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The Daly Peak

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Nov 26

Selling Snowmass Beyond U.S. Borders

Posted on November 26, 2013 at 8:47 AM by Kelly Vaughn

A world-class resort community must compete on a global stage, especially when recent trends in tourism spending and behavior are too compelling to ignore.

In the first eight months of the year, international tourist arrivals grew by 5 percent to reach a record 747 million worldwide, some 38 million more than in the same period of 2012. To capitalize on this opportunity and put his international experience to good work, Snowmass Tourism Director Yan Baczkowski embarked on a series of international sales calls—in partnership with the Colo. Tourism Office—to strengthen our global reputation and sell Snowmass beyond U.S. borders.

In particular, Baczkowski worked with tour operators—many of whom were close colleagues before his move from Verbier to Snowmass Village—who are responsible for organizing trips and itineraries full of “must-sees” in the western U.S.

“By building these relationships and introducing travel professionals to the unique opportunities available in and around Snowmass Village we can not only gain notoriety as a year-round international destination, but also gain a better understanding of what world-travelers are looking for,” Baczkowski said.

Here’s a look at the stops along this tour, and why a few of these destinations are of particular significance.

Behind the Numbers
France
  • The U.S. is the number one travel destination for French tourists with 1.46 million visits in 2012
  • French tourists spent an average of $5,307 per person. It is estimated that the economic impact on Colo. from French tourism is $79.5 million
Belgium
  • In 2012, 260,000 Belgians visited the U.S., 70 percent of which visited western states
  • They stay an average of 18 days, and spend an average of $3,8000 per person
Namibia—Home of the 2013 Adventure World Travel Summit
  • Attended in partnership with Blazing Adventures
  • The Summit is attended by over 700 delegates from 50 counties. Next year, the summit will be held in Ireland, and Snowmass Village hopes to host the event in 2016
  • Adventure tourism worldwide, after the cruise industry, is the fastest growing segment
  • Statistics revealed at the Summit showed that three-quarters of adults aged between 18 and 64 want to ‘have a go’ at a new sport or physical activity while on holidays
London—Home of the London Ski Show and World Travel Market
  • The World Travel Market remains the most important travel trade show in the world. With over 35,000 travel professionals gathered for four days in London, it is estimated that over ten billion dollars of business is conducted during this event
  • Mountain states including Colo. account for 711 million visitors from the U.K.
Japan
  • In 2013 forecasts, Japan is likely to surpass the UK and contribute the third largest number of US visitors overall at 3.7M.
  • A new non-stop flights between Denver to Tokyo means Colo. is more accessible to Japanese travelers than ever before
What do you think we have to offer to international tourists? If you were selling Snowmass to a tour operator, what activities or amenities would you highlight? Weigh in below.

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