Market Information SPAIN 2019 About This Guide
This market guide includes a snapshot of the economies in Spain, along with information about travel from this region (booking channels, consumer trends, U.S. international inbound visitation data, and key travel motivators and indicators).
Cover photo: Catalonia Brand USA...... 4 Who We Are...... 4 A Message from Christopher L. Thompson...... 6 Brand USA Executive & Senior Leadership...... 8
Market Facts...... 9 Geography...... 9 Demographics...... 9 Economy...... 10 Vacation Allocation and Public Holidays...... 11
Travel Trends...... 12 International Travel Trends...... 12 Inbound Travel Trends...... 13 Traveler Characteristics...... 14
Air Travel Information...... 17
Market Snapshot...... 19
Brand USA Resources...... 21 Online Channels...... 21 Brand USA Traveler Research...... 24 Highlights of Success...... 30 Brand USA Markets...... 32
Brand USA Partnerships...... 34 Visit USA Committee, Spain...... 34 About the U.S. Department of Commerce...... 35 Brand USA
Who We Are
Our Mission
As the destination marketing organization for the United States, Brand USA’s mission is to increase incremental international visitation, spend, and market share to fuel the nation’s economy and enhance the image of the USA worldwide.
Established by the Travel Promotion Act of 2009 as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and to communicate U.S. visa and entry policies, Brand USA began operations in May 2011.
Building on Success
As one of the best levers for driving economic growth, international travel to the United States currently supports 1.8 million American jobs (directly and indirectly) and benefits virtually every sector of the U.S. economy. Since its founding, Brand USA has worked in close partnership with more than 900 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences and destinations available in the United States of America.
Photos: Toledo (left); Malaga (right) 4 SPAIN Our Partnerships According to studies by Brand USA’s operations are Oxford Economics, over the supported by a combination of past six years Brand USA’s marketing initiatives have non-federal contributions from helped welcome nearly destinations, travel brands, and 7 million incremental visitors private-sector organizations plus to the USA, benefiting the U.S. economy with $47.7 billion in matching funds collected by the total economic impact and U.S. government from international supporting nearly 52,000 visitors who visit the United States incremental jobs each year. under the Visa Waiver Program.
Learn More
For industry or partner information about Brand USA, please visit TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at VisitTheUSA.com.
Brand USA Headquarters Phone: +1 202.536.2060 1725 Eye Street NW Email: [email protected] Eighth Floor Washington, DC 20006 USA
MARKET INFORMATION 2019 5 A Message from Christopher L. Thompson
The team at Brand USA, the public-private partnership established to promote international tourism to the USA, looks forward to working with you to generate business in the outbound-travel sectors of Spain.
This guide will familiarize you with the factors that make the dynamic marketplace and its vibrant culture in Spain so appealing.
A total of almost 827,000 travelers from Spain visited the United States during 2017 and spent $2.8 billion during their U.S. travels. The number of Spaniards who are opting for international travel is rising at a faster rate than the number who stay within their borders when traveling.
Recent research showed that of those surveyed, 83 percent of Spaniards plan to make a trip to the USA in the next five years, and 53 percent would recommend the USA as a travel destination. Spanish travelers are increasingly looking for trips that involve culture, historic attractions, and local lifestyle.
Brand USA launched a comprehensive storytelling strategy to create relevant, engaging, and authentic content, which presents the diversity of travel possibilities across the United States. This approach provides Spanish travelers the unique opportunity to see the unique aspects of the United States and further encourages them to visit the USA.
Our initiatives include: • Showcasing destinations through our expanded travel-entertainment TV channel, GoUSA TV, which is available around the globe on Roku, Apple TV, and Amazon Fire TV, and coming soon to Google Chromecast. The channel offers an assortment of travel experiences across four different categories: the great outdoors, road trips, food and drink, and culture and events. Programming on GoUSA TV will expand to feature additional themes and formats, including series, films, videos, and live videos.
6 SPAIN • Last year we premiered our giant-screen film,America’s Musical Journey, which shares the unique styles of American music, our cultural heritage, and the stories associated with iconic locations across the U.S. landscape. Our first giant-screen production,National Parks Adventure, is also available to viewers through streaming services that offer video-on-demand. • Our newest campaign, United Stories, features a mobile content creation lab traveling across the United States and capturing warm and welcoming stories told from local perspectives. A variety of accomplished content creators, storytellers, and influencers will bring international travelers on a journey through memorable narratives that reveal the warmth of the American people and show the many adventures across the USA that are just one road trip away. • Brand USA also takes part in the IBTM World in Barcelona, which attracts 15,000 members of the travel trade industry and ITUR (the International Tourism Trade Fair in Madrid with 140,000 members of the travel and tourism industry in attendance).
I encourage you to talk to our team about destinations in the USA and the opportunities we offer to enhance your marketing efforts in Spain, and the most effective ways to inspire Spanish travelers to book their trips to the USA now.
I also invite you to review Brand USA’s dedicated travel-trade website. This comprehensive gateway allows industry professionals to easily navigate information about U.S. travel.
Together, we are marketing the USA!
Christopher L. Thompson
President & CEO Brand USA
MARKET INFORMATION 2019 7 Brand USA Executive & Senior Leadership
Christopher L. Thompson Carroll Rheem President & CEO Vice President, Research & Analytics [email protected] [email protected]
Thomas Garzilli Aaron Wodin-Schwartz Chief Marketing Officer Vice President, Public Policy [email protected] & Public Affairs [email protected] Anne Madison Chief Strategy & Communications Officer [email protected]
Donald F. Richardson, CPA Chief Financial Officer [email protected]
Karyn Gruenberg Senior Vice President, Partner Marketing & Strategic Alliances [email protected]
Jake Conte Vice President, General Counsel [email protected]
Cathleen Domanico Vice President, Global Trade Development [email protected]
Tracy Lanza Vice President, Integrated Marketing [email protected]
Joann Pelipesky Vice President, Human Resources & Administration [email protected]
8 SPAIN Market Facts
Geography Demographics
Area Population
505,370 km2 Spain United States 49,331,076 326,625,791
Largest Metropolitan Areas
Barcelona 5.2 million Madrid 6.2 million Valencia 810,000
• Madrid (region): 6.477 million • Barcelona (region): 5.543 million • Valencia (city): 810,000
Photos: Ibiza (left); Madrid (right) Source: CIA World Factbook 2018 MARKET INFORMATION 2019 9 Population by Age
50 U.S. Spain 40
30
Percent 20 10
0 0-14 years 15-24 years 25-54 years 55-64 years 65+ yrs
Economy
• GDP: $1.237 trillion • GDP Real Growth Rate: 3.1% • GDP—Per Capita: $38,200 • Unemployment Rate: 15.2% • Inflation Rate: 1,72%
Source: CIA World Factbook 2018, The World Bank, and Banco de España 10 SPAIN Vacation Allocation and Public Holidays Spaniards get four weeks of paid holidays plus 12 public holidays
Spain has the following primary travel periods and public school holidays: • Carnival Holidays (40 days before Easter Day): 1-3 days • Easter holidays: Almost two weeks in April • Summer holidays: 10 weeks of school holidays (depending on the region) • Christmas holidays: Two weeks in December
The 2019 labor calendar in Spain includes a total of 14 public holidays. The following 10 dates are common to the whole country, whiet there are four dates that can vary in different regions of Spain. • January 1 (Tuesday) • October 12 (Saturday) • January 7 (Monday) • November 1 (Friday) • April 19 (Good Friday) • December 6 (Friday) • May 1 (Wednesday) • December 9 (Monday) • August 15 (Thursday) • December 25 (Wednesday)
MARKET INFORMATION 2019 11 Travel Trends
International Travel Trends
Spending Trends: Exports (Millions of U.S. Dollars)
2010 2012 2013 2014 2015 2016 2017
Total Travel $2,532 $2,311 $2,374 $2,764 $2,903 $2,935 $2,849 & Tourism Exports Travel $1,932 $1,662 $1,819 $2,012 $2,101 $2,170 $2,157 Receipts Passenger $600 $649 $555 $752 $802 $765 $692 Fare Receipts Change (%) 11 -19 3 16 5 1 -3 in Total Exports
Visitation Trends: Arrivals
2012 2013 2014 2015 2016 2017 2018
0 200 400 600 800 1000 Number of Arrivals (000)
Photos: Granada (left); Valencia (right) Source: U.S. Department of Commerce, National Travel and Tourism Office 12 SPAIN Inbound Travel Trends
Visitor Spending
Germany South Korea
Australia Brazil India United Kingdom Japan Canada Mexico China
0 510 15 20 25 30 35 Billions of U.S. Dollars International Arrivals to the USA
Top 10 Countries Generating Travel to the United States (Long-Haul Arrivals)
Australia France
South Korea
Brazil
Germany China
Japan
United Kingdom
Mexico
Canada
0510 15 20 25 Millions of Visitors
Source: U.S. Department of Commerce, National Travel and Tourism Office MARKET INFORMATION 2019 13 Traveler Characteristics
Main Purpose of Trip
Main Purpose of Trip 2017 (%) 2018 (%)
Business 11.3 8.2 Convention/Conference/Trade Show 4.7 5.4 Education 5.1 4.5 Health Treatment 0.1 0.4 Vacation/Holiday 58.4 61.0 Visit Friends/Relatives 19.9 20.0 Religion/Pilgrimages 0.1 02 Other 0.5 0.4 All Purposes of Trip
All Purposes of Trip 2017 (%) 2018(%)
Business 13.8 9.7 Convention/Conference/Trade Show 7.3 7.6 Education 7.0 7.1 Health Treatment 0.4 .8 Vacation/Holiday 70.9 73.2 Visit Friends/Relatives 30.9 30.9 Religion/Pilgrimages 0.7 0.7 Other 0.4 0.4 NET PURPOSES OF TRIP Business & Convention 19.6 15.6 Leisure & Visit Friends and Relatives 84.8 85.3
Source: U.S. Department of Commerce, National Travel and Tourism Office 14 SPAIN Select Traveler Characteristics
Traveler Characteristics 2016 2017
Length of Stay in USA (Mean Nights) 18.3 17.7 Length of Stay in USA (Median Nights) 9 8 First International Trip to the USA 31.3% 32.3&
U.S. Destinations Visited (States, Cities, and Regions)
U.S. Destinations/Regions 2016 (%) 2017 (%)
REGIONS Middle Atlantic 48.58 48.82 Pacific 17.00 19.57 South Atlantic 37.31 30.06 STATES/TERRITORIES New York 46.91 46.75 California 15.78 17.66 Florida 27.50 20.08 CITIES New York City 46.10 46.63 Miami 21.58 –
Source: U.S. Department of Commerce, National Travel and Tourism Office MARKET INFORMATION 2019 15 Transportation Used in the USA
40% 34% 28% 26% 26% 21% City subway/ Auto, private Taxicab/ Air travel Auto, rented Ferry/River Tram/Bus or company Limousine between taxi/Short U.S. cities scenic cruise
Activity Participation While in the USA
83% 79% 46% 45% 38% Shopping Sightseeing National parks/ Art gallery/ Historic Monuments Museum locations
34% 28% 25% 23% 20% Guided tours Small towns/ Amusement/ Cultural/Ethnic Experience Countryside Theme parks heritage sites fine dining
Source: U.S. Department of Commerce, National Travel and Tourism Office 16 SPAIN Air Travel Information
Non-Stop Flights from Spain to the USA
Airline From To Frequency Notes
Charlotte Daily Seasonal–May to Oct Miami Daily Barcelona New York JFK Daily Philadelphia Daily Seasonal–Mar to Nov Chicago Daily Seasonal–May to Oct American Airlines Charlotte Daily Seasonal–May to Sept Dallas/ Fort Worth Daily Dallas/ Fort Worth Daily Seasonal–July to end Oct Madrid Miami Daily New York JFK Daily Philadelphia Daily Atlanta Daily Madrid New York JFK Daily Delta New York JFK Daily Airlines Barcelona Atlanta Seasonal March–Nov 2019 Malaga New York JFK Seasonal May–Nov 2019
Photos: Barcelona (left); Pamplona (right) Source: Brand USA Proprietary Research MARKET INFORMATION 2019 17 Airline From To Frequency Notes
Fort Lauderdale 2 x week Seasonal–Apr to Nov Oakland 2 x week Seasonal–Mar to Nov Barcelona Los Angeles 4 x week Seasonal–Apr to Nov Norwegian New York EWR 6 x week Seasonal–Mar to Nov New York JFK Daily Seasonal–Mar to Nov Madrid Los Angeles 4 x week Seasonal–Apr to Nov Boston 3 x week Seasonal–May to Nov Boston 5 x week Chicago Daily Los Angeles 5 x week Madrid Miami 2 x daily Iberia/ Level New York 2 x daily San Francisco 3 x week Seasonal 2019 dates TBC Los Angeles 2 x week Barcelona Boston 2 x week Oakville 2 x week New York Daily Air Europa Madrid Miami Daily New York EWR Daily Madrid Washington, DC Seasonal United New York EWR Seasonal Barcelona Washington, DC Seasonal
Other routes
There are many other flights connecting in different points of Europe to all main destinations in the USA with other airlines such as Air France/KLM, British Airways, Lufthansa, etc.
Source: Brand USA Proprietary Research 18 SPAIN Market Snapshot
• The number of Spaniards who travel outside of their country continues to rise. The numbers registered prior the closure of this report stated that they reached 11.20 percent (until Q2 2018), according to the INE (Spanish Statistics National Institute). • Spaniards who traveled abroad between January and October 2018 spent a total of EUR18,374 on their journeys. This was 12.3 percent more than they spent during the first 10 months of 2017, as reported by the National Bank of Spain. • Spain remains the fastest growing European economy. The Spanish GDP closed the year with growth of around 2.4 percent, which is slightly less than previous years but higher than the performance of other major European economies. • Spain’s unemployment rate continues to decrease. Experts estimate it will be below 15 percent in 2019, a level that stabilizes the purchasing power of Spaniards. • Spaniards are increasingly open to travel and place emphasis on trying new and exclusive experiences. The exploratory nature of Spanish travelers makes Spain an ideal market in which to promote fresh and unique U.S. travel products. • According to a report published by PhocusWright, Spanish travelers used online booking to arrange 70 percent of their hotel nights and 43 percent of their trips. This trend will continue. By 2022, according to experts, online booking will become the preferred method for Spanish consumers to use when they make their travel plans.
Photos: Mallorca (left); Seville (right) MARKET INFORMATION 2019 19 • Recent mergers and acquisitions have resulted in more consolidation among large wholesaler groups. Tourmundial, wholesaler of Viajes El Corte Inglés, has one of the largest networks of travel agencies in Spain. Set up as an independent entity of the El Corte Inglés group, it has moved beyond selling only for the agencies of its own group by offering its products to all agencies in Spain. • Within the Avoris Reinventing Travel group of Barceló are tour operators Spaniards are increasingly with long histories in the Spanish open to travel and place market, such as CATAI, Latitudes, and an emphasis on trying new Iberojet. The Globalia group operates and exclusive experiences. through Travelplan, and the TUI group The exploratory nature of continues its distribution through Spanish travelers makes Spain an ideal market in Ambassador Tours. which to promote fresh and • Viajes El Corte Inglés, the Globalia unique U.S. travel products. network (Viajes Ecuador and Viajes Halcón), and B-Travel Brand (the agencies of the Barceló group) led the turnover ranking among travel agencies in 2017. • As it relates to travel agencies, the turnover ranking in 2017 was led by Viajes El Corte Inglés followed by the Globalia network (Viajes Ecuador and Viajes Halcón) and thirdly by B-Travel Brand the agencies of the Barceló group.
20 SPAIN Brand USA Resources
Online Channels
Digital Marketing/Social Media
The majority of the USA Campaigns are driven by digital marketing strategies to engage, inspire, and prompt international travelers to visit the United States. A variety of channels and methods are used, including: • Proprietary website platforms • Social media channels • Global digital marketing and social campaigns • Rich media • Targeted advertising
Proprietary Consumer Website Platforms
Brand USA has two online consumer identities in the marketplace: • VisitTheUSA (VisitTheUSA.com), which includes a global site in English plus in-language sites in most markets where Brand USA markets the United States to international travelers • GoUSA, which is active in Asian markets, including China and Hong Kong (GoUSA.cn), Taiwan (GoUSA.tw), India (GoUSA.in), Japan (GoUSA.jp), and South Korea (GoUSA.or.kr)
Together, the VisitTheUSA and GoUSA website platforms are the consumer- facing online identities international travelers associate with travel to the United States.
Photos: Tenerife (left); Cádiz (right) MARKET INFORMATION 2019 21 Social Media Channels
In addition to the global and in-market VisitTheUSA and GoUSA proprietary websites, Brand USA leverages related social media accounts in consumer-facing content and communications. Each market where Brand USA has a fully developed marketing presence has a dedicated, in-language website and social channels, which Brand USA uses to reach consumers in its target markets.
The following handles are used for global, consumer-facing promotions in English: • Website: VisitTheUSA.com • YouTube: YouTube.com/VisitTheUSA • Twitter: @VisitTheUSA • Instagram: VisitTheUSA • Facebook: Facebook.com/VisitTheUSA
The following campaign hashtags support global and thematic promotions and initiatives: • Global: #VisitTheUSA • Great Outdoors: #OutdoorsUSA • Flavors/Culinary: #TasteUSA • Market the Welcome: #USAWelcome • Road Trips: #RoadTripUSA
In addition to leveraging these global channels, Brand USA currently has localized social media efforts in the following markets via the channels shown in the Digital Channels chart on the following page.
22 SPAIN Digital Channels
Market URL Local Tagline Channels Hashtag
@VisiteOsUSA facebook.com/VisitTheUSAau Australia VisitTheUSA.com.au Plan Your USA Trip Now #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSA
@VisiteOsUSA facebook.com/VisiteOsUSA Planeje Sua Viagem Aos Brazil VisiteosUSA.com.br #VisiteOsUSA USA Agora Mesmo @VisitTheUSA YouTube.com/VisiteOsUSA
Canada: @VisitTheUSAca facebook.com/VisitTheUSAca VisitTheUSA.ca Plan Your USA Trip Now #VisitTheUSA English @VisitTheUSA YouTube.com/VisitTheUSA
Canada: Planifiez Votre @VisitTheUSAca facebook.com/VisitTheUSAca fr.VisitTheUSA.ca Voyage Aux USA Dès #VisitTheUSA French Maintenant @VisitTheUSA YouTube.com/VisitTheUSAfr
@VisitTheUSAes facebook.com/VisitTheUSAcl Planifica tu viaje a Chile VisitTheUSA.cl #VisitTheUSA USA ahora @VisitTheUSA YouTube.com/VisitTheUSAes
Sina Weibo (Chinese microblogging site/hybrid of Twitter and Facebook): http://weibo.com/GoUSAcn Tencent Weibo (Chinese microblogging site): http://t.qq.com/DiscoverGoUSA 即刻 定制 您的 Youku (YouTube equivalent): http://i.youku.com/gousacn China GoUSA.cn #VisitTheUSA USA 旅行 计划 Weishi (like Vine): http://www.weishi.com/u/23484775 Wechat (Chinese mobile social network for texting, images, music and articles sharing, mobile only): 美国国家旅游局 Lofter (Photo sharing platform): http://GoUSA.lofter.com
@VisitTheUSAes facebook.com/VisitTheUSAco Planifica tu viaje a Colombia VisitTheUSA.co #VisitTheUSA USA ahora @VisitTheUSA YouTube.com/VisitTheUSAes
Préparez Votre @VisitTheUSAfr facebook.com/VisitTheUSAfr France VisitTheUSA.fr Voyage Aux USA Dès #VisitTheUSA Maintenant @VisitTheUSA YouTube.com/VisitTheUSAfr
@VisitTheUSA facebook.com/VisitTheUSAde Plant Jetzt Eure Reise In Germany VisitTheUSA.de #VisitTheUSA Die USA @VisitTheUSA YouTube.com/VisitTheUSAde
@GoUSAin facebook.com/GoUSAin India GoUSA.in Plan Your USA Trip Now #USAtrip @VisitTheUSA YouTube.com/GoUSAin
@GoUSAjp facebook.com/GoUSAjp 今すぐ USAへの 旅の Japan GoUSA.jp アメリカ旅行 計画を @VisitTheUSA YouTube.com/GoUSAjp
@VisitTheUSAes facebook.com/VisitTheUSAmx Planifica Tu Viaje A Mexico VisitTheUSA.mx #VisitTheUSA USA Ahora @VisitTheUSA YouTube.com/VisitTheUSAes
@GoUSAkr facebook.com/GoUSAkr 지금 USA 여행을 Korea GoUSA.or.kr #미국여행 계획해보세요 @VisitTheUSA YouTube.com/GoUSAkr
@VisitTheUSA facebook.com/VisitTheUSAse Sweden VisitTheUSA.se Plan Your USA Trip Now #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSA
Taiwan GoUSA.tw n/a n/a facebook.com/GoUSA.official n/a
United @VisitTheUSAuk facebook.com/VisitTheUSAuk VisitTheUSA.co.uk Plan Your USA Trip Now #VisitTheUSA Kingdom @VisitTheUSA YouTube.com/VisitTheUSA
MARKET INFORMATION 2019 23 Brand USA Traveler Research
In the summer of 2013, Brand USA launched its Global Market Intelligence program. As part of this program, Brand USA commissioned PhoCus Wright, Inc. to conduct proprietary consumer research in various international markets. Respondents were recruited from an online panel. For markets beyond North America, the results reflect responses from adults who travel outside of their continent for leisure. The Global Market Intelligence program is designed to gain insight into travelers’ perceptions of the USA and its competitors, as well as general travel behaviors and preferences.
Top Five Motivations for Selecting Last Intercontinental Destination
Question: What motivates your desire to visit that destination? Select all that apply (N=1017). Base: Spain Intercontinental travelers.
63% 54% 44% 41% 39% Cultural historic Local lifestyle Dining/ Beaches/seaside Urban attractions attractions gastronomy attractions
Top Five Strongest Impressions of the USA
For each of the following countries, select which characteristics, if any, describe it as a holiday destination. Select all that apply (N=1017). Base: Spain Intercontinental travelers. 47% 32% 28% 25% 24% Diverse Trendy Open-minded Adventurous Energetic
Source: Brand USA Market Intelligence Study 2019 24 SPAIN Top Five Channels Used in Destination Selection for Last Intercontinental Trip
Question: What sources of information did/will you use to select the destination for this holiday? Select all that apply. Base: Spain Intercontinental travelers (N=1017).
62% 44% 32% 27% 27% Websites Personal Websites/ Information in Websites/ via computer recommendations applications printed travel applications from friends/ via mobile phone guidebooks via tablet family
Expected Household Travel Spend for Next Intercontinental Trip
Question: What is the total amount you expect your household to spend on each of the following elements of this holiday? Enter a whole number without the currency symbol. Airline tickets/Lodging/ Additional trip-related expenses, such as dining, local transportation, souvenirs and local tours. Base: Spain Intercontinental travelers (N=1017). Note: Totals may not add up to 100% due to rounding (Conversion EUR to USD=1.162).
Less than $2,499
$2,500-$4,999
$5,000-$7,499
$7,500-$9,999
$10,000+
0 5101520253035404550 Percent
Mean: $4,527 Median: $3,486
Source: Brand USA Market Intelligence Study 2019 MARKET INFORMATION 2019 25 Months Traveled (March 2017–March 2019)
Question: During what month(s) did you take your holiday(s)? Base: Spain Intercontinental travelers (N=1017).
January
February
March
April
May
June
July
August
September
October
November
December
0510 15 20 25 30 35 40 45 50 Percent
Destination Interest—Top 10 States
Question: You indicated in a previous question that you have interest in visiting the USA some time in the future. Which U.S. state(s) are you interested in visiting? Base: Spain Intercontinental travelers with interest in visiting the United States (N=1017).
58% 46% 30% 23% 22% New York California Florida Hawaii Washington
15% 15% 13% 11% 8% Alaska Texa s Colorado Nevada Arizona
Source: Brand USA Market Intelligence Study 2019 26 SPAIN Expected Travel Party Size of Next Intercontinental Trip
Question: Who will travel with you on this holiday? Select all that apply. Base: Spain Intercontinental travelers (N=1017). Note: Totals may not add up to 100% due to rounding.
18% 45% 16% 16% 4% One Two Three Four Five or more
Destination Decision for Next International Trip
Question: How far in advance of your departure date did/will you decide on the destination? Base: Spain Intercontinental travelers 2017 (N=1017). Note: Totals may not add up to 100% due to rounding.
I did/will not decide in advance 1 day or less
2 to 6 days
1 to 2 weeks
3 to 4 weeks
1 to 2 months
3 to 5 months
6 to 12 months
More than one year
0 10 20 30 40 50 Percent
Source: Brand USA Market Intelligence Study 2019 MARKET INFORMATION 2019 27 Air Booking for Next International Trip
Question: How far in advance of your departure date did/will you book the travel products for this holiday? Select one option from the drop-down box. Base: Spain Intercontinental travelers 2019 (N=1017). Note: Totals may not add up to 100% due to rounding.
1 day or less/did not decide in advance 2 to 6 days 1 to 2 weeks
3 to 4 weeks
1 to 2 months
3 to 5 months
6 to 12 months
More than one year
0 10 20 30 40 50 Percent
Net Promoter
Question: United States of America: If a friend or relative were discussing a future holiday destination with you, which statement would best describe your attitude toward the following countries? Base: Spain Intercontinental travelers (N=1017). Note: Totals may not add up to 100% due to rounding.
51% 28% 14% 5% 2% I would I would tell I would tell I would tell I would bring it bring it up to people positive people neither people negative up to discourage recommend as things about it positive nor things if it were people from a destination if it were negative things brought up traveling there brought up if it were brought up
Source: Brand USA Market Intelligence Study 2019 28 SPAIN Likelihood of Travel to the USA
Question: When, if ever, are you likely to visit the following countries? Base: Spain Intercontinental travelers 2019 (N=1017).
In the next 6 months
6-12 months
1-2 years
2-5 years from now
Maybe some time in the distant future
Not likely to ever visit
0 10 20 30 40 50 Percent
Source: Brand USA Market Intelligence Study 2019 MARKET INFORMATION 2019 29 Highlights of Success Brand USA is building on success. With the support of its many partners worldwide, Brand USA has grown from a start-up organization (that launched its first full year in operation in 2012 with just 89 partners) to an organization that has worked with and been supported by over 900 partners worldwide. Here is some of what we’ve accomplished together so far: • Welcomed nearly 7 million incremental international visitors to the USA over the past six years, which has benefited the U.S. economy with $47.7 billion in total economic impact and supported, on average, nearly 52,000 incremental jobs a year (source: Oxford Economics). • Increased the number of international travelers coming to the United States to, through, and beyond the gateways. • Established consumer and trade marketing initiatives in more than 40 international markets, which generate 90 percent of all inbound travel to the United States. • Created the first connected TV channel by a national destination marketing organization. • Delivered trailblazing content that resonates with travelers worldwide and can be enjoyed on virtually any platform—from mobile to the giant screen and everything in between. • Produced two award-winning giant-screen films that are inspiring hundreds of millions of travelers to come to the USA. • Organized the industry’s first MegaFam—which has brought hundreds of top-tier travel buyers to the USA. • Pioneered a range of cooperative marketing programs and platforms that are enabling U.S. destinations of all shapes and sizes to connect with international travelers like never before. • Established partnerships with destinations and travel brands from all 50 states, the five territories, and the District of Columbia. • Maintained a partnership retention rate of over 90 percent.
30 SPAIN Over the past six years, Brand USA's marketing efforts have generated...
900+ 6.6 million partners incremental visitors (with a 94% retention rate)
$6.2 billion federal, state & $21.8 billion local taxes incremental spending
$47.7 billion total economic impact
nearly 52,000 incremental jobs supported each year
MARKET INFORMATION 2019 31 • Built a model public-private partnership—working with all tourism-related federal agencies to promote and leverage the economic and social benefit of travel and extend a warm welcome to international travelers throughout the world. • Supported our federal partners in accurately communicating information about U.S. entry policies and, importantly, correcting misperceptions about those policies. • Kept overhead expenses to below 10 percent each year since our founding—devoting more than 90 percent of Brand USA’s resources toward marketing and programs to increase international visitation.
By all these measures and more, Brand USA’s marketing efforts are working—effectively and efficiently.
Brand USA Markets
Brand USA deploys its marketing efforts in a strategic combination of emerging and established markets that have the potential to drive the greatest returns in terms of visitation, spend, and market share.
Based on these market selection factors, Brand USA currently focuses the majority of its consumer marketing efforts in the following markets: • Australia • China • India • Sweden • Brazil • Colombia • Japan • United Kingdom • Canada • France • Mexico • Chile • Germany • South Korea
32 SPAIN These 14 international markets generate more than 80 percent of inbound travel to the United States. In total, through the combined total of Brand USA’s cooperative marketing platforms, contributed media, and trade outreach, the international marketing effort is present in more than 40 markets, including: • Albania • Equatorial • Japan • Peru Guinea • Angola • Kenya • Philippines • Finland • Argentina • Kuwait • Portugal • France • Australia • Lithuania • Romania • Gabon • Austria • Luxembourg • Saudi Arabia • Germany • Belgium • Mexico • South Africa • Guatemala • Brazil • Morocco • Tanzania • Guyana • Canada • Mozambique • Ukraine • Honduras • Chile • Nepal • United Arab • Hong Kong Emirates • China • Netherlands • Hungary • Uruguay • Colombia • New Zealand • India • Vietnam • Costa Rica • Norway • Indonesia • Zambia • Denmark • Oman • Ireland • Zimbabwe • Ecuador • Panama • Italy • El Salvador • Paraguay
MARKET INFORMATION 2019 33 Brand USA Partnerships
Visit USA Committee, Spain
How Brand USA Works with Visit USA Committees
Brand USA works in collaboration with Visit USA committees around the world to promote the United States as a premier travel destination. These committees organize a wide range of promotional activity, including travel trade shows, workshops and training for travel agents and tour operators, roadshows with U.S. destinations, and more.
Visit USA committees are generally managed by voluntary members with an interest in promoting and selling travel to the United States. Brand USA collaborates with Visit USA committees and supports activities that align with Brand USA’s objectives and marketing strategies. In addition, Brand USA makes use of the in-market expertise of Visit USA committees, both where Brand USA has representation and where it does not.
Contact:
Victor Muntane Pavillard, President Ángel Seijas, Vice President [email protected]
Photos: Andalusia (left); Consuegra (right) Source: CIA World Factbook 2018, unless noted otherwise 34 SPAIN About the U.S. Department of Commerce
Brand USA works in close concert with the U.S. Department of Commerce through the National Travel and Tourism Office (NTTO) and the U.S. Commercial Service.
The National Travel and Tourism Office (NTTO)
NTTO is the liaison between Brand USA and the federal government. The office works with Brand USA on behalf of the Secretary of Commerce, who appoints the Brand USA Board of Directors and approves Brand USA’s annual objectives in consultation with the Secretary of State and the Secretary of Homeland Security. Additionally, NTTO facilitates the approval of matching funds for Brand USA and connects Brand USA to other federal agencies.
More broadly, NTTO creates a positive climate for growth in travel and tourism by reducing institutional barriers to tourism, administers joint marketing efforts, provides official travel and tourism statistics, and coordinates efforts across federal agencies through the Tourism Policy Council. The office works to enhance the international competitiveness of the U.S. travel and tourism industry and increase its exports, thereby creating U.S. employment and economic growth through: • Management of the travel and tourism statistical system for assessing the economic contribution of the industry and providing the sole source for characteristic statistics on international travel to and from the United States; • Design and administration of export expansion activities; • Development and management of tourism policy, strategy and advocacy; • Technical assistance for expanding this key export (international tourism) and assisting in domestic economic development.
MARKET INFORMATION 2019 35 Contact:
NTTO
International Trade Administration U.S. Department of Commerce 1401 Constitution Avenue, NW Washington, DC 20230 202.482.0140 [email protected]
Selected Staff List: Phil Lovas Mark Brown Deputy Assistant Secretary Market Research Analyst for Travel and Tourism [email protected] [email protected] Richard Champley Isabel Hill Senior Research Analyst Director [email protected] [email protected] Curt Cottle Julie Heizer International Trade Specialist Team Lead, Industry Relations [email protected] [email protected] John Terpening Brian Beall Economist Deputy Director, Policy and Planning [email protected] [email protected] Claudia Wolfe Jennifer Aguinaga Economist International Trade Specialist [email protected] [email protected]
36 SPAIN The U.S. Commercial Service
Brand USA works closely with the U.S. Commercial Service (USCS) to pursue our mutual objective of promoting the United States as the premier international travel destination.
The USCS is the trade promotion arm of the U.S. Department of Commerce’s International Trade Administration. The USCS is a federal government agency with a domestic network of over 100 offices and a global network operating in over 75 countries. The mission of the USCS is to assist American companies in their export needs and to support foreign direct investment into the United States. As America’s largest services export, travel and tourism is a key sector for the USCS.
The Commercial Service Global Travel and Tourism Team helps U.S. destinations and travel suppliers attract international visitors and grow international arrivals. This assistance can include: trade counseling, market research, vetting of potential partners, outreach to wholesale buyers, and support with international sales calls/trade shows/visits. To search for a domestic trade specialist near you, visit www.export.gov. Karen DuBois Commercial Specialist [email protected]
MARKET INFORMATION 2019 37
TheBrandUSA.com
10.18.19