La Cumbre Presentation -- 1998
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There are three important items here: Brazil ranks in the top 8 international air markets, positioned to overtake France.

Japan is always touted as our number one overseas market. In sheer volume that is true. However, nearly 60% of that traffic does not reach the mainland, staying in the US territories and Hawaii. Of the 5.4 million U.S. arrivals in 1997, less than 2.2 million actually visited the continental US, and slightly more than half of those, 1.2 million, stayed in California!

Many US destinations overlook the importance of the Mexican market, assuming that the bulk of the market is frontier travelers who stay for a short time and do not spend a lot. While accounting for only 13 percent of all arrivals from Mexico, the air travel segment alone puts Mexico ahead of France in terms of volume. What you may not know is that this air traveler from Mexico outspends that French traveler -- in fact any of the travelers illustrated here -- by about a third as you'll see soon

Chart 6 -- Top Inbound Inbound Markets to the U.S.: The Importance of Mexico

Top Inbound Inbound Markets to the U.S.: The Importance of Mexico

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