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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 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.


Perfectly aligning with the intentions of future visitors, international travelers who have already visited America listed theme parks, historic landmarks and places, and shopping as the activities that had the most influence on determining which destination to visit in the US. Shopping was exceptionally far out in front with 42% noting it was the most influential, with the second-most influential – theme parks – coming in at 27%. We will explore this shopping phenomenon in further detail in just a few chapters.


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.


American residents aligned rather closely on the first two motivators, but were less likely to be looking for family events or points of relaxation than their international counterparts were.


15


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