Unlocking the secrets of travel by Americans
BERLIN – A new report from Tourism Intelligence International entitled “How Americans Will Travel 2015”, predicts that American outbound arrivals to overseas destinations will rebound after the global economic recession.
US arrivals to international long-haul destinations will reach 32.8 million by the year 2015, up from 30.7 million in 2008.
“How Americans Will Travel 2015” from Tourism Intelligence International, points to a radical shift in the North American travel market and claims that destinations cannot continue to compete on natural attributes of sun, sand and sea alone.
North American travellers increasingly buy holidays with sense and sensibility and look for status and self-improvement on their holidays.
Americans want value for money but they also need a sanctuary for their senses.
Culture and Content will need to be added to travel and tourism products in order to stay competitive.
Dr. Auliana Poon, managing director of Tourism Intelligence International and author of “How Americans will Travel 2015” argues that the “Creative Class” of American Travellers do not want to merely take photos and sit on the sidelines.
They want to experience the culture of a place they visit; they what to know about the content or “goodness” of a product before they buy it; they want to be active participants.
Not surprising, over two-fifths of all Americans who travel abroad chose Europe.
Americans’ interest in culture is definitely on the increase. And not just for the big-ticket mega events.
North Americans are, in fact, keenly interested in small local events such as the Tomato Festival in Buñol, Spain, musicals and theatre in London, museums and monuments in Berlin, circus and wrestling in Turkey, bistros, sidewalk cafes, street fairs, etc.
Definitely on the increase is demand for cultural events at local communities in which visitors participate and blend in with locals (rather than events put on just for the visitors and where they are in the majority and are onlookers rather than participants).
Destinations will need to focus more on supporting and promoting local, indigenous events at the community level to attract the Creative Class of American travellers.
“How Americans Will Travel 2015” will be presented at the International Tourism Exchange (ITB) in Berlin, Germany on Wednesday 10th March 2010 at 3:00 p.m.
Ian Jarrett
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