THE DRIVE TO TRAVEL


When considering visiting somewhere in America, international travelers have an unsurprising list of top priorities, such as somewhere safe, wholesome, welcoming of other cultures, and a diversity of things to see and do in close proximity. Interestingly enough though, out of 15 different tested options, two of the lowest priorities are offering language interpreters/translation services and a destination that offers culturally- sensitive amenities. While both considerations certainly still influence decision-making, perhaps visitors are inherently looking for something that stretches their comfort zones and isn’t so culturally familiar. It’s exciting to explore a different, new land.


In the next five years, don’t be surprised to see the highest concentration of international guests at theme parks (66%), historic landmarks and places (68%), and shopping (72%) – as those are the three activities most likely to be pursued by these travelers. In fact, these three activities appear in the top five intended activities across all five countries. Conversely, international guests are least likely to want to visit professional sporting events (37%), universities (21%), and business conferences (17%). Mexico (63%) and China (66%) both exhibit the highest intent to visit American attractions in the next five years, while our other three respondent countries hover around 40%; Japan 41%, United Kingdom 38%, and Canada 35%.


For those international visitors who have already visited America, leisure – such as a getaway, reunion, or vacation – came in as the top motivator at 65%, distantly followed up by visiting friends and relatives living in the US (15%) or visiting a specific attraction (7%). Of important note is that Chinese travelers are 12% points more likely than the average to visit America for leisure, while Mexican travelers are 12% points less likely.


Emotionally-speaking, these visitors had THREE CLEAR ELEMENTS that inspired them to travel to America:


• Having a variety of things to see and do


• Trying something they couldn’t do on a daily basis


• Finding somewhere they could all have fun together.


TOP 5


DRIVERS FOR TRAVELERS


International Visitors U.S Visitors


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