国际旅游业市场更新(1)

Montana’sInternationalTourismMarketUpdatePacificRimMarket(Taiwan,HongKong,China,Japan)2002Governor’sConferenceonTourism&RecreationApril18,2002WestYellowstone,MontanaMeiMeiWangStateofMontana-AsiaPacificTradeOfficeTel:886-2-2723-1762Fax:[phone]Email:[e-mail]?•TotalPopulation1.43Billion•TotalOutbound55.9Million•TotalLong-Haul13.7Million•TotalUSAArrival4.8Million•FASTESTGROWINGWORLDECONOMIESAsiaisBusiness•Enjoy–Shop&Spend•TakeLongerHolidays•TravelShoulderSeason•IncreasedTourismRevenue•IncreasedJobGrowthAsia–ABrightFutureAccordingtoIATA(InternationalAirTransportAssociation),theAsiamarketwillhavethebiggestshareofglobalinternationalpassengertrafficintheworldbytheyear2010–50%ascomparedwith26%in1985.AsianMarketSegmentsTaiwanOfficeLadies,GroupTravelers,FIT,StudentsandSpecialThemeTourJapanSilverMarket,SingleWomenMarket,MotherandDaughterTrips,BusinessMarketAsianMarketAnalysis•PurposeofTrip(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-China•N/AWhy?TheBarriers:–ADS(AuthorizedDestinationStatus)–Visa/OfficialBusinessExcuses–Inbound&OutboundQuotaPolicyImpactsAfter911Attacks-1•95%ofgroupcancellationtoEasternUSboundand75%ofgroupcancellationtoWesternUSboundinonemonthafter911.•Drop60-80%forprepaidtourstotheUSat4thquarterin2001,butshouldstarttoreboundat2ndquarterin2002.•AlmostzerovisittoMid-Eastarea.ImpactsAfter911Attacks-2•Bothshorthaulandlonghaultourproductsreducedtraveldaysofpackageandsimplifiedthecontenttocuttheretailsellingprices.•Domestictravelcontinuedtogrowandprovidemorechoicestoconsumers.•Consumerspendingismoreconservative,whileyounggenerations’sspendingwasnotaffectedthatmuch.ImpactsAfter911Attacks-3•Youngfemaleworkersandthemiddle-age(between45and59)willleadtherecoveryinoutboundtravel.•Oncethestockmarketreboundsandstabilizes,therecoveryofthetravelindustrywillreceiveanimmediateboost.ImpactsAfter911Attacks-4•Pricecompetitionmadepre-paidtourmarketmoredifficult,whileFIThasbecomeoneofthefastestgrowingmarkets.•Duetothepro-USattitudeandAsianpeople’sabilitytodisregarddisasterconcernsquickly,it’simporttomaintainmarketposition.IncreaseOurExposureTraditionalTechniquesTravelFairsTourismPresentationMediaFamToursTravelAgents/FITClubsJointTrade&TourismTradingCompanies/BusinessContactsExample:WUSATApromotionsNewsExposurein2001Taiwan•Total318articlescreatedwithdollarvalueofarticlesreachingUS$1,501,411intotal.Japan•Total35articlescreatedwithdollarvalueofarticlesreachingUS$65,649intotal.NewMedia–InternetUsersUsers%ofPopulation%increasedfrom2000Taiwan7.2million32%20%HongKong3.9million55%60%China26.5million2%100%Japan32million25%10%Montana’sChineseWebsite•Newpageaboutupdatenewsoftouroperators’packagetourstoMT•Includes92pagesinTrade,Agriculture,Education,andTourism(48pagesinTourism)•Total50websitesinGreaterChinaareawithMontana’sChineseWebsite’sLinkMontana’sJapaneseWebsite•NewpageaboutMT@snow•Includes12PagesinTrade,Agriculture,Education,andTourism(12pagesinTourism)•Total11websitesinJapanwithMontana’sJapaneseWebsite’sLinkNewPromotionalMaterialsTaiwan,China,HongKong•MontanaPocketMap•MontanaPocketGuide•MontanaCD-RomJapan•MontanaMousePad•MontanaWinterSportsFlyerThankYouAppendix1Top26CountriesforU.S.ArrivalsAppendix2FastFactsAppendix3U.S.Arrivals%ChangeAppendix4TourOperatorsinGreaterChinawithPackageTourstoMontanaAppendix5U.S.LocalAgentswithPackageTourstoMontanaAppendix6TourOperatorsinJapanwithPackageTourstoMontanaAppendix7WebsitesinGreaterChinawithMontana’sChineseWebsite’sLinkAppendix8WebsitesinJapanwithMontana’sJapaneseWebsite’sLinkAppendix1:Top26CountriesforU.S.ArrivalsSource: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.Korea661,84417Spain361,17726HongKong203,3009Italy612,35718Israel325,199Appendix2FastFactSource:TravelIndustryAssociationofAmerica,Feb.2002GDPArea(sq.km.)PopulationCurrencyLanguageGovernmentTaiwan357billion35,95022,191,087TaiwanDollarMandarinTaiwaneseDemocraticRepublicH.K.158.2billion1,0927,116,302HongKongDollarMandarinCantoneseEnglishSpecialAdministrativeRegionofChina(PRC)China4.5trillion9,596,9601,273,111,290YuanMandarin&variousdialogueCommunistStateJapan2.95trillion377,835126,549,976JapaneseYenJapaneseConstitutionalMonarchyAppendix3:U.S.Arrivals%changeSource:TravelIndustryAssociationofAmerica,Feb.20021994