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NTA Taps into Chinese Outbound Market to U.S.

March 1, 2011

NTA Taps into Chinese Outbound Market to U.S.

Association Offers Cooperative Selling Opportunity at COTTM

Lexington, Ky.—The Memorandum of Understanding signed by the United States and China allows Chinese leisure travelers to visit the United States in group tours. Since the initiation of travel under the MOU in 2008, total visitation from China to the United States has increased by 54 percent (as of November 2010), and total spending for 2010 (through September) was $3.6 billion, a 28 percent increase.

China is the fastest-growing market for the United States, and by 2015 it is projected to become the sixth-largest arrival market for the United States (up from 16th before the MOU in 2008).

Now in its third phase, the MOU includes 24 Chinese provinces, municipalities and autonomous regions, giving the U.S. travel and tourism industry access to 67 million more Chinese citizens.

If you’re selling a U.S. destination or product, you can meet this huge market at NTA’s U.S. Pavilion at the China Outbound Travel & Tourism Market. COTTM, April 13-15 in Beijing, is the only business-to-business exhibition in China dedicated to the China outbound travel market.

For the third year, NTA is assembling the U.S. Pavilion to host U.S. operators, suppliers, destinations and attractions interested in reaching the burgeoning Chinese outbound-to-U.S. market.

"They’re packed and ready to travel," said Simon of the Chinese tourists. "They’re just trying to decide where to go. We’re working to bring them to the U.S."

In addition to a company booth, storage space and a central meeting area, Pavilion participants—up to 20 U.S. companies—will also have the opportunity to meet with the Chinese media and get listed in the Pavilion catalog for distribution. 

Following COTTM, pavilion participants can opt for an additional program: a Road Show to Chongqing, a booming city of 32 million people in southwest China. The Road Show, which targets the Chinese travel trade, is organized in conjunction with U.S. Commercial Services.

To join NTA staff and member businesses at this well-established trade fair, e-mail Ken Goode

NTA has developed its own strong relationship with the Chinese travel industry through the NTA Visit USA Center in Shanghai, which opened in November 2010.

The center, which promotes leisure travel from China to the United States, has three priorities:

  • to educate both U.S. and Chinese tourism professionals
  • to facilitate connections between U.S.- and Chinese-approved tour operators and agents
  • to market the United States as a tourism destination

About NTA:  With members in more than 40 countries, NTA is the leading business-building association for travel professionals interested in the North American market – inbound, outbound and within the continent. Our buyer members are tour operators and tour packagers who buy and package travel product from around the world. Our seller members are destination marketing organizations and tour suppliers (such as hotels, attractions, receptive operators and transportation companies) from the U.S., Canada and more than 40 countries. If you’re interested in any segment of the North American market, you belong at NTA. For more information, visit

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