Tourism



The Latest Look at Chinese Visitation to the United StatesBY RON ERDMANNDEPUTY DIRECTOR, RESEARCH AND ANALYSISNATIONAL TRAVEL AND TOURISM OFFICEU.S. DEPARTMENT OF COMMERCEIN 2014, THE UNITED STATES’ second-largest travel and tourism export market was China, which generated a record $24 billion of the $221 billion (also a record) spent by internationalvisitors. The growth in Chinese travel spending started after the 2007 memorandum of understanding was signed between China and the United States to open group leisure travel to the U.S.Although the 2009 global recession slowed traveler spending by the Chinese in the U.S., expenditures increased between 30 and 49% from 2010 to 2012, then decreased to around 15% over the last two years. Spending by Chinese visitors has grown the fastest of any of the United States’ top travel markets, 134% since 2010. The $24 billion spent in 2014 includes $9.8 billion by education-related travelers (up 144% since 2010), $11.6 billion from business/ leisure travelers (up 139% since 2010) and $2.5 billion in passenger air travel exports (up 93% since 2010).In terms of arrivals, China generated the strongest growth in 2014, posting a record 2.189 million visitors (up 21% over 2013) of the record 75 million international visitors to the United States.Since 2010, China leads the growth in arrivals, up 227%. Like the spending figures, arrivals include business, leisure, educational, medical and other related visitors. Business and leisure travelers accounted for 1.8 million of the visitors, while students generated 373,000 visitors.Student travelers were added to the spending data in 2013, when the Bureau of Economic Analysis restructured and revised its goods and services exports reporting. Prior to that, spending by students was not included in travel export estimates, but students were always counted as arrivals. This change creates an inflated spend-per-traveler figure from China and a few other countries.In 2014, spending per student traveler totaled over $26,000, driving up the average for all Chinese visitors to nearly $11,000 per traveler. Backing student spending out, business and leisure traveler spending averages $6,400.Since 2010 the United States has seen considerable shifts in characteristics of Chinese travelers, including when they visit. Both in 2010 and 2014, July and August were the two top months for arrivals from China. In 2010, September and October were the next two largest months for visits, but by 2014, that switched to January and September.There has also been a shift in the top ports of entry. In 2010 the top five ports of entry were San Francisco (18%), Los Angeles (16%), Chicago (14%), New York’s JFK Airport (10%), and Blaine, Washington, (6%). By 2014 it shifted to Los Angeles (21%), San Francisco (13%), JFK (11%), Chicago (10%), Newark (5%) and Honolulu (5%). Posting the fastest growth in total arrivals between 2010 and 2014 were Los Angeles (+314%) and New York’s JFK Airport (+258%).Top U.S. Destinations Visited by Chinese Travelers (2010 vs. 2014)Cities Visited2010Market Share2014Market Share2010/2014(% point change)Los Angeles34%33%-1New York City28%27%-1San Francisco22%19%-3Las Vegas16%14%-2Washington, DC14%10%-4Boston9%8%-1Chicago10%6%-4San Diego3%5%2Seattle4%4%0 National Travel and Tourism Office, International Trade Administration, U.S. Department of Commerce Several cities show declines in market share, but every single city is hosting more travelers now than in 2010 because of the dramatic 227% increase in the number of Chinese arrivals to the country.There were other notable changes in traveler characteristics of Chinese visitors to the country between 2010 and 2014:? In 2011, 55% of all Chinese visitors to the U.S. were first-time visitors. Since that peak year, the number has dropped for the last three years to 41%.? Packaged travel had been growing for the last four years, but registered a decline between 2012 and 2013.? Leisure travel for the Chinese market set a record for the highest share in 2014, at 34%, after increasing every year since 2006. In contrast, business travel as a main purpose of trip declined in four of the last five years to 16%.? Chinese travelers stay twice as long as Asian travelers overall (41 nights), but this long stay is influenced by student travel. When we look at leisure travelers from China, their trip is 28 days on average. Hotel stays are also influenced by the drop in business travelers.There has been an increase in the share of Chinese travelers who visit only one state or city while in the United States. Between 2008 and 2013, the share of those visiting only one destination went from its lowest point to its highest point.This has had a major impact on destinations visited, with Los Angeles posting the top spot for the last three years. New York City held the top spot in 2011. San Francisco has ranked third since 2008, and its share has been up and down over the years. Las Vegas moved to No. 4, although it did see a slight drop in share between 2012 and 2013. Washington, D.C., held the fourth spot in 2011, and that city has also seen increases and declines in share over the last several years.During their official meeting in September 2015, President Obama and President Xi agreed to capitalize on the 2014 reciprocal extension of visa validity and maximize the potential for encouraging travel between the two nations by launching the U.S.-China Tourism Year 2016 with the following objectives:? Promote travel between the United States and China? Spread the economic benefits of Chinese tourism throughout the U.S.? Expand market access? Advance initiatives to ensure a quality visitor experience for travelers With both governments and the private sector working together in 2016 and beyond, China should continue to advance as a top overseas market for the country, potentially hitting No. 1 by 2020. Be sure you are prepared to welcome Chinese visitors!About the National Travel and Tourism OfficeThe National Travel and Tourism Office of the U.S. Department of Commerce’s International Trade Administration manages the travel and tourism statistical system for the United States. The system provides national and local level data that tracks past performance, provides insights into the future and offers key traveler characteristics data to guide research-based marketing campaigns. For more information on the latest data, market research, news releases and travel and tourism policy, please see . ................
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