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1、Montanas International Tourism Market UpdatePacific Rim Market(Taiwan,Hong Kong,China,Japan)2002 Governors Conference on Tourism&RecreationApril 18,2002West Yellowstone,MontanaMei Mei WangState of Montana-Asia Pacific Trade OfficeTel:886-2-2723-1762Fax:886-2-2723-1763Email:meimontana-chinese.orgWhy
2、the Asian Market?Total Population1.43 BillionTotal Outbound55.9 MillionTotal Long-Haul13.7 MillionTotal USA Arrival 4.8 MillionFASTEST GROWING WORLD ECONOMIESAsia is BusinessEnjoy Shop&SpendTake Longer HolidaysTravel Shoulder SeasonIncreased Tourism RevenueIncreased Job GrowthAsia A Bright Future Ac
3、cording to IATA(International Air Transport Association),the Asia market will have the biggest share of global international passenger traffic in the world by the year 2010 50%as compared with 26%in 1985.Asian Market SegmentsTaiwan Office Ladies,Group Travelers,FIT,Students and Special Theme TourJap
4、anSilver Market,Single Women Market,Mother and Daughter Trips,Business MarketAsian Market AnalysisPurpose of Trip(multiple response)Taiwan(2000)H.K.(1999)ChinaJapan(2000)Vacation/Holiday58%54%N/A79%Business35%47%N/A18%Visit Friends and Relatives42%52%N/A17%Attend Convention13%12%N/A45%Prepaid Packag
5、e27%12%N/A45%First Intl.Trip24%15%N/A29%Average Length of Stay(nights)in U.S.(2000)TaiwanH.K.ChinaJapan17.6N/AN/A7.8Daily Visitor Spending in U.S.(2000)TaiwanH.K.ChinaJapan$111N/AN/A$164Average Number of States Visited(2000)TaiwanH.K.ChinaJapan1.6N/AN/A1.3Market Analysis-ChinaN/A Why?The Barriers:AD
6、S(Authorized Destination Status)Visa/Official Business ExcusesInbound&Outbound Quota PolicyImpacts After 911 Attacks-195%of group cancellation to Eastern US bound and 75%of group cancellation to Western US bound in one month after 911.Drop 60-80%for prepaid tours to the US at 4th quarter in 2001,but
7、 should start to rebound at 2nd quarter in 2002.Almost zero visit to Mid-East area.Impacts After 911 Attacks-2Both short haul and long haul tour products reduced travel days of package and simplified the content to cut the retail selling prices.Domestic travel continued to grow and provide more choi
8、ces to consumers.Consumer spending is more conservative,while young generationss spending was not affected that much.Impacts After 911 Attacks-3Young female workers and the middle-age(between 45 and 59)will lead the recovery in outbound travel.Once the stock market rebounds and stabilizes,the recove
9、ry of the travel industry will receive an immediate boost.Impacts After 911 Attacks-4Price competition made pre-paid tour market more difficult,while FIT has become one of the fastest growing markets.Due to the pro-US attitude and Asian peoples ability to disregard disaster concerns quickly,its impo
10、rt to maintain market position.Increase Our ExposureTraditional TechniquesTravel FairsTourism PresentationMedia Fam Tours Travel Agents/FIT ClubsJoint Trade&TourismTrading Companies/Business ContactsExample:WUSATA promotionsNews Exposure in 2001 TaiwanTotal 318 articles created with dollar value of
11、articles reaching US$1,501,411 in total.JapanTotal 35 articles created with dollar value of articles reaching US$65,649 in total.New Media Internet UsersUsers%of Population%increased from 2000Taiwan7.2 million32%20%Hong Kong 3.9 million55%60%China 26.5 million2%100%Japan32 million25%10%New page abou
12、t update news of tour operators package tours to MTIncludes 92 pages in Trade,Agriculture,Education,and Tourism(48 pages in Tourism)Total 50 websites in Greater China area with Montanas Chinese Websites LinkNew page about MT snow Includes 12 Pages in Trade,Agriculture,Education,and Tourism(12 pages
13、in Tourism)Total 11 websites in Japan with Montanas Japanese Websites LinkNew Promotional Materials Taiwan,China,Hong KongMontana Pocket MapMontana Pocket GuideMontana CD-RomJapanMontana Mouse PadMontana Winter Sports FlyerThank YouAppendix 1 Top 26 Countries for U.S.ArrivalsAppendix 2 Fast FactsApp
14、endix 3 U.S.Arrivals%ChangeAppendix 4 Tour Operators in Greater China with Package Tours to MontanaAppendix 5 U.S.Local Agents with Package Tours to MontanaAppendix 6 Tour Operators in Japan with Package Tours to MontanaAppendix 7 Websites in Greater China with Montanas Chinese Websites LinkAppendix
15、 8 Websites in Japan with Montanas Japanese Websites LinkAppendix 1:Top 26 Countries for U.S.ArrivalsSource:Travel Industry Association of America,Feb.20021 Canada14,594,00010 Venezuela576,66319 Sweden321,8812 Mexico10,322,00011 Netherlands553,29720 Bahamas293,9113 Japan 5,061,37712 Australia539,559
16、21 Ireland285,6974 U.K.4,703,00813 Argentina533,93622 India274,2025 Germany 1,786,04514 ROCTaiwan457,30223 Belgium249,9576 France 1,087,08715 Colombia417,06524 ChinaPRC249,4417 Brazil 737,24516 Switzerland395,03125 Jamaica242,9038 S.Korea 661,84417 Spain361,17726 HongKong203,3009 Italy 612,35718 Isr
17、ael325,199Appendix 2 Fast FactSource:Travel Industry Association of America,Feb.2002GDPArea(sq.km.)PopulationCurrencyLanguageGovernmentTaiwan357 billion35,95022,191,087Taiwan DollarMandarinTaiwaneseDemocratic RepublicH.K.158.2 billion1,0927,116,302Hong Kong DollarMandarin Cantonese EnglishSpecial Ad
18、ministrative Region of China(PRC)China4.5 trillion9,596,9601,273,111,290YuanMandarin&various dialogueCommunist StateJapan2.95 trillion377,835126,549,976Japanese YenJapaneseConstitutional MonarchyAppendix 3:U.S.Arrivals%change Source:Travel Industry Association of America,Feb.200219941997199819992000
19、%change2000/19942001(Predict)%change2001/2000Taiwan379,000443,000386,000453,000457,000+21%375,000-18%H.K188,000222,000213,000193,000203,000+8%177,000-13%ChinaN/AN/AN/AN/A249,000N/A226,000-10%Japan3,805,0005,368,0004,885,0004,826,0005,061,000+33%3,999,000-21%谢谢观看/欢迎下载BY FAITH I MEAN A VISION OF GOOD ONE CHERISHES AND THE ENTHUSIASM THAT PUSHES ONE TO SEEK ITS FULFILLMENT REGARDLESS OF OBSTACLES.BY FAITH I BY FAITH