U.S. COMMERCE DEPARTMENT FORECASTS CONTINUED STRONG GROWTH
FOR INTERNATIONAL TRAVEL TO THE UNITED STATES - 2013-2018
The U.S. Department of Commerce (DOC) projects international travel to the United States will continue experiencing strong growth through 2018, based on the National Travel and Tourism Office's 2013 Fall Travel Forecast.
Visitor volume in 2013 is expected to increase 3.4 percent and reach 69.0 million visitors who stay one or more nights in the United States. This growth would build on the 6.4 percent increase in arrivals in 2012, which resulted in a record 66.7 million visitors.
According to the current forecast, the United States would see 3.4 percent to 4.3 percent annual growth rates in visitor volume over the 2013-2018 timeframe. By 2018 this growth would produce 83.9 million visitors, a 26 percent increase, and more than 17 million additional visitors compared to 2012. The latest forecast reduces the compound annual growth rate over the forecast period from 4.0% to 3.9%. This downgrade reflects 2013 performances from several key markets that are below spring 2013 forecast expectations. Source: Office of Travel & Tourism Industries/Dept of Commerce
Brand USA Meets Funding Targets
Thanks to the great support of the travel community, Brand USA, the public-private entity that promotes America abroad, will enter 2014 primed to grow the United States' share of the global travel market. This effort-a dream of the industry for so many years-is creating value for destinations and businesses, uniting the country under a single marketing campaign, and ultimately, reversing the declines of the past decade and helping to attract more visitors to the U.S.
Brand USA raised more than $130 million in partner contributions from the private sector in FY2013 (more than double the previous year)-generated from more than 300 partners that have joined the Brand USA effort. Cash contributions increased to approximately $32 million and in-kind topped $98 million. Contributions to Brand USA exceeded by almost $31 million the amount required by law to receive matching funds from the public sector. That is a terrific achievement.
Intent to Travel to U.S. on the Rise
The marketing is taking hold. At the conclusion of the agency's integrated campaign, "intent to travel to the U.S.," a key measurement, had increased by double digits in the core markets of Canada, Japan and the U.K. Over the course of the next year, the Brand USA consumer campaign will expand to 11 nations-representing nearly 80 percent of all inbound travel to the U.S. and providing more coverage in target markets than the country as a whole has ever had before.
Industry Intelligence Is a Key Indicator
In addition to the many programs and opportunities Brand USA has created to amplify the industry's collective marketing efforts, it also launched a robust proprietary research initiative that is helping the industry learn more about how to attract new and repeat visitors to the U.S. and better track and evaluate the ongoing success of such efforts.
Partnerships Create Value
The direct efforts of the marketing campaign and events such as sales missions, mega familiarization trips and cooperative marketing programs are driving more international travel to the U.S. and enabling destinations and travel brands of all shapes and sizes to participate in the effort. Brand USA's range of marketing is complemented by a global infrastructure of representation firms that work with the distribution channels in key markets to ensure the U.S. is top of mind with the international travel trade. By the end of this calendar year, this network will cover some 20 markets responsible for generating 93 percent of inbound travel to the U.S. Source: US Travel Association