News from Travel Michigan Vice President George Zimmerman
As you are probably aware, we received a funding increase for FY 2014, which started on October 1st, from $25 million to $29 million, with that increase provided to boost our international marketing efforts. With this additional funding, there are five primary components to our international marketing program in 2014. First, we are adding Toronto as a primary market for spring/summer advertising. We have advertised in the smaller Canadian markets south of Toronto for a number of years, but never had the dollars to include Toronto. That changes starting next spring. In addition, we will be offering our advertising partners an opportunity to buy into the Toronto market with us.
Second, we are beefing up promotion programs in the UK and Germany. We partner with the other Great Lakes states in those markets – through Great Lakes USA – and starting in 2014, we will be adding Michigan-specific promotions to raise awareness of Michigan as a destination for European travelers to the U.S.
Third, we are entering Asian markets for the first time. In September, Governor Snyder and I announced our entry into the Chinese market at travel and tourism events in Shanghai, Beijing and Chongqing during the Governor’s trade mission.
Fourth, we are increasing the Michigan presence at IPW (formerly Pow Wow) 2014 in Chicago in early April. IPW is the primary international travel and tourism marketplace held in the United States each year, where tour operators and media from around the world meet with U.S. destinations. We will have a significant Pure Michigan branding presence at the event, and we expect the largest delegation of Michigan destinations ever to attend IPW and participate with us. In addition, we have been granted two of the eight official post-IPW FAM tours to host international tour operators and media in Michigan right after IPW.
Finally, we are engaging in many of the activities detailed above in partnership with Brand USA, the public-private partnership created to market the U.S. as a tourism destination globally. Many of the opportunities for buy-in with Brand USA are being managed by Miles Media. These include everything from in-country publications and native-language videos about U.S. destinations to expanded content on the discoveramerica.com web site.
We are holding a tourism industry international information session with John Deleva, a representative from Miles, on Wednesday, December 4th, from 1:00 to 4:00 p.m., at the Kellogg Center, 219 S Harrison Rd, East Lansing. During this session, we will review our international program for 2014, including opportunities for tourism industry participation, as well as the complete offerings from Brand USA. There is no charge to attend, but you do need to RSVP to Regina McCloud at McCloudR@michigan.org.
The latest Michigan hotel data from Smith Travel Research shows continued strength in the Michigan tourism industry. Although the state’s hotel occupancy rate slipped from 62.9% in September of 2012 to 62.1% in September, 2013, the average daily rate (ADR) at Michigan hotels jumped 4.3% and the revenue per available hotel room (RevPAR) was up 2.9% over September 2012. Year to date, occupancy, ADR and RevPAR in 2013 are all pacing ahead of 2012.
Safe travels always,
George
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