USA Tourism Market Situation

Friday, 17 June 2011

Country Profile • Area: 9.8 million sq km (3.8 million sq miles) • Population: 317.6 million (UN, 2010)• The Ethnic Groups are: White 79.96%, Black 12.85%, Asian 4.43% American

Indian and Alaska native 0.97%, Native Hawaiian and Other 0.18%.

• Capital: Washington DC • Largest city: New York City • Major language: English • Major religion: Christianity • Protestant 51.3%, Roman Catholic 23.9%, Mormon 1.7%, Jewish 1.7%,

Muslim 0.6%, Others 2.5%

• Life expectancy: 78 years (men), 82 years (women)

Friday, 17 June 2011

Country Profile

• Basic Economic Facts• GDP Growth: -2.9% (2009), +2.8% (2010)

Inflation: 0.2% (January 2010)Labour force: 154.5 million (includes unemployed 2009 estimate)Unemployment: 9.7% (January 2010)Major Industries: Leading industrial power in the world, highly diversified and technologically advanced; petroleum, steel, motor vehicles, aerospace, telecommunications, chemicals, electronics, food processing,

consumer goods, lumber, mining.

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Country Profile City!! ! ! Million

• New York City (New York) ! ! 8.17

• Los Angeles (California) ! ! 3.79

• Chicago (Illinois) ! ! ! 2.69

• Houston (Texas) ! ! ! 2.09

• Philadelphia (Pennsylvania) ! ! 1.52

• Phoenix (Arizona) ! ! ! 1.44

• San Antonio (Texas)! ! ! 1.32

• San Diego (California) ! ! ! 1.25

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External Factors : As the US economy improves slowly (2011-2012) * GDP * Financial Sector & SME * Unemployment rate * Housing & Mortgage The overseas travel numbers are expected to

also improve slowly.

Market Analysis

Friday, 17 June 2011

* The overseas travel numbers are expected to also improve slowly.

*Passports 114 Million (less than 37% of the total population) *Influential Factors * Economy * Safety * Value/Pricing * Variety of Products

Market Analysis

Friday, 17 June 2011

Market Trend 2011 – 2012

Outbound

• Polls from the top travel experts show the following trends:

• Top reason for traveling: Seeking authentic experiences in new destinations. • Most frequent travel companions for clients: Spouse

or partner• Most popular type of leisure trip being booked:

International trip of 8 days or longer

• Source: Travel Agent Central.comFriday, 17 June 2011

Market Trend 2011 – 2012

New TrendBiggest travel trend emerging: Family & multi-generational travel

Friday, 17 June 2011

Asia is projected to be more choosing for long-haul destination in 2011-2012

that will produce double digit improvement.*Source: tinet.ita.doc.gov The change in consumer behavior from last year will continue through 2012. Consumers want more value for the $$$ spent.

Market Analysis

Friday, 17 June 2011

Market Analysis

Best selling destination in Short Haul Overseas for USA is Caribbean

Best selling destination in Long Haul Overseas for USA is Europe and Asia

Friday, 17 June 2011

Market Situation

2011 (Million) 2012Total

Overall31.0 +2.5% 32.0-32.5 +4.0%

Long Haul Million

* Europe 11.5 -12.0* Asia 5.5 - 6.0

Short - Haul Million

Mexico 5.3Caribbean 5.1

Canada 3.3

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Market Situation 2008-2009

Asia Country Million1. China 1.5

2. Hong Kong 0.83. Japan 0.65

4. Thailand 0.625. Korea 0.56

6. Singapore 0.34

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Market Situation

2005 2006 2007 2008 2009 2010585,476 640,674 623,638 648,699 599,475 596,432

+5.10 +9.43 -2.66 +4.02 -7.59 -0.51

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Market Situation

USA Tourist Profile (2010)

Tourist Length of Stay

Average Expenditure

Revenue

596,000 13.32(Day)

4,380 (Baht)

34,200(Million Baht)

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Market Situation

USA Tourist Profile (2010)

First Visit Re Visit32% 68%

FIT Group Tour93% 7%

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Market Situation

USA Tourist Profile (2010)Male Female68% 32%

Under 25 25-34 35-44 45-54 55&Over10% 22% 20% 21% 26%

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Market Situation

USA Tourist Profile (2010)

Purpose of visit %Holidays 48Meeting 15Incentive 15

Convention 7Others 15

Friday, 17 June 2011

Market Situation

USA Tourist ProfileMain Destination

Bangkok & Beyond, Chiang Mai,Phuket, Samui

Potential Destination

Krabi, Chiang Rai, Pattaya, Ko Chang,Hua Hin7 Cha Am, Kanchanaburi, Ayuthaya

Friday, 17 June 2011

Market Situation

USA Inbound to Thailand*2011 is expected 630,000 +5.0%*2012 is expected 661,000 +5.0%

Friday, 17 June 2011

Market Analysis

• Internal Factors : • Thailand is still seen “as a great value destination”.• Thailand is still considered a ‘safe’ destination.• Thailand is still considered an “exotic” destination.• Thailand is still considered a “welcoming”

destination.

Friday, 17 June 2011

Existing Product / New Product*The consumer wants authentic experiences.

*They want to interact with the local people. *They want to give back to the country they visit by volunteering to help.

*They want to enrich their lives with their travel. *They want to grow in their understanding of how other people live, work, play.

Market Analysis

Friday, 17 June 2011

Opportunities* Obama’s Healthcare Plan which goes into

effect in 2014* Boomers in the US coming to the age where

travel is important and affordable in time and money, a market of 78 million.

* Global acceptance and spread of the Social Media networks. ( 75-80% of American use Computer)

Market Analysis

Friday, 17 June 2011

Threats* Further protests that turn violent /Political

unrest in Thailand* Increased Unemployment in U.S.* Weaker U.S. Dollar*Global climate change; - flooding, coral bleaching in Thailand's south- Tornadoes & Flooding in USA etc.

Market Analysis

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• Strategy 1. Building leisure tourism market.

(First Visitor & Re-Visitor) 2. Strengthening Amazing Thailand brand.

(Through social networks) 3. Expanding quality market by targeting

upscale travelers (Increase Spending)

Market Analysis

Friday, 17 June 2011

Thank You!

Friday, 17 June 2011