The Canadian Tourism Commission (CTC)’s “Canada. Keep Exploring” has unveiled its new Brand Standards Guide to lead the way for Canada travel in 2010.

If you’re looking for key insights into brand development in the tourism industry this is a great free resource.

Visit New insights and new info to help keep Canadian travel ahead of the pack.

Included in this updated Brand Standards Guide are new sections for broadcast and online usage, as well as updated sections on photography, colours, graphics, logo usage and typography, including a checklist of memory-joggers at the end, such as “Am I showcasing unique and authentic experiences?” or “Am I simply re-skinning an idea rather than rethinking it?”

The CTC spent 12 months increasing the creative impact of the guide. You can download your copy of the Brand Standards Guide through CTC’s corporate website or the Brand Canada Library (Digital Asset Management site).

The U.S. Department of Commerce today announced that 3.6 million international visitors traveled to the United States in November 2009, an increase of one percent over November 2008. November 2009 marks the second straight month of increases in U.S. arrivals. International visitors spent $10.2 billion in November 2009, seven percent less than in November 2008.

Highlights

Top 20 Countries
In November 2009, 12 of the top 20 countries posted increases in visitation to the United States. Visitation from four of the top 20 countries registered double-digit increases: Brazil, Australia, South Korea, and the People’s Republic of China and Hong Kong.

International Arrivals to United States for November and Year-to-Date (YTD) 2009

• Visitation from Canada was up five percent in November but down six percent YTD.
• Arrivals from Mexico were up two percent for the month but down five percent YTD.
• Overseas arrivals (excluding Canada and Mexico) totaled 1.7 million for the month, down one percent over November 2008, and totaled 21.6 million YTD, down seven percent over 2008.
• Visitation from Western Europe decreased 10 percent in November and 11 percent YTD.
• Visitation from top Western European markets was mostly down for the month of November 2009 as well as for the first 11 months of the year: United Kingdom, down 16 percent for the month and down 15 percent YTD; Germany, down four percent for the month and down six percent YTD; France, down three percent for the month and YTD; Italy, up three percent for the month but down five percent YTD; the Netherlands, down six percent for the month and down 10 percent YTD; Spain, down three percent for the month and down 10 percent YTD; Ireland, down 20 percent for the month and down 23 percent YTD; Sweden, down 14 percent for the month and down 19 percent YTD, and Switzerland, up nine percent for the month and up three percent YTD. Eastern European arrivals decreased eight percent for the month and two percent YTD.
• Visitation from Asia increased three percent for the month but decreased 10 percent YTD. Arrivals from Japan decreased two percent for the month and 12 percent YTD; South Korea increased 24 percent for the month but decreased six percent YTD; China increased 13 percent for the month and five percent YTD; and India grew four percent for the month but declined nine percent YTD.
• Arrivals from South America increased 13 percent for the month and seven percent YTD.
• Oceania visitation was up 24 percent in November and up two percent YTD.

Background
Manufacturing and Services’ Office of Travel and Tourism Industries (OTTI) collects, analyzes and disseminates international travel and tourism statistics for the U.S. Travel and Tourism Statistical System. Click here to view OTTI visitation data tables, including a business and pleasure arrivals rate of change analysis and a more detailed region and country analysis.

We always like to tell the story of how a big theatre is often full of travelers wanting to learn more about one of Canada’s best known natural attractions. So where is this theatre located? Very close to the natural attraction. So why are so many people compelled to sit through a 60 minute film about the attraction when they could be standing next to it? For one reason and one reason alone – the only thing missing from this natural attraction is its story.

Stories are how we get to know the world and our experience in it. It’s how we make connections and remember things. Stories provide a satisfying and complete experience. Through stories, we escape from our own worlds, drifting into new landscapes, new ideas, and new destinations, bringing new meaning in our lives, where we can experience a sense of accomplishment through learning and collective experiences.

Travelers are looking for a deeper meaning. The changing trends of consumers shows that consumers crave authentic experiences, experiences that appeal to our senses, are meaningful, emotional, and intellectual.

Travelers want more, and are demanding that experiences offer a blend of sightseeing and cultural enrichment, commentary that delivers the biggest opportunity to say this is who we are, and this is what we all share.

UN World Tourism Organisation forecasts international tourism is on track to return to growth during the coming year. The UN World Tourism Organisation (UNWTO) revealed that global visitor arrivals are expected to increase by between three and four per cent in 2010, following a decline of 4% to 880 million travelers in 2009.

Factors such as the economic crisis and the swine flu pandemic made 2009 an ‘exceptionally challenging’ period for tourism, the organisation said.

However, figures for the final quarter of the year showed a two per cent rise in international tourist arrivals, suggesting the industry could be on the path to recovery.

Taleb Rifai, secretary general of the UNWTO, said: ‘The global economic crisis aggravated by the uncertainty around the A(H1N1) pandemic turned 2009 into one of the toughest years for the tourism sector.

‘However, the results of recent months suggest that recovery is underway, and even somewhat earlier and at a stronger pace than initially expected.’

Africa was the only region not to report a decline in tourism last year, bucking the trend with a 5% increase in visitor numbers.

For more comprehensive coverage please visit the Travel Biz Monitor - UNWTO forecasts growth in international tourist arrivals between three-four per cent in 2010

The U.S. Department of Commerce today announced that 4.0 million international visitors traveled to the United States in October 2009, an increase of one percent over October 2008. This is the first increase in arrivals since April 2009 and the first non-Easter increase since August 2008. However, for the first ten months of 2009, visitation was down seven percent compared to the same period in 2008. International visitors spent $10.3 billion in October 2009, 13 percent less than in October 2008. In the first ten months of 2009, visitors spent $100.9 billion, down nearly 16 percent from the same period in 2008.

Highlights

Top 20 Countries
In October 2009, of the top 20 countries, 13 posted increases in visitation to the United States. Visitation from six of the top 20 countries registered double-digit increases: Brazil; Australia; the People’s Republic of China and Hong Kong; South Korea; Venezuela; and Columbia.

International Arrivals to United States for October and Year-to-Date (YTD) 2009

• Visitation from Canada was down one percent in October and seven percent YTD.
• Arrivals from Mexico were up two percent for the month but down five percent YTD.
• Overseas arrivals (excluding Canada and Mexico) totaled 2.2 million for the month, up one percent over October 2008, and totaled 19.8 million YTD, down eight percent over 2008.
• Visitation from Western Europe decreased five percent in October and 11 percent YTD.
• Visitation from top Western European markets was mixed for the month of October 2009 as well as the first ten months of the year: United Kingdom, down eight percent for the month and down 15 percent YTD; Germany, up four percent for the month but down six percent YTD; France, down four percent for the month and down three percent YTD; Italy, up five percent for the month but down six percent YTD; the Netherlands, down eight percent for the month and down 11 percent YTD; Spain, up one percent for the month but down 11 percent YTD; Ireland, down 28 percent for the month and down 23 percent YTD; and Switzerland, up seven percent for the month and up three percent YTD. Eastern European arrivals decreased seven percent for the month and two percent YTD.
• Visitation from Asia increased two percent for the month but decreased 11 percent YTD. Arrivals from Japan decreased two percent for the month and 12 percent YTD; South Korea increased 11 percent for the month but decreased eight percent YTD; China increased 19 percent for the month and four percent YTD; and India grew 10 percent for the month but declined 10 percent YTD.
• Arrivals from South America increased 22 percent for the month and six percent YTD.
• Oceania visitation was up 24 percent in October and flat YTD.

Top Ports
For the first ten months of 2009, visitation through the top 15 ports of entry accounted for 84 percent of all overseas visits, almost two percentage points higher than last year. The top three ports (New York JFK, Miami, and Los Angeles) accounted for 39 percent of all overseas arrivals, up one percentage point from the first ten months of 2008. Miami, Orlando (MCO), Philadelphia and Fort Lauderdale are the only top ports that posted an increase in arrivals for the year.

Background
Manufacturing and Services’ Office of Travel and Tourism Industries (OTTI) collects, analyzes and disseminates international travel and tourism statistics for the U.S. Travel and Tourism Statistical System. Click here to view OTTI visitation data tables, including a business and pleasure arrivals rate of change analysis and a more detailed region and country analysis.

USA Today just released its travel trend forecast “The top 10 travel trends for 2010.”

Highlights include:

1. Terminal confusion

Thanks to last month’s bungled bombing attempt aboard a U.S. airliner, travelers will have to “expect the unexpected, and tolerate a certain degree of risk,” says airline security expert Richard Bloom of Embry Riddle Aeronautical University.

2. Let’s make a deal

If you thought last year was a buyer’s market for travelers, just wait: Even as airlines, hotels and other suppliers talk “cautious optimism” for 2010, a recent USA TODAY/Gallup Poll showed only 16% of respondents plan to fly more or stay more often in hotels this year than they did in 2009 — with about 30% saying they’ll travel less often.

3. Rise of the real-time Web

“In the still rapidly expanding online world, instant gratification is even easier to obtain: ‘Digital’ has become synonymous with ‘instant,’ ” says Reinier Evers of the trend tracking site Trendwatching.com. With nearly half of U.S. adults using social networking sites, expect more time-sensitive “flash sales” offered via Facebook orTwitter, more real-time postings of travel experiences, and faster response from companies and institutions fearful that negative opinions will go viral.

4. Appetite for apps

Thanks to a global rollout of high-speed data networks and robust sales of GPS-enabled smartphones, look for an explosion of travel-related apps for everything from airport security (On the Spot System’s new iPhone app lets users rate TSA screening checkpoints) to ordering hotel room service before you check in (just-released apps for Hilton, Embassy Suites and Doubletree).

5. Wi-Fi breaks free

McDonald’s offer of gratis wireless in more than 11,000 of its U.S. restaurants starting this month is the latest example of making Internet access “part of the plumbing of our lives,” says tech columnist Larry Magid. Expect more upscale hotels to join their economy and midpriced brethren in letting guests surf for free. 

6. A la carte airlines

Odds are good you won’t have to pay to use an in-flight toilet in 2010, despite Irish discounter Ryanair’s repeated threats. And “we’re probably already at the limit” for checked-bag fees, says airline analyst Darryl Jenkins. But, adds Jenkins, look for more charges for “perks” like aisle and window seats, and greater traction for the “plane as retail store” model of Las Vegas-based Allegiant Air, which sells everything from travel pillows to show tickets on board.

7. Betting on Vegas

With gaming revenue and visitor arrivals down, recession-ravaged Sin City is counting on last month’s debut of the glitzy CityCenter to generate new buzz — and enough bodies to fill the complex’s nearly 6,000 hotel rooms. But bargain-hungry visitors will still be hitting the jackpot in what Getaroom.com’s Bob Diener declares the USA’s “No. 1 value.” This winter, says Diener, weekday rooms are as low as $15 a night at a just-opened Hooters and $99 at the high-end Trump International Hotel & Tower.

8. High scores for Vancouver and South Africa

Both locations will be front and center in travelers’ consciousness this year, thanks to the Winter Olympic Games (held in metropolitan Vancouver and nearby Whistler from Feb. 12 to 28) and the FIFA World Cup soccer tournament (held in nine South African cities, June 11-July 11).

9. Healthy outlook for medical tourism

As Washington lawmakers continue to grapple with health-care reform, more Americans — an estimated 1.6 million by 2012, according to Deloitte Center for Health Solutions — will combine foreign vacations with carpal tunnel surgery, dental crowns and other short-stay, outpatient procedures that cost 30%-70% less than U.S. prices.

10. On a wing and a prayer

With more than 300 million people traveling each year for religious and pilgrimage reasons and with annual revenues that exceed $18 billion, faith tourism has become a significant global industry that extends from cruises to volunteer vacations. Fueling extra interest in 2010: the 375th anniversary of Germany’s once-a-decade Oberammergau Passion Play, a rare exposition of the Shroud of Turin in Italy, and Spain’s Camino de Santiago.

Source: USA Today

USP was being discussed on Twitter and I replied that everyone in our organization has a crystal clear understanding of our USP. Some people responded by saying that this is unusual for businesses in the tourism industry. I think a lot of tourism organizations understand their USP – some just aren’t great at communicating it.

So what is USP? USP is the acronym for Unique Selling Proposition. This is defined as “The reason why somebody should buy from you and not your competition. The unique benefits that your products or services offer consumers”.

Knowing your Unique Selling Proposition or Point is still important for organizations to create, understand, live by, and communicate. By communicating a clear and distinct point of differentiation in the market means that you distinguish yourself from others like you. When speaking with your target audience, ensure a benefit is clearly articulated. The goal is to keep your product or service clear and distinct – so that your business POP!s out in a crowded market space.

David Wilkening, writing for TravelMole, states that “Optimistic news… and some very sound reasons for thinking the trend is up.”

In a Special Feature titled Real indications of brighter travel future, David Wilkening shares the following news:

o “Business travelers appear to be moving back to the front of the plane, showing positive signs companies may likely be feeling more optimistic about the economy,” says American Express Business Travel on its Business Travel Monitor North America,

o AAA says travelers journeying 50 miles or more away this holiday season total almost one third of the population, or a number that is up almost three percent over last year. “More Americans traveling during the winter holidays is another sign consumers are continuing to grow more confident in their personal financial situations,” said Glen MacDonell, AAA’s director of travel services.

o More than one third of consumers intend taking more leisure vacations next year while more than half plan the same amount of trips, according to Travel Ticker’s 2010 Travel Intentions Survey. Only six percent of consumers plan on taking less leisure trips in the new year. “The feedback we received from our 2010 Travel Intentions Survey further supports Travel Ticker’s belief that if consumers find a great deal, they will be inspired to travel,” said Barbara Messing, Vice President of Travel Ticker.

The site says 18 to 30-year-olds are leading the charge on planning more leisure trips. This age group is followed by 38 percent of 65+ year-olds and more than 32 percent of 31-65 year-olds, who also plan on taking more leisure trips in the upcoming year.

More free time and inspiring deals are cited as top reasons for more leisure trips in the new year.

Most observers think business travel will have to be more robust before the overall travel economy will improve.

Source: TravelMole

The U.S. Department of Commerce recently announced that international visitors spent an estimated $10.3 billion on travel to, and tourism-related activities within, the United States during the month of October—nearly $1.6 billion less (13 percent) than was spent in October 2008. Total international visitor spending is down $18.6 billion (16 percent) year to date (January-October).

• Travel Receipts: Purchases of travel and tourism-related goods and services by international visitors traveling in the United States totaled $8.0 billion during October, a decrease of more than 12 percent in comparison with last year. These goods and services include food, lodging, recreation, gifts, entertainment, local transportation in the United States, and other items incidental to foreign travel.
• Passenger Fare Receipts: Fares received by U.S. carriers (and U.S. vessel operators) from international visitors declined nearly 16 percent to $2.2 billion for the month, a decrease of more than $420 million when compared to October 2008.

October 2009 marks the twelfth consecutive month in which U.S. travel and tourism-related exports were lower when compared to the same period of the previous year.

Monthly Travel and Tourism Highlights

• Year-to-date travel and tourism-related exports totaled $100.9 billion, down nearly 16 percent ($18.6 billion) when compared to 2008.
• International visitors are not the only ones who have curtailed their spending; in fact, year-to-date travel and tourism-related imports—spending by Americans abroad— totaled $81.6 billion, down nearly 13 percent ($12.1 billion).
• The U.S. travel and tourism industry has generated a $19.2 billion trade surplus (i.e., exports minus imports) year to date, a 25 percent less favorable balance of trade when compared to last year.
• The recent downturn in U.S. travel and tourism exports, beginning in the closing months of 2008, interrupted more than sixty consecutive months of positive growth.

Source: The U.S. Office of Travel and Tourism Industries (OTTI) is responsible for collecting, analyzing, and disseminating international travel and tourism statistics for the U.S. Travel and Tourism Statistical System. Please click here for more monthly travel and tourism-related trade data dating back to 1992.

The U.S. Dept. of Commerce (DOC) Commercial Service helps increase market intelligence on global travel markets by producing original research about select markets. The winter 2010 edition includes research on some of the strongest markets for inbound tourists as well as new, emerging markets. This edition also contains thirty-four global travel events that are supported by international Commercial Service offices.

The Travel & Tourism Team has compiled all of the research and events on the “Travel & Tourism e-Market Express” web page (http://www.buyusa.gov/eme/tra.html).

This issue also features a promotional tool that will help develop tourism from India. The Destination USA: India Virtual Matchmaker program scheduled for January 21, 2010.

This unique, virtual buyer-seller matchmaking venue is designed to introduce U.S. destinations, hotels and suppliers to prequalified Indian tour operators and travel agents. Participants will get a chance to present information about their destination, company, services and interact with potential Indian partners from New Delhi and Mumbai through a live Internet and telephone-based platform.

Several of the Office of Travel & Tourism Industries staff members are part of this team and together we provide the market intelligence and local assistance needed to assist travel and tourism related business improve their success in the international travel marketplace. Within the E-Market Express website, you will find a list of the U.S. domestic team members.

Source: U.S. Dept. of Commerce (DOC) Commercial Service