germany will constitute the most important source market for outbound travel by 2010: 12.7 percent of total world tourism. • The German outbound travel market is the second largest after the United States. • Currency exchange: The euro represents an average of 20 percent cost advantage for Europeans versus the United States dollar. • Two daily direct flights into Charlotte from Frankfurt (US Airways) and Munich (Lufthansa). • Last-minute bookings continue to increase as GSM Internet users increased to 52 percent in 2004. Partnership Opportunities Consumer Shows Partners may attend and/or distribute brochures at these consumer shows: • CMT Stuttgart, January 14-22, 2006 • FESPO Zurich, January 26-29, 2006 • Reisen Hamburg, February 8-12, 2006 • CBR Munich, February 19-22, 2006 Trade Shows Internationale Tourismus Börse (ITB) Berlin, Germany – March 8-12, 2006 ITB is the world’s largest tourism fair with more than 45,000 travel professionals and 140,000 consumers attending. Nearly 90 percent of exhibitors sign firm contractual agreements at this show. Partners are welcome to exhibit at the North Carolina booth. Tour Operator Marketing Programs • Airtours – Direct mailing with golf equipment manufacturers (Nike/Wilson) to promote North Carolina as a premier golf destination. • CANUSA – Direct mailing with call-to-action and/or brand alliance marketing campaign focusing on film (with Columbia TriStar Home Entertainment). • DERTOUR – Direct mailing with call-to-action and/or consumer ad promotion. • FTI – Training for reservation staff/sales force with United Airlines; direct mail campaign with call-to-action. • Golfreisen.de – Continue with consumer ad campaign focusing on golf (including online promotion) and partnering with Lufthansa. • Golf promotions with several small golf specialists (e.g., Birdie Golfreisen, FOMA Reisen and/or Golf Tours St. Andrews). • Meier’s Weltreisen – Pull-out (two pages) with new North Carolina product/program, participation at road show and training for reservation staff/selected travel agents. • Neckermann – Pull-out (one to two pages) with new North Carolina product/program to be distributed to consumers. • Thomas Cook CANUSA – Direct mailing with call-to-action and/or brand alliance marketing campaign focusing on film. • Hotelplan/Kuoni/Skytours – Direct mailings with call-to-action in lucrative Swiss market. • Online promotions with Expedia.de, Ebookers.de and/or Lastminute.de. Brand Alliance Marketing Campaigns New consumer awareness campaigns, concentrating on brand marketing as the method, will allow a reach into new market segments (fast-moving consumer goods), forming partnerships with non-tourism partners and maximizing North Carolina’s budget. Possible non-tourism partners for film and/or golf promotions could include Columbia TriStar Home Entertainment, Warner Bros., Canon, Nikon, Nike Golf and Wilson Golf. 4 INTERNATIONAL MARKETING 2004 State/ 2004 2004 % Rank Territory Market Share Visitation Change 1. New York 26.7% 5,426,000 +29% 2. Florida 21.8% 4,430,000 +5% 3. California 20.7% 4,207,000 +6% 4. Hawaii 10.9% 2,215,000 +14% 5. Nevada 8.0% 1,626,000 +19% 6. Guam 5.1% 1,036,000 +22% 7. Illinois 4.8% 975,000 +18% 8. Massachusetts 4.6% 935,000 +13% 9. Texas 4.3% 874,000 +5% 10. New Jersey 4.1% 833,000 +22% 11. Pennsylvania 3.4% 691,000 +13% 12. Arizona 3.1% 630,000 +29% 13. Georgia 2.1% 427,000 -5% 14. Michigan 1.8% 366,000 +1% 14. Washington 1.8% 366,000 +7% 16. Colorado 1.7% 345,000 +20% 17. Ohio 1.6% 325,000 0% 17. Utah 1.6% 325,000 +29% 19. North Carolina 1.5% 305,000 +21% 19. Virginia 1.5% 305,000 +30% According to the Office of Travel and Tourism Industries/International Trade Administration (OTTI), in 2004: • North Carolina tied for 19th in international arrivals. • Overseas arrivals to North Carolina increased 21 percent from 2003. • North Carolina is one of only four southeastern states ranked in the top 20 in terms of international visits. • North Carolina had the 11th highest percentage increase in international visits from 2003 to 2004. Overseas Visits Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism Industries. At the 37th Annual International Pow Wow, presented by the TIA in May, thousands of delegates from around the world gathered in New York City. Some 1,500 international and domestic buyers from more than 70 countries generated more than $3 billion in future U.S. travel over three days. A record 450 media representatives also were in attendance. Fayetteville CVB, Mountain South USA and Asheville CVB also participated from North Carolina. per visitor) per visit than domestic visitors. We have also met with great success in Canada. With Canada being the number one international market for the United States, North Carolina is poised to take full advantage of anticipated growth. Beside having our own dedicated North Carolina office in Toronto, we participate actively with Travel South USA, the oldest regional tourism organization in America. Through a collective effort amongst the southern states, Travel South USA has also promoted the region in developing markets like Japan and Brazil, as well as established markets in the United Kingdom. This year, Travel South USA has expanded its focus and launched an integrated program in Canada designed to bring multi-state itineraries to the international marketplace via the web. A very successful sales mission to Toronto and a magazine-formatted newspaper insert that reached nearly two million consumers in Ontario were two initiatives designed to drive traffic to a new consumer website (www.travelsouthusa.com). The site, designed specifically for Canadian travelers, offers regional trip ideas, informative narratives about the region and bookable packages in the Travel South USA states. In August, 71 representatives from all 12 southern states attended functions for tour operators and the media. Peggy Kirk Bell from Pine Needles and “Blackbeard the Pirate” were among the featured guests. The event was well received and North Carolina is still getting publicity from the effort. We continue to work closely with several airlines to ensure continuation of direct air service to North Carolina from international markets. We will also continue to build strong relationships with tour operators and travel agents to increase North Carolina’s travel product and spread the image of our fine state as a leading travel destination. Last year, for the first time in more than a decade, the federal government showed a commitment to international tourism by moving forward with plans for a $6 million international travel promotion and marketing program in the United Kingdom. North Carolina was one of only two premier partners that took advantage of the “You’ve Seen the Movies, Now Visit the Set” campaign that included television spots, a fulfillment piece and expanded web/online coverage in the London market. This year the Department of Commerce will expand the program to include the Japanese market. With the addition of Heidi Walters as our International Sales Director, and Walton Ferrell as the Director of Public Relations, the program will only continue to get stronger. Our team at the Division continues to generate solid leads through famil-iarization tours and various Canadian and European sales missions to ensure our presence at consumer travel shows and various events such as the World Travel Market in London, the International Travel Exchange in Berlin (ITB) and the International Pow Wow, one of the largest international travel shows in the United States. Overall, our international marketing efforts have proven one of the most successful programs we have ever initiated. With the travel industry’s continued support, we are confident our resilience and hard work will continue to send the message to visitors from other countries that North Carolina is a top destination! Lynn D. Minges Executive Director (Continued from page 1) Left to right: Petra Kempfle of The Mangum Group, Mikie Wall of the Division, Susan Melnyk of Melaine Communications and Robert Wilson of Hills Balfour. 5 The North Carolina Division of Tourism, Film and Sports Development is committed to a high level of communication with the taxpayers of North Carolina, the North Carolina travel industry and related businesses and the traveling public. We encourage you to share this publication with other members of your staff and community. UPDATE NC IS PUBLISHED BY THE NORTH CAROLINA DIVISION OF TOURISM, FILM AND SPORTS DEVELOPMENT. PLEASE SEND COMMENTS OR NEWS ITEMS FOR POSSIBLE PUBLICATION TO: THE TRAVEL UPDATE 4324 MAIL SERVICE CENTER RALEIGH, NC, 27699-4324 PHONE: (919) 733-4171 FAX: (919) 733-8582 WWW.VISITNC.COM INTERNATIONAL MARKETING PARTNERS CANADA Melaine Communications 703 Evans Avenue, Suite 106 Toronto, Ontario M9C 5E9 Ph: (416) 622-1680 Fax: (416) 622-3431 Susan Melnyk Director smelnyk@melainecommunications.com Rosalyn Hunter Director of Communications rhunter@melainecommunications.com Jeannette Faria Travel Trade Sales Manager jfaria@melainecommunications.com Cristie Vito Junior Account Executive cvito@melainecommunications.com GERMANY Mangum Management Sonnenstr. 9, D-8033, Munich, Germany Ph: 011 49 89 23 66 21 35 Fax: 011 49 89 23 66 21 99 Keith Mangum Managing Director k.mangum@mangum.de Thomas Drechsler Sales and Marketing Account Manager t.drechsler@mangum.de Nicola Theumer Public Relations Manager n.theumer@news-plus.net Stephanie Grosser Public Relations Coordinator s.grosser@mangum.de UNITED KINGDOM Hills Balfour 36 Southwark Bridge Rd., London, SE1 9EU Ph: 011 44 20 7922 6383 Fax: 011 44 20 7928 0722 Amanda Hills Managing Director amandahills@hillsbalfour.com Robert Wilson Sales and Marketing Account Manager robertwilson@hillsbalfour.com Jonathan Sloan Public Relations Director jonsloan@hillsbalfour.com Suzanne Seyghal Public Relations Account Director suzanneseyghal@hillsbalfour.com PRSRT STD US POSTAGE PAID RALEIGH, NC PERMIT NO 1095 6
Object Description
Description
Title | UpdateNC |
Other Title | Update NC; Travel & tourism update; Travel and tourism update; NC travel & tourism update; |
Date | 2005 |
Description | 2005 - International update |
Digital Characteristics-A | 127 KB; 6 p. |
Digital Format | application/pdf |
Full Text | Message from the Executive Director, Lynn Minges INTERNATIONAL MARKETS PLAY KEY ROLE IN NORTH CAROLINA TOURISM 2005 | INTERNATIONAL UPDATE north carolina division of tourism, film and sports development North Carolina welcomes millions of domestic travelers every year, but luring international visitors has become a signifi-cant focus in the Division of Tourism’s overall effort. Since 1994, when the state set aside highway funds to help promote and develop international air service, the Division has concentrated marketing efforts to strengthen the state’s position as an international gateway to America. We market North Carolina’s tourism products in Canada, the United Kingdom and Germany (which also covers Austria and Switzerland). Because these markets offer growth and development opportunities for our already strong domestic tourism base, we have direct air service from these countries into our major metropolitan airports. We also market in these countries because the North Carolina Department of Commerce actively pursues business, industry and international trade in these markets. To date, the state has 1,124 international affiliated businesses across the state, with over $23.1 billion in foreign investment. In the period from 1991-2001 (the most recent data available), North Carolina ranked 11th in the United States in foreign direct investment. This bodes well for international travelers who are looking at North Carolina as their next destination. Research figures from the Office of Travel and Tourism Indus-tries (OTTI) show North Carolina ranked 19th in overseas visitation in 2004 (up from 20th in 2001). North Carolina was one of only four southeastern states in the top 20 in overseas visitation (Florida #2, Georgia #13, North Carolina tied with Virginia at #19). Overseas arrivals were up 21 percent from 2003 to 2004. Though the United States has lost ground in recent years in worldwide market share, according to the Travel Industry Association of America (TIA), a weak dollar overseas is helping to bring more international visitors to the United States in 2005. International inbound travel is projected to return to the higher levels enjoyed before September11,2001, with over 49 million arrivals. Spending by international visitors is predicted to increase 9.5 percent in 2005, reaching over $81 billion. The U.S. Department of Commerce recently announced 3.3 million international visitors traveled to the United States during June 2005, an increase of eight percent over June 2004. Arrivals were up by almost eight percent year-to-date as well. We all know that international visitors to the United States stay longer (16.3 nights per trip) and spend more ($1,508 DIVISION HIRES NEW INTERNATIONAL SALES DIRECTOR Heidi Walters, CHME, joined the Division in October as International Sales Director. Her primary duties include the manage-ment and over-sight of German and United Kingdom marketing activities for the Division. Heidi is the immediate past president of the Carolinas Chapter of Meeting Professionals International and is a Certified Hospitality Marketing Executive. Her previous experience includes hotel sales and management at hotels in Raleigh, marketing experi-ence with the Warren County Convention & Visitors Bureau in Lebanon, Ohio and serving as general manager for the Beck Hospitality Group in Mason, Ohio. Contact Heidi at hwalters@nccommerce.com or (919) 715-6702. (Continued on page 5) 1 INTERNATIONAL TRAFFIC INTERNATIONAL STATISTICS visitnc.com Fiscal Traffic From Traffic From Traffic From 2004-2005 United Kingdom Germany Canada July 1,508 visits 916 visits 11,754 visits August 2,106 visits 1,484 visits 7,044 visits September 5,444 visits 1,288 visits 6,322 visits October 6,043 visits 1,661 visits 7,431 visits November 5,233 visits 1,488 visits 5,975 visits December 5,419 visits 1,582 visits 4,954 visits January 7,971 visits 3,111 visits 7,338 visits February 2,349 visits 1,653 visits 5,128 visits March 2,959 visits 2,113 visits 6,773 visits April 3,139 visits 2,400 visits 5,972 visits May 3,545 visits 2,916 visits 8,266 visits June 3,469 visits 2,727 visits 7,313 visits For fiscal year 2004-2005, new reporting systems were implemented to monitor worldwide visitation on VisitNC.com. International traffic from the United Kingdom, Germany and Canada was consistently high, supporting ongoing marketing efforts in these countries. In 2004, North Carolina ranked19th in overseas arrivals with more than 305,000 overseas visitors, mostly from the German-speaking markets (GSM) and the United Kingdom. North Carolina currently has two European gateway airports with direct daily service: Frankfurt/Charlotte, Munich/Charlotte, London/Charlotte and London/Raleigh. The Division’s international marketing program includes the development, coordination and implementation of comprehensive tourism marketing strategies in GSMs and the United Kingdom to support the daily international flights into North Carolina. The program targets both leisure and group tour sales in the European market through third-party sellers, travel industry trade suppliers and various consumer promotions. Canadian Visitor Statistics – Fiscal Year 2004-2005 • North Carolina ranked 19th in Canadian overnight visits and 12th in total visits (includes day-trippers/pass-throughs). • Over 450,000 Canadians spent time in North Carolina either as part of a day trip or passing through, spending an estimated $5 million. • Overnight Canadian visitors spent $78.5 million in North Carolina. • Total Canadian visits to North Carolina from first quarter 2004 to first quarter 2005 were up 7.5 percent and overnight visits to North Carolina were up 6.6 percent. Overseas Visitor Statistics – 2004 • North Carolina’s overseas visitation was up 13 percent from 2003 to 2004. • The estimated state spending impact for international visitors to North Carolina in 2004 was $233 million. • The top six overseas visitor markets were United Kingdom (19.7 percent), Germany (14.8 percent), Japan (8.5 percent), Italy (5.6 percent), France (3.9 percent) and the Netherlands (3.9 percent). – The North Carolina market share for United States visitors from these countries has increased from 2003 to 2004 with the exception of France. • During 2004, overseas visitors spent an average of 22 days in the United States and 10 nights in North Carolina. Visitors from Japan had the longest length of stay in the state at 15 nights. • 60 percent of international visitors to North Carolina indicated the state was their main destination. • The main purposes of visits to North Carolina for international travelers were business (53 percent), friends/relatives (44 percent) and vacation/ holiday (34 percent). • The most common leisure activities for international visitors to North Carolina were dining in restaurants (88 percent) and shopping (82 percent). 2 Source: VisitNC.com INTERNATIONAL PARTNERSHIPS united kingdom canada The Division maintained successful partnerships with travel sales representatives in Canada, the Canada provided North Carolina’s highest number of international visitors. Ease of access via direct air service and highways, high disposable income and the strengthening of the Canadian dollar all contributed to tourism growth from Canada. In 2004, nearly 350,000 Canadians visited North Carolina, an increase of 13.2 percent. Nearly 75 percent of those visitors came from the province of Ontario, with the majority of the remaining 25 percent arriving from the province of Quebec. • North Carolina has 11 daily flights from Canada offered by US Airways and Air Canada into Charlotte and Raleigh/Durham gateways. • 75 percent of visitors arrive from Canada by car. • 68 percent of Canadian visitors come for holidays. • Only ten percent of Canadian travelers come for business. U.K. Market Overview • Population: 60.4 million (England, Scotland, Ireland, Wales). • Travel to United States: 4.2 million annually. • Employees enjoy an average of five weeks paid annual leave. • Ten percent of the market spends £1,600 (approximately $2,748) per person on holiday each year. • Average expenditure in the United States per party/trip is $1,922. • Average length of stay in the United States is14.5 nights. • Currency exchange: The pound represents a 50 percent cost advantage for U.K. travelers versus the United States dollar. • The U.K. population is getting older, wealthier and more active. • Online purchasing has more than doubled over the past year. • Two daily direct flights from London to Raleigh (American Airlines) and Charlotte (US Airways). Partnership Opportunities Consumer Shows Partners may attend and/or distribute brochures at these consumer shows: • Manchester Holiday Show, January 13-15, 2006 • Glasgow Holiday Show, January 20-22, 2006 • Holiday World Dublin, January 26-29, 2006 • Destinations Holiday & Travel Show, London, February 2-5, 2006 • International Holiday Show, Bournemouth, February 10-12, 2006 • London Golf Show, April 27-30, 2006 North Carolina U.K. Travel Guide In response to consumer and trade inquiries, 33,000 North Carolina Travel Guides are being distributed to travel agents, tour operators and consumers. • With 32 pages of comprehensive information on North Carolina tailored to the U.K. market, the guide provides visitors with all they need to know for planning a trip to North Carolina, including attractions, airlines, gateways and other travel and consumer products in the United Kingdom. Trade Shows See America Week London, England – June 19-22, 2006 The largest Visit USA travel event in Great Britain is organized in cooperation with the Travel Industry Association of America (TIA), the Visit USA Asso-ciation of the United Kingdom and the U.S. Commercial Service. The sixth annual “See America Week” U.K. will take place June 19-22, 2006, in Lon-don. Partners can attend the Visit USA Ball, Media Marketplace and/or the educational seminars with other North Carolina representatives. Tour Operator Marketing Programs • Premier Holidays – North Carolina promotion, targeting travel agents and consumers. • Beat the Brochure – Media promotion launching a new North Carolina product. • Online Travel Company (OTC) – Online campaign targeting OTC’s consumer database. Note: Further opportunities are currently being negotiated. For full details, please contact Robert Wilson of Hills Balfour at robertwilson@hillsbalfour.com. Brand Alliance Marketing Campaigns New consumer awareness campaigns concentrating on brand marketing will provide access to new market segments (fast-moving consumer goods), forming partnerships with non-tourism partners and maximizing North Carolina’s budget. Possible non-tourism partners for film and /or golf promotions could include Krispy Kreme, Nevada Bob’s Golf, The North Face, Field & Trek and Metro Café. Website A dedicated North Carolina website is being developed for the U.K. and Irish markets serving as an introduction to the state. Promotional opportunities will be available through the site and will include: • Travel trade promotion • eNewsletters • Press room Training Academy Following the launch of the U.K. and Ireland website, an online training suite will be introduced, providing a formal training program on North Carolina for travel agents and tour operators. The academy will feature ten progressive learning modules. Upon completion of the training, each participant will be recognized as a North Carolina Specialist. Opportunities for joint marketing include module sponsorship. 3 germany pan-european programs United Kingdom and Germany. These partnerships have yielded the following accomplishments: European Sales Missions Ireland, Scotland, United Kingdom and Germany March 10-18, 2006 The North Carolina Department of Commerce will host a week-long sales mission to Europe. During the state’s mission, the Division will coordinate sales calls to travel agents/tour operators and one group event each in the United Kingdom and Germany featuring the state’s “Top Ten Reasons to Visit North Carolina.” Travel Industry Association of America (TIA) International Pow Wow Orlando, Florida – May 6-10, 2006 TIA’s International Pow Wow is the travel industry’s premier international marketplace and the largest generator of United States travel. In just three days of intensive pre-scheduled, computer-generated business appointments, more than 1,000 United States travel organizations from every region of the United States repre-senting all industry category components, and more than 1,500 international and domestic buyers from more than 70 countries, will conduct business negotiations that will result in the generation of over $3 billion in future United States travel. At International Pow Wow, buyers and sellers are able to conduct business that would otherwise be generated only through an exhaustive number of around-the-world trips. Familiarization Tours The Division will host familiarization tours across the state featuring destinations, hotels and additional product opportunities for those interested in the United Kingdom and German-speaking markets. Partners have the opportunity to be a destination, host hotel or attraction. GSM Overview • Population: 97.9 million. (Germany, Austria, Switzerland) • Travel to the United States: 1.3 million annually. • Employees enjoy an average of six weeks paid annual leave. • South Atlantic region is the region most visited by Germans. • Average daily spending is $79. • Average length of stay in the United States is 19.8 nights. • Despite a stagnating economy, it is estimated that Germany will constitute the most important source market for outbound travel by 2010: 12.7 percent of total world tourism. • The German outbound travel market is the second largest after the United States. • Currency exchange: The euro represents an average of 20 percent cost advantage for Europeans versus the United States dollar. • Two daily direct flights into Charlotte from Frankfurt (US Airways) and Munich (Lufthansa). • Last-minute bookings continue to increase as GSM Internet users increased to 52 percent in 2004. Partnership Opportunities Consumer Shows Partners may attend and/or distribute brochures at these consumer shows: • CMT Stuttgart, January 14-22, 2006 • FESPO Zurich, January 26-29, 2006 • Reisen Hamburg, February 8-12, 2006 • CBR Munich, February 19-22, 2006 Trade Shows Internationale Tourismus Börse (ITB) Berlin, Germany – March 8-12, 2006 ITB is the world’s largest tourism fair with more than 45,000 travel professionals and 140,000 consumers attending. Nearly 90 percent of exhibitors sign firm contractual agreements at this show. Partners are welcome to exhibit at the North Carolina booth. Tour Operator Marketing Programs • Airtours – Direct mailing with golf equipment manufacturers (Nike/Wilson) to promote North Carolina as a premier golf destination. • CANUSA – Direct mailing with call-to-action and/or brand alliance marketing campaign focusing on film (with Columbia TriStar Home Entertainment). • DERTOUR – Direct mailing with call-to-action and/or consumer ad promotion. • FTI – Training for reservation staff/sales force with United Airlines; direct mail campaign with call-to-action. • Golfreisen.de – Continue with consumer ad campaign focusing on golf (including online promotion) and partnering with Lufthansa. • Golf promotions with several small golf specialists (e.g., Birdie Golfreisen, FOMA Reisen and/or Golf Tours St. Andrews). • Meier’s Weltreisen – Pull-out (two pages) with new North Carolina product/program, participation at road show and training for reservation staff/selected travel agents. • Neckermann – Pull-out (one to two pages) with new North Carolina product/program to be distributed to consumers. • Thomas Cook CANUSA – Direct mailing with call-to-action and/or brand alliance marketing campaign focusing on film. • Hotelplan/Kuoni/Skytours – Direct mailings with call-to-action in lucrative Swiss market. • Online promotions with Expedia.de, Ebookers.de and/or Lastminute.de. Brand Alliance Marketing Campaigns New consumer awareness campaigns, concentrating on brand marketing as the method, will allow a reach into new market segments (fast-moving consumer goods), forming partnerships with non-tourism partners and maximizing North Carolina’s budget. Possible non-tourism partners for film and/or golf promotions could include Columbia TriStar Home Entertainment, Warner Bros., Canon, Nikon, Nike Golf and Wilson Golf. 4 INTERNATIONAL MARKETING 2004 State/ 2004 2004 % Rank Territory Market Share Visitation Change 1. New York 26.7% 5,426,000 +29% 2. Florida 21.8% 4,430,000 +5% 3. California 20.7% 4,207,000 +6% 4. Hawaii 10.9% 2,215,000 +14% 5. Nevada 8.0% 1,626,000 +19% 6. Guam 5.1% 1,036,000 +22% 7. Illinois 4.8% 975,000 +18% 8. Massachusetts 4.6% 935,000 +13% 9. Texas 4.3% 874,000 +5% 10. New Jersey 4.1% 833,000 +22% 11. Pennsylvania 3.4% 691,000 +13% 12. Arizona 3.1% 630,000 +29% 13. Georgia 2.1% 427,000 -5% 14. Michigan 1.8% 366,000 +1% 14. Washington 1.8% 366,000 +7% 16. Colorado 1.7% 345,000 +20% 17. Ohio 1.6% 325,000 0% 17. Utah 1.6% 325,000 +29% 19. North Carolina 1.5% 305,000 +21% 19. Virginia 1.5% 305,000 +30% According to the Office of Travel and Tourism Industries/International Trade Administration (OTTI), in 2004: • North Carolina tied for 19th in international arrivals. • Overseas arrivals to North Carolina increased 21 percent from 2003. • North Carolina is one of only four southeastern states ranked in the top 20 in terms of international visits. • North Carolina had the 11th highest percentage increase in international visits from 2003 to 2004. Overseas Visits Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism Industries. At the 37th Annual International Pow Wow, presented by the TIA in May, thousands of delegates from around the world gathered in New York City. Some 1,500 international and domestic buyers from more than 70 countries generated more than $3 billion in future U.S. travel over three days. A record 450 media representatives also were in attendance. Fayetteville CVB, Mountain South USA and Asheville CVB also participated from North Carolina. per visitor) per visit than domestic visitors. We have also met with great success in Canada. With Canada being the number one international market for the United States, North Carolina is poised to take full advantage of anticipated growth. Beside having our own dedicated North Carolina office in Toronto, we participate actively with Travel South USA, the oldest regional tourism organization in America. Through a collective effort amongst the southern states, Travel South USA has also promoted the region in developing markets like Japan and Brazil, as well as established markets in the United Kingdom. This year, Travel South USA has expanded its focus and launched an integrated program in Canada designed to bring multi-state itineraries to the international marketplace via the web. A very successful sales mission to Toronto and a magazine-formatted newspaper insert that reached nearly two million consumers in Ontario were two initiatives designed to drive traffic to a new consumer website (www.travelsouthusa.com). The site, designed specifically for Canadian travelers, offers regional trip ideas, informative narratives about the region and bookable packages in the Travel South USA states. In August, 71 representatives from all 12 southern states attended functions for tour operators and the media. Peggy Kirk Bell from Pine Needles and “Blackbeard the Pirate” were among the featured guests. The event was well received and North Carolina is still getting publicity from the effort. We continue to work closely with several airlines to ensure continuation of direct air service to North Carolina from international markets. We will also continue to build strong relationships with tour operators and travel agents to increase North Carolina’s travel product and spread the image of our fine state as a leading travel destination. Last year, for the first time in more than a decade, the federal government showed a commitment to international tourism by moving forward with plans for a $6 million international travel promotion and marketing program in the United Kingdom. North Carolina was one of only two premier partners that took advantage of the “You’ve Seen the Movies, Now Visit the Set” campaign that included television spots, a fulfillment piece and expanded web/online coverage in the London market. This year the Department of Commerce will expand the program to include the Japanese market. With the addition of Heidi Walters as our International Sales Director, and Walton Ferrell as the Director of Public Relations, the program will only continue to get stronger. Our team at the Division continues to generate solid leads through famil-iarization tours and various Canadian and European sales missions to ensure our presence at consumer travel shows and various events such as the World Travel Market in London, the International Travel Exchange in Berlin (ITB) and the International Pow Wow, one of the largest international travel shows in the United States. Overall, our international marketing efforts have proven one of the most successful programs we have ever initiated. With the travel industry’s continued support, we are confident our resilience and hard work will continue to send the message to visitors from other countries that North Carolina is a top destination! Lynn D. Minges Executive Director (Continued from page 1) Left to right: Petra Kempfle of The Mangum Group, Mikie Wall of the Division, Susan Melnyk of Melaine Communications and Robert Wilson of Hills Balfour. 5 The North Carolina Division of Tourism, Film and Sports Development is committed to a high level of communication with the taxpayers of North Carolina, the North Carolina travel industry and related businesses and the traveling public. We encourage you to share this publication with other members of your staff and community. UPDATE NC IS PUBLISHED BY THE NORTH CAROLINA DIVISION OF TOURISM, FILM AND SPORTS DEVELOPMENT. PLEASE SEND COMMENTS OR NEWS ITEMS FOR POSSIBLE PUBLICATION TO: THE TRAVEL UPDATE 4324 MAIL SERVICE CENTER RALEIGH, NC, 27699-4324 PHONE: (919) 733-4171 FAX: (919) 733-8582 WWW.VISITNC.COM INTERNATIONAL MARKETING PARTNERS CANADA Melaine Communications 703 Evans Avenue, Suite 106 Toronto, Ontario M9C 5E9 Ph: (416) 622-1680 Fax: (416) 622-3431 Susan Melnyk Director smelnyk@melainecommunications.com Rosalyn Hunter Director of Communications rhunter@melainecommunications.com Jeannette Faria Travel Trade Sales Manager jfaria@melainecommunications.com Cristie Vito Junior Account Executive cvito@melainecommunications.com GERMANY Mangum Management Sonnenstr. 9, D-8033, Munich, Germany Ph: 011 49 89 23 66 21 35 Fax: 011 49 89 23 66 21 99 Keith Mangum Managing Director k.mangum@mangum.de Thomas Drechsler Sales and Marketing Account Manager t.drechsler@mangum.de Nicola Theumer Public Relations Manager n.theumer@news-plus.net Stephanie Grosser Public Relations Coordinator s.grosser@mangum.de UNITED KINGDOM Hills Balfour 36 Southwark Bridge Rd., London, SE1 9EU Ph: 011 44 20 7922 6383 Fax: 011 44 20 7928 0722 Amanda Hills Managing Director amandahills@hillsbalfour.com Robert Wilson Sales and Marketing Account Manager robertwilson@hillsbalfour.com Jonathan Sloan Public Relations Director jonsloan@hillsbalfour.com Suzanne Seyghal Public Relations Account Director suzanneseyghal@hillsbalfour.com PRSRT STD US POSTAGE PAID RALEIGH, NC PERMIT NO 1095 6 |
OCLC number | 60568787 |