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Arizona’s hospitality industry embraces global market

Arizona has the Grand Canyon, Monument Valley and Sedona, but to promote these natural wonders to international travelers is no walk in the park.

To showcase Arizona around the globe, it takes detailed research, strategic planning, effective branding and marketing, a global network of industry professionals — and the power to erase any lingering negativity associated with the state.

Despite several years of bad publicity surrounding controversial immigration policies and other proposed legislation that darkened the state’s reputation, Arizona is experiencing an increase in tourism.

“We definitely try and share with everyone we come into contact with that we are a more progressive community than the state is known as being,” says Joanne Hudson, public relations specialist for the Flagstaff Convention and Visitors Bureau.

“Certain markets, especially the Mexico visitor, have been negatively affected the last few years from the state laws and policies that have come out,” Hudson says. “We share that we are a very welcoming and open community and try to get them here to experience it. Once they get here, they really do sense and feel that. They realize it isn’t what they see and hear in the news.”

Rachel Pearson, vice president of community and government affairs at the Scottsdale Convention & Visitors Bureau, says, “We are traveling around the world connecting with customers and clients, trying to reinforce who we are as a destination, who we are as a state and ensuring that people understand that we are a very welcoming destination. We offer some unique, rich experiences that you can’t have anywhere else.”

Beyond the state’s scenic beauty, Arizona’s diversity, especially the Native American and Hispanic cultural influences, appeals to international travelers, explains Sherry Henry, director of the Arizona Office of Tourism.

The rich multi-cultural experiences and gorgeous scenery, combined with outdoor activities, vibrant cities, fine dining and shopping, attracts millions of visitors and brings in billions of dollars.

Industry leaders are looking toward the future with optimism as they strategize how to attract even more world travelers.

“Arizona Office of Tourism has been active in the international market for years starting with Mexico and Canada, and overseas with partners in the United Kingdom, Germany and France,” Henry says, “and just three years ago we launched into emerging markets of China and Brazil.”

MEXICAN INFLUENCE

Currently, Mexico tops the charts for international travel into Arizona. At the height of the controversy surrounding Arizona’s immigration policies, the influx of Mexican travelers decreased. But statistics from 2013 show a rebound with a total number of Mexican visitors to Arizona at more than 3.6 million. Other countries that rank high on the list are Canada, Germany, United Kingdom and France with 1.1 million visitors collectively. Total international travelers in 2013 reached roughly 5.3 million.

The Arizona tourism industry has been proactive in reaching out south of the border and developing programs to promote and facilitate travel in Arizona.

Jessica Stephens, director of public relations at Visit Tucson, says travelers from Mexico bring in close to $1 billion a year in southern Arizona alone. Visit Tucson has two visitors centers in Mexico that help with hotel reservations and other concierge services. They also help expedite border crossings with a program developed with customs and border patrol that allows pre-approved travelers to obtain a fast pass. This makes traveling to Arizona a 12-minute trip instead of waiting in a car for hours.

Other Arizona cities and convention and visitors bureaus have pooled resources to fund trade offices in Mexico. Today, Henry says, the discussions no longer reflect the challenges of the past, but instead focus on the future. “It’s all about how we can be better partners and how can we develop that area that has such great potential.”

FOCUS ON CHINA

Arizona is now setting sights on China, the number one traveling country in the world. Henry explains that there is so much potential for growth in the emerging markets of China and Brazil, which is also topping the international travel charts. She pointed to a partnership with Brand USA, the marketing arm of the U.S. Department of Commerce designed to develop travel interest in the United States, as essential to increasing global awareness.

“We think Arizona has such appeal,” Henry says. “International journalists are amazed at what they see when they are here, and they bring the stories back to their countries.”

Barry Nakano, director of business development with PacRim Marketing Group and a board member of the Hospitality, Sales and Marketing Association International Arizona Chapter, knows the Asian markets. He recognizes the potential of the China market and points out that other Asian markets also impact our economy. According to the Arizona Office of Tourism statistics, Japan and the Republic of Korea brought in more visitors than China in 2013.

“There’s definitely a lot of interest today in the China market and understandably so. Their 1.3 billion population presents enormous potential and the recent decision by the U.S. government to extend Visa validity for visitors from China should accelerate the growth of that market. We shouldn’t overlook however, that Japan is still the second largest overseas feeder market to the U.S., and South Korea and Taiwan markets continue to grow. Japanese, in particular, have been traveling overseas a long time so tend to be more independent and willing to explore new destinations.”

INDUSTRY PREPARES

Nakano offers practical advice for those in the hospitality industry as they prepare for the influx of international travelers.

“The most efficient and cost effective way to reach Asian travelers is online and providing information in the language of the traveler is important,” he says, adding that websites should be an essential part of any marketing toolkit. “When creating an international language website, make sure the content is developed by professionals, not by translation software that has difficulty conveying intangibles we promote in travel like experience and atmosphere.

“For hotels, it’s also important the online booking engine is in the target language to make it easy for travelers to complete reservations, which is the ultimate goal.”

One thing to note when targeting travelers from China is their spoken language is Mandarin and their written language is called Simplified Chinese so any written information should be in that form.

He continued to offer tips for hotels. “To attract Asian travelers, it’s important to show cultural sensitivity and make them feel welcome. Including small touches in guest rooms like slippers and Chinese tea, along with coffee, will be appreciated and can go a long way. Offering other amenities like Asian-language TV channels, newspapers, area maps and dining menus will make guests feel comfortable after they arrive and can also be used as selling points to show you care.

Henry is already seeing changes at the Office of Tourism and in the state. “We’re finding that Arizona is becoming more globally aware. On our staff we have staff members who speak Spanish, Mandarin, and Portuguese for the folks coming in from Brazil. We are in a global environment now. The whole world has changed and everybody is beginning to think globally.”

Michelle Oden-Huebner, CMP, president of Hospitality Sales and Marketing Association International Arizona Chapter, says the hospitality industry has always been one that supports diversity and inclusion.

As Arizona increases its global visibility, it needs to continue to show that the state is inclusive and promotes diversity in the workplace and marketplace, Oden-Huebner says.

“Tourism is one of the largest export industries in the State of Arizona, providing funding for education and vital services in local communities,” she says.  “This makes Arizona more attractive for new businesses to relocate to the area, thus creating more job opportunities.  The more business we bring into our state, the more money we have to support the greater community improving and increasing services for residents in Arizona.”

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