The “BIC” Growth Markets—Shared Intelligence from San Francisco Bureau: The San Francisco Travel Association’s recent International Travel & Tourism Forum offered those who attended a treasure lode of heretofore proprietary data designed to help tourism and tourism-related businesses in the greater San Francisco area take advantage of the increasing number of visitors coming to the region from the key growth markets of China, India and Brazil. The information is useful for all international travel markets in the U.S.—not just those in San Francisco, so we decided to share parts of it with you.
Of particular interest was the presentation, “Understanding the Emerging Market Visitor,” by Howard Pickett, San Francisco Travel’s executive vice president and chief marketing officer. He touched upon the subtle differences between travelers from the three nations (Brazil, China and India) and the not-so subtle differences between these travelers and the overall international travel market. We’ve picked three key tables from Pickett’s presentation. As you will see, the numbers speak for themselves.
Key Demographic Measures for
Travelers to San Francisco from
China, Brazil, India & Overall International
| Demo/Measure | Overall Int?l. | Brazil | China | India |
|---|---|---|---|---|
| Male travelers | 55% | 60% | 67% | 80% |
| Age | 39 | 37 | 35 | 38 |
| Married/Domestic Partner | 59% | 58% | 50% | 68% |
| Single | 34% | 34% | 42% | 25% |
| Have children 18 and under | 18% | 19% | 21% | 19% |
| No. of persons in hotel/rental unit | 2.2 | 2.2 | 2.1 | 1.8 |
| On vacation | 65% | 62% | 55% | 42% |
| Part of convention or group | 10% | 21% | 5% | 11% |
| Business travel | 13% | 11% | 13% | 34% |
Source: San Francisco Travel Foundation
What Drives International Visitors to San Francisco
| Driver | Overall Int?l. | Brazil | China | India |
|---|---|---|---|---|
| Ambience & Atmosphere | 55% | 46% | 43% | 53% |
| Scenic Beauty | 47% | 37% | 43% | 47% |
| Attractions | 35% | 31% | 26% | 29% |
| Weather | 25% | 14% | 47% | 43% |
| Restaurants & Cuisine | 25% | 14% | 37% | 35% |
| Lifelong Desire to Visit S.F. | 24% | 20% | 9% | 10% |
| Shopping | 23% | 17% | 28% | 28% |
| Family in Area | 20% | 14% | 29% | 30% |
| Special Events | 13% | 28% | 7% | 16% |
| Museums/Theatre/ Arts | 12% | 15% | 22% | 15% |
| Social Diversity | 8% | 11% | 9% | 8% |
Source: San Francisco Travel Foundation
Activities of International Travelers to San Francisco
| Activity | Overall Int'l. | Brazil | China | India |
|---|---|---|---|---|
| Golden Gate Br. | 63% | 68% | 48% | 78% |
| Pier 39 | 55% | 67% | 28% | 58% |
| Golden Gate Park | 41% | 60% | 27% | 43% |
| Lombard Street | 30% | 36% | 10% | 24% |
| Alcatraz | 26% | 34% | 10% | 28% |
| Sausalito | 22% | 34% | 6% | 18% |
| Ghirardelli Square | 22% | 33% | 7% | 31% |
| Ferry Building | 19% | 21% | 6% | 17% |
| Yosemite | 16% | 8% | 10% | 13% |
| City Hall | 15% | 25% | 19% | 19% |
| Napa/Sonoma | 12% | 17% | 7% | 15% |
| Presidio | 12% | 22% | 4% | 6% |
| Carmel/Monterey/Big Sur | 10% | 18% | 4% | 6% |
| Calif. Academy of Sciences | 9% | 31% | 4% | 7% |
Source: San Francisco Travel Foundation
Trip Planning Resources Used by
International Visitors to San Francisco
| Resource | Overall Int?l. | Brazil | China | India |
|---|---|---|---|---|
| OTAs | 34% | 40% | 25% | 33% |
| Opinions of Friends, Relatives | 20% | 26% | 19% | 25% |
| User-Generated/Trip Advisor | 18% | 25% | 10% | 17% |
| Traditional Travel Agency | 16% | 21% | 11% | 13% |
| Commercial Guide Books | 13% | 13% | 7% | 1% |
| Info Gathered on Cell Phone | 10% | 12% | 8% | 11% |
| Free Travel Guide Books | 8% | 12% | 7% | 6% |
| SF Travel Website | 6% | 8% | 3% | 5% |
| 4% | 5% | 5% | 2% | |
| YouTube | 3% | 4% | 3% | 0% |
| SF Travel Publications | 3% | 3% | 3% | 4% |
Source: San Francisco Travel Foundation
