Let’s face facts – in these tough economic times businesses need to reach out to new, previously untapped audiences and go above and beyond to both reach them and fulfill their wants and needs. China and Russia represent unprecedented opportunities for the growth of world tourism in the coming years with outbound travel growing fast but still relatively immature. The travel and tourism industry, along with destination economies around the world and the U.S. in particular, will benefit from Chinese and Russian outbound market growth . . . especially since these two groups tend to spend the most while traveling. According to a survey by Goldman Sachs Global Investment Research, Chinese tourists will spend twice as much on luxury items away from home, and will scrimp on hotel costs in order to spend more (an average of $175 a day!) on merchandise. On average, Russian tourists spend five times more than travelers from other countries. They are more likely to stay at a luxury hotel and shop for luxury and designer items. In 2007, Russia was number eight on Euromonitor International’s listing of countries whose citizens spend the most while traveling.

The numbers, in both financial and population terms, cannot be ignored. China had 47 million outbound travelers last year (Source: World Travel & Tourism Council) and the World Tourism Organization (WTO) predicts China will become one of the largest sources of outbound tourists with 50 million by 2010 and a projected 100 million by 2020. Outbound travel in Russia is growing overall at 10 to 15% each year, reflecting the growth in prosperity of Russian citizens in recent years.

The United States continues to be a favored long-distance destination for Russian and Chinese people traveling outside their respective countries. Increased disposable income, the emerging middle class, the weak U.S. dollar and more political and personal freedoms are some of the major drivers behind the growth of outbound travel in these markets. These numbers are not growing as quickly as in Europe, however, and we need to step up to the plate. Part of the reason is political - for example, the U.S. has yet to apply for “approved destinations status” to the Chinese government though they did sign a memorandum of understanding (MOU) in June allowing Chinese leisure travel tour groups into the U.S. A much bigger part is the lack of effective marketing and a thorough understanding of these markets. The U.S. airline, hotel and tourism industries need to prepare for this wave of Chinese and Russian tourists by understanding their preferences and anticipating and accommodating their needs. During the Japanese tourism boom in the 1980’s, hotels, airlines and destinations offered special amenities and Japanese-speaking employees catering directly to this market. It’s time to start reaching out to potential travelers in China and Russia with Websites in Russian, Mandarin and Cantonese, staff members fluent in their languages and appealing amenities and foods.

This is particularly important for secondary cities like Boston, Philadelphia, or Phoenix and scenic destinations such as Yellowstone Park, the Grand Canyon or Niagara Falls. For example, Chinese travelers usually shun tanning and swimming and prefer taking in the natural beauty of a destination and exploring cultural and lifestyle differences. They are apt to travel to national landmarks, parks and scenic recreation areas. Little things can make a huge difference, like having hot water for tea in their hotel rooms and offering popular entertainment such as Karaoke bars and casinos. Russian tourists, on the other hand, flock to the beaches and enjoy fine dining, nightclubs and dancing – offering luxury lifestyle items in your boutiques, luxury brand outlets at your destinations and great nightlife options can entice this market to any location, not just the big cities like New York or Los Angeles.

So what does all this mean? Basically, opportunities are out there and coming our way, from group tours to mainstream travel agency and online booking to luxury travelers. Travel Ad Network, a leader in online advertising, reports millions of hits per month from China, India and Russia to their English language network in North America and Europe. This network consists of dozens of different travel-related sites and these users can be specifically targeted. The American travel and tourism industry needs to do their homework or we’ll miss the boat on a vast sea of valuable travelers.

Adam Rodriguez, Executive Director at Business Traveller Magazine, (a leading travel magazine with 10 editions worldwide including the UK, US, Middle East, Asia-Pacific and China) has logged over 200,000 miles in travel so far this year. He says “There is overwhelming growth in these markets. Korean Air and Asiana Airlines report their business class is consistently sold out on all flights, and Singapore, Delta and American Airlines have recently initiated direct flights to and from Moscow. We need to start doing things a little differently on our end – be more welcoming and take a cue from practices overseas, such as providing communications in the traveler’s language, daily currency rates and invoices with the total both in U.S. dollars and the traveler’s currency. Plus, the current system makes it difficult for U.S. citizens to work overseas - providing tax breaks for Americans working abroad would allow more “ambassadors” to live in and reach these markets.”

Companies don’t have to break the bank to reach these audiences effectively and relatively easily - relevant PR campaigns, friendly retail environments, targeted Web marketing, tailored hotel experiences and communications available in the right languages will go a long way in bringing these tourists to the U.S. Plus, the opportunities don’t just reside in the big cities – destinations across the country can stimulate their local economies by taking the first steps to woo these groups.