Commerce Dept. should concentrate on marketing to foreign tourists - Publisher's Perspective - Column

Forbes magazine published a story in its Aug. 17 issue, focusing on international tourism to the United States. The article noted that foreigners spent $64 billion in 1991, producing a $17 billion net trade surplus. Estimates for 1992 are a whopping $70.4 billion representing more than a $21 million surplus. That positive trade surplus is second only to those of the high-technology and entertainment industries.

That is good news for the foodservice industry and has helped to take up some of the slack from slow domestic customer counts. In 1991, 43 million foreign tourists visited the United States which represented an increase of 18 million tourists from the 1985 figure. Assuming that the average visit to the United States by a foreigner was five days, this translated to 645 million meals. More than 45.6 million foreign visitors are expected in 1992.

The bad news is that the U.S. Commerce Department spent only $2.4 million marketing the United States and tourism throughout the world in 1992. Compare that with the efforts of the French government, which spent nearly $4 million this year on promoting travel to France in this country alone. And Americans made up only 2.5 million of the 56 million foreign visitors to France in 1991.

Here we are, the leading capitalistic country in the world -- with supposedly some of the finest gurus in marketing at our disposal -- and as a country we have barely even begun to sell tourism or market the United States abroad in any sort of concerted way. If we ponder the $17 billion trade surplus, common sense would tell us that a substantial return would be generated from a little more advertising.

Consider what a normal business marketing budget would generate in new tourism for the United States and for the trade surplus. The major airlines, hotel chains tour agencies and credit card companies are doing substantial advertising and marketing in an effort to compete for that international business. A little boost from the Commerce Department certainly would help.

A positive trade surplus is not the only point to reflect on. Look at what the dollars generate in the form of taxes and tax revenues for the host cities and states. And what about the jobs that are created by increased tourism?

A visit to this country represents real value to foreign tourists because of the low dollar rate. Air fares are also very competitive.

But perhaps most important is the desire of people around the world to come and experience America, to see it for themselves. They are curious about us. Our nation's natural beauties are also a big drawing card.

International airports have made the entire country more easily accessible to foreign tourists, and repeat visitors are branching out beyond the major entry points of New York, Chicago, San Francisco, Miami, Dallas and Los Angeles.

But until our government is willing to commit additional dollars to the promotion of tourism, operators can still take advantage of these existing business opportunities. Successful operators have implemented the following programs to capture a part of this international market. * Use menus that are printed in foreign

languages and are easy to read. The

German, French, Italian, Spanish and

Japanese languages are the current

standards. * Post menus in the front of the

restaurant that allow foreign tourists the

luxury of window shopping -- which

they love. * Offer fixed-price meals. * If you have a bilingual staff, post

somewhere on the restaurant exterior

which languages are spoken. * Have a trained wait staff comprising

employees good at handling

foreigners. A little training can ensure that

foreign tourists have a happy dining

experience even if there is a

communication problem. You would be amazed

at the repeat business and word-of-mouth

recommendations generated

by a single tourist. * Advertise in hotel guidebooks. * Try to get listed in international

guidebooks. * Leave your menus and menu

translations with the hotel concierge and

front-desk personnel at leading hotels

in your area. * Make each foreign visitor feel

welcome and provide the quality

foodservice that represents your standard.

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