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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%.


IMPORTANCE WHEN TRAVELING TO THE UNITED STATES


88% 87%


Is a safe place that has a wholesome atmosphere


86% 81% 80% 80%


Offers diverse selection of activities and attractions to choose from nearby


Is a place that is welcoming to visitors from other countries


Local transportation options that would enable us to conveniently travel from one city to another


Has public transportation that is easy to use


Provides a unique experience that is out of the ordinary in some way


13


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