Marketing Colorado to the world TITLE & SUBTITLE 3 Marketing Colorado to the world

Agenda CTO International Team, Introductions Top Inbound International Markets International Marketing Promotion – how we do it Country Characteristics How to get involved QUOTE

introductions TITLE (DOUBLE BAR)

Jennifer Bartlett-Alpert International team Int’l Coordinator Julie Dufault CTO - International Andrea Blankenship FAM Manager Bri Seifert Americas Liz Birdsall BULLETS Canada The KAI Group Mexico Asia-Pacific Liz Birdsall Japan CWW Japan China East-West Marketing Australia AP Marketing Services Europe Jennifer Bartlett-Alpert UK Black Diamond Germany Get It Across France Express Conseil

International visitors TITLE (DOUBLE BAR)

BULLETS After a weak 2016, international visits to Colorado increased 5.4% in 2017

Growth rates Growth Rates for Colorado Easily Outpaced the U.S. Total Overseas Sources: Tourism Economics; APIS; BTS; nSight; NTTO; OAG; StatCan; VisaVue Growth Rates for Colorado Easily Outpaced the U.S.

Top Markets Top markets Mexico and Canada are Colorado’s top source markets by a large margin. The UK is Colorado’s top overseas market, with 70,000 visits. Australia, Germany, France, and China follow as the next major markets.

Arrivals growth in Colorado and competitive set, 2012-2017 Colorado Comp set Total international Overseas 29% Total international 16% Overseas 34% 16% 60% Mexico 15% 17% 12% Canada 6% 0% United Kingdom Since 2012, Colorado has experienced faster growth than its competitive set in total international visits and overseas visits. The state has had faster growth in 11 of its top 15 markets. 10% Australia 24% 4% Germany -3% 17% France -6% 109% 111% China 35% Japan -6% Brazil -16% 35% Italy -6% 60% South Korea 47% 25% Spain 15% 45% Sweden 18% 15% Netherlands 25% 56% India 20% -50% 0% 50% 100% 150% Total growth Source: Tourism Economics

2017 Growth

2017 Growth Major changes include: North America stayed steady at 42%, Oceania also stayed the same at 6% Increases from Europe (27% to 31%), and Asia (11% to 13%) Largest decrease is from Latin America, from 9% to 5%

By spend Overall Impact: $1.744 Billion 2017 Visitors 2017 Ave Spend % Change YOY Total 989,113 $1,763 5.73% Overseas 587,354 $2,424 4.61% Canada 190,933 $718 -0.71% Mexico 210,825 $867 8.06%

By spend – top 10 overseas 2017 Ave Spend % Change YOY China $3,223 3.76% Australia $2,831 5.55% United Kingdom $2,622 5.37% Brazil $2,618 5.60% Germany $2,570 5.46% Japan $2,469 -1.57% Italy $2,106 -1.49% South Korea $2,000 0.03% France $1,829 6.11% Spain $1,470 3.44%

By spend – top 10 overseas

Seasonality of international visitors

International Marketing activities TITLE (DOUBLE BAR)

International Marketing Market through In-Market Representatives Travel Trade - It IS different internationally, tour operators and travel agents play a crucial role in promoting travel to Colorado Influence Consumer Behavior through Trade, Media, and Consumer events Bring Travel Trade & Journalists on Familiarization Tours to Experience Colorado QUOTE

Travel Trade Promotion International travel promotion Travel Trade Promotion Trade Shows (WTM, ITB, IPW, Go West) Tour Operator Familiarization Trips (FAMs) Co-op Marketing & Promotions Programs Education, Training, and Sales Calls Online Marketing Promotions Sales Missions

Receptive Tour Operator A travel wholesaler who contracts with both international tour operators and local suppliers, including accommodations, ranches, activities, attractions, services, and transportation. Knows the international tour operators in the market(s) you are looking to work with Specialists in their region, working to find new product and create functional itineraries to offer to international tour operators Work with local suppliers to represent their product to the overseas markets QUOTE

Channel of distribution Receptive Tour Operator (Wholesaler) Tour Operator Consumer Hotel, Attraction, Activity, Tour Guides, Car Rental, Airfare, Ranches Travel Agent OTA Group Tours Fly Drive - FIT

Travel Trade Promotion International travel promotion Travel Trade Promotion Trade Shows (WTM, ITB, IPW, Go West) Tour Operator Familiarization Trips (FAMs) Co-op Marketing & Promotions Programs Education, Training, and Sales Calls Online Marketing Promotions Sales Missions International PR & Media Efforts Consumer Promotion Press Meeting & Events Press Releases & Newsletters Social Media feeds Media Familiarization Trips (FAMs) Education Inquiry Response International Holiday Guides Colorado.com (Int’l pages) Consumer Shows (ITB) Consumer Marketing Brand USA

Sales Tools BULLETS

Consumer marketing through Brand USA

Importance of international air service TITLE (DOUBLE BAR)

Current nonstop international flights

Denver international airport 5th busiest in the U.S. 18th busiest in the world United Airlines/Star Alliance Hub 6 New International Flights to Denver London Gatwick - Norwegian – September 2017 Panama City - Copa Airlines – December 2017 Calgary on WestJet – March 2018 London Heathrow - United Airlines – March 2018 Paris Charles de Gaulle - Norwegian – April 2018 Zurich - Edelweiss – June 2018

Familiarization tours (fams) TITLE (DOUBLE BAR)

Familiarization tours

Types of fams - media Those who sell your product indirectly EXPERIENCE Specific Story Lines Free Time

Types of fams – travel trade Those who sell product directly Product Manager Expectations Meet industry contacts Explore destination Education of destination product Introduce new product & Itineraries to the market Travel Agent Same as Product Manager Train on featured CO product to better sell Colorado

Fam support Group FAMs: CTO: typically covers air travel and ground transportation Destinations: CTO & your local CVB needs your support lodging, meals and activities Individual FAMs: Same, although not all meals covered

The international visitor TITLE (DOUBLE BAR)

What you can expect European Visitors French: Bonjour & Au Revoir French might be more hesitant to ask questions due to language barriers. Information in French, if possible Suggest authentic, off the beaten path experiences Love history Germany, Austria, Switzerland: Guten Tag & Auf Wiedersehen Will ask questions and pick up maps. English information is OK. Suggest off the beaten path experiences

france 77.8%

germany

United kingdom & ireland

Other English speaking UK & Ireland Like to find hidden gems Love to fit in with the locals Canada Travel much like U.S. Citizens Will ask questions and pick up maps. Suggest off the beaten path experiences, or things they can’t get at home 15% of Canadian travelers are French-speaking Australia Travel for long times, Colorado is generally part of a longer roadtrip Tend to be very adventurous Suggest authentic, off the beaten path experiences

canada

australia 70.7%

china Interested in: shopping, nature, national parks, dining, urban attractions and nightlife, clear skies Meals: warm water is an essential for drinking, Chinese cuisine is a plus during the trip Most Chinese are lactose intolerant, do not serve cheese platters Chinese travelers are highly dependent on WiFi Hand materials with both hands They like to have noodle bowls – good to know local Asian restaurants They like the popular “photo opp” sites – selfies! Tend to nod and smile but not understand what you said They are not being rude it’s a culture thing! Slippers

china

japan 55.8%

How you can get involved Support Fam Trips to your area International Websites through Brand USA Coop Programs in International Markets Brochure Distribution for international trade shows Brochures given to top tour operators and media Trade Shows Go West Summit, World Travel Market, ITB, IPW

Questions? TITLE - CENTER

TITLE & SUBTITLE 3 Thank you!! Your international team