Market Information 2017 - Visit The USA · As the destination marketing organization for the United...

Market Information 2017China

Cover image: Madison, Wisconsin

China Market Information 2017 3

About this Guide ........................................................................................3

Brand USA Headquarters .........................................................................4

A Message from Christopher L. Thompson .........................................5

Brand USA Executive and Senior Leadership .....................................7

Geography ...................................................................................................8

Demographics ............................................................................................9

Economy ......................................................................................................9

Vacation Allocation and Public Holidays ........................................... 10

International Visitation Trends .............................................................. 11

Travel Trends ............................................................................................. 12

Traveler Characteristics .......................................................................... 13

Air Travel Information ............................................................................. 15

Brand USA Online Channels ................................................................. 19

Brand USA Traveler Research ..............................................................22

Visit USA Committee, China ................................................................ 30

Our Partnership with the U.S. Department of Commerce .............33

TABLE OF CONTENTS

About this GuideBrand USA is pleased to present this guide in partnership with the U.S. Commercial Service and the National Travel and Tourism Office (NTTO). It includes snapshots of the economies in China, along with information about travel from this region (booking channels, consumer trends, U.S. international inbound visitation data, and key travel motivators and indicators).

4 Brand USA TheBrandUSA.com

About Brand USAAs the destination marketing organization for the United States, Brand USA’s mission is to increase incremental international visitation, spend, and market share to fuel the nation’s economy and enhance the image of the USA worldwide.

Established by the Travel Promotion Act of 2009 as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and to communicate U.S. visa and entry policies, Brand USA began operations in May 2011.

As one of the best levers for driving economic growth, international travel to the United States currently supports 1.8 million American jobs (directly and indirectly) and benefits virtually every sector of the U.S. economy. Since its founding, Brand USA has worked in close partnership with more than 700 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences and destinations available in the United States of America.

According to studies by Oxford Economics, over the past four years Brand USA’s marketing initiatives have helped welcome 4.3 million incremental visitors to the USA, benefiting the U.S. economy with nearly $30 billion in total economic impact, and supporting, on average, more than 50,000 incremental jobs each year.

Brand USA’s operations are supported by a combination of non-federal contributions from destinations, travel brands, and private-sector organizations plus matching funds collected by the U.S. government from international visitors who visit the United States under the Visa Waiver Program.

For industry or partner information about Brand USA, please visit TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at VisitTheUSA.com.

Brand USA Headquarters1725 Eye Street NWEighth FloorWashington, DC 20006 USA

Phone: +1 202.536.2060Email: [email protected]


A Message from Christopher L. Thompson We at Brand USA – the public-private partnership established seven years ago to promote international tourism to the USA— look forward to working with you to generate business in China’s outbound— travel sector.

This guide will familiarize you with the Chinese market. Recognizing this rapid growth, the United Nations World Tourism Organization projects the Chinese outbound-travel market to reach 250 million travelers by 2020, and maintain at least a 16 percent annual rate of expansion through 2020.

During 2016, we celebrated the U.S - China Tourism Year. It was a year of special events, dedicated programming and new products— all designed to promote and enhance travel between our two countries.

China market retains a double-digit growth since 2007. According to the latest statistic release from NTTO, visitors from China to U.S. reached to 2.97 million in 2016, soaring 15 percent, which is the fastest growing source market. That level of volume made China the fifth-largest source market among international travelers arriving in the United States. The Chinese, notably, are the number one international spenders. Chinese visitors spent a record-setting $34.8 billion in the United States last year, an appreciable increase of 15 percent.

Chinese outbound travelers, in 2016, showed an inclination for free and independent travel, while group travel is also an increase trend. Fly-and-drive products also gained in prominence, as reflected in a 37 percent jump in popularity. Core to our marketing efforts in China is our direct-to-consumer USA Campaign, which hinges on digital and social media platforms to highlight the diverse range of destinations and experiences available in the United States.

The localized, interactive consumer campaign includes strong digital marketing (social media, display, and search) with a call-to-action to visit our new consumer website, GoUSA.cn, and “Plan your USA trip now.”


As part of the launch of the new campaign, Brand USA produced 15 versions of the consumer website in eight different languages, with each international market having a customized in-language version. The accompanying campaign’s approach puts each traveler at the center of their trip—allowing them to immerse themselves in their USA experience as they plan their trip. As they do, they’ll not only see the diversity of experiences and destinations that are available in the United States, but also the value inherent in the proximity of those experiences and destinations. For example, within a five-hour drive of every destination, there are many other unique and diverse experiences and destinations. That’s something very unique and appealing about the USA. The new campaign is supported by media and public relations efforts that help inspire travelers to visit the USA.

In addition, Brand USA’s cooperative marketing platforms and partner media campaigns reach travelers through advertising that includes multi-channel, digital/social marketing, an OTV series, media planning, and other cooperative marketing activity.

From a trade marketing standpoint, Brand USA has expanded its efforts to help the travel trade support their clients. In addition to our popular MegaFams, the Brand USA global development team has been expanding its range of recommended itineraries and trip ideas and training efforts (including road shows, sales missions, the USA Discovery Program, a China-readiness and market entry program, destination seminars and webinars, as well as collaboration with the Visit USA committee and U.S. Foreign Commercial Service throughout the year). In addition, Brand USA hosts USA Pavilions at high-profile trade shows in China.

I invite you to talk to our team about trip experiences in the USA and ways to enhance your marketing efforts in China. They can discuss with you many ways to book their USA trip now.

Together, we are marketing the USA!

Chris Thompson President & CEO Brand USA


Brand USA Executive and Senior LeadershipChristopher L. ThompsonPresident & [email protected]

Thomas GarzilliChief Marketing [email protected]

Anne MadisonChief Strategy & Communications [email protected]

Donald F. RichardsonChief Financial [email protected]

Karyn GruenbergSenior Vice President, Partner Marketing & Strategic [email protected]

Cathleen DomanicoVice President, Global Trade [email protected]

Tracy LanzaVice President, Integrated [email protected]

Stanley MattosVice President, [email protected]

Carroll RheemVice President, Research & [email protected]

Aaron Wodin-SchwartzVice President, Public [email protected]


GeographyChina is the world’s fourth-largest country (after Russia, Canada and the United States), and the largest country situated entirely in Asia. Mount Everest, on the border with Nepal, is the world’s tallest peak.

QinhuangdaoDalian

Area9,596,960 sq km, world rank #4 Slightly smaller than the U.S.Source: CIA World Factbook

ClimateChina has an extremely diverse climate, ranging from tropical in the south to subarctic in the north.Source: CIA World Factbook


DemographicsPopulation1,367,541,278 (July 2016 est.), world rank #1 (U.S. population: 323,995,538, world rank #4)Source: CIA World Factbook

Largest CitiesShanghai: 23.74 million

Beijing (capital): 20.38 million

Chongqing: 13.33 million

Guangdong: 12.45 million

Tianjin: 11.21 million

Shenzhen: 10.74 millionSource: CIA World Factbook 2015

Age Structure

Age USA China

0-14 years 18.84% 17.1%

15-24 years 13.46% 13.27%

25-54 years 39.6% 48.42%

55-64 years 12.85% 10.87%

65 years and older 15.25% 10.35%

Median age 37.9 years 37.1 years

Population growth rate (2015 est.) 0.81% 0.43%

Source: CIA World Factbook

EconomyGDP: $21.14 trillion (2016 est.), world rank #1

GDP real growth rate: 6.7% (2016 est.)

GDP—per capita: China: $14,600 (2016 est.)

Unemployment rate: 4% (2016 est.)

Inflation rate: 2% (2016 est.)

Source: CIA World Factbook


Vacation Allocation and Public HolidaysChina has seven legal public holidays in a year.

Holiday Day Days Celebrated 2017 Dates

New Year’s Day January 1 1 day Jan. 1 - 3, 2017

Chinese New Year Lunar New Year First 3 days of the lunar year

Jan. 27 to Feb. 2, 2017

Tomb Sweeping Day April 4 or 5 1 day Apr. 3 - 5, 2017

Labor Day May 1 1 day May 1 – 3, 2017

Dragon Boat Festival The 5th day of the 5th lunar month

1 day May 28 - 30, 2017

Moon Festival The 15th day of the 8th lunar month

1 day Oct. 4, 2017, within the National Day holiday

National Day October 1 3 days (Oct. 1-3) Oct. 1 - 7, 2017 (will be prolonged to Oct. 8)

Primary Travel PeriodsChina has two “Golden Weeks” — Chinese New Year Week and National Day Week. Both of these public holidays are three-day occasions. However, by adding weekends to them, the Chinese turn them into week-long, active celebrations. Each week becomes an economic bonanza, which is why they are known as “Golden Weeks.’

Public School HolidaysIn addition to summer and winter breaks, students also have these days off.

January 1: New Year’s Day

January or February (three days): Chinese New Year

March 8: Women’s Day (Employers provide women half-day holidays)

April 4 or 5: Tomb Sweeping Day

May 1: International Labor Day

July 1: Children’s Day

Fifth day of the fifth Lunar Month: Dragon Boat Festival

15th day of the eighth Lunar Month: Moon Festival

October 1-3: National Day


International Visitation TrendsVisitor Spending, 2016

0 5 10 15 20 25 30

China

Canada

Mexico

Japan

Brazil

United Kingdom

India

South Korea

Germany

Australia

8.0

8.6

8.7

11.0

13.6

16.0

16.1

20.2

20.9

33.0

Billions of U.S. Dollars

35

Source: U.S. Department of Commerce National Travel and Tourism Office

International Arrivals to the USA, 2016Top 10 Countres Generating Travel to the United States (Long-haul arrivals)

0 5 10 15 20 25

Canada

Mexico

United Kingdom

Japan

Brazil

China

Germany

France

South Korea

Australia 1.35

1.69

1.63

2.03

1.97

2.97

3.58

4.57

18.73

19.30

Millions of Visitors



Travel TrendsSpending Trends (Exports)

(US$ Million)

YearTotal Travel &

Tourism ExportsTravel

ReceiptsPassenger Fare

ReceiptsChange (%)

in Total Exports

2009 $6,869 $6,022 $847 13

2010 $10,249 $8,942 $1,307 49

2011 $13,925 $11,877 $2,048 36

2012 $18,152 $15,864 $2,288 30

2013 $21,624 $19,244 $2,380 19

2014 $26,317 $21,499 $2,520 22

2015 $30,178 $27,728 $2,450 15

2016 $32,938 $30,720 $2,263 9

Change 2016/2009 $26,114 $24,698 $1,416 380


Visitation Trends (Arrivals)

0 500 1,000 1,500 2,000 2,500

2014

2013

2012

2011

2010

2009

2016

525

2015

3,000

802

1,089

1,474

1,807

2,190

2,591

2,972



Traveler CharacteristicsMain Purpose of Trip

Main Purpose of Trip 2015 (%) 2016 (%) Point Change

Vacation/Holiday 39 38 -0.4

Visit Friends/Relatives 20 21 1.1

Education 16 18 1.6

Business 14 14 -0.2

Convention/Conference/Tradeshow 10 9 -1.8

Health Treatment 1 0.3 -0.4

Religion/Pilgrimages 0.1 0.3 0.2

Other 1 1 0.0


Select Traveler Characteristics

Traveler Characteristics 2015 2016 Change

Length of Stay in U.S. (mean nights) 37.3 39.3 2.0

Length of Stay in the U.S. (median nights) 14 14 0.0

First International Trip to the U.S. 42 43 0.2


Activity Participation While in the USA

Activity Participation While in the U.S. 2015 (%) 2016 (%) Point Change

Shopping 87 88 1.3

Sightseeing 81 81 -0.2

Experience Fine Dining 51 51 -0.1

National Parks/Monuments 45 41 -4.2

Art Gallery/Museum 42 40 -2.3

Amusement/Theme Parks 36 36 0.3

Small Towns/Countryside 41 36 -5.1

Visit Historical Locations 30 25 -5.6

Cultural/Ethnic Heritage Sites 24 21 -3.2

Guided Tours 20 20 -0.2



Transportation Used in the United States

Transportation Types Used in the U.S. 2015 (%) 2016 (%) % Change

Airlines in U.S. 46 42 3.4

Bus between Cities 16 17 0.7

City Subway/Tram/Bus 31 28 -2.5

Auto, Private or Company 42 42 -0.6

Rented Auto 35 29 -5.9

Taxi/Cab/Limousine 25 23 -1.6


USA Destinations Visited (Cities, States, and Regions)Visitation to U.S. Destinations/Regions

Market Share 2015 (%)

Volume 2015 (000)

Market Share 2016 (%)

Volume 2016 (000)

Regions

Pacific 44.33 1,149 46.36 1,378

Middle Atlantic 34.22 887 31.41 934

South Atlantic 21.90 568 20.46 608

Pacific Islands 12.64 328 10.39 309

States

California 41.5 1,076 42.77 1,271

New York 30.4 790 27.06 804

Hawaii 11.44 296 9.65 287

Cities

Los Angeles 30.01 778 30.37 903

New York City 29.01 752 25.72 764



Air Travel InformationFlights from China to the USA

Destination Routes AirlinesAircraft

Type Frequency Remarks

Los Angeles

BJS - LAX CA (Air China) B777-300 Twice daily 14 weekly

SHA - LAX UA (United Airlines) B787-900 Daily -

SHA - LAX DL (Delta Air Lines) B777 Daily -

SHA - LAX AA (American Airlines) B777 Daily -

SHA - LAX MU (China Eastern) B777 Twice daily 14 weekly

NKG - LAX MU (China Eastern) A330 3 weekly 2, 4, 6

CTU - LAX3U (Sichuan Airlines) A330 2 weekly 1, 4

3U (Sichuan Airlines) A330 2 weekly 2, 6

CSX - LAX HU (Hainan Airlines) B787-8 2 weekly1,4 from

Jan 21,2016

SZX - PEK - LAX

CA (Air China) B777-300 6 weeklyFrom

Feb 1,2016

CAN - LAXCZ (China Southern) A380 Daily -

CZ (China Southern) B777 4 more weekly Summer schedule

CSX - LAXHU (Hainan Airlines) B787 1 weekly

Started from Mar.21,2017

HU (Hainan Airlines) B787 2 weeklyStarted from Mar.15,2017

XMN - LAXMF (Xiamen Airlines) B789 4 weekly

Start from Jun 27, 2017 / 2,4,7(Summer 1 ad-hoc flight

from Jul 19, 2017-Aug 23, 2017 on each Wednesday

MF (Xiamen Airlines) B789 3 weeklyStart from Dec 11, 2017/ 1, 3, 5

SZX - LAX CA (Air China) B789 3 weeklyStart from

Dec 7, 2017 / 1, 4, 6

San Francisco

BJS - SFO UA (United Airlines) B747-400 Daily

SHA - SFO UA (United Airlines) B747-400 Daily From OCT16,

B787-9 double daily

CTU - SFO UA (United Airlines) B787 3 weeklyMay 25-Sep 5 /

4 weekly

BJS - SFO CA (Air China) B747-800 DailySummer

schedule extra 4 weekly

SHA - SFO MU (China Eastern) A330-200 Daily -

XIY - SFO UA (United Airlines) B787-800 3 weekly

Seasonal flight from May 10,

2016 to Oct 28, 2016

CAN - SFO CZ (China Southern) B787 4 weekly -

HGH - SFO UA (United Airlines) B787-900 3 weeklyStarted from Jul 15, 2016.

CAN-WUH - SFO

CZ (China Southern) B787 3 weekly -


Seattle

BJS - SEA DL (Delta Air Lines) B767 Daily -

SHA-SEA DL (Delta Air Lines) A332 Daily -

BJS - SEA HU (Hainan Airlines) B787 Daily -

XMN - SEA HU (Hainan Airlines) A330 4 weekly1,2,4,6 / Daily

in summer schedule

SHA - SZX - SEA

MF (Xiamen Airlines) B787 3 weeklyWill launch

from Sept 26, 2016.

Atlanta PVG - ATL DL (Delta Airlines) B777 -Planning from

Jul, 2018

DallasSHA - DFW AA (American Airlines) B777 Daily 3, 5, 7

BJS - DFW AA (American Airlines) B787 Daily -

DetroitBJS - DTW DL (Delta Air Lines) A330-200 Daily -

SHA - DTW DL (Delta Air Lines) B777 Daily -

Chicago

BJS - CHI UA (United Airlines) B747-400 Daily -

SHA - CHI UA (United Airlines) B747-400 Daily -

BJS - CHI AA (American Airlines) B787 Daily -

SHA - CHI AA (American Airlines) B787 Daily -

BJS - CHI HU (Hainan Airlines) B787-8 4 weekly 2,4,6,7

SHA - CHI MU(China Eastern) B777-300 3 weeklyStarted from Mar 18, 2016, Jul-Aug daily

BostonBJS - BOS HU (Hainan Airlines) B787-8 4 weekly

1,3,5,7 Daily in summer schedule.

SHA - BOS HU (Hainan Airlines) B787-8 3 weekly 2, 4, 6

Washington, D.C.

BJS - WAS UA (United Airlines) B777 Daily -

BJS - WAS UA (United Airlines) B777 Daily -

BJS - WAS CA (Air China) B777-300 4 weekly -

Houston BJS - HOU CA (Air China) B777-300 Daily -

San JoseBJS - SJC HU (Hainan Airlines) B787 5 weekly 1, 3, 5, 6, 7

SHA - SJC CA (Air China) A300 3 weeklyStarted from Sep 1, 2016



San Francisco

Hangzhou - SFO

UA (United Airlines) B787-9 3 weekly1, 3, 5/ ends service from Oct 14,2017

New York

BJS - NYC UA (United Airlines) B787-900 3 weeklyStarted from Jul 15, 2016

SHA - NYC UA (United Airlines) B777 Daily -

BJS - NYC CA (Air China) B777-300 12 weekly -

BJS - EWR CA (Air China) B777-3004 weekly from 26OCT15 (new service to EWR)

-

SHA - NYC MU (China Eastern) A340-600 Twice daily -

CAN - NYC CZ (China Southern) B777 Daily -

CAN - NYC CZ (China Southern) B7773 more weekly Summer

Schedule

CTU - NYC HU (Hainan Airlines) B789 2 weeklyLaunch from Oct 31, 2017

CKG - NYC HU (Hainan Airlines) B787 1 weeklyLaunch from Oct 20, 2017

CTU - NYC 3U (Sichuan Airlines) - -Planning from

Oct. 2017


Honolulu

BJS - HNL HA (Hawaiian Airlines) A330-200 3 weekly -

BJS - HNL CA (Air China) A330 3 weekly -

SHA - HNL MU (China Eastern) A330-200 5 weekly -

Guam SHA - GUM UA (United Airlines) B737-700 2 weekly

Saipan

BJS - SPN MU (China Eastern) A330 3 weekly charter flight

SHA - SPN 3U (Sichuan Airlines) A330 4 weekly -

CAN - SPN 3U (Sichuan Airlines) A330 2 weekly -




Market SnapshotChinese outbound travelers, in 2015, showed an inclination to move away from group travel, favoring free-individual travel and semi-FIT. Rapid growth in these categories is likely. A new U.S. visa policy more sophisticated Chinese travelers are factors in the decline of package tours for long-haul Chinese travel. Fly-and-drive products are gaining popularity, up by 58 percent in 2016 over the year before.

The China National Tourism Administration reported that outbound Chinese travelers spent $109.8 billion on outbound tourism in 2016. Spending in the FIT category accounted for 80 percent of the total $103 billion that outbound Chinese travelers spent that year. Other spending references include:

• China’s middle and upper classes spend 19% of their annual salaries on overseas travel — dramatically more than any other source country.

• Chinese tourists make up 25% of global spending on luxury goods.

• Chinese travelers, on average, spent $900 per person on outbound tourism on 2016, an increase of 16.3 percent over the year before.

• Travel to shop still popular but fast declining (from 66 percent to 38 percent), mentioned as the most important factor.

Leisure travel represents 63 percent of all Chinese outbound travel. Package tours, which make up 70 percent of the leisure market, are the core business for Chinese travel agencies. This sector will continue to dominate agency business over the next decade.

Baidu is the most popular Chinese search engine. More than 80 percent of Chinese travelers research their destinations on the Internet before they make booking decisions. About 60 percent use trip-planner apps on their smartphones to create their itineraries. Chinese travelers, in large numbers, also use NTO and OTA websites. They tend to select packages for air and hotels, and groups.


Ctrip, China’s largest online travel agency, reported a 48-percent jump in profits during 2015, compared to 2014. Factors that contributed to this surge were a 44-percent increase in revenue for accommodation reservations and a 51-percent rise in transport-ticket sales.

In its 2016 report on outbound-travel trends for the Chinese New Year Golden Week, Ctrip said approximately 6 million Chinese would travel abroad. Also, the number of issued visas climbed by more than 50 percent over the previous year. In the first half year of 2017, the number of Chinese outbound travelers reached to 62.03 millions, 5% increase compared with YTD 2016.


Brand USA Online Channels Digital/Social Marketing

Brand USA employs digital and social media marketing strategies to inspire, engage, and activate international travelers to visit the United States during the year through:

• Proprietary website platforms

• Social media channels

• Global digital marketing and social campaigns

• Online video

• Retargeting and other targeted advertising

PROPRIETARY CONSUMER WEBSITE PLATFORMS

Brand USA has two online consumer identities in the marketplace:

• VisitTheUSA (VisitTheUSA.com), which is active in most markets where Brand USA markets the United States to international travelers

• GoUSA, which is active in Asian markets, including China and Hong Kong (GoUSA.cn), Taiwan (GoUSA.tw), India (GoUSA.in), Japan (GoUSA.jp), and South Korea (GoUSA.or.kr)

Together, the VisitTheUSA and GoUSA website platforms are the consumer-facing online identities international travelers associate with travel to the United States.

SOCIAL MEDIA CHANNELS

In addition to the global and in-market VisitTheUSA and GoUSA proprietary websites, Brand USA leverages related social media accounts in consumer-facing content and communications. Each market where Brand USA has a fully developed marketing presence has a dedicated, in-language website and social channels, which Brand USA uses to reach consumers in its target markets.


The following handles are used for global, consumer-facing promotions in English:

• Website: VisitTheUSA.com

• Twitter: @VisitTheUSA

• Facebook: Facebook.com/VisitTheUSA

• YouTube: YouTube.com/VisitTheUSA

• Instagram: VisitTheUSA

• Google+: Google.com/ +VisitTheUSA

The following campaign hashtags support global and thematic promotions and initiatives:

• Global: #VisitTheUSA

• Flavors/Culinary: #TasteUSA

• Road Trips: #RoadTripUSA

• Great Outdoors: #OutdoorsUSA


• Market the Welcome: #USAWelcome

In addition to leveraging these global channels, Brand USA currently has localized social media efforts in the following markets via the channels shown in Chart 1.

CHART 1

Digital Channels

MARKET URL Local Tagline FACEBOOK TWITTER HASHTAG INSTAGRAM YOUTUBE

Australia VisitTheUSA.com.au

Plan Your USA Trip Now

facebook.com/VisitTheUSAau @VisitTheUSA #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSA

Brazil VisiteosUSA.com.br

Planeje Sua Viagem Aos USA Agora Mesmo

facebook.com/VisiteOsUSA @VisiteOsUSA #VisiteOsUSA VisitTheUSA YouTube.com/

VisiteOsUSA

Canada: English VisitTheUSA.ca


facebook.com/VisitTheUSAca @VisitTheUSAca #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSA

Canada: French

fr.VisitTheUSA.ca

Planifiez Votre Voyage Aux USA Dès Maintenant

facebook.com/VisitTheUSAca @VisitTheUSAca #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSAfr

Chile VisitTheUSA.clPlanifica tu viaje aUSA ahora

facebook.com/VisitTheUSAcl @VisitTheUSAes #VisitTheUSA VisitTheUSA

(Spanish)YouTube.com/VisitTheUSAes

China GoUSA.cn即刻定制您的 USA 旅行计划

n/a

Sina Weibo (Chinese microblogging site/hybrid of Twitter and Facebook): http://weibo.com/GoUSAcn

Tencent Weibo (Chinese microblogging site): http://t.qq.com/DiscoverGoUSA

Youku (YouTube equivalent): http://i.youku.com/gousacnWeishi (like Vine): http://www.weishi.com/u/23484775 Wechat (Chinese mobile social network for texting, images, music and

articles sharing, mobile only):美国国家旅游局Lofter (Photo sharing platform): http://GoUSA.lofter.com

Colombia VisitTheUSA.coPlanifica tu viaje aUSA ahora

facebook.com/VisitTheUSAco @VisitTheUSAes #VisitTheUSA VisitTheUSA


France VisitTheUSA.fr

Préparez Votre Voyage Aux USA Dès Maintenant

facebook.com/VisitTheUSAfr @VisitTheUSAfr #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSAfr

Germany VisitTheUSA.dePlant Jetzt Eure Reise In Die USA

facebook.com/VisitTheUSAde @VisitTheUSA #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSAde

India GoUSA.inPlan Your USA Trip Now

facebook.com/GoUSAin @GoUSAin #USATrip VisitTheUSA YouTube.com/

GoUSAin

Japan GoUSA.jp今すぐ USAへの旅の計画を

facebook.com/GoUSAjp @GoUSAjp アメリカ旅行 VisitTheUSA YouTube.com/

GoUSAjp

Mexico VisitTheUSA.mxPlanifica Tu Viaje AUSA Ahora

facebook.com/VisitTheUSAmx @VisitTheUSAes #VisitTheUSA VisitTheUSA


Korea GoUSA.or.kr지금 USA 여행을 계획해보세요

facebook.com/GoUSAkr @GoUSAkr #미국여행 VisitTheUSA YouTube.com/

GoUSAkr

Sweden VisitTheUSA.sePlan Your USA Trip Now

facebook.com/VisitTheUSAse @VisitTheUSA #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSA

Taiwan GoUSA.tw n/a facebook.com/GoUSA.official n/a n/a n/a n/a

United Kingdom

VisitTheUSA.co.uk


facebook.com/VisitTheUSAuk @VisitTheUSAuk #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSA


Brand USA Traveler Research In the summer of 2013, Brand USA launched its Global Market Intelligence program. As part of this program, Brand USA commissioned PhoCus Wright, Inc. to conduct proprietary consumer research in various international markets. Respondents were recruited from an online panel. For markets beyond North America, the results reflect responses from adults who travel outside of their continent for leisure. The Global Market Intelligence program is designed to gain insight into travelers’ perceptions of the USA and its competitors, as well as general travel behaviors and preferences.

Top 5 Motivations for Selecting Last Intercontinental Destination

Motivation % Selected

Ecotourism and Nature 68%

Urban Attractions/Nightlife 65%

Cultural Historical Attractions Shopping

61%

Dining/Gastronomy 58%

Shopping 57%

Top 5 Strongest Impressions of the USA

Impression % Selected

Diverse 48%

Energetic 47%

Open-minded 43%

Creative 39%

Optimistic 30%

Question: What motivates your desire to visit that destination? Select all that apply. For each of the following countries, select which characteristics, if any, describe it as a holiday destination. Select all that apply. Base: China intercontinental travelers (N=990). Source: Brand USA Market Intelligence Study 2017.

Top 5 Channels Used in Destination Selection for Last Intercontinental Trip

Channels % Selected

Websites via computer or laptop 60%

Personal recommendations from family and friends 52%

Websites or applications via mobile phone 51%

Personal advice from travel professionals/travel agents 44%

Websites or applications via tablet 35%

Question: What sources of information did/will you use to select the destination for this holiday? Select all that apply. Base: China Intercontinental travelers (N=990). Source: Brand USA Market Intelligence Study 2017.


Expected Household Travel Spend for Next Intercontinental Trip

0% 5% 10% 15% 20% 25% 30% 35% 40%

$10,000+

$7,500-$9,999

$5,000-$7,499

$2,500-$4,999

Less than $2,499 21%

16%

13%

20%

30%

Question: What is the total amount you expect your household to spend on each of the following elements of this holiday? Enter a whole number without the currency symbol. Airline tickets/lodging/additional trip-related expenses, such as dining, local transportation, souvenirs and local tours. Base: China Intercontinental travelers (N=990). Source: Brand USA Market Intelligence Study 2017.

Months Traveled (April 2015–April 2017)

0% 5% 10% 15% 20% 25% 30% 35% 40%

December

November

October

September

August

July

June

May

April

March

February

January 17%

16%

14%

12%

31%

15%

21%

25%

15%

44%

10%

10%

45%

Question: During what month(s) did you take your holiday(s)? Base: China Intercontinental travelers (N=990). Source: Brand USA Market Intelligence Study 2017.

Mean: $5,812

Median: $4,743


0% 10% 20% 30% 40% 50%

New Jersey

Texas

Mississippi

District of Columbia (Washington DC)

Florida

Alaska

Washington

New York

Hawaii

California

47%

41%

36%

25%

24%

21%

16%

13%

11%

10%

Question: You indicated in a previous question that you have interest in visiting the U.S. some time in the future. Which U.S. state(s) are you interested in visiting? Base: China Intercontinental travelers with interest in visiting the United States (N=975). Source: Brand USA Market Intelligence Study 2017.

Expected Travel Party Size of Next Intercontinental Trip

0% 5% 10% 15% 20% 25% 30% 35% 40%

5+

4

3

2

1

5%

4%

18%

35%

38%

45%

Destination Interest—Top 10 States

Question: How many people will travel with you on this holiday? Select all that apply. Base: China intercontinental travelers (N=990). Source: Brand USA Market Intelligence Study 2017.


Destination Decision for Next Intercontinental Trip

I did/will notdecide in advance

0% 5% 10% 15% 20% 25% 30% 40%35%

More than one year

6 to 12 months

3 to 5 months

1 to 2 months

3 to 4 weeks

1 to 2 weeks

2 to 6 days

1 day or less

1%

2%

10%

17%

16%

33%

1%

17%

4%

Question: How far in advance of your departure date did/will you decide on the destination? Please select one answer for each of the following questions. Base: China Intercontinental travelers(N=990). Source: Brand USA Market Intelligence Study 2017.

Air Booking for Next Intercontinental Trip

1 day or less/did notreserve in advance

0% 5% 10% 15% 20% 25% 30% 35% 40%

More than one year

6 to 12 months

3 to 5 months

1 to 2 months

3 to 4 weeks

1 to 2 weeks

2 to 6 days

2%

15%

26%

25%

23%

8%

1%

0%

How far in advance of your departure date did/will you book the travel products for this holiday? Select one option from the drop-down box. Base: China Intercontinental travelers (N=990). Source: Brand USA Market Intelligence Study 2016


Net Promoter

I would bring it up to discouragepeople from traveling there

I would tell people negative thingsabout it if it were brought up

I would tell people neither positive nornegative things if it were brought up

I would tell people positive thingsabout it if it were brought up

I would bring it up torecommend as a destination

0% 10% 20% 30% 40% 50% 60%

6%

0%

45%

30%

18%

Question: If a friend or relative were discussing a future holiday destination with you, which statement would best describe your attitude toward the following countries? Base: China Intercontinental travelers 2016 (N=990). Source: Brand USA Market Intelligence Study 2017.

Likelihood of Travel to the USA

Not likely to ever visit

Maybe some time inthe distant future

2-5 years from now

1-2 years

6-12 months

In the next 6 months

0% 5% 10% 15% 20% 25% 30% 35%

25%

25%

22%

19%

7%

1%

Question: When, if ever, are you likely to visit the United States of America? Base: China Intercontinental travelers 2016 (N=990). Source: Brand USA Market Intelligence Study 2017.


Brand USA Highlights Brand USA is building on success. With the support of its many partners worldwide, Brand USA has grown from a start-up organization (that launched its first full year in operation in 2012 with just 89 partners) to an organization that has worked with and been supported by over 700 partners worldwide.

Here is some of what we’ve accomplished with the support of our partners since we began operations in 2011:

• Generated 4.3 million incremental international visitors to the USA over the past four years, which has benefited the U.S. economy with $29.5 billion in total economic impact, and supported, on average, 50,900 incremental jobs a year (source: Oxford Economics).

$29.52

4.3millionincremental visitors

$13.6 billion

billion

billion

in incremental spending

50,900 incremental jobssupported each year

federal, state, & local taxes nearly

more than

partner program retention rate in FY2016

$4

700 98%

in total economic impact

partners since our founding

an average of

Sources: ROI data provided by Oxford Economics. Partner and partner program retention data provided by Brand USA internal reporting.

• Established consumer and trade marketing initiatives in nearly 40 international markets, which generate 90 percent of all inbound travel to the United States.


• Expanded the USA consumer campaign from 11 markets in FY2014 to 12 markets in FY2015 (Australia, Brazil, Canada, Chile, China, France, Germany, India, Japan, South Korea, Mexico, and the United Kingdom) and 14 markets in FY2016 and FY2017 (with the addition of Colombia and Sweden). In total, these markets generate more than 80 percent of all international visitation to the United States.

• Significantly increased the effectiveness of the USA Campaign during FY2016 — driving increases in intent to visit the USA (based on post-wave research) that ranged from 7 percent in China to 99 percent in Mexico. We were able to achieve this with a new strategy that shifted media investments to digital channels that reached travelers with more relevant messaging and calls to action during those moments when they were most receptive to making travel decisions and booking travel.

• Launched 16 multi-channel cooperative marketing programs across nine markets (Australia, Brazil, Canada, China, France, Germany, Japan, Mexico, and the United Kingdom) in FY2016 compared to seven in FY2015 generating 750 million impressions promoting U.S. destinations and experiences through 12 state cooperative marketing campaigns.

• Maintained a partnership program retention rate of over 90 percent (94 percent in FY2015 and 98 percent in FY2016).

• Based on the results of our annual partner satisfaction survey in 2017, 96 percent of partners agree that partnering with Brand USA adds value to their organization (compared to 92 percent the prior year), and 100 percent intend to partner with Brand USA again in the future (compared to 96 percent the prior year).

• Kept overhead expenses to below 10 percent — devoting more than 90 percent of Brand USA’s resources toward marketing and programs to increase international visitation.

By all these measures and more, Brand USA’s marketing efforts are working — effectively and efficiently.


Brand USA Markets Brand USA deploys its marketing efforts in a strategic combination of

emerging and established markets that have the potential to drive the

greatest returns in terms of visitation, spend, and market share.

Based on these market selection factors, Brand USA currently focuses the

majority of its consumer marketing efforts in the following markets:

• Australia

• Brazil

• Canada

• Chile

• China

• Colombia

• France

• Germany

• India

• Japan

• Mexico

• South Korea

• Sweden

• United Kingdom

These 14 international markets generate more than 80 percent of inbound

travel to the United States. In total, through the combined total of Brand

USA’s cooperative marketing platforms, contributed media, and trade

outreach, the international marketing effort is present in nearly 40

markets, including:

• Argentina

• Australia

• Austria

• Belgium

• Brazil

• Canada

• Chile

• China

• Colombia

• Costa Rica

• Denmark

• Ecuador

• El Salvador

• France

• Guatemala

• Germany

• Honduras

• Hong Kong

• India

• Ireland

• Italy

• Japan

• South Korea

• Mexico

• Netherlands

• New Zealand

• Norway

• Panama

• Singapore

• Spain

• Sweden

• Switzerland

• Taiwan

• United Arab Emirates

• United Kingdom


Visit USA Committee, China How Brand USA Works with Visit USA Committees

Brand USA works in collaboration with Visit USA committees around the world to promote the United States as a premier travel destination. These committees organize a wide range of promotional activity, including travel trade and consumer fairs, workshops and programs for travel agents, newsletters, and more.

Visit USA committees are managed by voluntary members with an interest in promoting and selling travel to the United States. Brand USA collaborates with Visit USA committees and supports activities that align with Brand USA’s objectives and marketing strategies. In addition, Brand USA makes use of the in-market expertise of Visit USA committees, both in markets where Brand USA has established international representation and in select markets where the organization is not currently represented.

Contact: H.C. Kwok Chair [email protected]


About the U.S. Commercial Service The U.S. Commercial Service (USCS) is the trade promotion arm of the U.S. Department of Commerce’s International Trade Administration (ITA). The USCS is a federal government agency with a domestic network of over 100 offices and a global network operating in over 75 countries. The mission of the USCS is to assist American companies in their export needs and to support foreign direct investment into the United States.

As America’s largest service export, travel and tourism is a key sector for the USCS. The Commercial Service Global Travel and Tourism Team helps U.S. destinations and travel suppliers to attract international visitors and to grow international arrivals. This assistance can include: trade counseling, market research, vetting of potential partners, outreach to wholesale buyers, and support with international sales calls/trade shows/visits. Our specialists in China can be reached at the contact details below.

Contacts:

Beijing

Ms. Catherine Werner Commercial Officer [email protected]

Jing Wei Senior Commercial Specialist [email protected]

Guangzhou

Mr. Barry Zhang Senior Commercial Specialist [email protected]

Wuhan

Wang Jing [email protected]


Shanghai

Stellar Chu Senior Commercial Specialist [email protected]

Robyn Garfield Commercial Officer [email protected]

Chengdu

Eric Hsu Principal Commercial Officer [email protected]

Fan Li (Flora) Senior Commercial Specialist [email protected]

Shenyang

Andrea Shen Commercial Assistant [email protected]


Our Partnership with the U.S. Department of CommerceBrand USA collaborates closely with the International Trade Administration, U.S. Department of Commerce, and its National Travel and Tourism Office (NTTO) and U.S. Commercial Service Offices in market.

As part of our efforts, we work with the Tourism Policy Council, an interagency group chaired by the Secretary of Commerce to advance the National Travel and Tourism Strategy through the work of inter-agency working groups, managed by the National Travel and Tourism Office. The National Strategy has set a goal of welcoming 100 million annual international visitors to the USA by 2021.

In addition to working to achieve this goal in collaboration with our Federal partners, Brand USA also works in close partnership with Visit USA committees in market and more than 700 contributing partners throughout the world to implement highly successful campaigns that are inspiring an increasing number of travelers to visit the USA.

The National Travel & Tourism OfficeThe National Travel and Tourism Office (NTTO) plays an active role in travel and tourism-related policy issues, primarily focused on reducing and/or eliminating barriers to travel. The Office utilizes primary and secondary research to provide crucial tourism statistics for international inbound and outbound travel, including economic impact, market share and balance of trade data. Key focuses of NTTO are to:

• Promote the growth of U.S. travel exports through bilateral agreements with countries of strategic importance, including the Memorandum of Understanding with China on group leisure travel;

• Represent U.S. tourism interests in intergovernmental organizations to lead the global efforts for travel and tourism policy concerns and issues, including chairing the Tourism Committee for the Organization for Economic Cooperation and Development (www.oecd.org);

• Serve as the Secretariat for the interagency Tourism Policy Council, ensuring that the nation’s travel and tourism interests are considered in Federal decision-making. More than 18 agencies and offices of the government participate in this Council;


• Serve as the USG official head delegate to the Asia Pacific Economic Cooperation (APEC) Tourism Working Group (www.apec.org);

• Serve as the official U.S. government observer and participant on committees and activities of the United Nations World Tourism Organization.

The NTTO is located in the International Trade Administration of the Department of Commerce.

14th street & Constitution Avenue NW, Washington, DC 20230 202.482.0140 [email protected]

Staff List:

Isabel [email protected]

Brian BeallDeputy Director, Policy and [email protected]

Ron ErdmannDeputy Director, [email protected]

Julie HeizerTeam Lead, Industry [email protected]

Jennifer AguinagaInternational Trade [email protected]

Melissa BennettProgram [email protected]


Mark BrownMarket Research [email protected]

Richard ChampleySenior Research [email protected]

Curt CottleInternational Trade [email protected]

Margie ParkerProgram [email protected]

Schermin SmileyAdministrative [email protected]

John [email protected]

Claudia [email protected]


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