,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Introduction to Rocky Mountain International,&,European Tourism Marketing,About RMI,Founded in 1990,Contracted European inbound tourism marketing company for the states of,ID,MT,SD and WY-,The Real America,Work directly with the international marketing reps.from each of the four states,Partnered with,three,major U.S.,cities as gateways to the region,About RMI(cont.),Regional tourism promotion in five European markets:,United Kingdom,Germany,France,Italy,Benelux(Belgium,The Netherlands,Luxembourg),RMI Strategic Goals,Market and promote the northern Rocky Mountain states/region as a legitimate international destination,Provide a cost-effective way for states without large tourism budgets to become major players in the international travel marketplace through pooling of limited funds and private sector partnerships,Provide a structure that still allows individual states and entities to promote their unique products and features,RMI Strategic Goals(cont.),Provide overseas on-site offices and contract personnel in target markets to represent the region and implement a well-defined and accountable marketing program,Implement programs that create opportunities for private sector suppliers to do business and grow the tourism economy within their state and region,Current RMI Services,Maintain five European offices that represent the region,Publish a multi-language publication:The Real America Guide,Produce a multi-language Web site:,Distribute,marketing,materials to trade,press,and consumers,Attend European travel shows and conduct sales missions,Travel trade and media liaison,Current RMI Services(cont.),Coordinate trade and press familiarization tours in the RMI region,Host annual RMI Roundup for suppliers and European tour operators,Compile TRIP Reports-online inventory of regional product available,Maintain online databases for tour operators,media,and suppliers,Produce quarterly e-newsletters and annual marketing report,Corporate sponsorships and partnerships,Marketing Diversity is the Key!,&,The Real America Guide,RMI Roundup,Trade Shows,Annual Mega-Fam,Sales Missions,Why Target International Markets?,In 2006,International arrivals to the US increased by 4%,for a total of 50.9 million.,In 2007,arrivals to the US increased another 10%for a total of 55.9 million visitors.,In 2021,arrivals increased 4%,totaling 58 million visitors.,2021 is projected to decrease 8%to 53.3 million visitors.,2021 is projected to increase 3%to 54.8 million visitors,2021 increase 5%to 57.3 million,and 2021 to increase 5%to 60.2 million.,(provided by US Dept of Commerce,OTTI,October 2021),Approximately 41.6%of all International visitors go the 10 major state/territory destinations.(NY,CA,FL,NV,HA,IL,MA,Guam,TX,NJ).Almost 59%visit“non-traditional destinations.,(data is for 2021,U.S.Dept.of Commerce,OTTI),Why Europe?,European tourists spend an average of$1,982 per trip to the U.S.and stay for 14 days(US Bureau of Economic Analysis,2002),Europeans have,on average,5-6 weeks of vacation time,plus up to 16 annual paid public holidays,Despite occasional political differences,Europeans love America and what it stands for,Europeans are more likely to visit during“shoulder or off-peak seasons than domestic travelers,Europeans are willing to visit“off-the-beaten-path rural attractions and destinations,Why Europe?(cont.),Overseas visitation is a hedge against volatile domestic and Canadian market swings,Our detriments(lack of population,rural access)are often viewed as benefits to a world seeking out green and open destinations,The value of the Euro and British Pound against the U.S.dollar currently makes the U.S.very affordable for many visitors,1=$,1.50,1=$,1.75,Why Europe?(cont.),Top Overseas Markets(2021 arrivals),Rank Country 2021 Change from 2021,1.United Kingdom 3,900,000 -15%,2.Japan 2,920,000 -10%,3.Germany 1,690,000 -5%,4.France 1,200,000 -3%,5.Brazil 893,000 16%,6.Italy 753,000 -3%,7.S.Korea 744,000 -2%,8.Australia 724,000 5%,9.PRC&Hong Kong 641,000 1%,10.Spain 597,000 -9%,12.Netherlands 548,000 -10%,Source:US Dept of Commerce,ITA,Office of Travel&Tourism Industries(October 2021),Bold indicates RMI markets,The Value of the RMI Program,What it would cost each state without regional partners,1.Overseas offices in Germany,the UK,France,Benelux and Italy.$360,000,2.Overseas trade shows in above markets.$81,300,3.Scandinavia Mission.$30,000,4.Foreign language publications,website(s),Visit.$175,000,USA participation in each market,5.Staff Travel&Accommodations$29,000,6.Administration,Staffing,Roundups,Communications,Fam Tours,Advertising,Fulfillment,Postage,etc.$490,000,TOTAL,$1,165,300,Value of the RMI Program,Yearly Benefits,State Contracts*$776,000,Gateway City Agreements.$44,500,Partner Agreements.$37,350,A