国际旅游业市场更新

Montana’sInternationalTourismMarketUpdate

PacificRimMarket

(Taiwan,HongKong,China,Japan)2002Governor’sConferenceonTourism&RecreationApril18,2002WestYellowstone,MontanaMeiMeiWangStateofMontana-AsiaPacificTradeOfficeTel:886-2-2723-1762Fax:886-2-2723-1763Email:WhytheAsianMarket?TotalPopulation 1.43BillionTotalOutbound 55.9MillionTotalLong-Haul 13.7MillionTotalUSAArrival 4.8MillionFASTESTGROWINGWORLDECONOMIES AsiaisBusinessEnjoy–Shop&SpendTakeLongerHolidaysTravelShoulderSeasonIncreasedTourismRevenueIncreasedJobGrowthAsia–ABrightFuture

AccordingtoIATA(InternationalAirTransportAssociation),theAsiamarketwillhavethebiggestshareofglobalinternationalpassengertrafficintheworldbytheyear2010–50%ascomparedwith26%in1985.AsianMarketSegments

Taiwan

OfficeLadies,GroupTravelers,FIT,StudentsandSpecialThemeTourJapan SilverMarket,SingleWomenMarket,MotherandDaughterTrips,BusinessMarketAsianMarketAnalysisPurposeofTrip(multipleresponse)Taiwan(2000)H.K.(1999)ChinaJapan(2000)Vacation/Holiday58%54%N/A79%Business35%47%N/A18%VisitFriendsandRelatives42%52%N/A17%AttendConvention13%12%N/A45%PrepaidPackage27%12%N/A45%FirstIntl.Trip24%15%N/A29%AverageLengthofStay(nights)inU.S.(2000)TaiwanH.K.ChinaJapan17.6N/AN/A7.8DailyVisitorSpendinginU.S.(2000)TaiwanH.K.ChinaJapan$111N/AN/A$164AverageNumberofStatesVisited(2000)TaiwanH.K.ChinaJapan1.6N/AN/A1.3MarketAnalysis-ChinaN/AWhy?TheBarriers:ADS(AuthorizedDestinationStatus)Visa/OfficialBusinessExcusesInbound&OutboundQuotaPolicyImpactsAfter911Attacks-195%ofgroupcancellationtoEasternUSboundand75%ofgroupcancellationtoWesternUSboundinonemonthafter911.Drop60-80%forprepaidtourstotheUSat4thquarterin2001,butshouldstarttoreboundat2ndquarterin2002.AlmostzerovisittoMid-Eastarea.ImpactsAfter911Attacks-2Bothshorthaulandlonghaultourproductsreducedtraveldaysofpackageandsimplifiedthecontenttocuttheretailsellingprices.Domestictravelcontinuedtogrowandprovidemorechoicestoconsumers.Consumerspendingismoreconservative,whileyounggenerations’sspendingwasnotaffectedthatmuch.ImpactsAfter911Attacks-3Youngfemaleworkersandthemiddle-age(between45and59)willleadtherecoveryinoutboundtravel.Oncethestockmarketreboundsandstabilizes,therecoveryofthetravelindustrywillreceiveanimmediateboost.ImpactsAfter911Attacks-4Pricecompetitionmadepre-paidtourmarketmoredifficult,whileFIThasbecomeoneofthefastestgrowingmarkets.Duetothepro-USattitudeandAsianpeople’sabilitytodisregarddisasterconcernsquickly,it’simporttomaintainmarketposition.IncreaseOurExposure

TraditionalTechniquesTravelFairs TourismPresentationMediaFamToursTravelAgents/FITClubsJointTrade&TourismTradingCompanies/BusinessContactsExample:WUSATApromotionsNewsExposurein2001TaiwanTotal318articlescreatedwithdollarvalueofarticlesreachingUS$1,501,411intotal.JapanTotal35articlescreatedwithdollarvalueofarticlesreachingUS$65,649intotal.NewMedia–InternetUsersUsers%ofPopulation%increasedfrom2000Taiwan7.2million32%20%HongKong3.9million55%60%China26.5million2%100%Japan 32million25%10%Newpageaboutupdatenewsoftouroperators’packagetourstoMTIncludes92pagesinTrade,Agriculture,Education,andTourism(48pagesinTourism)Total50websitesinGreaterChinaareawithMontana’sChineseWebsite’sLinkNewpageaboutMT@snowIncludes12PagesinTrade,Agriculture,Education,andTourism(12pagesinTourism)Total11websitesinJapanwithMontana’sJapaneseWebsite’sLinkNewPromotionalMaterialsTaiwan,China,HongKongMontanaPocketMapMontanaPocketGuideMontanaCD-RomJapanMontanaMousePadMontanaWinterSportsFlyerThankYouAppendix1Top26CountriesforU.S.ArrivalsAppendix2FastFactsAppendix3U.S.Arrivals%ChangeAppendix4TourOperatorsinGreaterChinawithPackageTourstoMontanaAppendix5U.S.LocalAgentswithPackageTourstoMontanaAppendix6TourOperatorsinJapanwithPackageTourstoMontanaAppendix7WebsitesinGreaterChinawithMontana’sChineseWebsite’sLinkAppendix8WebsitesinJapanwithMontana’sJapaneseWebsite’sLink Appendix1:Top26CountriesforU.S.Arrivals

Source:TravelIndustryAssociationofAmerica,Feb.20021Canada14,594,00010Venezuela576,66319Sweden321,8812Mexico10,322,00011Netherlands553,29720Bahamas293,9113Japan5,061,37712Australia539,55921Ireland285,6974U.K.4,703,00813Argentina533,93622India274,2025Germany1,786,04514ROCTaiwan457,30223Belgium249,9576France1,087,08715Colombia417,06524ChinaPRC249,4417Brazil737,24516Switzerland395,03125Jamaica242,9038S.Korea661,84417Spain361,17726HongKong203,3009Italy612,35718Israel325,199App伶end敞ix彼2旁Fas摔tF丛actSour黄ce:另Trav淘elI调ndus嗓try闲Asso司ciat暂ion祖ofA渡meri留ca,颈Feb.捏200势2GDPArea(sq.km.)PopulationCurrencyLanguageGovernmentTaiwan357billion35,95022,191,087TaiwanDollarMandarinTaiwaneseDemocraticRepublicH.K.158.2billion1,0927,116,302HongKongDollarMandarinCantoneseEnglishSpecialAdministrativeRegionofChina(PRC)China4.5trillion9,596,9601,273,111,290YuanMandarin&variousdialogueCommunistStateJapan2.95trillion377,835126,549,976JapaneseYenJapaneseConstitutionalMonarchyAppe筝ndix衡3:堆U.S哥.Ar处riva帅ls%威cha衫ngeSou撒rce厉:T面rav忍el粱Ind壁ust俗ry危