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Feature Article, May 2006
What Makes A Shopping Tourism Hot Spot?
A world of opportunity awaits centers who tap into the $1.3 trillion that travel and tourism brings to the economy every year.
Rosemary Rice McCormick
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Taubman’s Dolphin Mall, Miami.
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U.S. travel and tourism delivers over $1.3 trillion annually to the U.S. economy. Americans are traveling more than ever, taking more than 1.16 billion personal trips each year, according to the Travel Industry Association. Not only do they shop when they travel, now they plan shopping travel online. Orbitz, a leading online travel site, reports that 51 percent of U.S. travelers consider sales, outlets and local retail hot spots when planning their trips. Shop America Tours has sold over 8,000 packaged shopping tours via the Internet to guests from around the world via Expedia, Travelocity, Orbitz, Mark International and other travel partners.
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Taubman’s International Plaza, Tampa, Florida.
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International arrivals reached the 50 million mark last year. This is great news for America’s retailers as shop-happy Canadians, Mexicans, Brits and Japanese lead the charge to the nation’s tourism savvy downtowns, malls and outlets. The emerging Chinese market has the most growth potential. The Chinese are even more avid shoppers than the Japanese, and although their brand preferences are not as upscale, the Chinese love gaming so casino/retail centers will be appealing destinations.
There’s a world of growing opportunity in shopping tourism for destinations as diverse as South Coast Plaza and Yellowstone General Stores. Shop America Alliance is the exclusive travel trade association that represents close to 200 of the best shopping tourism destinations throughout North America — all the shopping tourism hot spots. These are the most successful shopping centers and outlets in the world, some boasting sales in excess of $1 billion and over $1,300 per square foot. Most credit tourists — visitors from outside a 50-mile radius — as representing a significant share of total sales and contributing to their overall success.
What does it take to be successful in shopping tourism?
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South Coast Plaza, Orange County, California.
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1. Location. You are in a location that attracts tourists and you can develop unique offerings that will attract more tourists.
2. Understanding of the tourism business. This is different from retail and shopping centers, strongly influenced by relationships and partnerships.
3. Sales orientation. You can reach out and sell your destination effectively.
Rosemary Rice McCormick is the president of Napa, California-based McCormick Marketing and a consultant in retail development and tourism. She also serves as president of the Shop America Alliance, the exclusive travel trade organization representing the top shopping tourism destinations. She can be reached via e-mail at MMinNapa@aol.com.
©2006 France Publications, Inc. Duplication or reproduction of this article not permitted without authorization from France Publications, Inc. For information on reprints of this article contact Barbara Sherer at (630) 554-6054.
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