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China Insights

Building Prosperity Through Travel

View the presentations from the Building Prosperity through Travel meeting in Chicago on December 17, 2014. 

2014 China Tourism Market Update

2014 NTTO Update

Telling Your Story in China

Watch Brand USA's “Telling Your Story In China,” webinar focusing on the latest trends and opportunities in China. Topics include research on travel shopping; changes in visa policy; digital and social tactics unique to China; and an overview of Brand USA programs designed to increase your effectiveness and reach in the world’s fastest-growing market. Our featured expert is Andrew Collins, CEO of Mailman, Brand USA’s digital/social agency based in Shanghai.

Watch now

PowerPoint presentation

Market Profiles

In the summer of 2013, Brand USA launched its Global Market Intelligence program. As part of the program, Brand USA commissioned PhoCusWright, Inc. to initially conduct proprietary consumer research in 10 markets around the world (Australia, Canada, China, France, Germany, India, South Korea, Japan, Russia and the UK). Two additional markets were added in 2014 (Brazil and Mexico). 

Respondents were recruited from an online panel. For markets outside of North America, the results reflect responses from adults who travel outside of their continent for leisure. The objective of the Global Market Intelligence program is to gain insight into travelers' perceptions of the USA, its competitors, as well as general travel behaviors and preferences. 

2013 Market Profiles

Project Dreamcatcher

Learn how travelers around the world think about international travel, how they plan their trips, and what they think about the United States as a vacation destination. The study includes results from Canada, Mexico, Brazil, UK, Germany, Japan, China, India and Australia. Gain insight into how markets differ in perceptions and preferences, and how Brand USA is utilizing this research in its marketing strategy.

View the webinar here


While the U.S. benefited from a healthy increase in arrivals in 2014, the true growth trend can easily be misunderstood because of a change in methodology. In January 2014, the National Travel and Tourism Office (NTTO) implemented a significant adjustment to international arrivals reporting using 1-94 program data.

View the comparison here

VISIT THE U.S. Department of Commerce website FOR MORE DETAILs about the program