CT targets international travelers ahead of tourism season

Randy Fiveash, director of the Connecticut Office of Tourism

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Q&A talks to Randy Fiveash, director of the Connecticut Office of Tourism, about the influence of foreign travelers in the state's tourism industry.

Q: You were recently named board chairman of Discover New England, a nonprofit destination marketing organization that promotes New England tourism internationally. How popular of a destination is New England for overseas travelers? What are the top overseas markets for New England?

A: New England is an increasingly desirable destination for international travelers. Oftentimes, it's one of the top three most popular U.S. destinations for overseas visitors, including New York and Las Vegas. In fact, the number of overseas visitors to New England has increased by 25 percent since 2012, reaching 2.2 million in 2015. The top overseas visitor markets for New England are the UK, China, Germany, France and India.

Q: How important are overseas travelers to Connecticut's tourism industry? Are there any specific ways tourist attractions here cater to foreign visitors?

A: Overseas travelers are very important to Connecticut's tourism industry and the state's economy. These travelers usually stay for longer periods of time, which helps fill hotels, inns and B&Bs mid-week, spend more money while traveling and are less dependent on the weather than domestic travelers. Together, overseas and domestic traveler spending has helped Connecticut's tourism industry grow to reach $14.7 billion in total business sales and directly support nearly 83,000 jobs.

Many of Connecticut's tourist attractions have established relationships with overseas tour operators and planners, which help them cater their services accordingly. That could mean anything from offering their promotional materials in multiple languages, to hosting tour groups.

Together with our industry partners, the Connecticut Office of Tourism is always looking for opportunities to strengthen our ties with the international community. We attend several international tradeshows in the U.S. and abroad every year, host familiarization trips for international media, tour operators and planners, and work with our marketing partners — including Discover New England and Bradley International Airport — to promote Connecticut to potential travelers.

Q: What's the biggest challenge for Connecticut in terms of attracting overseas tourists? Is being between New York City and Boston — two popular tourist destinations — an advantage or disadvantage for the state?

A: Our location is a major advantage when it comes to attracting international travelers. Cities like New York and Boston are well known among overseas tourists, so we benefit by being a short car, train or bus ride away. We're constantly working to educate international audiences about Connecticut and all of its offerings.

Q: What impact is Aer Lingus' new trans-Atlantic flight having on international tourism in Connecticut?

A: The new routes offered by Aer Lingus and Norwegian Air have made it even easier for travelers from around the world to experience the rich history, culture and beauty Connecticut has to offer. We're confident that the affordable flights, and our targeted international marketing efforts, will mean more business and leisure travelers visiting Connecticut in the years to come.

Q: As we head into the summer tourism season in Connecticut, are there any new trends to watch out for?

A: More and more, travelers are looking for truly unique experiences that they can check off their bucket lists or capture and share with friends on social media. There's also a big interest in “culinary travel,” which includes activities like tastings, cooking classes, tours and foodie events. A recent AAA study found that an estimated 22 million Americans expect to take a culinary-focused vacation within the next year. Connecticut is well positioned to respond to both of these trends.