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TOP 5 54%


Not Affordable/ Too Expensive


STATED BARRIERS 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


Regardless of their hesitancy to become advocates for American tourism, seven in ten international visitors intend to return to the same American attraction during another future vacation. Chinese tourists exhibit a particularly high intent to come back at a strong 92%, most likely influenced by the strengths exhibited in the previous article like 10-year VISAs and culturally-comfortable tourism amenities. Te Japanese however have the lowest intent to return at 58%, potentially due to the aforementioned cost or length of travel, and therefore wanting to see something new the next time they visit.


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.


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