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UNITED STATES MARKET POTENTIAL


International Overall 32% Canada 11% Mexico 48% United Kingdom 41% Japan 37% China 50% 12% 38% 25% 38% 22% 38% 21% 32% 35% 54% 26% 42%


With the exception of Canadians, the other four countries have significant portions of people who have yet to visit the States, but are definitely considering it. As previously mentioned, Canadian considerers are most likely low due to proximity – and having easily visited already. While all of these travelers should be considered prospects, those currently thinking about visiting America are prime targets, just needing the right push, travel package, or allure to bring them over seas and across borders. Interestingly enough, China has the largest ratio of recent visitors compared to overall visitors (in the last five years). Notes the Council on Foreign Relations, the recent, explosive growth in the Chinese middle class, coupled with significant American efforts in 2016 to woo Chinese visitors – such as hotels adding cultural amenities, introducing Mandarin materials at popular national parks, and reductions in VISA processing times – may have all contributed to recent Chinese travel to America. Even an immensely popular Chinese romantic comedy, 2013’s Finding Mr. Right, has been directly attributed to an increase in Chinese tourism to Seattle, Washington – the film’s setting.


When these travelers hit American shores, they visit 2.2 different cities or towns during their time here, with those from Mexico and the UK visiting 2.6 and Canadians 1.8 (as it’s much easier for them to come back). Roughly half of those respondents noted they had visited that city or town before, with Chinese guests as the outliers – with only 22% being repeat visitors (most likely due to the long travel time, and wanting to see something new for their Yuan). Future intent to visit the States is significantly higher among travelers from Mexico (74%), China (73%), and Canada (69%), while travelers from the UK (53%) and Japan (46%) are less likely to visit in the next five years.


Considered Visiting Lapsed Visitors Recent Visitors 11


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