1. Marketing Colorado to the world
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Marketing Colorado to the world

2. Agenda CTO International Team, Introductions
Top Inbound International Markets
International Marketing Promotion – how we do it
Country Characteristics
How to get involved
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3. introductions
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4. 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

5. International visitors
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6. BULLETS
After a weak 2016, international visits to Colorado increased 5.4% in 2017

7. 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.

8. 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.

9. 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

10. 2017 Growth

11. 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%

12. 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%

13. 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%

14. By spend – top 10 overseas

15. Seasonality of international visitors

16. International Marketing activities
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17. 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
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18. 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

19. 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
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20. 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

21. 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

22. Sales Tools
BULLETS

23. Consumer marketing through Brand USA

24. Importance of international air service
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25. Current nonstop international flights

26. 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

27. Familiarization tours (fams)
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28. Familiarization tours

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

30. 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

31. 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

32. The international visitor
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33. 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

34. france
77.8%

35. germany

36. United kingdom & ireland

37. 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

38. canada

39. australia
70.7%

40. 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

41. china

42. japan
55.8%

43. 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

44. Questions?
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Thank you!!
Your international team