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IFTM Daily - Day 1

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16 SPECIAL FEATURE: GASTRONOMY & WINE TOURISM JAPAN’S CULINARY TREASURES Promoting one of the world’s most recognised cuisines The U.S. ranks sixth in the world with 5.8% of the world’s vineyard acreage. California is America’s most famous wine region, And with 4285 wineries, it’s the largest. But it’s not the only region. The truth is there are at least 75 other officially designated wine-growing areas and more than 6,200 other wineries in USA— areas that wine-loving tourists should drink up. Colorado… Vineyards on the Rockies’ Western Slope are some of the best places outside of California for a winery tour. Ones around towns like Palisade and Grand Junction are familyowned, lacking the pretensions of some other wine areas. Washington State has its Columbia Valley. With more than 80 wineries, it’s a great choice for tourists who want to explore vineyards down small country roads. An even more rural grape-growing area can be found in the Walla Walla Valley, credited with some of the West Coast's best red wines. While New York might bring thoughts of skyscraper-full Manhattan, the NY state is almost the size of France. It’s a green state and its Finger Lakes region counts more than 11,000 acres (44.5 sq, km) of vineyards. Texas is not just cattle, oil and gas, and Dallasstyle ranches. The historic and charming town of Fredricksburg can be the starting point for Jefferson Vineyards American Vino Veritas Lesser known wine regions of the USA a tour along U.S. Highway 290 with a dozen wineries. It’s also home to horseback-riding tours, cave tours and river rafting. Also in Virginia, you can find the “Birthplace of American Wine.” The Monticello Wine Trail, inspired by Thomas Jefferson’s vision of winemaking, offers 30 wineries. Its Rivanna River was once called the “Rhine of America” for its wine production. » HALL 7.2 / STAND D103, C113, D113 Despite the popularity of Japanese food around the world, many potential travelers to Japan do not fully appreciate the unique scope of the national culinary scene. While sushi is a central part of Japanese heritage, myriad flavors from all around the world have contributed to Japan’s robust foodie culture that is attracting culinary pioneers from far and wide. Tokyo, for example, has more stars in the prestigious Michelin Guidebook than any other city in the world. From noodles to sashimi to gourmet French cuisine, Japan has the food to satisfy the most discerning of palettes, as well as the strictest of budgets. In an effort to better exploit the potential of culinary travel in the land of the rising sun, the Japan National Tourist Organisation has initiated a campaign to promote Japanese gastronomy tourism. This includes highlighting Japan’s best restaurants or street foods on the JNTO website and other media. While every town and village has its own distinctive cuisine, an especial focus for culinary travelers will be Tokyo, which is arguably the foodie capital of the world. “Tokyo offers diverse activities through which to explore our food culture,” says Chieto Misumi, Director of the Tourism Promotion Department at the Tokyo Convention & Visitors Bureau. “Travellers can visit the famous Fish Market in Tsukiji and taste original Tokyo Edo-Mai sushis. They are also a few cooking schools providing courses in English to visitors to learn how to create sushi or Japanese desserts.” » HALL 7.2 / STAND D012 © Hoshinoya Karuizawa - Japan National Tourism Organization IFTM Daily • Tuesday 20 th September 2016

EUROPE REGIONS 17 European Tourism Still on Rise Kotor, Montenegro Overall trends for outgoing and incoming tourism still positive across the continent… According to the World Tourism Organisation, Europe, the world’s most visited region, consolidated its healthy growth of recent years in the first half of 2016, with a 4% Y/Y rise. Northern Europe and Central and Eastern Europe (both at +6%) in the lead, were followed by Southern and Mediterranean Europe (+4%) and Western Europe (+3%). OUTBOUND TRAVEL IPK’s World Travel Monitor states that Europeans undertook 444 million international trips (with overnights). Mean length of stay abroad was 7.9 nights per trip and mean spending per trip was 825 Euro. With an average growth rate per year of 2 to 3% over the last years, Europe has a moderately growing outbound rate, yet on a high volume-level. The biggest European outbound travel market is Germany with a share of 17% of all European outbound trips followed by Great Britain (14%) and France (8%). The by far most outbound trips of the Europeans are to destinations within Europe (85%), 7% travel to Asia-Pacific, 4% each to the Americas and Africa. 86% of European outbound travel is for holiday and other leisure motivations, whereas 14% are business trips. Most popular outbound holiday types are sun & beach holidays (33%), city trips (21%) and tours (18%). The main motives for outbound holiday trips are relaxing, a good TRAVEL DESTINATIONS OF INTERNATIONAL TRAVELLERS (MARKET SHARE) Source: IPK Italy 9% cuisine, sight-seeing, shopping, sunbathing and swimming. 51% of European outbound travellers go abroad by plane and 31% travel by car. 56% of travellers stay at hotels with a clear preference for upper class hotels (about 60% of hotel stays). INBOUND TRAVEL European destinations welcome around 411 million international overnight visitors per year. The average spending per visitor in Europe is about 800 Euro per trip and the mean length of stay is about 7 nights. The most visited travel destinations in Europe are Spain (14%) and Germany (13%), followed by France (11%) and Italy (9%). Also UK (7%), as well as Austria and Turkey (6% each) are important destinations for international travellers to Europe. 85% of the international visitors to Europe come for holiday / leisure and 15% for a business purpose. The main holiday types in relation to Europe are tours and city trips (40%) followed by sun & beach holidays (31%). 50% of international visitors to Europe come by plane, 32% come by car, 8% by bus and 6% came by train. The preferred accommodation type of international visitors in Europe is the hotel with a 56% share, of which 60% are spent in the upper class category. Most visitors to Europe come from Europe itself (89%). Major markets of origin are Germany (17%), UK (11%), France (6%) and the Netherlands (5%) UK 7% France 11% Austria 6% Germany 13% Turkey 6% Spain 14% Other 34% MONTENEGRO in 3 USPs This year, Montenegro is again seeing growth after reporting +2.8% in 2015, strongly bolstered by a 9% increase in French visitors. So what are the three key “unique selling points” of Montenegro? NATURAL BEAUTY The region of Skadar Lake is an area the visitors and tourist to Montenegro must come to see to believe that such a place of natural beauty indeed exists. Sea, lake and mountains are all located in a circumference of 150 km. KOTOR – N°. 1 BEST IN TRAVEL CITY FOR 2016 This fascinating old town, located in a unique bay of Boka, has a unique, surreal atmosphere, as if trapped in time. If Lonely Planet decided to select Kotor as the “Best in Travel City” 2016, it is no doubt for good reason. SVETI STEFAN – A GLAMOROUS DESTINATION One of the most famous and prestigious places in Montenegro – Sveti Stefan (St Stephen) is the most luxurious tourist complex in Montenegro, visited by a large number of celebrities (Sophia Loren, Sylvester Stallone, Queen Elizabeth II) -- an icon of Mediterranean tourism » HALL 7.2 / STAND R055 © Visit Montenegro IFTM Daily • Tuesday 20 th September 2016

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