โดย นายชาญชัย ดวงจิตต์ ผู้อำนวยการสำนักงาน ททท. สำนักงานลอสเเองเจลิส จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ ปาร์ค กรุงเทพมหานคร

1. USA Tourism Market Situation
Friday, 17 June 2011

2. Country Profile
• Area: 9.8 million sq km (3.8 million sq miles)
• Population: 317.6 million (UN, 2010)
• The Ethnic Groups are: White 79.96%, Black 12.85%, Asian 4.43% American
Indian and Alaska native 0.97%, Native Hawaiian and Other 0.18%.
• Capital: Washington DC
• Largest city: New York City
• Major language: English
• Major religion: Christianity
• Protestant 51.3%, Roman Catholic 23.9%, Mormon 1.7%, Jewish 1.7%,
Muslim 0.6%, Others 2.5%
• Life expectancy: 78 years (men), 82 years (women)
Friday, 17 June 2011

3. Country Profile
• Basic Economic Facts
• GDP Growth: -2.9% (2009), +2.8% (2010)
Inflation: 0.2% (January 2010)
Labour force: 154.5 million (includes
unemployed 2009 estimate)
Unemployment: 9.7% (January 2010)
Major Industries: Leading industrial power in the world, highly
diversified and technologically advanced; petroleum, steel, motor vehicles,
aerospace, telecommunications, chemicals, electronics, food processing,
consumer goods, lumber, mining.
Friday, 17 June 2011

4. Country Profile !
City!! ! Million
• New York City (New York) ! ! 8.17
• Los Angeles (California) ! ! 3.79
• Chicago (Illinois) ! ! ! 2.69
• Houston (Texas) ! ! ! 2.09
• Philadelphia (Pennsylvania) ! ! 1.52
• Phoenix (Arizona) ! ! ! 1.44
• San Antonio (Texas)! ! ! 1.32
• San Diego (California) ! ! ! 1.25
Friday, 17 June 2011

5. Market Analysis
 External Factors :
As the US economy improves slowly (2011-2012)
* GDP
* Financial Sector & SME
* Unemployment rate
* Housing & Mortgage
The overseas travel numbers are expected to
also improve slowly.
Friday, 17 June 2011

6. Market Analysis
* The overseas travel numbers are expected to
also improve slowly.
*Passports 114 Million
(less than 37% of the total population)
*Influential Factors
* Economy * Safety
* Value/Pricing * Variety of Products
Friday, 17 June 2011

7. Market Trend 2011 – 2012
 Outbound
• Polls from the top travel experts show the
following trends:
• Top reason for traveling:
Seeking authentic experiences in new destinations.
• Most frequent travel companions for clients: Spouse
or partner
• Most popular type of leisure trip being booked:
International trip of 8 days or longer
• Source:Travel Agent Central.com
Friday, 17 June 2011

8. Market Trend 2011 – 2012
 New Trend
Biggest travel trend emerging:
Family & multi-generational travel
Friday, 17 June 2011

9. Market Analysis
Asia is projected to be more choosing for long-
haul destination in 2011-2012
that will produce double digit improvement.
*Source: tinet.ita.doc.gov
The change in consumer behavior from last year
will continue through 2012. Consumers want more
value for the $$$ spent.
Friday, 17 June 2011

10. Market Analysis
 Best selling destination in Short Haul
Overseas for USA is Caribbean
 Best selling destination in Long Haul
Overseas for USA is Europe and Asia
Friday, 17 June 2011

11. Market Situation
2011 (Million) 2012
Total 31.0 +2.5% 32.0-32.5 +4.0%
Overall
Short - Haul Million
Mexico 5.3
Caribbean 5.1
Canada 3.3
Long Haul Million
* Europe 11.5 -12.0
* Asia 5.5 - 6.0
Friday, 17 June 2011

12. Market Situation
2008-2009
Asia Country Million
1. China 1.5
2. Hong Kong 0.8
3. Japan 0.65
4.Thailand 0.62
5. Korea 0.56
6. Singapore 0.34
Friday, 17 June 2011

13. Market Situation
2005 2006 2007 2008 2009 2010
585,476 640,674 623,638 648,699 599,475 596,432
+5.10 +9.43 -2.66 +4.02 -7.59 -0.51
Friday, 17 June 2011

14. Market Situation
USA Tourist Profile (2010)
Tourist Length of Average Revenue
Stay Expenditure
596,000 13.32 4,380 34,200
(Day) (Baht) (Million Baht)
Friday, 17 June 2011

15. Market Situation
USA Tourist Profile (2010)
First Visit Re Visit
32% 68%
FIT Group Tour
93% 7%
Friday, 17 June 2011

16. Market Situation
USA Tourist Profile (2010)
Male Female
68% 32%
Under 25 25-34 35-44 45-54 55&Over
10% 22% 20% 21% 26%
Friday, 17 June 2011

17. Market Situation
USA Tourist Profile (2010)
Purpose of visit %
Holidays 48
Meeting 15
Incentive 15
Convention 7
Others 15
Friday, 17 June 2011

18. Market Situation
USA Tourist Profile
Main Bangkok & Beyond, Chiang Mai,
Destination Phuket, Samui
Potential Krabi, Chiang Rai, Pattaya, Ko
Destination Chang,
Hua Hin7 Cha Am, Kanchanaburi,
Ayuthaya
Friday, 17 June 2011

19. Market Situation
USA Inbound to Thailand
*2011 is expected 630,000 +5.0%
*2012 is expected 661,000 +5.0%
Friday, 17 June 2011

20. Market Analysis
• Internal Factors :
• Thailand is still seen “as a great value destination”.
• Thailand is still considered a ‘safe’ destination.
• Thailand is still considered an “exotic” destination.
• Thailand is still considered a “welcoming”
destination.
Friday, 17 June 2011

21. Market Analysis
 Existing Product / New Product
*The consumer wants authentic experiences.
*They want to interact with the local people.
*They want to give back to the country they
visit by volunteering to help.
*They want to enrich their lives with their
travel. *They want to grow in their
understanding of how other people live, work,
play.
Friday, 17 June 2011

22. Market Analysis
Opportunities
* Obama’s Healthcare Plan which goes into
effect in 2014
* Boomers in the US coming to the age where
travel is important and affordable in time and
money, a market of 78 million.
* Global acceptance and spread of the Social
Media networks. ( 75-80% of American use
Computer)
Friday, 17 June 2011

23. Market Analysis
Threats
* Further protests that turn violent /Political
unrest in Thailand
* Increased Unemployment in U.S.
* Weaker U.S. Dollar
*Global climate change;
- flooding, coral bleaching in Thailand's south
- Tornadoes & Flooding in USA etc.
Friday, 17 June 2011

24. Market Analysis
• Strategy
1. Building leisure tourism market.
(First Visitor & Re-Visitor)
2. Strengthening Amazing Thailand brand.
(Through social networks)
3. Expanding quality market by targeting
upscale travelers (Increase Spending)
Friday, 17 June 2011

25. Thank You!
Friday, 17 June 2011