Asia Visitor Markets: Gold Mine for U.S. Tourism.

States is serious about correcting its declining travel trade surplus, the U.S. tourism industry needs to look to the growing Asia travel markets, according to the Pacific Asia Travel Association (PATA).

The United States Travel and Tourism Administration (USTTA) recently announced that the U.S. travel trade surplus peaked at $22.5 billion in 1993 and will drop to $18.1 billion this year as U.S. outbound travel increases and the inbound market slows or shrinks. Meanwhile, according to PATA President and CEO Mr. Lakshman Ratnapala, across the Pacific lie the largely untapped travel markets of Asia a virtual gold mine of opportunities for the U.S. tourism industry.

According to Mr. Ratnapala, research conducted by the 45-year-old Association "comprised of some 2,000 travel industry organisations including 93 government, state and city tourism bodies throughout the Pacific Asia region" has seen a dramatic growth rate of travellers from Asian countries during the past decade.

Travellers from Asia accounted for more than 25 percent of overseas visitors to the U.S. in 1994. PATA research indicates that this is just the tip of the iceberg. The established markets of Japan, the Republic of Korea, Chinese Taipei, Singapore and Hong Kong are being closely followed by markets such as China, India, Indonesia, Thailand, Malaysia and the Philippines, which have large middle classes, strong economies and aviation links with the U.S. In the future, markets including Vietnam, Cambodia, Bangladesh, Laos and Myanmar will become increasingly significant to the U.S.

PATA has identified the region as a growing source of young, affluent travellers eager to visit America. The traditional Asian tour group has become outmoded, as these visitors are seeking independent vacations, special-interest activities and secondary destinations. Among other PATA findings:

In PATA's recent India Outbound Market Study, 33 percent of respondents identified the U.S. as the destination they most want to visit. The Association projects the U.S. will soon overtake the United Kingdom as the top destination for Indians travelling overseas.

More than 50 percent of international travellers from Hong Kong, Singapore and Thailand are under 35 years of age. Among Thai leisure travellers, that age group accounts for more than 80 percent.

Between 1993 and 1994, the U.S. saw double-digit growth from several Asian visitor markets, including the Republic of Korea (23.4 percent), Thailand (17.3 percent), Chinese Taipei (15.9 percent), and Malaysia (14.2 percent).

"Research and trends show the opportunities are clearly there," said Mr. Ratnapala. "With proper marketing, the U.S. will be able to realise the full potential of Pacific Asia's travel markets."

CONTACT: PATA Communications

Bill Hastings/Lyn Hikida, 415/986-4646