BARRIERS TO ENTRY


First impressions can be difficult to perform well, and America as a destination isn’t immune to that challenge. 40% of first-time visitors to America would recommend the attraction(s) they visited to family and friends, while 20% are not likely to recommend – yielding a Net Promoter Score (NPS) of 20%. For those international travelers who’ve visited the States before though, the NPS rises strongly to 31%. For comparison, American residents give American attractions an NPS of 48%.


For those international travelers who noted that they were unlikely to visit America in the next five years, open-ended responses revealed that the top reason they wanted to visit other destinations (20%) – it is a big, beautiful world with lots to see and do, after all! Additionally, respondents noted that they had yet to save up the money needed for such a trip (18%), they simply weren’t interested in visiting America (11%), and that the current political climate of the United States made them uncomfortable (9%).


Giving these travelers a bank of options, affordability came in as the primary barrier, a confirmation of the desire to visit elsewhere in the world, the lack of family or business in the States, or that it’s simply not easily accessible. Correlation analysis additionally supported a desire for global variety; or simply put...


“BEEN THERE, DONE THAT.”


However, we know that one of America’s greatest tourism strengths is its variety. Te natural beauty of the Cascade Mountain Range is entirely different from the steep slopes of the Rockies; the city lights of New York twinkle so differently than those of San Francisco; and the food, cultures, accents, and music varies widely from the bayous of Louisiana to the rolling green hills of Wisconsin. Cross- attraction, organization, and regional collaboration, encourage international guests to return and explore different unique parts of the country. It’s not a finite piece of the pie – there’s enough authentic America to go around.


INTERNATIONAL Net Promoter Score


40% Promoters


20% NPS


20% Detractors


TOP 5 STATED BARRIERS 54%


Not Affordable/ Too Expensive


why International Travelers do NOT Visit US 52%


Prefer to Visit Other Places


49%


No Family in the US


47% Don’t Do Business in US


44%


Not Accessible to Travel


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