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By Katie Bartkoski, Kansas Dept of Commerce, Division of Travel and Tourism
They come from across the ocean, but European travelers make a significant impact on tourism in Kansas. International visitors represent a small percentage of all visitors to Kansas with only 2% of the total visitors, but those numbers translate in to approximately $179 million dollars spent in Kansas. The largest percentage of international travelers coming to Kansas are from Europe, specifically the United Kingdom and German markets.
The United Kingdom is the top source of overseas tourism in the United States. Approximately 4 million visitors travel here with forecasters predicting record highs in the years to come. The amount of money they have been spending has decrease slightly during the past few years; overall they are the highest spending market in tourism in the United States with an average of $2,147 spent per party. A strong pound sterling will keep travelers coming to the United States. A strong Web presence is one way to get noticed and stay top of mind with this market.
The United States is the top long-haul destination for the German market. Although numbers of visitors declined after record numbers in the late 1990s it is recovering and Kansas continues to see growth every year. Unlike Americans, Europeans know how to put work aside and take a true holiday away from the hustle and bustle of the daily grind. When the Euro is strong typically people are more likely to visit the United States. An average stay length of stay in the states is about 17 days. Dynamic packaging, allowing independent travelers choosing from a flexible menu, is a key factor in travel decision planning.
Kansas Travel & Tourism recognizes the importance and growth opportunities of the international market. A few years ago Kansas began a partnership with the state of Oklahoma that has allowed for more exposure through these cooperative efforts creating unprecedented growth. This past fall the joint effort known as Kansas & Oklahoma Travel (TravelKsOk) opened an office in the United Kingdom dedicated to representing Kansas and Oklahoma to the UK and Ireland media/travel trade through public relations efforts. As a kick-off for the announcement of the new office Kansas and Oklahoma sponsored the British Guild of Travel Writers Awards Dinner. Kansas has contracted with a fulfillments center in Germany for many years. Last fall a delegation from Kansas personally visited with many of the major travel agents in Germany letting them know about the great things Kansas has to offer.
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