Issue link: https://digital.copcomm.com/i/1016288
Record International Arrivals March 2018 March 2017 % Change vs. 2017 988,314 900,468 +9.8% Domestic Arrivals March 2018 March 2017 % Change vs. 2017 1,076,832 1,052,576 +2.3% Record Total Arrivals March 2018 March 2017 % Change vs. 2017 2,065,146 1,953,044 +5.7% BRAND USA'S MARKETING EFFORTS SINCE FISCAL YEAR 2013 RESPONSIBLE FOR INCREASING INTERNATIONAL VISITATION TO USA BY 5.4 MILLION, PROVIDING A $38 BILLION ECONOMIC IMPACT, AND SUPPORTING 51,000 JOBS ANNUALLY B M & T ••• July/August 2018 ••• www.blackmeetingsandtourism.com 30 T R AV E L DATA B rand USA, the destination marketing organization for the United States, recently presented to its board of directors the results of the return on investment (ROI) study conducted by Oxford Economics, which shows the significant contributions the organization has on international travel to the USA. Since Fiscal Year 2013 (FY2013) Brand USA's efforts are directly responsible for increasing international visi- tation by an incremental 5.4 million travelers who spent $17.7 billion, generating a total economic impact of $38.4 billion, and supported an average of 51,580 incremental jobs per year. Brand USA also provided initial results on the impact of its first film for IMAX® and giant screen theaters, "National Parks Adventure." The new economic impact study shows that in Fiscal Year 2017 (FY2017), Brand USA's marketing campaigns generated 1.16 million incremental international visitors to the United States, with a total economic impact of $8.5 billion, and sup- porting 54,212 incremental jobs. The results equate to a mar- keting ROI of 29:1 based on Brand USA's marketing expenses of $140 million and incremental international visitor spend of $4.1 billion. Also presented to the board of directors was preliminary field research on the impact of "National Parks Adventure." Conservative results show individuals who have viewed the film now plan to visit the USA in the next 12 months: 17 percent in Canada, 9 percent in Mexico, 4 percent in Asia, and 1 percent in Europe. Brand USA is the public-private partnership responsible for promoting tourism globally to the United States. The effort is designed to fuel the United States' economy and spur job growth. Its formation marked the launch of the United States first nationally coordinated international tourism marketing effort. The ROI study includes analysis of nine markets – Australia, Brazil, Canada, China, Germany, Japan, South Korea, Mexico, and the United Kingdom – where Brand USA fully executed consumer, trade outreach, and co-op programs. "Travel and tourism is a significant contributor to the U.S. economy, and increasing international visitors to the United States provides new opportunities for growth within the indus- try. As tourism increases so does the need to service our guests, which drives job creation in all service sectors, including retail, restaurants, and transportation," said Christopher L. Thompson, president and CEO of Brand USA. Each year, Brand USA deploys a number of market-driven platforms and programs to increase inbound visitor travel to the United States and drive tourism dollars to communities in all 50 states, the five territories, and the District of Columbia. These ongoing programs promote the United States in its entirety, and add and create value for our partners, including the USA Campaign, cooperative marketing opportunities, trade outreach initiatives, and media/public relation strategies. Brand USA also collaborates with federal partners to commu- nicate U.S. visa and entry policies and conduct joint promo- tional activities. The full report, entitled The Return on Investment of Brand USA Marketing 2017 Fiscal Year Analysis and additional infor- mation about Brand USA is available at TheBrandUSA.com MIAMI INTERNATIONAL AIRPORT ARRIVALS FOR MARCH 2018 During the month of March 2018, international passenger arrivals at Miami International Airport (MIA) reached a new record, increasing by 9.8 percent compared to the previous year. Domestic passenger arrivals increased by 2.3 percent compared to March 2017, contributing to a record-breaking total passenger arrivals with an increase of 5.7 percent in March 2018.MIA Passenger Arrivals