Presented By: Helen Marano Director, Office of Travel & Tourism Industries Manufacturing & Services/Services In

1. California Summit Presented By: Helen Marano Director, Office of Travel & Tourism Industries Manufacturing & Services/Services International Trade Administration U.S. Department of Commerce May 2005

2. ORGANIZATION IN ACRONYMS DOC ITA MS S OTTI

3. Policy Research Office of Travel & Tourism Industries Export Assistance/ Outreach Publications U.S. Promotion Campaign

4. U.S. DEPARTMENT OF COMMERCEINTERNATIONAL TRADE ADMINISTRATIONTOURISM RESOURCES OFFICE OF TRAVEL & TOURISM INDUSTRIES Foreign Commercial Service 151 Offices in 83 Countries Office of Domestic Operations 107 U.S. Offices Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism Industries

5. UPDATES ON U.S. Promotional Campaign http://tinet.ita.doc.gov For further questions, email us at promotion@tinet.ita.doc.gov

7. Economic Development Administration • MISSION: • To work with the states and localities to generate new jobs, retain existing jobs, and stimulate industrial and commercial growth in economically distressed areas and regions of the U.S. • GOAL: • The purpose of its program investments is to provide economically distressed communities with a source of funding for planning, infrastructure development, and business financing . • EDA’s investments are strategically targeted to increase local competitiveness and strengthen the local and regional economic base. • Contact the local Economic Development Administration office to discuss your specific projects and plans. Source: U.S. Department of Commerce

8. Minority Business Development Administration • MISSION: • To foster the establishment and growth of minority-owned businesses in America and to actively promote the growth and competitiveness of large, medium, and small minority business enterprises. • MBDA Centers • MBDA funds a network of Minority Business Development Centers, Native American Business Development Centers, and Business Resource Centers located throughout the country. • The Centers provide minority entrepreneurs with one-on-one assistance in writing business plans, marketing, management and technical assistance and financial planning to assure adequate financing for business ventures. • Contact the MBDA Regional Office responsible for operation in your state to get information on the Center that is nearest to you and how they might help. Source: U.S. Department of Commerce

9. Market Development Cooperator Program MISSION: To build public/private partnerships through federal assistance to non-profit entities. • Located in the International Trade Administration • Competitive matching grants program for states, trade associations, chambers of commerce, world trade centers and other non-profit industry groups that are particularly effective in reaching small- and medium-size enterprises (SMEs). • Since the program began, there have been four tourism MDCP awards. • For information on all of the Department of Commerce programs, visit the Department’s website at http://www.doc.gov and then click on the appropriate program related link. Source: U.S. Department of Commerce

10. U.S. Cultural & Heritage Tourism Summit October 6-8, 2005 L’Enfant Plaza Hotel Washington, D.C.

11. BACKGROUNDon the SUMMIT • 1995 White House Conference on Travel and Tourism – 1st national meeting of all sectors that comprise the travel and tourism industry • The Cultural & Heritage Tourism Summit will celebrate the 10th anniversary of that event and seek to engage leaders in travel and tourism as well as cultural and heritage tourism to develop new partnerships, a national strategy and action plans. • Plan is to work regionally prior to the actual convening of the Summit to revise and update the original 1995 white paper on Cultural and Heritage Tourism in the United States. • Reflective of the National Strategy, this paper provided a framework that outlined specific responses and actions in each of nine issue areas on cultural and heritage tourism.

12. Summit Goal To develop and expand cultural and heritage tourism for the benefit of local economies, local residents, cultural institutions, traveling consumers and the travel and tourism industry.

13. Summit Audience 350 Representatives of: Travel and Tourism Industry Cultural and Heritage Businesses 56 States, Territories & DC Arts and Humanities Organizations Historic, Cultural and Heritage Institutions

14. PROGRAM DETAILS • Length – 2-1/2 days • Keynote Presentations • General Session Speakers • Industry Success Story/Best Practices Panels • Break-out Workshops with Interactive Dialogue • Networking • Food, Glorious Food

15. Advisory Committee on Historic Preservation American Express Foundation America's Byways Resource Center Amtrak Appalachian Regional Commission ATI/AmericanTours International Bloomington MN CVB California Tourism Commission Cultural & Heritage Tourism Alliance Dallas Office of Cultural Affairs Department of the Interior Division of Historic Preservation Erie Canalway National Heritage Corridor GALA Hispanic Theatre Global Insight Harlem Heritage Tours Lockheed Martin Montana Committee for the Humanities National Assn of Tribal Historic Preservation Officers National Geographic Traveler National Trust for Historic Preservation NY University, Tisch Ctr for Hosp, Tsm & Sports Mgmt NorthPark Center OR Tourism Commission President's Committee - Arts & Humanities Smithsonian Institution SC Dept. of Parks, Rec & Tsm Southeast Tourism Society Taubman World Class Shopping The Henry Ford The HTC Group Tourism Cares For Tomorrow Travel Industry Association Travel South USA US Department of Commerce US Forest Service VT Dept - Tourism & Marketing VISIT FLORIDA WA State Arts Commission Program Advisors

16. FORECASTHighlights

17. WORLD TOURISM ARRIVALS & RECEIPTS 2004pr vs. 2002 N/A Source: World Tourism Organization r = revised; pr = preliminary

18. INTERNATIONAL ARRIVALS TO THE U.S. 2004 Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada; Global Insight Some variance in data may occur due to rounding.

19. INTERNATIONAL ARRIVALS TO THE UNITED STATES AND PROJECTIONS 1998 - 2008(p) Arrivals in Millions Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada p = projection; One or more nights

20. U.S. INTERNATIONAL TRAVEL EXPORTS AND IMPORTS: TRADE SURPLUS $ Billions 1998 – 2008 (p) Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism Industries; Bureau of Economic Analysis pr = preliminary estimate; p = projection

21. LONG-TERM FORECAST OF NORTH AMERICAN AND OVERSEAS VISITORS 2004 and 2008(p) Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada; Global Insight p = projection Some variance in data may occur due to rounding.

23. Shopping & Cultural Heritage Tourism Study • Shoppers who engaged in a cultural and heritage activity while in the U.S. in 2003. • Cultural Shoppers represented one third of the overseas visitors in 2003. • Cultural Shoppers spent 23 percent more than the average leisure traveler on their trip to the U.S • California hosted 28 percent of these travelers.

24. Shopping & Cultural Heritage Tourism Study Major Shopping Markets 2003

25. Qualifying Leisure/Recreational Activities of Shoppers Engaged in Cultural and Heritage Activities • Visited a Cultural Heritage Site • Visited an Ethnic Heritage Site 3. Visited at least two of the following: Art Gallery/Museum Concert/Play/Musical American Indian Community Historical Place National Park

26. Shopping & Cultural Heritage Tourism Study Top 11 Countries 1. United Kingdom 7. Australia 2. Japan 8. Italy 3. Mexico 9. Brazil 4. Germany 10. Netherlands 5. France 11. Venezuela 6. South Korea

27. Top 10 Leisure/Recreational Activities of Cultural Shoppers • Shopping • Dining • Visit Historical Place • Sightseeing in Cities • Visit Cultural & Heritage sights • Visit Art Gallery & Museum • Visit Small Towns or Villages • Visit National Parks • Touring Countryside • Amusement/Theme Parks

28. Shopping & Cultural Heritage Tourism Study • Cultural Shoppers: • spend more • stay longer • visit more destinations

29. Shopping & Cultural Heritage Tourism Study Win/Win/Win/Win Situation Win – Shopping Industry Win– Cultural & Heritage Attractions Win – United States Tourism Win – Overseas Travelers

30. The Quickest Way to U.S. International Tourism Information:http://tinet.ita.doc.gov Includes International Travel Research Online Order, read, download & print the latest statistics on international travel to and from the U.S. • Updates on the NEW U.S. Promotion Campaign • All of the latest summary tables highlighting specific tourism trends • Over 30 plus market and regional profiles available • Forecast of international travelers to the U.S. through 2007 • Information on OTTI’s nine on-going market analysis (research) programs • Updated monthly statistics on arrivals and departures • Export assistance and outreach programs • Late-breaking TI News announcements and information releases • Links and information on the Commerce, Commercial Service Travel & Tourism Team in the USA & Abroad • Links to other organizations in the travel industry Sign up for TINews, OTTI’s FREE news service, for the latest in tourism industry news and program updates