美國旅游研究

U.S.

TRAVEL

AND

TOURISM

OUTLOOK

AND

TRENDSResearch,

Idea

&

Promotion第一頁，共一百零七頁。TIA

Mission

StatementThe

mission

of

the

Travel

Industry

Association

ofAmerica

is

to

represent

the

whole

of

the

U.S.travel

industry

to

promote

and

facilitateincreased

travel

to

and

within

the

United

States第二頁，共一百零七頁。Travel

and

Tourism

-

2003America’s

3rd

Largest

Retail

Sales

Industry$555

billion

total

expenditures

$95

billion

in

tax

revenue

for

federal,

state

and

localgovernmentsOne

of

America’s

Largest

EmployersEmploys

7.2

million

people

directly.

Tourism

is

1st,

2nd,

or

3rd

largest

employer

in

30

states

andthe

District

of

Columbia$158.4

billion

in

travel-generated

payrollSource:

Travel

Industry

Association

of

America

(TIA)第三頁，共一百零七頁。Where

We

Were第四頁，共一百零七頁。Tumbling

from

the

PeaksBetween

2000

and

2003–

Domestic

business

travel

down

15%Domestic

airline

travel

down

14%Overseas

travel

to

the

U.S.

down

30%第五頁，共一百零七頁。International

Visitor

Arrivals

to

U.S.

from

KeyCountries2003(in

millions)%

Change2003/2000Recovery

to2000

ExpectedCanada12.7-14%2007United

KingdomJapan3.23.9-37-162006Beyond

2007Germany1.2-34Beyond

2007France0.7-37Beyond

2007Brazil0.4-53Beyond

2007Argentina0.2-72Beyond

2007Source:

Office

of

Travel

and

Tourism

Industries第六頁，共一百零七頁。Bright

Spot·

Domestic

Leisure

TravelSlow

but

steady

growthStay

closer

to

homeHighway

travelShort

getaways

Visits

to

small

towns,

ruralareasEconomize第七頁，共一百零七頁。Travel

Performance

–

First

ThreeQuarters

2004During

Jan

–

Sept,

2004,

domestic

travel

up

nearly

3%Leisure

travel

up

2.0%,

exceeded

by

6.8%

gain

in

business/convention

travelStrong

gains

in

air

and

hotel

volume

over

2003International

travel

to

U.S.

exceeding

expectationsSource:

TravelIndustry

Association

of

America第八頁，共一百零七頁。Visitor

Trends

Occurring

Morein

Past

YearPercent

of

TIA

Members

ReportingSource:

Travel

Industry

Association

of

America第九頁，共一百零七頁。NTA

Operators’

ProductsPercent

of

NTA

OperatorsSource:

National

Tour

Association第十頁，共一百零七頁。RV

Travel

Strong7.8%

of

all

U.S.

vehicle-owning

households

own

an

RV,

up

from

7.3%

in

19977.2

million

RVs

on

the

road,

compared

to

6.4

million

in

1997RV

Shipments

Up

14%

in

2004RV

Rentals

Up

Nearly

33%

in

2003

and

2004

Combined6.4%

of

RV

Rentals

by

International

VisitorsSource:

Recreation

Vehicle

Industry

Association第十一頁，共一百零七頁。National

Parks

and

Public

LandsNational

Park

Visitation

up

4%

through

November

2004;Sale

of

Park

Passes

up

8%

See

America’s

National

Parks

partnership

with

TIA,

National

Park

Service

and

NationalPark

Foundation第十二頁，共一百零七頁。Travel

Policies

–

Air

Business

Travelers2004

and

2002Source:TravelIndustry

Association

of

America

andNational

Business

Travel

AssociationPercentofAirBusiness

Travelers第十三頁，共一百零七頁。Alternative

Technologies

Used

By

BusinessTravelers

in

Past

Year,

2004Percent

of

Business

TravelersSource:

Travel

Industry

Association

of

America

andNational

Business

Travel

Association第十四頁，共一百零七頁。Effectiveness

and

Efficiency

of

Technology

toReplace

Travel,

2004

and

2002Percent

ofAirBusinessTravelers–

Top

Two

BoxesSource:

Travel

Industry

Association

of

America

and

National

Business

Travel

Association第十五頁，共一百零七頁。AUTO

TRAVEL

PERFORMANCEU.S.

auto

travel

up

2%

through

September

2004Still

holding

up

due

to:Shifts

from

air,

especially

for

short-distance

tripsCloser-to-home

travelIncreasing

interest

in

family

travelIncreased

interest

in

RVs第十六頁，共一百零七頁。Airline

TurbulenceDomestic

air

travel

up

5%

over

2003,

but

still

10%

below

2000.International

is

up

14%

over

2003,

but

better

yet,

up

5%

over

2000.Exchange

rates

make

U.S.

even

more

of

a

bargainUS

Air,

United

and

ATA

in

bankruptcyAirline

losses

$8

billion

in

2004;

$23

billion

between

2001

-

2003第十七頁，共一百零七頁。U.S.

Hotel

PerformanceStrengthens

In

2004%

Change

overPriorYearSource:

Smith

Travel

Research第十八頁，共一百零七頁。Changes

to

Domestic

Advertising

andMarketing

ProgramsAmong

90%

of

Members

with

Domestic

Marketing

ProgramsSource:

Travel

Industry

Association

of

America第十九頁，共一百零七頁。Where

are

We

Going?第二十頁，共一百零七頁。Americans’

Economic

AssessmentsAre

Mixed·

41%

now

rate

economic

conditions

as

positive,

up

slightly48%

say

economy

getting

better

vs.

42%

who

say

it

is

getting

worse

Noticeable

decline

in

citing

economy

as

most

important

problem

facingAmerica

–

now

30%

vs.

38%

-

40%

in

autumn

of

2004

Only

33%

says

it’s

a

good

time

to

“find

a

quality

job”,

vs.

62%

who

sayit’s

a

bad

timeSource:

Gallup

Surveys第二十一頁，共一百零七頁。U.S.

Leisure

OutlookLeisure

travel

intentions

remain

strong

Trends

of

the

last

few

years

will

continue

but

some

return

to

more

normalpatternsGrowth

in

air

travel

exceeding

that

of

auto

travel

Continued

focus

on

family

and

connections

but

greater

participation

in

otheractivities

tooSpending

up

4%

in

2004

over

2003第二十二頁，共一百零七頁。Domestic

Leisure

Travel

Will

Continue

toGrow

SlowlyMillion

of

Person-TripsSource:

Travel

Industry

Association

of

America第二十三頁，共一百零七頁。Domestic

Business

Travel

Will

Rise

but

StillBelow

2000

LevelsMillions

of

Person-TripsNote:

Does

not

include

combinedbusiness/leisuretravelSource:

TIA

and

Global

Insight第二十四頁，共一百零七頁。U.S.

Hotel

Performance

Expected

toRemain

Healthy

in

2005%

Change

overPriorYearSource:

Smith

Travel

Research第二十五頁，共一百零七頁。Forecasts

for

Growth

in

U.S.

DomesticTravel,

2005Total

Domestic

Person-TripsLeisure2.0%1.7%BusinessAuto2.0%3.6%·

Air2.0%·

Hotel

Room

Demand3.0%Source:

TIA,

ATA,

Smith

Travel

Research第二十六頁，共一百零七頁。International

Visits

Expected

toIncrease

Again

in

2005Arrivals

in

MillionsSource:

Office

of

Travel

and

TourismIndustries(OTTI)第二十七頁，共一百零七頁。Travel

Expenditures

WillContinue

to

Risep

=

preliminary;

f

=

forecastBillionsSource:

TIA;

OTTI第二十八頁，共一百零七頁。Online

Travel

Planning

Steady

and

BookingContinues

to

RiseMillionsSource:

Travel

Industry

Association

of

America第二十九頁，共一百零七頁。How

We

Sell

and

Distribute

TravelChanged

ForeverInternet

for

leisure

and

businessPricing

more

transparent;

consumer

in

controlEncourages

late

bookingsIncreases

competitionOnline

hotel

sales

soaring第三十頁，共一百零七頁。What’s

Ahead?第三十一頁，共一百零七頁。Long

Term

TrendsWho

will

be

tomorrow’s

travelers

and

what

will

they

do?

How

will

technology

and

changing

work/leisure

patterns

affect

the

nature

oftravel

planning

and

travel

itself?How

will

we

reach

them?What

types

of

tourism

are

likely

to

grow?第三十二頁，共一百零七頁。Key

Demographic

TrendsAging

of

populationChanges

in

householdsRising

educationGeographic

shiftsCultural

diversityInfluence

of

womenGrowing

niche

markets第三十三頁，共一百零七頁。Percent

Change

inPopulationby

Age,2010/2000

and

2020/2000(Percent

Change)Source:

U.S.

Bureau

of

the

Census第三十四頁，共一百零七頁。“Junior”Matures

(Age

55

-64)

More

LikelyThan

Other

Travelers

To

……Travel

farther

away

from

homeStayaway

from

home

longerInclude

two

or

more

destinations

in

one

tripEngage

in

more

activitiesTravel

with

only

one

other

household

member,

likely

their

spouseSpend

more

per

tripSource:

TIA第三十五頁，共一百零七頁。Maturity

Trends·

Increase

in

adult-only

travel

partiesSlower

growth

in

travelers

looking

for

“traditional”

family

experiencesInterest

in

local

heritage

&

culture

increasesMaturialism第三十六頁，共一百零七頁。Important

Reasons

for

U.S.

FamilyVacationsSources:

Better

Homes

&

Gardens

and

Travel

IndustryAssociation

of

America(%of

2002

FamilyVacationers)Family

Togetherness87%Get

Away

from

Stress74Rest

and

Relaxation71Visit

Friends/Relatives62Excitement/New

Experiences50Physical

Activity43New

Places/People43For

Luxury/Feel

Pampered25第三十七頁，共一百零七頁。Top

10

Activities

AmongU.S.

Domestic

Travelers,

200330%2711101087ShoppingSocial/Family

EventOutdoor

RecreationCity/Urban

Sightseeing

10Rural

SightseeingBeach

ActivitiesHistorical

Places/MuseumsTheme/Amusement

Park

7GamblingNational/State

Parks7Source:

TIA第三十八頁，共一百零七頁。81%

of

Travelers

IncludedCultural/Arts/HeritageActivities

on

Trips

inPast

YearSource:TIA

a第n三十d九S頁m，i共t一百h零s七o頁n。ian

MagazineCultural,

Arts,

Heritage

or

HistoricActivities

Included

on

Trips

in

PastYear(%

of

U.S.

Adults)Source:

TIA

and

Smithsonian

Magazine第四十頁，共一百零七頁。More

Older

Women

Living

AloneMillionsMenWomenSource:

U.S.

Bureau

of

the

Census第四十一頁，共一百零七頁。Millennial

Generation

–

Great

Potential

forthe

FutureChildren

of

the

BoomersBorn

between

1977

and

1994;

10

–

27

years

of

age

in

200472

million,

28%

of

population13%

of

those

age

20

–

24

were

born

outside

the

U.S.第四十二頁，共一百零七頁。Millennial

Generation

–

Great

Potentialfor

the

FutureRacially

and

ethnically

diverseVery

independentFeel

powerful

But

of

those

age

20

–

24,

50%

of

men

and

36%

of

women

still

live

with

or

aredependent

on

parentsMedia-savvyTechnology

leaders第四十三頁，共一百零七頁。Travel

by

Minority

Groups

Increasing·

Hispanics77.1

millionperson-trips

(8%

of

total)·

African-Americans75.2

millionperson-trips

(7%

of

total)33.1

million·

Asian-Americans(3%

of

total)Source:

TIA第四十四頁，共一百零七頁。Ethnic

Groups

to

Grow

to

50%

ofPopulation

by

2050%

Distribution

of

PopulationSource:

U.S.

Bureau

of

the

Census第四十五頁，共一百零七頁。Hispanics

will

Increasingly

DominateMillionsSource:

U.S.

Bureau

of

the

Census第四十六頁，共一百零七頁。Changing

Nature

of

Work

and

Leisure·

Blurring

of

boundaries

of

space

and

time

for

work

and

leisureDramatic

growth

in

work

flexibility

Reduced

need

to

travel

solely

for

business,

but

combined

business/leisure

and

leisuretravel

will

growBoth

business

and

leisure

travel

more

motivated

by

self-actualization第四十七頁，共一百零七頁。Consumer

Trends

Likely

to

BuildMore

focus

on

doing

well

while

doing

goodGrowing

interest

in

making

contribution

to

societyCould

stimulate

rise

in

“Volun-tourism”Increasing

emphasis

on

quality

of

life

and

lifestyle

enhancementRising

emphasis

on

environment

and

sustainability第四十八頁，共一百零七頁。Consumer

Trends

Likely

to

Build

Education

more

recognized

and

promoted

as

a

lifelong

goal

to

enhance

self-actualization

-

personal

bestLeisure

as

learning第四十九頁，共一百零七頁。Types

of

Tourism

Likely

toGrowVisit

Friends/Relatives/Reunions/

Intergenerational

and

Grand-TravelCombined

Business

and

Leisure

TravelSecond

Homes

and

Time

ShareDestination

SpasEnrichment

Tourism第五十頁，共一百零七頁。Types

of

Tourism

Likely

to

GrowHealth/Revitalization/Life-Enhancement

Tourism:

Peter

Pan

generation;

say

no

to

agingEco-Tourism

and

Soft

AdventureSpace

TourismInternational

Travel

(In

and

Out-Bound)Virtual

Travel第五十一頁，共一百零七頁。ConclusionsGrowth

in

international

travel

demand

exceeding

domesticForecasts

for

similar,

although

somewhat

slower

demand

growth

in

2005Despite

rising

demand,

some

sectors

still

struggling

financially

Rising

fuel

costs,

sluggish

job

growth

and

slower

economic

growth

will

continue

tomake

financial

recovery

elusive

for

someInternet

will

continue

to

gain

ground

in

many

aspects

of

travel第五十二頁，共一百零七頁。ConclusionsRenewed

sense

of

optimism

“Up

to

us

to

seize

the

day”

(James

Rasulo,

President,

Walt

Disney

Parks

&Resorts“It

is

time

for

us

to

soar!”

(Roger

Dow,

President

&

CEO,

TIA)

Strive

toward

enhancing

tourism’s

influence

as

a

tool

for

world

peace

andrestoring

our

image

around

the

world第五十三頁，共一百零七頁。第五十四頁，共一百零七頁。International

Pow

Wow?

is

the

U.S.

travelindustry"s

premier

internationalmarketplace

and

is

the

largest

generatorof

Visit

USA

travel.第五十五頁，共一百零七頁。International

Pow

WowHistoryFirst

Held

in

1969Commodore

Hotel,

New

York

City68

U.S.

Travel

Suppliers67

European

Tour

Operators第五十六頁，共一百零七頁。International

Pow

Wow

Is…NOT

a

typical

trade

show.第五十七頁，共一百零七頁?！?/p>

More

than

1,000

U.

S.

travel

organizations

fromevery

region

and

industry

category

of

the

USA·

More

than

1,500

international

delegates

anddomestic

buyers

from

70

+

countries第五十八頁，共一百零七頁。

Three

days

of

intensive

pre-scheduled,

computer-generated

businessappointments

matching

buyers

&

sellers

–

44

appointment

slots30,000+

appointments第五十九頁，共一百零七頁。International

Pow

WowComputerized

Appointment

PrioritiesMutual

International

Buyer

and

U.S. Supplier

requestsInternational

Buyer

only

requestsMutual

Domestic

Buyer

and

U.S. Supplier

requestsDomestic

Buyer

only

requestsU.S.

Supplier

only

requests

(up

to five)International

Journalist

requestsVisit

USA

Committee

requests第六十頁，共一百零七頁?！?/p>

Premier

buyers

are

pre-qualified

based

on

their

proven

capability

to

sell

the

USA

as

atravel

destination第六十一頁，共一百零七頁。·

Business

negotiations

that

result

in

billions

in

future

VisitUSA

travel第六十二頁，共一百零七頁?！?/p>

Several

hundred

million

dollars

goes

directly

to

Host

City

&

State第六十三頁，共一百零七頁?！癆t

International

Pow

Wow,

buyers

andsellers

are

able

to

conduct

business

thatwould

otherwise

be

generated

only

throughan

exhaustive

number

of

around-the-worldtrips.”第六十四頁，共一百零七頁。International

Pow

Wow

20055,500+

Total

Delegates3,000+

U.S.

Suppliers1,000

+

U.S.

Companies1,200

+

Booths1,500

International

Delegates

and

Domestic

Buyers70

Countries400

International

and

Domestic

Press第六十五頁，共一百零七頁。第六十六頁，共一百零七頁。第六十七頁，共一百零七頁。第六十八頁，共一百零七頁。Press

ProgramWorkingPress

RoomMedia

MarketplacePress

Briefing

RoomsPress

Kit

RoomPow

Wow

News

Service

on

CDOnline

Press

Release

ProgramPow

Wow

Daily

Ad

PackagesPress

Book

Ads第六十九頁，共一百零七頁。Press

Room第七十頁，共一百零七頁。Media

Marketplace第七十一頁，共一百零七頁?！?/p>

A

record-setting

397

journalists

attended

International

Pow

Wow

in

LosAngeles

from

all

the

top

tourist-generating

nations

in

the

world.InternationalAnd

DomesticPress第七十二頁，共一百零七頁。Networking,

Entertainment&

Great

Business第七十三頁，共一百零七頁。See

America

Marketplace

Hall第七十四頁，共一百零七頁。Keynote

and

Invited

SpeakersGlenn

TiltonBill

MarriottAl

GoreGov.

BushGov.

Schwarzenegger第七十六頁，共一百零七頁。Entertainment第七十七頁，共一百零七頁。Evening

Events

arefun

and

make

great….第七十八頁，共一百零七頁?！?.Networking

Opportunities第七十九頁，共一百零七頁。Schedule

of

EventsTuesday,

May

3RegistrationBooth

SetupSightseeing

ToursPress

Event

at

MOMAOpen

Evening

for

all

others第八十頁，共一百零七頁。Schedule

of

EventsWednesday,

May

4Registration,

Booth

Setup

Cont’dSightseeing

ToursOrientation

SessionMarket

UpdateOpening

Evening

Event

at

Rockefeller

Center第八十一頁，共一百零七頁。Schedule

of

EventsThursday,

May

5RegistrationRibbon

cuttingBusiness

AppointmentsMedia

MarketplaceLuncheon

with

Keynote

Address

–

Henry

Silverman,

Chairman

&

CEO,

CendantEvening

Event

at

Time/Warner

building第八十二頁，共一百零七頁。Schedule

of

EventsFriday,

May

6RegistrationBusiness

AppointmentsLuncheon

with

a

Broadway

ShowcaseOpen

Evening

for

Private

Events第八十三頁，共一百零七頁。Schedule

of

EventsSaturday,

May

7Business

AppointmentsClosing

LuncheonClosing

Evening

Event

at

Ellis

IslandSunday,

May

8Departures第八十四頁，共一百零七頁。第八十五頁，共一百零七頁。TIA

Marketing

Goals:Promote

travel

to

and

within

the

United

StatesSeeAmerica

brand

leverageCoop

opportunities

for

all

organizations,

large

and

smallAdded

value第八十六頁，共一百零七頁。To

set

the

stage

for

thousands

of

travel

industry

organizations

whowant

to

speak

the

same

language

in

the

marketplaceTo

leverage

everyone’s

funds

for

mutual

benefit第八十七頁，共一百零七頁。TIA

Strategy

Trade:

SeeAmerica

Weeks,

SeeAmerica

Pavilions,

direct

mail,

onlinepromotionsMedia:

PR,

Media

Marketplace第八十八頁，共一百零七頁。TIA

StrategyConsumer:

coop

advertising

inserts

with

complementary

editorialSeeA:

One

stop

shopping

for

U.S.

travel第八十九頁，共一百零七頁。ourNational

Brand第九十頁，共一百零七頁。See

America

Themes2002

Greetings

From

America

Partnership

with

USPS2003

See

America’s

Byways

Partnership

with

Dept.

of

Transportation

2004

See

America’s

National

Parks

partnership

with

National

Park

Service

andNational

Park

Foundation第九十一頁，共一百零七頁。2005

Theme第九十二頁，共一百零七頁。See

America

Treasure

HuntGame

and

SweepstakesOnline

game

with

categories,

(think

“Jeopardy”

meets

“Who

wants

to

be

aMillionaire?”);

i.e.

National

Parks,

America’s

Byways,

American

movies,

etc.第九十三頁，共一百零七頁。SeeAmerica

Treasure

HuntGame

Concept

Cont’d

Engage

people

by

activity

interest

or

geographic

interest

to

encouragevisitation.All

game

answers

linked

to

appropriate

web

sites.第九十四頁，共一百零七頁。第九十五頁，共一百零七頁。TIMINGLaunched

UK

at

WTM

with

movie

category

only

to

tie

in

with

DOC

campaignLaunch

international

at

ITBLaunch

domestic

at

Pow

Wow第九十六頁，共一百零七頁。Game

CategoriesNational

ParksScenic

BywaysAmerican

MoviesRecreation

&

OutdoorsAmerican

CitiesAmusement

ParksFamous

AmericansHistorical

SitesFamous

PlacesJust

for

FunStates第九十七頁，共一百零七頁。Sweepstakes

Structure

Qualified

entry:

you

must

answer

three

questions

to

be

entered

into

thesweepstakes.Prizes:

Proposed

U.S.

trips,

each

with

a

theme:America’s

Greatest

Cities

&

AmtrakNational

Parks

trip:

Four

Corners

through

Las

Vegas

ga