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New International Traveler Study / Growth Markets for U.S. to Focus on Job Growth in Tourism Sector
For Immediate Release: May 26, 2010
Contact: Stephanie Peters, senior manager for communications
(303) 504-9223 x14
DENVER, CO – The Museum Store Association is helping sponsor the first study among inbound travelers to the United States from emerging and growth markets. The International Traveler Growth Markets Study will be conducted among the top five growth markets as identified by the U.S. Department of Commerce: China, India, Brazil, Korea and Australia. Additional markets may be surveyed, depending on sponsor interest and funding.
The study, conducted by Mandala Research and developed in large part by Macy’s Inc. and Shop America Alliance, will help illuminate the needs, behaviors and experiences of international travelers from these markets, enabling U.S. travel organizations to improve the visitor experience and generate additional repeat travel. The study will augment and enhance understanding of the international quantitative travel data that the U.S. Department of Commerce and other sources provide on an ongoing basis.
"We find it important to help the travel industry understand the unique needs and experiences of travelers from these growth markets. While Macy’s wants to maximize the visitor experience in its stores we also want to help our travel partners — hotels, attractions, transportation companies and destinations — understand the importance of preparing for and responding to these visitors’ needs. We all need to work together from the same playbook to ensure these visitors have a fantastic visit to the United States,” said Kristen Esposito, vice president of travel services at Macy’s.
In addition to MSA, Macy’s and Shop America Alliance, study sponsors include Amtrak, Capital Region USA., Philadelphia Convention & Visitors Bureau, California Travel & Tourism Commission and the U.S. Cultural & Heritage Tourism Marketing Council.
“This is a unique opportunity to build on our prior International Traveler study among key inbound markets to compare and contrast the differing needs among travelers, as well as document the economic impact of tourism. Shopping is the #1 activity engaged in by 88 percent of all international inbound travelers who spend an average of $1,063 per person per trip. In addition, according to U.S. Department of Commerce data, travel and tourism currently supports 8.6 million U.S. jobs,” said Rosemary McCormick, president of Shop America Alliance, “and this will grow with effective tourism marketing.”
"These markets represent the future," said Fritz Smith, vice president of tourism for the Philadelphia Convention & Visitors Bureau. "If we are going to grow as an international destination, then we must first understand the motivators and how to tailor our message appropriately. This study represents an outstanding opportunity to gain valuable market knowledge and insight."
Laura Mandala, research partner for Shop America Alliance added, “Tourism is one of the most efficient ways to generate jobs and economic opportunity in this economy. The United States need not only attract new visitors, it must ensure they have a positive visitor experience. The study will give the industry what it needs to make sure these ‘customers’ leave the United States spreading the word about their positive experience and intending to return for future visits. It is this positive word-of-mouth and repeat visits that can continue to fuel job creation and opportunity through multiple sectors of this economy.”
A range of sponsorship opportunities is still available for most levels, the benefits include adding questions to the survey and giving input on the survey’s design. Sponsorships will be available through May 31, 2010.
Mandala Research & Consulting, a nationally recognized firm specializing in travel and tourism, will have responsibility for fielding the research, as well as the methodological design, data analysis and dissemination of the results.
The study is scheduled to begin in early June 2010, with results available in August 2010. Data will be available to study sponsors at that time, with completed reports available for purchase by late August 2010.
For more information about the study or to receive a more detailed description of sponsorship benefits, please contact Laura Mandala at (703) 798-5452.
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MSA is a nonprofit, international association organized to advance the success of museum retail professionals. By encouraging high standards of professionalism, MSA helps cultural commerce professionals better serve their organizations. MSA also is focused on helping increase awareness about museum stores as unique shopping destinations for tourists and cultural travelers.
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