U.S. Department of Commerce International Trade Administration

National Travel and Tourism Office

2014 Cultural Heritage Traveler

2014 Industry Sector Profile: Cultural Heritage Overseas Cultural Heritage Visitors [thousands of visitors]

Overseas Visitors (1) % Change Share of Overseas Visitors Point Change in Share

2007

2008

2009

2010

2011

2012

2013

2014

15,148 14,217 13,494 15,369 16,590 16,815 18,294 19,619 7 -6 -5 14 8 1 9 7 63.4 -1.7

56.1 -7.3

56.8 0.7

58.3 1.5

59.5 1.2

56.5 -3.0

57.1 0.6

57.0 -0.1

Change 2014/2007

4,471 30 -6.4

Country of Origin of Cultural Heritage Visitors Visitor Origin

Market Share 2013 (Percent)

Volume 2013 (000)

Market Share 2014 (Percent)

Volume 2014 (000)

48.8

8,927

48.5

9,515

21.3 17.0 6.4 2.7 ** **

3,897 3,110 1,171 494 ** **

22.5 15.4 7.0 2.7 1.7 0.9

4,414 3,021 1,373 530 334 177

13.9 7.7 7.8 5.7 6.6 5.5 7.0 4.0 3.3 2.6 ** ** 2.1 1.9 **

2,543 1,409 1,427 1,043 1,207 1,006 1,281 732 604 476 ** ** 384 348 **

14.0 7.5 7.4 6.8 6.3 5.9 5.9 4.2 3.6 2.7 2.0 2.0 1.9 ** 1.1

2,747 1,471 1,452 1,334 1,236 1,158 1,158 824 706 530 392 392 373 ** 216

Regions Europe

Asia South America Oceania Middle East Central America Africa Countries United Kingdom Germany

Brazil China France Australia Japan Korea, South Italy Spain Colombia India Argentina Switzerland Taiwan

2014 Industry Sector Profile: Cultural Heritage Main Purpose of Trip

Main Purpose of Trip Vacation/Holiday Visit Friends/Relatives Business Convention/Conference/Trade Show Education Health Treatment Religion/Pilgrimages Other

2013 (Percent) 64 17 6 6 5 0.3 0.2 1

2014 (Percent) 65 17 7 5 5 0.3 0.3 1

Point Change(2) 1.0 -0.1 0.3 -0.7 -0.1 0.0 0.1 -0.6

All Purposes of Trip Purpose of Trip (multiple responses) Vacation/Holiday Visit Friends/Relatives Business Education Convention/Conference/Trade Show Religion/Pilgrimages Health Treatment Other NET PURPOSES OF TRIP: Leisure & VFR Business & Convention

2013 (Percent) 77 32 9 8 8 1 1 2

2014 (Percent) 77 33 10 8 7 1 1 1

Point Change(2) 0.6 1.5 0.5 -0.4 -0.7 0.4 0.2 -0.9

88 15

89 15

1.2 -0.2

I nternational Trade Administration • Industr y & Analysis • National Travel and Tourism O ffice

2014 Industry Sector Profile: Cultural Heritage Information Sources Used by Cultural Heritage Travelers to Plan Trip

Information Sources Used (multiple responses) Airlines Online Travel Agency Personal Recommendation Travel Agency Office Travel Guides National/State/City Travel Office Corporate Travel Dept. Tour Operator/Travel Club Other

2013 (Percent) 45 35 29 23 16 11 10 10 5

2014 (Percent) 45 37 31 22 17 11 10 9 6

Point Change (2) -0.1 1.7 1.4 -1.3 0.5 0.2 -0.3 -0.2 0.4

Transportation Used in United States by Cultural Heritage Travelers Transportation Types Used in United States (multiple responses)

City Subway/Tram/Bus Taxicab/Limousine Rented Auto Air Travel between U.S. Cities Auto, Private or Company Bus between Cities Ferry/River Taxi/Srt Scenic Cruise Railroad between Cities Cruise Ship/River Boat 1+ Nights Rented Bicycle/Motorcycle/Moped Motor Home/Camper

2013 (Percent) 44 39 34 37 33 20 16 9 5 4 1

2014 (Percent) 42 37 37 35 33 20 15 9 6 4 1

Point Change (2) -1.7 -1.5 2.5 -1.9 0.1 0.5 -0.7 -0.6 0.2 0.0 0.0

I nternational Trade Administration • Industr y & Analysis • National Travel and Tourism O ffice

2014 Industry Sector Profile: Cultural Heritage Activity Participation While in the United States Activity Participation While in the U.S. (multiple responses)

Shopping Sightseeing National Parks/Monuments Art Gallery/Museum Historical Locations Experience Fine Dining Small Towns/Countryside Amusement/Theme Parks Guided Tours Concert/Play/Musical Cultural / Ethnic Heritage Sites Nightclubbing/Dancing Sporting Event Casinos/Gamble Water Sports American Indian Communities Camping/Hiking Environ./Eco. Excursions Golfing/Tennis Hunting/Fishing Snow Sports Other

2013 (Percent) 91 86 59 50 47 46 38 32 32 31 28 20 17 14 10 8 6 5 4 2 3 2

2014 (Percent) 91 86 60 49 46 45 40 33 32 30 27 19 17 13 11 8 8 6 4 2 2 1

Point Change(2) 0.0 -0.2 1.0 -0.8 -0.5 -0.9 1.5 1.0 -0.2 -1.1 -0.8 -0.7 0.6 -0.8 0.9 0.2 1.1 0.6 -0.2 0.6 -0.4 -0.4

I nternational Trade Administration • Industr y & Analysis • National Travel and Tourism O ffice

2014 Industry Sector Profile: Cultural Heritage U.S. Destinations Visited by Overseas Cultural Heritage Travelers Visitation to U.S. Destinations/Regions (3)

Market Share 2013 (Percent)

Volume 2013 (000)

Market Share 2014 (Percent)

Volume 2014 (000)

44.6

8,159

41.4

8,122

Regions Middle Atlantic South Atlantic

28.5

5,214

31.3

6,141

Pacific

25.9

4,738

28.0

5,493

Mountain

17.4

3,183

17.4

3,414

Pacific Islands

10.8

1,976

9.4

1,844

New England

6.8

1,244

7.2

1,413

East North Central

6.6

1,207

6.2

1,216

West South Central

6.0

1,098

5.9

1,158

West North Central

**

**

2.2

432

41.9

7,665

38.8

7,612

States New York California

24.3

4,445

26.2

5,140

Florida

18.3

3,348

19.9

3,904

Nevada

14.1

2,579

14.0

2,747

Hawaii

9.0

1,646

8.0

1,570

Massachusetts

5.7

1,043

5.9

1,158

Texas

4.5

823

4.4

863

Arizona

4.3

787

4.3

844

Illinois

4.8

878

4.1

804

Pennsylvania

3.7

677

3.9

765

New Jersey

2.9

531

3.0

589

Georgia

**

**

2.7

530

Utah

**

**

2.7

530

Washington

**

**

2.1

412

Cities New York City

41.2

7,537

38.1

7,475

Los Angeles

15.2

2,781

17.1

3,355

Las Vegas

13.8

2,525

13.6

2,668

San Francisco

13.6

2,488

13.6

2,668

Miami

11.0

2,012

12.0

2,354

Orlando

9.4

1,720

9.3

1,825

Washington, D.C.

8.0

1,464

8.8

1,726

Honolulu Oahu

7.0

1,281

6.1

1,197

Boston

5.3

970

5.5

1,079

San Diego

3.2

585

4.1

804

Chicago

4.6

842

4.0

785

Flagstaff/Grand Canyon/Sedona

3.2

585

3.2

628

Philadelphia

2.7

494

2.7

530

Houston

2.1

384

2.2

432

Florida Keys

**

**

2.0

392

2014 Industry Sector Profile: Cultural Heritage Select Traveler Characteristics of Cultural Heritage Travelers Traveler Characteristics Advance Trip Decision Time (mean days) Advance Trip Decision Time (median days) Prepaid Package First International Trip to the U.S. Length of Stay in U.S. (mean nights) Length of Stay in U.S. (median nights) Number of States Visited (% 1 state) Average Number of States Visited Hotel/Motel (% 1+ nights) Average # of Nights in Hotel/Motel Travel Party Size (mean # of persons) Gender: % Male (among adults) Household Income (mean average) Household Income (median average) Average Age: Female (among adults) Average Age: Male (among adults)

2013

2014

Change (2)

111 90 16 28 20.0 10 61 1.7 79 11.0 1.7 51 $92,778 $66,943 38 40

113 90 16 27 21.0 12 60 1.7 78 11.2 1.8 50 $89,490 $66,240 38 41

2.1 0.0 -0.5 -0.4 1.0 2.0 -1.0 0.0 -0.3 0.2 0.1 -1.0 -$3,288 -$703 -0.3 0.5

Notes: A cultural-heritage traveler is defined as having participated in one or more of the following activities: Art Gallery/Museum, Concert/Play/Musical, Cultural/Ethnic Heritage Sites, American Indian Communities, Historical Locations, and National Parks/Monuments. The wording changes make the past 2010-2011 cultural heritage profiles not directly comparable to the current profiles, but both are a combination of the cultural heritage travelers. (1) Excludes Canada and Mexico. (2) Percentage-point and percentage changes are based on non-rounded data. (3) Only census region, state, and city destinations having a sample size of 400 or more are displayed. Due to quarterly data weighting by country and port of entry, some unreported destinations may have a higher proportion of total than those reported. (**) Estimate not shown due to sample size fewer than 400 for this year. This profile shows only a portion of the 37 travel characteristics data reported on international arrivals to the U.S. Additional information may be obtained for a fee. To learn more, please visit our website: http://travel.trade.gov/research/index.html For a list of the states that comprise each census region, please visit: http://travel.trade.gov/outreachpages/census_regions.html Interested in data for your destination? NTTO sells custom reports. To learn more, go to: http://travel.trade.gov/research/programs/ifs/customized.html

Source: U.S. Department of Commerce, ITA, National Travel & Tourism Office Publication Date: June 2015

2014 Industry Sector Profile: Cultural Heritage

Survey of International Air Travelers

The Survey of International Air Travelers provides a level of detail and insight into the traveler characteristics and travel patterns of international visitors to and from the United States not found elsewhere. Responses are weighted with data from the Department of Homeland Security and the following thirty-seven tables are then populated. This report, which was constructed using just a fraction of the data available, summarizes what we know about the overseas traveler who visited cultural heritage sites while in the United States.

Survey of International Air Travelers: Table Number and Description Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 Table 15 Table 16 Table 17 Table 18 Table 19

Country of Residence Information Sources Advance Trip Decision Advance Airline Reservation Means of Booking Air Trip Advance Air Ticket Payment Prepaid, Inclusive Tour Package Pre-Booked Lodging Travel Insurance Purchased Travel Companions Travel Party Size Main Purpose of Trip Purpose(s) of Trip Type of Accommodation Nights in the U.S. Total Nights Away From Home First Trip to the U.S. U.S. Trips Last 12 months Number of States Visited

Table 20 Table 21 Table 22 Table 23 Table 24 Table 25 Table 26 Table 27 Table 28 Table 29 Table 30 Table 31 Table 32 Table 33 Table 34 Table 35 Table 36 Table 37

Number of Destinations Visited Transportation in the U.S. Port of Entry Main Destination U.S. Destinations Visited Leisure Activities Total Trip Expenditures Itemized Trip Expenditures Trip Payment Methods - Average Payment Methods- Frequency Payment Methods - Expen.Weighted Factors in Airline Choice Main Factor in Airline Choice Seating Area Type of Airline Ticket Gender and Age of Travelers Occupation Annual Household Income

I nternational Trade Administration • Industr y & Analysis • National Travel and Tourism O ffice

Interested in obtaining data for your organization? One of the unique features of the Survey program is its ‘data-mining’ potential. The Survey research data, collected from the questionnaire, is maintained in a computer database. Therefore, customized reports, special tables and data files are available.

To learn more, go to: http://travel.trade.gov/research/programs/ifs/index.html

For NTTO programs of interest visit: http://travel.trade.gov/research/index.html

• • • • • • •

Summary of International Travel to the United States (I-94) U.S. International Air Traveler Statistics (APIS, formerly I-92) Survey of International Air Travelers (SIAT ) Canadian Statistics Forecast of International Arrivals to the United States U.S. Travel and Tourism Exports, Imports and the Balance of Trade U.S. Travel and Tourism Satellite Accounts

U.S. Department of Commerce International Trade Administration Industry & Analysis National Travel and Tourism Office

1401 Constitution Ave, NW Washington, D.C. 20230 Phone: (202) 482-0140 Fax: (202) 482-2887 [email protected]

http://travel.trade.gov International Trade Administration • I ndustr y & Analysis • National Travel and Tourism O ffice