04-07 market focus 24/10/08 11:12 Page 5
the pond
2000 4,703,000
2001 4,097,000
2002 3,817,000
2003 3,936,000
2004 4,303,000
2005 4,345,000
2006 4,176,000
3rd – California: 765,000
2007 4,498,000
Revival
the US mean people are getting a good buy. The “By and large, the negative aspects of travelling
strength of the euro makes it attractive for people to the US have gone away,” claims Moss. “Now we
UK visitors
to look in the other direction for their holiday.” are waiting to see how ESTA works. It may prove a
to the US
Moss admits that while everything points to a little spanner in the works when it comes to
(thousands)
bumper 2008, the credit crunch means operators promoting the US, but once people get used to it,
are holding their breath for next year. “What will I don’t see why it should be a problem. Other
happen in 2009 is another matter,” he says. countries already have online visa applications.
Another potential stumbling block could be the The US is not doing anything different to what
introduction of an electronic version of the visa those destinations already do – and it is not asking
waiver scheme. The Electronic System for Travel for any more information than people already give
Authorisation (ESTA) is being tested on a voluntary on the visa waiver form.”
basis before becoming compulsory on January 12 TIA’s Bommarito is confident that the US will be
next year. It will require passengers to complete an able to step up its profile overseas thanks to a new
online form at least 72 hours before departure, tourism promotion act. He expects the act to clear
rather than the old-style green document in-flight. Congress by early next year at the latest –
US government officials are trying hard to avoid whatever the outcome of next week’s election. The
a repeat of their shambolic introduction of extra legislation is designed to create a public–private
security measures after 9/11, which led to partnership to explain US security policies to
confusion among both trade and public and gave international visitors more clearly.
the impression that entering the US involved too Public funds are likely to come from an ESTA
much hassle. This time, the government is hoping fee, which the government is eventually expected
a series of press briefings and trade and consumer to charge travellers. While online travel
advertising will help to keep the message clear. authorisation is free for the time being,
UK visitors’ average length of stay Average household income of UK Average age of UK visitors to
in the US in 2007 visitors to the US in 2007 the US in 2007
12.3 nights $125,300 male 44, female 41
5
TTG Knowledge USA October 2008
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