USA
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The US outbound market Even though only a relatively small proportion of Americans travel abroad, USA is the world’s 2nd largest market in terms of spending on international tourism. Outbound travel is growing - reaching record levels in 2006. This has traditionally been largely to neighbouring countries such as Mexico and Canada, but more and more Americans are travelling further afield. The USA has long been Scotland’s most valuable overseas market, and this situation is likely to remain so, despite the continuing adverse exchange rates. Good direct flight links help facilitate more visits, but promotional fares and special deals are a vital element in attracting visitors. Holiday preferences Touring holidays are the most popular type of transatlantic trips for Americans who enjoy finding out about the culture of their destination. This mix of exploring a country and learning about its culture and history is a good fit with Scotland’s tourism offer. Golf is another important driver of tourism from the US market. Marketing activities Our marketing activities to attract our target market of affluent Americans include PR, e-newsletters, promotional campaigns and competitions, trade and consumer events, collaborative marketing with partners such as the major airlines and an extensive programme of activities with the American travel trade. A new website www.cometoscotland.com designed specifically for the North American market was launched in 2007.
Find out more about our American golfing visitors. To find out about our marketing activities in the USA and how you can become involved, please visit our Marketing Opportunities section. Useful links: Other profiles of the US market are available from VisitBritain and the European Travel Commission
Tourism Industries – The US government’s tourism statistics site Travel Industry Association – mostly domestic but some good insights on travel ASTA – The America Society of Travel Agents USA Today – newspaper with comprehensive travel section |
