Seven of Top Ten U.S. City Destinations Lost Share from Overseas Markets Last Year vs. 2018: With the COVID-19-driven global pandemic having utterly destroyed the chance for meaningful comparison and analysis of what happens this year versus 2019, one has to look long and hard at the numbers recently posted by the U.S. Department of Commerce’s National Travel and Tourism Office (NTTO) and wonder what they truly mean for the U.S. inbound tour and travel industry.
What is apparent at first blush is that New York, Los Angeles, San Francisco, Las Vegas, Washington, D.C., Boston and Chicago lost market share last year against 2018.
Does this suggest a trend? One cannot say without having reliable survey information that would cover a three-year window. But, because of the cratering of the inbound tour and travel industry this year, we will have to wait till 2022 to do some serious comparison and analysis.
In the interim, one possibility worth contemplating is that efforts of the past several years by second-tier destinations to persuade overseas visitors to the United States to try new and different places have realized some degree of success. Or, it might mean that Brand USA’s “Beyond the Gateways” promotion of the past several years has begun to yield some results.
In reviewing the data below, perhaps one would do well to pay heed to one pollster who said a generation ago, “If you look at the data long enough, they begin to talk to you.” So, you are welcome to look at the numbers below, and wait to find out if you hear voices.