Market Information

Market Information

2019 SOUTHEAST ASIA 2019 Market Information 2019 Market Information 2019

Market Information

About This Guide This market guide includes a snapshot of the economies in Southeast Asia, along with information about travel from this region (booking channels, consumer trends, U.S. international inbound visitation data, and key travel motivators and indicators). Cover photo: Singapore

Market Information

Brand USA ___ 4
Who We Are ___ 4
A Message from Christopher L. Thompson ___ 6
Brand USA Executive & Senior Leadership ___ 8
Market Facts ___ 9
Geography ___ 9
Climate ___ 10
Demographics ___ 12
Economy ___ 12
Vacation Allocation ___ 14
Travel Trends ___ 16
International Travel Trends ___ 16
Inbound Travel Trends ___ 17
Traveler Characteristics ___ 18
Air Travel Information ___ 21
Market Snapshot ___ 24
Visa Waiver Taiwan ___ 24
Brand USA Resources ___ 27
Online Channels ___ 27
Highlights of Success ___ 30
Brand USA Markets ___ 32
Brand USA Partnerships ___ 34
About the U.S.

Department of Commerce . 34

Market Information

SOUTHEAST ASIA 4 Brand USA Who We Are Our Mission As the destination marketing organization for the United States, Brand USA’s mission is to increase incremental international visitation, spend, and market share to fuel the nation’s economy and enhance the image of the USA worldwide. Established by the Travel Promotion Act of 2009 as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and to communicate U.S. visa and entry policies, Brand USA began operations in May 2011.

Building on Success As one of the best levers for driving economic growth, international travel to the United States currently supports 1.8 million American jobs (directly and indirectly) and benefits virtually every sector of the U.S.

economy. Since its founding, Brand USA has worked in close partnership with more than 900 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences and destinations available in the United States of America. Photos: Taipei, Taiwan (left); Hong Kong Harbor (right)

Market Information

MARKET INFORMATION 2019 5 Our Partnerships Brand USA’s operations are supported by a combination of non-federal contributions from destinations, travel brands, and private-sector organizations plus matching funds collected by the U.S. government from international visitors who visit the United States under the Visa Waiver Program. Learn More For industry or partner information about Brand USA, please visit TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at VisitTheUSA.com.

Brand USA Headquarters 1725 Eye Street NW Eighth Floor Washington, DC 20006 USA Phone: +1 202.536.2060 Email: info@TheBrandUSA.com According to studies by Oxford Economics, over the past six years Brand USA’s marketing initiatives have helped welcome nearly 7 million incremental visitors to the USA, benefiting the U.S.

economy with $47.7 billion in total economic impact and supporting nearly 52,000 incremental jobs each year.

Market Information

SOUTHEAST ASIA 6 A Message from Christopher L. Thompson The team at Brand USA, the public-private partnership established to promote international tourism to the USA, looks forward to working with you to generate business in Southeast Asia’s outbound-travel sector. This guide will familiarize you with the factors that make this dynamic market and its vibrant cultures so appealing. Southeast Asia continues to be an expanding source-market for travel to the United States. The region which encompasses Singapore, Malaysia, Indonesia, the Philippines, Thailand, and Vietnam has a population of more than 560 million and is a relatively untapped market for travel.

A major transportation hub for this part of the world is Singapore’s Changi Airport. The Changi airport served more than 65.6 million global passengers in 2018 and ranks as the sixth busiest international airport in the world. It has 100 airlines that offer service to 400 cities globally, which translates into 7,400 flights a week. Changi was named the “world’s best airport” for the sixth consecutive year at the 2018 Skytrax World Airport Awards. Brand USA launched a comprehensive storytelling strategy to create relevant, engaging, and authentic content, which presents the diversity of travel possibilities across the United States.

This approach provides travelers from Southeast Asia the opportunity to see the unique aspects of the United States and further encourages them to visit the USA.

Our initiatives include:
  • Showcasing destinations through our expanded travel-entertainment TV channel, GoUSA TV, which is available around the globe on Roku, Apple TV, and Amazon Fire TV, and coming soon to Google Chromecast. The channel offers an assortment of travel experiences across four different categories: the great outdoors, road trips, food and drink, and culture and events. Programming on GoUSA TV will expand to feature additional themes and formats, including series, films, videos, and live videos.
Market Information
  • MARKET INFORMATION 2019 7
  • In 2018, we premiered our giant-screen film, America’s Musical Journey, which shares the unique styles of American music, our cultural heritage and the stories associated with iconic locations across the U.S. landscape. Our first giantscreen production, National Parks Adventure, also is available to viewers through streaming services that offer video-on-demand.
  • Our newest campaign, United Stories, features a mobile content creation lab traveling across the United States and capturing warm and welcoming stories told from local perspectives. A variety of accomplished content creators, storytellers, and influencers will bring international travelers on a journey through memorable narratives that reveal the warmth of the American people and show the many adventures across the USA that are just one road trip away.

Brand USA also takes part in ITB Asia in Singapore, Southeast Asia’s foremost travel-trade exposition attracting representatives in leisure, corporate, and meetings, incentives, conferences, and exhibitions travel. I encourage you to talk to our team about destinations in the USA, the opportunities we offer to enhance your marketing efforts in Southeast Asia, and how to inspire travelers in this collective market to book their trips to the USA now. I also invite you to review Brand USA’s dedicated travel-trade website. This comprehensive gateway allows industry professionals to easily navigate information about U.S.

travel.

Together, we are marketing the USA! Christopher L. Thompson President & CEO Brand USA

Market Information

SOUTHEAST ASIA 8 Brand USA Executive & Senior Leadership Christopher L. Thompson President & CEO CThompson@TheBrandUSA.com Thomas Garzilli Chief Marketing Officer TGarzilli@TheBrandUSA.com Donald F. Richardson, CPA Chief Financial Officer DRichardson@TheBrandUSA.com Karyn Gruenberg Senior Vice President, Partner Marketing & Strategic Alliances KGruenberg@TheBrandUSA.com Jake Conte Vice President, General Counsel JConte@TheBrandUSA.com Cathleen Domanico Vice President, Global Trade Development CDomanico@TheBrandUSA.com Tracy Lanza Vice President, Integrated Marketing TLanza@TheBrandUSA.com Joann Pelipesky Vice President, Human Resources & Administration JPelipesky@TheBrandUSA.com Carroll Rheem Vice President, Research & Analytics CRheem@TheBrandUSA.com Aaron Wodin-Schwartz Vice President, Public Policy & Public Affairs AWodinSchwartz@TheBrandUSA.com

Market Information

MARKET INFORMATION 2019 9 Geography Area Largest Metropolitan Areas Photos: Lanyu, Taiwan (left); Da Nang, Vietnam (right) Source: CIA World Factbook 2018 Market Facts Malaysia 31.3 million Indonesia 260.5 million Philippines 104.2 million Thailand 68.4 million Vietnam 96.1 million Singapore 5.8 million Jakarta Kuala Lumpur Hanoi Bangkok Manila Taiwan: 35,980 km2 (slightly smaller than Maryland and Delaware combined) Singapore: 719.2 km2 (slightly more than 3.5 times the size of Washington, DC) Malaysia: 329,847 km2 (slightly larger than New Mexico) Indonesia: 1,904,569 km2 (slightly less than three times the size of Texas) Hong Kong: 1,108 km2 (six times the size of Washington, DC) Philippines: 300,000 km2 (slightly less than twice the size of Georgia; slightly larger than Arizona) Thailand: 513,120 km2 (slightly more than twice the size of Wyoming) Vietnam: 331,210 km2 (slightly larger than New Mexico)

Market Information

SOUTHEAST ASIA 10 Climate Taiwan Most of Taiwan has a warm climate year-round. The northern part of Taiwan belongs to the sub-tropical zone where the middle mountain area and western plain are abundant with rainfalls in different periods. The southern part belongs to the tropical zone, where the hottest months are from May to September, when it’s subject to more rain than most other areas. However, these showers are short-lived, and blue skies prevail on most days. July to September offer the most activities to experience.

Singapore With a location close to the equator, Singapore has a tropical rainforest climate.

It has mostly consistent weather conditions—hot temperatures and frequent showers. The wettest months are November through January. Malaysia Hot temperatures and tropical rain showers run throughout the year. The wettest season on the east coast is between November and February— which is when the west coast has sunshine and dry conditions. The heaviest rainfall on the west coast occurs April to October—when the opposite is true on the east coast.

Indonesia Indonesia is an archipelago, or chain of islands, with varied geological features that can affect the weather. Generally hot and humid, Indonesia has the most rain from November to April. June to September is the driest period. Source: CIA World Factbook 2018

MARKET INFORMATION 2019 11 Hong Kong Subtropical Hong Kong has four distinguishable seasons: warm and humid spring, hot and rainy summer, pleasant and sunny autumn, and cool and dry winter. The mild climate of Hong Kong makes it a year-round travel destination. However, there are tropical cyclones and occasional squally thunderstorms between May and November, and there are typhoons in September.

Philippines Heavy rains from the Southwest monsoon hit the far-flung islands of the Philippines from June to September. August is generally when the most severe cyclones occur.

Thailand The rains of the Southwest monsoon are most apparent in Thailand between June and October. September tends to be the wettest month. With the Northeast monsoon season, November into March, drier and cooler conditions arrive. Some areas, like the Kra Isthmus (in southern Thailand), for instance, are always hot and humid. Vietnam With 2,000 miles of coastline, Vietnam has several weather systems that vary by region. In Hanoi and northern areas, conditions are hot and humid with heavy rainfall from May to October. Central Vietnam has hot, dry weather from January to August. Southern Vietnam is hot and dry from November to April, with the greatest amount of rain from June through August.

Source: CIA World Factbook 2018

  • SOUTHEAST ASIA 12 Demographics Population by Age Percent 10 20 30 40 50 Taiwan U.S. Singapore Hong Kong Indonesia Philippines Thailand Vietnam Malaysia 0-14 years 15-24 years 25-54 years 55-64 years 65+ yrs 18.6% Economy Taiwan (2017 est.)
  • GDP: $1.189 trillion (PPP)
  • GDP real growth rate: 2.9%
  • GDP—per capita: $50,500
  • Unemployment rate: 3.8%
  • Inflation rate: 1.1%
  • Exchange Rate: 30.68 TWD per USD Singapore (2017 est.)
  • GDP: $528.1 billion (PPP)
  • GDP real growth rate: 3.6%
  • GDP—per capita: $94,100
  • Unemployment rate: 2.2%
  • Inflation rate: 0.6%
  • Exchange Rate: 1.3 SGD per USD
  • MARKET INFORMATION 2019 13 Malaysia (2017 est.)
  • GDP: $933.3 billion (PPP)
  • GDP real growth rate: 5.9%
  • GDP—per capita: $29,100
  • Unemployment rate: 3.4%
  • Inflation rate: 3.8%
  • Exchange Rate: 4.343 MYR per USD Indonesia (2017 est.)
  • GDP: $3.25 trillion (PPP)
  • GDP real growth rate: 5.1%
  • GDP—per capita: $12,400
  • Unemployment rate: 5.4%
  • Inflation rate: 3.8%
  • Exchange Rate: 13,385 IDR per USD Hong Kong (2017 est.)
  • GDP: $455.9 billion (PPP)
  • GDP real growth rate: 3.8%
  • GDP—per capita: $61,500
  • Unemployment rate: 3.1%
  • Inflation rate: 1.5%
  • Exchange Rate: 7.82 HKD per USD Philippines (2017 est.)
  • GDP: $877.2 billion (PPP)
  • GDP real growth rate: 6.7%
  • GDP—per capita: $8,400
  • Unemployment rate: 5.7%
  • Inflation rate: 2.9%
  • Exchange Rate: 50.4 PHP per USD Thailand (2017 est.)
  • GDP: $1.236 trillion (PPP)
  • GDP real growth rate: 3.9%
  • GDP—per capita: $17,900
  • Unemployment rate: 0.7%
  • Inflation rate: 0.7%
  • Exchange Rate: 34.34 baht per USD Vietnam (2017 est.)
  • GDP: $648.7 billion (PPP)
  • GDP real growth rate: 6.8%
  • GDP—per capita: $6,900
  • Unemployment rate: 2.2%
  • Inflation rate: 3.5%
  • Exchange Rate: 22,425 VND per USD
  • SOUTHEAST ASIA 14 Vacation Allocation Golden Travel Periods Taiwan
  • Late January–Early February (2 weeks)
  • Late June–Early September (Approx. 10 weeks) Singapore
  • Mid-March–Late March (2 weeks)
  • June (4 weeks)
  • Mid-September (1 week)
  • Late November–Late December (6 weeks) Malaysia
  • Mid-March (1 week)
  • Early June–Mid June (2 weeks)
  • Mid-August (1 week)
  • Late November–Late December (5 weeks) Indonesia Peak travel period is during the dry season between April and October. Hong Kong
  • Late December–Early January (2 weeks)
  • Mid-July–Early September (Approx. 6 weeks)
  • MARKET INFORMATION 2019 15 Philippines
  • April–June (Approx.12 weeks)
  • October–December (Approx. 12 weeks) Thailand
  • November–Late March
  • November–February Vietnam
  • Mid-October (1 week)
  • Mid-December–Late December (2 weeks)
  • Mid-February–Late February (2 weeks)

SOUTHEAST ASIA 16 Travel Trends Photos: Paper lanterns in Taiwan (left), Sun Moon Lake, Taiwan (right) Source: U.S. Department of Commerce, National Travel and Tourism Office International Travel Trends: Taiwan Spending Trends: Exports (millions of U.S.

dollars) 2006 2011 2013 2014 2015 2016 2017 2018 Total Travel & Tourism Exports $1,731 $1,837 $2,141 $2,223 $2,261 $2,246 $2,219 $2,228 Change (%) in Total Exports -1 -4 14 4 2 -1 -1 0 Visitation Trends: Arrivals Millions of Visitors 0 100 200 300 400 500 2018 2017 2016 2015 2014 2013 2011 300 408 420 444 466 475 478

MARKET INFORMATION 2019 17 Inbound Travel Trends Visitor Spending 0 5 10 15 20 25 30 35 China Canada Mexico Japan United Kingdom India Brazil South Korea Australia Germany Billions of U.S. Dollars 8.3 8.6 9.5 12.3 15.8 16.2 16.3 20.9 22.2 34.6 International Arrivals to the USA Top 10 Countries Generating Travel to the United States (Long-haul arrivals) 0 5 10 15 20 25 Canada Mexico United Kingdom Japan China South Korea Brazil Germany France India 1.4 1.8 2.1 2.2 2.2 3.0 3.5 4.7 18.5 21.2 Millions of Visitors Source: U.S. Department of Commerce, National Travel and Tourism Office

SOUTHEAST ASIA 18 Traveler Characteristics: Taiwan Main Purpose of Trip Main Purpose of Trip 2017 (%) 2018 (%) Point Change Vacation/Holiday 31 35 3.3 Visit Friends/Relatives 30 25 -5.2 Business 24 20 -3.9 Convention/Conference/Trade Show 9 11 -2.0 Education 6 6 0.0 Other 0.5 0.5 0.7 Religion/Pilgrimages 0 0.9 0.0 All Purposes of Trip All Purposes of Trip 2017 (%) 2018 (%) Point Change Vacation/Holiday 49 51 2.3 Visit Friends/Relatives 46 41 -4.4 Business 29 25 -3.7 Convention/Conference/Trade Show 15 18 2.2 Education 8 9 0.9 Health Treatment 0.1 2.3 2.2 Religion/Pilgrimages 0.4 2.0 1.6 Other 0.5 0.6 0.1 NET PURPOSES OF TRIP Leisure & Visit Friends and Relatives 73 72 -1.4 Business & Convention 36 36 .3 Source: U.S.

Department of Commerce, National Travel and Tourism Office

MARKET INFORMATION 2019 19 Select Traveler Characteristics Traveler Characteristics 2017 (%) 2018 (%) Change Length of Stay in U.S. (Mean Nights) 14 16 2.8 Length of Stay in U.S. (Median Nights) 7 8 1.0 First International Trip to the USA 22 21 -1.0 U.S. Destinations Visited (States, Cities, and Regions) U.S. Destinations/ Regions 2017 (%) 2018 (%) REGIONS Pacific 62.68 66.46 Pacific Islands 14.98 11.84 STATES/TERRITORIES California 55.14 57.97 Guam 8.81 6.43 CITIES Los Angeles 27.67 31.06 New York City — Source: U.S. Department of Commerce, National Travel and Tourism Office

SOUTHEAST ASIA 20 Transportation Used in the USA 40% 34% 30% 29% 26% 20% Auto, private or company Air travel between U.S.

cities City subway/ Tram/Bus Taxi/Cab Auto, rented Bus between Cities Activity Participation While in the USA 90% 77% 41% 33% 29% Shopping Sightseeing Experience Fine Dining Art Gallery/ Museums National Parks/ Monuments 26% 21% 20% 15% 13% Small Towns/ Countryside Amusement/ Theme Parks Historic locations Cultural/Ethnic Heritage Sites Guided Tours Source: U.S. Department of Commerce, National Travel and Tourism Office

MARKET INFORMATION 2019 21 International Travel Trends: Singapore Spending Trends: Exports (millions of U.S. dollars) 2006 2011 2013 2014 2015 2016 2017 2018 Total Travel & Tourism Exports $1,731 $1,837 $2,141 $2,223 $2,261 $2,246 $2,219 $2,228 Change (%) in Total Exports -1 -4 14 4 2 -1 -1 0 Visitation Trends: Arrivals Millions of Visitors 0 50 100 150 200 2018 2017 2016 2015 2014 2013 2011 163 159 153 160 151 148 166

SOUTHEAST ASIA 22 Traveler Characteristics: Singapore Main Purpose of Trip Main Purpose of Trip 2017 (%) 2018 (%) Point Change Vacation/Holiday 42 38 -2.2 Business 26 23 -3.5 Visit Friends/Relatives 8 16 7.8 Convention/Conference/Trade Show 14 13 -1.2 Education 9 9 -0.5 Health Treatment 0.5 0.5 -0.4 Other 0 0.9 0.1 All Purposes of Trip All Purposes of Trip 2017 (%) 2018 (%) Point Change Vacation/Holiday 57 60 3.6 Visit Friends/Relatives 34 34 -0.4 Business 36 26 -10.2 Convention/Conference/Trade Show 21 18 -2.5 Education 9 11 1.5 Health Treatment 0.8 1.2 0.4 Other 0.0 0.3 0.3 Religion/Pilgrimages 0.6 0.0 -0.6 NET PURPOSES OF TRIP Leisure & Visit Friends and Relatives 66.4 68.4 2.0 Business & Convention 48.2 39.1 -9.1

MARKET INFORMATION 2019 23 Select Traveler Characteristics Traveler Characteristics 2017 (%) 2018 (%) Change Length of Stay in U.S. (Mean Nights) 21 17 -3.5 Length of Stay in U.S. (Median Nights) 11 10 -1.0 First International Trip to the USA 22 21 -1.0 U.S. Destinations Visited (States, Cities, and Regions) U.S. Destinations/ Regions 2017 (%) 2018 (%) REGIONS Pacific 55.69 60.79 Middle Atlantic 30.65 27.77 STATES/TERRITORIES California 52.45 54.49 New York 28.64 24.53 CITIES Los Angeles 30.74 36.25 New York City 28.38 —

SOUTHEAST ASIA 24 Transportation Used in the USA 56% 40% 33% 31% 30% 30% Auto, private or company Air travel between U.S.

cities Ride Sharing Service Auto, rented City subway/ Tram/Bus Taxicab/ Limousine Activity Participation While in the USA 90% 80% 41% 40% 34% Shopping Sightseeing National Parks/ Monuments Small Towns/ Countryside Experience Fine Dining 31% 27% 26% 24% 21% Historic locations Art Gallery/ Museums Historic locations Guided Tours Concert/Play/ Musica

MARKET INFORMATION 2019 25 Non-Stop Flights from Taiwan to the USA Route Airline Frequency Taipei-Honolulu China Airlines Twice weekly Taipei-San Francisco China Airlines Daily Taipei-San Francisco EVA Air 4 times a week Taipei-San Francisco EVA Air Daily Taipei-San Francisco EVA Air Daily Taipei-San Francisco United Airlines Daily Taipei-Los Angeles China Airlines Daily Taipei-Los Angeles EVA Air Daily Taipei-Los Angeles EVA Air Daily Taipei-Los Angeles EVA Air Daily Taipei-Ontario China Airlines Daily Taipei-New York China Airlines 4 times a week Taipei-New York EVA Air Daily Taipei-Guam China Airlines 5 times a week Taipei-Chicago EVA Air 5 times a week Taipei-Houston EVA Air Daily Taipei-Seattle EVA Air Daily Air Travel Information Photos: Sky Lantern Festival, Taiwan (left); Temple in Bali, Indonesia (right) Source: Brand USA Proprietary Research

SOUTHEAST ASIA 26 Non-Stop Flights from Hong Kong to the USA Route Airline Frequency Hong Kong-Boston Cathay Pacific Daily Hong Kong-Dallas American Airlines Daily Hong Kong-New York (EWR) Cathay Pacific Daily Hong Kong-New York (JFK) Cathay Pacific Daily Hong Kong-New York (JFK) Cathay Pacific Daily Hong Kong-New York (JFK) Cathay Pacific 6 times a week Hong Kong-Los Angeles Cathay Pacific Daily Hong Kong-Los Angeles Cathay Pacific Daily Hong Kong-Los Angeles Cathay Pacific Daily Hong Kong-Los Angeles Cathay Pacific Daily Hong Kong-Los Angeles Hong Kong Airlines Daily Hong Kong-New York United Airlines Daily Hong Kong-New York Cathay Pacific 6 times a week Hong Kong-Guam United Airlines Daily Hong Kong-Chicago Singapore Airlines Daily Hong Kong-Houston Hong Kong Airlines 4 times a week Hong Kong-Seattle Cathay Pacific Daily Hong Kong-Seattle Cathay Pacific 5 times a week Hong Kong-Seattle Cathay Pacific Daily Hong Kong-Seattle Cathay Pacific 4 times a week Hong Kong-Seattle Cathay Pacific 4 times a week

MARKET INFORMATION 2019 27 Non-Stop Flights from Southeast Asia to the USA Route Airline Frequency Singapore-Los Angeles Singapore Airlines 3 times a week Singapore-Los Angeles Singapore Airlines Daily Manila-Los Angeles Philippine Airlines 4 times a week Manila-Los Angeles Philippine Airlines Daily Singapore-New York Singapore Airlines Daily Manila-New York Philippine Airlines 4 times a week Singapore-San Francisco Singapore Airlines Daily Manila-San Francisco Philippine Airlines Daily Manila-San Francisco Philippine Airlines 3 times a week Singapore-San Francisco United Airlines Daily Singapore-San Francisco United Airlines Daily Singapore-Osaka-Honolulu Scoot Tigerair 4 times a week Kuala Lumpur-Osaka-Honolulu Air Asia X Daily Jakarta-Tokyo-Los Angeles Garuda Indonesia NA

SOUTHEAST ASIA 28 Visa Waiver Taiwan Taiwan qualified for the U.S. Visa Waiver Program in 2012 and became part of the U.S. Global Entry Program in 2017. Additionally, the National Travel and Tourism Office has reported a record surge in visitation to the United States from Taiwan with a significant 60 percent growth rate since 2012. In March 2018, U.S. President Donald Trump introduced the Taiwan Travel Act. This law promotes travel between the United States and Taiwan by U.S. officials at all levels in order to meet their counterparts in Taiwan. And, it makes it easier for Taiwanese officials to come to the United States. The following aviation industry developments have also had a positive impact on travel between Taiwan and the USA:
  • China Airlines: Taiwan’s national carrier began daily direct flights from Taipei to Ontario, California, in March 2018. The carrier also operates daily services to Los Angeles. (Ontario is 35 miles east of downtown Los Angeles.)
  • EVA Air: In November 2016, Taiwan’s international airline launched daily, direct flights from Taipei to Chicago. This is the carrier’s sixth non-stop route to the USA. It follows the development of a new route to Houston. New Routes from Hong Kong More than 140 weekly, direct flights to various U.S. gateways come out of Hong Kong. The city, which has 7.3 million residents, is a leading financial center in Asia.

Market Snapshot Photos: Kuala Lumpur, Malaysia (left), Jiufen Village, Taipei, Taiwan (right)

MARKET INFORMATION 2019 29 Its 7.3 million citizens traveled 12.7 times to make a total of 91.7 million departures. More direct flights from Hong Kong to the USA were scheduled to have begun during 2018 and 2019. Aviation developments include:
  • Hong Kong Airlines: Based in Hong Kong, the carrier launched daily flights from Hong Kong to Los Angeles at the close of 2017, and four weekly, direct flights to San Francisco in March 2018. Hong Kong Airlines had also announced plans in late 2018 to fly to New York.
  • Cathay Pacific: The carrier began the longest route on its Cathay Pacific network with four weekly, direct flights from Hong Kong to Washington DC, starting in September 2018. Cathay Pacific plans to fly directly to Seattle from Hong Kong in March 2019. It will become the only carrier that links Hong Kong with Seattle, the fastest-growing city on the Pacific coast of the United States. Fast-Booming Southeast Asia Southeast Asia includes the developed and emerging ASEAN markets: Singapore, Malaysia, Indonesia, Thailand, The Philippines, and Vietnam. (ASEAN is the Association of Southeast Asian Nations.) With approximately 700 million residents, the region is the third-largest travel market in the world. Its stable and growing middle class has contributed to the rise of outbound travel to the United States. Forecasters are calling for a six percent increase in U.S. arrivals from this region and a spending level of close to $6 billion. The following developments among air carriers have increased the flow of travelers coming from this region to the USA:
  • Garuda Indonesia: The Indonesian airline is introducing a new route to New York and will increase its flights to Los Angeles through a new code-sharing agreement with Japan Airlines. Singapore is the springboard and aviation hub for Southeast Asia. The Singapore Changi Airport is the sixthbusiest airport in the world, having served 62.2 million global passengers in 2017.
  • SOUTHEAST ASIA 30
  • Singapore Airlines: The award-winning carrier launched non-stop service from Singapore to New York and to Los Angeles, with its new ultra-long-range variant of the Airbus A350 aircrafts in fall 2018.
  • Philippine Airlines: The Philippines airline began non-stop service between Manila and New York via a new Airbus A350-900 in fall 2018.
  • AirAsia X: The long-haul arm of AirAsia launched one-stop services from Kuala Lumpur, Malaysia to Honolulu, Hawai’i via Osaka, Japan in June 2017.
  • Scoot Tigerair: The carrier launched its one-stop service from Singapore to Honolulu, Hawai’i, via Osaka, Japan at the end of 2017. Southeast Asia has a highly regulated travel distribution system, with three levels of travel agencies. The major operators in the Southeast Asia travel market are involved in all levels of the distribution system. Source: AB Road Research Center
MARKET INFORMATION 2019 31 Brand USA Resources Photos: Mountains in Taiwan (left); Taichung Park, Taichung, Taiwan (right) Online Channels Digital Marketing/Social Media The majority of the USA Campaigns are driven by digital marketing strategies to engage, inspire, and prompt international travelers to visit the United States. A variety of channels and methods are used, including:
  • Proprietary website platforms
  • Social media channels
  • Global digital marketing and social campaigns
  • Rich media
  • Targeted advertising Proprietary Consumer Website Platforms Brand USA has two online consumer identities in the marketplace:
  • VisitTheUSA (VisitTheUSA.com), which includes a global site in English plus in-language sites in most markets where Brand USA markets the United States to international travelers
  • GoUSA, which is active in Asian markets, including China and Hong Kong (GoUSA.cn), Taiwan (GoUSA.tw), India (GoUSA.in), Japan (GoUSA.jp), and South Korea (GoUSA.or.kr) Together, the VisitTheUSA and GoUSA website platforms are the consumer-facing online identities international travelers associate with travel to the United States.
SOUTHEAST ASIA 32 Social Media Channels In addition to the global and in-market VisitTheUSA and GoUSA proprietary websites, Brand USA leverages related social media accounts in consumer-facing content and communications. Each market where Brand USA has a fully developed marketing presence has a dedicated, in-language website and social channels, which Brand USA uses to reach consumers in its target markets. The following handles are used for global, consumer-facing promotions in English:
  • Website: VisitTheUSA.com
  • Twitter: @VisitTheUSA
  • Facebook: Facebook.com/VisitTheUSA
  • YouTube: YouTube.com/VisitTheUSA
  • Instagram: VisitTheUSA The following campaign hashtags support global and thematic promotions and initiatives:
  • Global: #VisitTheUSA
  • Flavors/Culinary: #TasteUSA
  • Road Trips: #RoadTripUSA
  • Great Outdoors: #OutdoorsUSA
  • Market the Welcome: #USAWelcome In addition to leveraging these global channels, Brand USA currently has localized social media efforts in the following markets via the channels shown in the Digital Channels chart on the following page.

MARKET INFORMATION 2019 33 Digital Channels Market URL Local Tagline Channels Hashtag Australia VisitTheUSA.com.au Plan Your USA Trip Now @VisiteOsUSA facebook.com/VisitTheUSAau #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSA Brazil VisiteosUSA.com.br Planeje Sua Viagem Aos USA Agora Mesmo @VisiteOsUSA facebook.com/VisiteOsUSA #VisiteOsUSA @VisitTheUSA YouTube.com/VisiteOsUSA Canada: English VisitTheUSA.ca Plan Your USA Trip Now @VisitTheUSAca facebook.com/VisitTheUSAca #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSA Canada: French fr.VisitTheUSA.ca Planifiez Votre Voyage Aux USA Dès Maintenant @VisitTheUSAca facebook.com/VisitTheUSAca #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSAfr Chile VisitTheUSA.cl Planifica tu viaje a USA ahora @VisitTheUSAes facebook.com/VisitTheUSAcl #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSAes China GoUSA.cn 即刻 定制 您的 USA 旅行 计划 Sina Weibo (Chinese microblogging site/hybrid of Twitter and Facebook): http://weibo.com/GoUSAcn Tencent Weibo (Chinese microblogging site): http://t.qq.com/DiscoverGoUSA Youku (YouTube equivalent): http://i.youku.com/gousacn Weishi (like Vine): http://www.weishi.com/u/23484775 Wechat (Chinese mobile social network for texting, images, music and articles sharing, mobile only): 美国国家旅游局 Lofter (Photo sharing platform): http://GoUSA.lofter.com #VisitTheUSA Colombia VisitTheUSA.co Planifica tu viaje a USA ahora @VisitTheUSAes facebook.com/VisitTheUSAco #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSAes France VisitTheUSA.fr Préparez Votre Voyage Aux USA Dès Maintenant @VisitTheUSAfr facebook.com/VisitTheUSAfr #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSAfr Germany VisitTheUSA.de Plant Jetzt Eure Reise In Die USA @VisitTheUSA facebook.com/VisitTheUSAde #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSAde India GoUSA.in Plan Your USA Trip Now @GoUSAin facebook.com/GoUSAin #USAtrip @VisitTheUSA YouTube.com/GoUSAin Japan GoUSA.jp 今すぐ USAへの 旅の 計画を @GoUSAjp facebook.com/GoUSAjp アメリカ旅行 @VisitTheUSA YouTube.com/GoUSAjp Mexico VisitTheUSA.mx Planifica Tu Viaje A USA Ahora @VisitTheUSAes facebook.com/VisitTheUSAmx #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSAes Korea GoUSA.or.kr 지금 USA 여행을 계획해보세요 @GoUSAkr facebook.com/GoUSAkr #미국여행 @VisitTheUSA YouTube.com/GoUSAkr Sweden VisitTheUSA.se Plan Your USA Trip Now @VisitTheUSA facebook.com/VisitTheUSAse #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSA Taiwan GoUSA.tw n/a n/a facebook.com/GoUSA.official n/a United Kingdom VisitTheUSA.co.uk Plan Your USA Trip Now @VisitTheUSAuk facebook.com/VisitTheUSAuk #VisitTheUSA @VisitTheUSA YouTube.com/VisitTheUSA

SOUTHEAST ASIA 34 Highlights of Success Brand USA is building on success. With the support of its many partners worldwide, Brand USA has grown from a start-up organization (that launched its first full year in operation in 2012 with just 89 partners) to an organization that has worked with and been supported by over 900 partners worldwide. Here is some of what we’ve accomplished together so far:
  • Welcomed nearly 7 million incremental international visitors to the USA over the past six years, which has benefited the U.S. economy with $47.7 billion in total economic impact and supported, on average, nearly 52,000 incremental jobs a year (source: Oxford Economics).
  • Increased the number of international travelers coming to the United States to, through, and beyond the gateways.
  • Established consumer and trade marketing initiatives in more than 40 international markets, which generate 90 percent of all inbound travel to the United States.
  • Created the first connected TV channel by a national destination marketing organization.
  • Delivered trailblazing content that resonates with travelers worldwide and can be enjoyed on virtually any platform—from mobile to the giant screen and everything in between.
  • Produced two award-winning giant-screen films that are inspiring hundreds of millions of travelers to come to the USA.
  • Organized the industry’s first MegaFam—which has brought hundreds of top-tier travel buyers to the USA.
  • Pioneered a range of cooperative marketing programs and platforms that are enabling U.S. destinations of all shapes and sizes to connect with international travelers like never before.
  • Established partnerships with destinations and travel brands from all 50 states, the five territories, and the District of Columbia.
  • Maintained a partnership retention rate of over 90 percent. Source: Brand USA Market Intelligence Study 2018

MARKET INFORMATION 2019 35 Source: Brand USA Market Intelligence Study 2018 Over the past six years, Brand USA's marketing efforts have generated...

47.7 billion total economic impact 900+ partners incremental visitors 6.6 million incremental spending $21.8 billion incremental jobs supported each year nearly 52,000 $6.2 billion federal, state & local taxes (with a 94% retention rate)

  • SOUTHEAST ASIA 36
  • Built a model public-private partnership—working with all tourism-related federal agencies to promote and leverage the economic and social benefit of travel and extend a warm welcome to international travelers throughout the world.
  • Supported our federal partners in accurately communicating information about U.S. entry policies and, importantly, correcting misperceptions about those policies.
  • Kept overhead expenses to below 10 percent each year since our founding—devoting more than 90 percent of Brand USA’s resources toward marketing and programs to increase international visitation. By all these measures and more, Brand USA’s marketing efforts are working—effectively and efficiently.
  • Brand USA Markets Brand USA deploys its marketing efforts in a strategic combination of emerging and established markets that have the potential to drive the greatest returns in terms of visitation, spend, and market share. Based on these market selection factors, Brand USA currently focuses the majority of its consumer marketing efforts in the following markets:
  • Australia
  • Brazil
  • Canada
  • Chile
  • China
  • Colombia
  • France
  • Germany
  • India
  • Japan
  • Mexico
  • South Korea
  • Sweden
  • United Kingdom Source: Brand USA Market Intelligence Study 2018
MARKET INFORMATION 2019 37 These 14 international markets generate more than 80 percent of inbound travel to the United States. In total, through the combined total of Brand USA’s cooperative marketing platforms, contributed media, and trade outreach, the international marketing effort is present in more than 40 markets, including:
  • Albania
  • Angola
  • Argentina
  • Australia
  • Austria
  • Belgium
  • Brazil
  • Canada
  • Chile
  • China
  • Colombia
  • Costa Rica
  • Denmark
  • Ecuador
  • El Salvador
  • Equatorial Guinea
  • Finland
  • France
  • Gabon
  • Germany
  • Guatemala
  • Guyana
  • Honduras
  • Hong Kong
  • Hungary
  • India
  • Indonesia
  • Ireland
  • Italy
  • Japan
  • Kenya
  • Kuwait
  • Lithuania
  • Luxembourg
  • Mexico
  • Morocco
  • Mozambique
  • Nepal
  • Netherlands
  • New Zealand
  • Norway
  • Oman
  • Panama
  • Paraguay
  • Peru
  • Philippines
  • Portugal
  • Romania
  • Saudi Arabia
  • South Africa
  • Tanzania
  • Ukraine
  • United Arab Emirates
  • Uruguay
  • Vietnam
  • Zambia
  • Zimbabwe

SOUTHEAST ASIA 38 About the U.S. Department of Commerce Brand USA works in close concert with the U.S. Department of Commerce through the National Travel and Tourism Office (NTTO) and the U.S. Commercial Service. The National Travel and Tourism Office (NTTO) NTTO is the liaison between Brand USA and the federal government. The office works with Brand USA on behalf of the Secretary of Commerce, who appoints the Brand USA Board of Directors and approves Brand USA’s annual objectives in consultation with the Secretary of State and the Secretary of Homeland Security. Additionally, NTTO facilitates the approval of matching funds for Brand USA and connects Brand USA to other federal agencies.

More broadly, NTTO creates a positive climate for growth in travel and tourism by reducing institutional barriers to tourism, administing joint marketing efforts, providing official travel and tourism statistics, and coordinating efforts across federal agencies through the Tourism Policy Council. The office works to enhance the international competitiveness of the U.S. travel and tourism industry and increase its exports, thereby creating U.S. employment and economic growth through:
  • Management of the travel and tourism statistical system for assessing the economic contribution of the industry and providing the sole source for characteristic statistics on international travel to and from the United States; Brand USA Partnerships Photos: Bali, Indonesia (left); Hong Kong, China (right) Source: CIA World Factbook 2018, unless noted otherwise
  • MARKET INFORMATION 2019 39
  • Design and administration of export expansion activities;
  • Development and management of tourism policy, strategy and advocacy; and
  • Technical assistance for expanding this key export (international tourism) and assisting in domestic economic development. Contact: The NTTO is located in the International Trade Administration of the Department of Commerce. 14th & Constitution Avenue, NW Washington, DC 20230 202.482.0140 ntto@trade.gov Selected Staff List: Phil Lovas Deputy Assistant Secretary for Travel and Tourism Philip.Lovas@trade.gov Isabel Hill Director Isabel.Hill@trade.gov Julie Heizer Deputy Director Julie.Heizer@trade.gov Brian Beall Deputy Director, Policy and Planning Brian.Beall@trade.gov Jennifer Aguinaga International Trade Specialist Jennifer.Aguinaga@trade.gov Mark Brown Market Research Analyst Mark.Brown@trade.gov Richard Champley Senior Research Analyst Richard.Champley@trade.gov Curt Cottle International Trade Specialist Curt.Cottle@trade.gov John Terpening Economist John.Terpening@trade.gov Claudia Wolfe Economist Claudia.Wolfe@trade.gov

SOUTHEAST ASIA 40 The U.S. Commercial Service The U.S. Commercial Service (USCS) is the trade promotion arm of the U.S. Department of Commerce’s International Trade Administration (ITA). The USCS is a federal government agency with a domestic network of over 100 offices and a global network operating in over 75 countries. The mission of the USCS is to assist American companies in their export needs and to support foreign direct investment into the United States. As America’s largest service export, travel and tourism is a key sector for the USCS. The Commercial Service Global Travel and Tourism Team helps U.S.

destinations and travel suppliers to attract international visitors and to grow international arrivals. This assistance can include: trade counseling, market research, vetting of potential partners, outreach to wholesale buyers, and support with international sales calls/trade shows/visits. Our specialists in Southeast Asia can be reached at the contact details below. Hong Kong Thomas Scruby, Chairman Thomas.Scruby@aa.com Taiwan Brenda Tang, Chair Brenda.Tang@united.com Thailand Ora Boonyalug, Commercial Specialist Oraphan.Boonyalug@trade.gov Indonesia Fidhiza (Disa) Purisma, Commercial Specialist Fidhiza.Purisma@trade.gov

MARKET INFORMATION 2019 41 Malaysia Tracy Yeoh, Commercial Specialist Tracy.Yeoh@trade.gov Philippines John Giray, Commercial Specialist John.Giray@trade.gov Singapore Chan Y K, Commercial Specialist Yiukei.Chan@trade.gov Clint Brewer, Regional Commercial Officer Clint.Brewer@trade.gov Vietnam Joshua Leibowitz, Commercial Officer Joshua.Leibowitz@trade.gov Tran Lan Tran.Lan@trade.gov Myanmar (Burma) Ummay Aiman Ummay.Aiman@trade.gov

TheBrandUSA.com 10.09.19

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