If you are a regular reader of my blog, you know that I am a big believer in the power of international tourism. Here in New York State, we benefit from the millions of international visitors pouring in, thanks in part to all the efforts of NYC & Co.
Why are international visitors important?
Only 4% of international visitors leave the city and venture to other parts of our state. So with such a small number, why do I suggest pursuing this market? Research shows that although they account for 4% of visitors, they also account for 27% of the spending. So a very small group of visitors makes a very big economic impact.
These visitors are spending money on experiences, hotels, and shopping like all visitors. But international visitors tend to stay longer, enjoy bottles of wine at meals, buy more gifts and make impulse purchases that add up.
For my readers located in other parts of the country, this impacts you in similar ways. The major cities and airports are the starting points. Your attractions and the ‘real America’ are what international visitors enjoy as well.
International visitors still tend to use traditional booking methods like travel agencies. While that will eventually evolve to online booking, it is still possible to work with in country tour operators to make sure you are included in packages that are sold at travel agency stores.
New Challenges in 2017
But now a big wrench has been thrown into all our marketing and sales efforts. Our current administration has made it known that the U.S. does not welcome certain people and that it will be more difficult for anyone not born in this country to enter. All this makes for a hostile environment for potential visitors. And as I often say, it’s not like the world has the option of only visiting the U.S. or just staying home. Many other countries spend millions of dollars marketing their destinations. They understand the power of travel. Our potential guests have unlimited options of places to visit.
U.S. research showed tourism increasing?
That’s why it has been surprising to me when I have seen the international visitors numbers released by our government this year. A few months ago, U.S. Travel reported that there was no such thing as a ‘ Trump Slump’ and that all the reports they were seeing showed numbers up. I had a very hard team believing that, and even called some colleagues at the US Travel offices to ask more questions since that is not what I was seeing where I work, or what others were telling me. Some of the attractions in NYC were down over 10%.
So I was feeling very vindicated this week when U.S. Travel released a report stating that the numbers had been incorrect and in reality, there has been a drop in international visitors to the U.S. I worry that this is just the tip of the iceberg and despite our best efforts that this will continue to decline. If visitors find other locations to visit instead of America, it will be even harder to get them to return.
Skift, an online tourism research and media company, also released an article titled: Trump Slump fears are realized as revised findings show tourism drop.
What can we do?
Although our ability to change the perception of our country is difficult, we all can take some action.
1. If you are currently seeing a drop in international visitors ( and you do track that, correct?), make sure your DMO (Destination Marketing Organization) and your state DMO know that. They can’t help if you don’t tell them.
2. Make sure your managers understand why numbers are dropping. Give them bullet points of information to use when they talk to others.
3. Send a letter to your elected officials explaining that your visitor numbers are down. Elected officials understand information presented in terms of jobs and tax revenue. Show how both will be down if international visitors go elsewhere.
4. Continue to target and promote to your key international markets. I had a German travel writer tell me about a bad experience he had entering this country a few years ago. But he also said- ” I don’t care because nothing stops me from visiting the US and I know once I am in the country that the people are so nice I forget the border.”
5. Keep repeating- This too shall pass.