Mega Fam

Mega Fam 2011 Cascade Raft & Kayak, Horseshoe Bend, Idaho

Date: September 16–24, 2011
Where: Idaho and Montana
Participants: 31 Tour Operators from European Countries, Marjolein Fraanje – RMI Benelux, Olivier Barthez – RMI France, Carola Kolmann – RMI Germany, Annalisa Mereghetti – RMI Italy, Martin Roberts – RMI UK, Kim Birrell and Mathias Jung – RMI USA, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Maureen Droz – South Dakota Department of Tourism, Gary Schluter – Rocky Mountain Holiday Tours, Lena Ross – America 4 You.

The RMI Mega Fam proves to be one of the best ways to showcase the region to those individuals that sell it as a holiday destination. This year, the Mega Fam featured the states of Montana and Idaho over 10 days of sightseeing, activities and product education.

The 2011 Mega Fam began in Whitefish, Montana with the arrival of 31 tour operators from Europe. Traveling throughout Montana and Idaho via motorcoach were five operators from Italy, five from the Netherlands and Belgium, eight from France, four from the UK and nine from Germany, Switzerland and Austria. In addition to that group, official RMI Receptive Tour Operators Rocky Mountain Holiday Tours and America 4 You, along with RMI staff and state tourism representatives from Idaho, Montana, Wyoming and South Dakota participated in the familiarization tour.

The Mega Fam participants were a great mix of owners, directors, product managers, and sales and booking staff from tour operators throughout Europe. These travel professionals were targeted because they currently feature the states of Idaho and/or Montana and either wanted to increase their knowledge of the area or to add product based on this trip.

The group began their tour in Whitefish on Saturday, September 17th with a variety of outdoor activities in the area and overnight at Grouse Mountain Lodge. The following day was spent on historic red jammer busses touring the impressive Glacier National Park and, despite some bad weather conditions, it was a favorite of the trip. A boat ride on Flathead Lake, tours of The People's Center and Ninepipes Museum, along with free time in Missoula were highlights on Monday. To conclude the Montana portion of the Mega Fam, participants were treated to a scenic raft trip, a hike or a tour of the Smokejumper Visitor Center in the Missoula area before crossing the border into Idaho.

Once in Idaho, the group arrived for dinner and entertainment at Clearwater River Casino in Lewiston. Moving south down the western part of Idaho, the group visited the Wolf Education and Research Center, followed by a stop at Dog Bark Park and lunch at historic Keuterville. After a scenic trip up the gondola to the top of Brudage Mountain, dinner was enjoyed in McCall at the Pancake House. Now Thursday, the 56-passenger motorcoach made its way down the Hells Canyon Scenic Byway for a very enjoyable Jet Boat tour with Hells Canyon Adventures. Finishing off the 2011 Mega Fam, the group was treated to horseback riding, whitewater rafting and zip lining in the Boise area before a dinner and a play at the Idaho Shakespeare Festival and a night in downtown Boise.

Official RMI Gateway cities Chicago, IL, Denver, CO and Minneapolis/St. Paul/Bloomington (MSPB), MN hosted Pre and Post Fams in conjunction with the 2011 Mega Fam. Seven tour operators visited Denver prior to the Mega Fam, while six and three operators toured Chicago and MSPB, respectively.

Special thanks to Marlee Iverson, Travel Trade Manager for the Montana Office of Tourism and Nancy Richardson, International Tourism Specialist for Idaho Tourism who developed the 2011 Mega Fam program and guided the group through their respective states. 

Thanks to official RMI Partner Southwest Idaho Travel Association (SWITA), who made major contributions to the Idaho portion of the trip. RMI would like to extend our gratitude to our Gateway City partners Visit Denver, Choose Chicago and the tri-cities of Minneapolis/St. Paul/Bloomington as well as the local state suppliers who gave their support for 2011 Mega Fam.

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TTG Incontri Rimini

TTG Incontri Rimini, Italy From left to right: Marlee Iverson, Annalisa Mereghetti, Nancy Richardson, Rita Greene Bellardo, Maureen Droz, Mathias Jung and Jayne Buck

Date: October 6-8, 2011
Where: Rimini, Italy
Participants: Maureen Droz – South Dakota Department of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Jayne Buck - Visit Denver, Mathias Jung – RMI USA, Olga Mazzoni – RMI Italy, Annalisa Mereghetti – RMI Italy

For the second year in a row, the RMI group traveled to Italy for travel trade show TTG Incontri. After a successful first year with a Discover America Pavilion at TTG, expectations were positive going into the 2011 edition. 41 leads were produced this year, which was an increase of 10 over 2010 figures.

In its 48th year, TTG Incontri is the most important international B2B event in the Italian travel industry and is considered a fundamental point of reference for the market. With its strict B2B format, TTG Incontri typically attracts over 35,000 professional operators, agents and buyers. More than 2,400 exhibiting companies and organizations are present along with more than 500 journalists registered every year.

The stable travel trade participation at the event shows the success that TTG is gaining in the Italian market, and perhaps the inclusion of a Discover America Pavilion last year played a part. 19 US-based exhibitors were present at TTG, including Rocky Mountain International who had an exceptional presence. The RMI booth, featuring Idaho, Montana, South Dakota and Wyoming along with Gateway City Denver and Official Receptive Operator Rocky Mountain Holiday Tours, had a very attractive booth that stood out next to other exhibitors in this pavilion. The product we have to offer is increasingly sought after in this market, when tour operators and travel agents are looking to provide an experience for their clientele that is unique and different from New York, California and/or Florida.

Beginning earlier in the month than in 2010, the trade show began Thursday, October 6th and continued through Friday, October 8th. Overall, the show ended up being a successful venture after a busy afternoon on Thursday and full day on Friday. Traffic was continuous throughout the day on Friday, especially in the afternoon and many solid, interactive meetings were conducted with tour operators and media alike. We were reacquainted with many companies who we met on previous Mega Familiarizations trips as well as some that were just on the recently finished fam through Montana and Idaho or attended a past RMI Roundup.

On Thursday evening, the RMI group was treated to a dinner hosted by TTG Incontri where the RMI group was one of only two USA exhibitors present at the exclusive event.

The next day continued with slow traffic in the morning, but increased throughout the day. Those participating were mainly looking for materials and itinerary ideas. Several great press leads were generated that have some solid potential for press fam tours and ensuing press exposure in the coming months and years. Materials were distributed, including maps, guides, and all supplemental state and Gateway City material. Many of the leads accumulated throughout the show require prompt and ample follow up.

TTG Incontri wrapped up on Saturday, where the show slowed down and remaining materials were distributed.

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Scandinavian Mission #1

Date: October 20-26, 2011
Where: Sweden & Denmark
Participants: Vicky Engelhaupt - South Dakota Department of Tourism, James Scoon - Wyoming Office of Tourism, Marlee Iverson - Montana Office of Tourism, Mitch Knothe - Idaho Tourism, Fred Walker - North Dakota Tourism, Barbara Stafford - RMI USA

The FY2012 Scandinavian Mission held last October was a whirlwind of meetings and events. The 5 state reps went non-stop for 6 days of the most aggressive mission schedule to date. This year we focused our efforts on Denmark and Sweden where several of the key tour operators who specialize in US Product are aggressively promoting our region to their client base.

Umea, Sweden (October 20, 2011)
AR Group:  Meeting and Staff Trainings
Foretagsresor 1:  Meeting and Staff Training
RMI Media Dinner  

Copenhagen, Denmark (October 21, 2011)
Vagabond Business-to-Business Event
Vagabond Travel Show:  (October 22 & 23, 2011)

Holstebro, Denmark: (October 24, 2011)
Team Benns: Meetings and Staff Trainings
Rocky Mountain Showcase event, Billund Airport

Aabyhoj, Denmark, (October 25, 2011)
Marco Polo/My Planet: Meetings and Staff Training

Copenhagen, Denmark, (October 26, 2011)
Profil Reiser: Meetings and Staff Training
Billetkonteret: Staff meeting w/dinner

World Travel Market London

World Travel Market London, England From left to right: Jim Hagen, Martin Roberts, Kim Birrell, Marlee Iverson, Rita Greene Bellardo, Nancy Richardson, Maureen Droz, Paul & Nancy Cline and Michelle Thomson

Date: November 7-10, 2011
Where: London
Participants: Jim Hagen & Maureen Droz – South Dakota Department of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Diane Shober & Rita Greene Bellardo – Wyoming Office of Tourism, Michelle Thomson - Rapid City CVB, Paul & Nancy Cline - Heart Six Ranch, Kim Birrell – RMI US, Martin Roberts – RMI-UK.

World Travel Market was held in London's Excel Centre from November 7-11 and the four RMI states were represented by Maureen Droz of South Dakota, Rita Greene Bellardo of Wyoming, Marlee Iverson of Montana, and Nancy Richardson of Idaho. Tourism Directors Diane Shober from Wyoming and Jim Hagen from South Dakota were also present. The participation of co-exhibitors Michelle Thomson of Rapid City CVB and Paul and Nancy Cline from the Heart Six Ranch in Wyoming meant additional exposure for our region. The state representatives attended World Travel Market for the first time since 2008. It was time for the states to return to this most important trade event in the UK. Tour operators were anxious to meet the states in person since some had last seen them on the UK Mission in October 2010.

The RMI booth was located in the Discover America Pavilion. Again this year tour operators and media made appointments in advance and this was almost certainly due to the states' presence. We had 62 leads this year, same as last year, but this was an increase over both 2008 and 2009. The quality of the meetings was very high, many addressing specific needs or questions. It is clear that many tour operators have become much more familiar with our region over the last few years, and many want more ideas of ways to expand itineraries or offerings for their clients, and they greatly value what our region offers their clients. We also met with tour operators who are new to our region.

Overall, the feedback from operators was positive. Despite the prolonged economic recovery in the UK, business to our region is quite good for some and certainly better than business to regions like North Africa and the Eurozone. We continue to see the trend of tour operators who want to move into our region for the first time. We met with several who are setting up new programs and need the states' assistance with specific itineraries and routings. Most of these are specialist operators who our region relies on to a great extent.

World Travel Market is one of the largest travel trade shows in the world, and the largest in the UK, with over 5,000 exhibitors and about 47,700 visitors over the four days. This was the 32nd year of this event.

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UK Training

Date: November 10, 2011
Participants: Maureen Droz – South Dakota Department of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Kim Birrell – RMI US, Martin Roberts – RMI-UK

Immediately following World Travel Market, the state reps and RMI travelled to the offices of three tour operators to update them on what’s new in our region and to answer specific questions about itineraries or lodging options.  The state reps visited the offices of Bon Voyage and American & Worldwide Travel and trained a total of 13 staff.  They also visited Mike and Rosie Easton of Just America at their home office to update them on the region.  This was determined to be a much better use of time than attending WTM on the final day which traditionally is very slow. 

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Australian/New Zealand Mission

Date: February 13-22, 2013
Where: Sydney, Adelaide, Melbourne, Brisbane, Tauranga & Auckland
Participants: Maureen Droz - South Dakota Department of Tourism, James Scoon - Wyoming Office of Tourism, Marlee Iverson - Montana Office of Tourism, Mitch Knothe - Idaho Tourism, Fred Walker - North Dakota Tourism, Barbara Stafford - RMI USA

Australia
Sydney (February 13, 2012
Discover America Expo
Adventure World: Staff Trainings (2)

Adelaide (February 14, 2012)
Discover America Expo

Melbourne (February 15, 2012)
Discover America Expo:
Adventure World: Staff Training

Sydney (February 17 -20, 2012)
Discover America B2B Event
Media Marketing Place
Discover America Media Lunch
RMI Media and Travel Trade Event
Flight Centre Travel Expo

Brisbane (February 21, 2012)
Discover America Expo

New Zealand
Tauranga (February 21, 2012)
Discover America Expo

Auckland (February 22, 2012)
Discover America Expo

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Scandinavian Mission Copenhagen, Denmark Jayne Buck, James Scoon and Fred Walker (cowboy hat) at the Discover America Workshop and Seminar

Scandinavian Mission #2

Date: February 28-March 5, 2012
Where: Sweden, Norway & Denmark
Participants: James Scoon - Wyoming Office of Tourism, Fred Walker - North Dakota Tourism, Jayne Buck - Visit Denver, Barbara Stafford - RMI USA

The Discover America Committees in Sweden, Norway and Denmark announced that they would each be hosting travel agent events prior to ITB this year.  Two of the RMI states and the Gateway City of Denver joined RMI at these very successful gatherings.  We were also able to meet with Icelandair executives in each of the Scandinavian markets to discuss promotional opportunities for our region (fams) in conjunction with the new non-stop flight from Reykjavik, Iceland to Denver starting on May 10th.

Stockholm, Sweden (February 29, 2012)
Discover America Workshop and Seminar 

Oslo, Norway (March 1-2, 2012)
Travel Match Business to Business Event
Reiseliv Travel Fair                                                

Osby, Sweden (March 2-3, 2012)
Swanson Travel Event               

Copenhagen, Denmark: (March 5, 2012)
Discover America Workshop and Seminar

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ITB Berlin

ITB Berlin Berlin, Germany From left to right: Marlee Iverson, Rita Greene Bellardo, Mathias Jung, Maureen Droz, Nancy Richardson and Jim Hagen

Date: March 7-11, 2012
Where: Berlin, Germany
Participants: Maureen Droz – South Dakota Department of Tourism, Jim Hagen -- South Dakota Department of Tourism, Marlee Iverson – Montana Office of Tourism, Jeri Duran -- Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Colleen Flynn -- The Ranch at Rock Creek, Mathias Jung – RMI USA, Janine Wolski – RMI Germany.

The RMI delegation joined a large U.S. contingent in the newly named Brand USA Pavilion for ITB 2012. Along with the international representatives from state tourism departments of South Dakota, Idaho, Montana, and Wyoming, South Dakota Secretary of Tourism, Jim Hagen and Division Administrator for the Montana Office of Tourism, Jeri Duran, joined us. Also exhibiting with RMI was Montana supplier The Ranch at Rock Creek.

The RMI booth was busy throughout the first three days of the show, which were devoted to trade and media. Eighteen scheduled appointments were conducted with tour operators from the German-speaking market, while 10 meetings were with various media outlets ranging from freelance journalists to travel publications. We also had several walk-up appointments.

By the end of the week, 39 leads were produced, providing tremendous follow up potential and a successful outcome to the world's leading trade show for international travel.   According to the ITB Berlin 2012 Closing Report, there were increased numbers of trade visitors to the 46th show. 113,006 trade visitors, up by over 2,200 from 2011, came to obtain information about all sectors of the international travel industry from some 10,600 exhibitors from 187 countries representing the entire spectrum of the international travel industry. Nearly 60,000 people from Berlin and Brandenburg came during the weekend to find out about holiday destinations and new travel ideas.

Of the 39 leads produced at ITB, 12 were first-time contacts. The remaining contacts were with operators and media that have long-standing relationships with the region, with many dating back nearly 20 years. It is nice to reconnect with those companies and people that continue to sell and/or write about the region. Demand was definitely high.

Numerous tour operators reported positive bookings for the RMI region and are beginning to offer more region product or want to promote existing tours to increase bookings. Many of the smaller, niche tour operators who specialize in U.S. destinations such as the RMI region are using alternative sales and marketing tools such as direct mailings, newsletters, consumer shows, flyers and online marketing, giving us creative opportunities to expand our marketing reach, coop with RMI partners and GW Cities while supporting tour operators that are so important in selling the region. Topics of interest throughout our meetings were mainly activity focused with themes of hiking, motorcycling, horseback riding, national parks, Native American culture, and rodeos discussed a lot. Interest in ranches and unique and historic properties was high as well. 

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French Sales Mission

French Sales Mission Paris, France Internatioanl State Reps have a business lunch

Date: March 11–14, 2012
Where: Paris, France
Participants: Maureen Droz – South Dakota Department of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Kim Birrell – RMI USA, Hervé Duxin – RMI France.

The state tourism representatives from Idaho, Montana, South Dakota and Wyoming, accompanied by Kim Birrell of the RMI-US office, traveled to Paris for the French Mission from March 11-14. Led by Hervé Duxin of RMI-France, visits were made to 13 tour operators' offices and the American Embassy. In all, there were 14 excellent leads. The mission produced many positive benefits for our region as knowledge of our region noticeably increases each year and operators appreciate the individualized suggestions the states can provide to make their products more unique. We also met with a few operators who are new to our region. The quality of the leads and interest in our region amongst French travelers remains very strong. State representatives provided training for tour operator staff when requested and updated product managers about what's new in their states and provided guidance in creating new itineraries.  

A VIP dinner held at Chez Flottes in Paris was enthusiastically attended by 40 tour operators, media and airline representatives and was generously co-sponsored by RMI Official Gateway Cities Denver and Chicago. All but one of the invitees attended (due to illness) and this says much about the popularity of our region. We feel fortunate to have many valuable contacts in France who are so enthusiastic about our region and who make the effort to see the state reps when they travel to France.

The French Mission is an important event in the French market and is one of the best ways for the states to maintain relationships with our French tour operator partners and to encourage them to promote our region. Meeting with those who support our region as well as making new contacts and educating them about what our region has to offer is extremely important as the travel industry faces new economic challenges.

Our region is popular with the French because of the unique and authentic experiences we offer. Niche tour operators and specialists who offer customized trips are popular and those offering our region are doing better than those offering traditional destinations. All expressed concern about the economic situation and its effect on travel. However, many were very positive about the coming year and have already seen an increase in early 2012.   France's visitation is one of the best of our European markets and interest in our region remains strong despite concerns about the economy's impact on travel. Tour operators continue to develop new programs and interest in our region continues to grow as we are looked to as a unique, authentic, outdoor destination.

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International Pow Wow

International Pow Wow Los Angeles, CA Mathias Jung, Kim Birrell and James Scoon meet with UK Tour Operator

Date: April 21-25, 2012
Where: Los Angeles, CA
Participants: Jim Hagen – South Dakota Department of Tourism, Kim Birrell – RMI USA, Mathias Jung – RMI USA

The 2012 International Pow Wow was held in Los Angeles at the L.A. Convention Center from April 21-25, 2012. The event is the premier international marketplace, largest generator of Visit USA travel, and the opportunity to network with thousands of fellow travel industry organizations and people. RMI had a booth within the Mountain West section of the convention center along with Idaho, Montana, South Dakota and Wyoming. Mr. Jim Hagen, South Dakota Secretary of Tourism, participated within the RMI booth.

At the onset of the show, RMI-US had a full slate of appointments with all 44 available slots filled. The majority of those were from the RMI region's traditional European markets -- five from Benelux; one from France; seven from the German-speaking; three from Italy; and 10 from the UK -- but we also had two Scandinavian and one Australian for a total of 29 appointments in our target markets. Rounding out the appointment schedule were companies from emerging markets Brazil, Taiwan, China, India, Russia and Japan with 15.

RMI-US met with major, mid and niche tour operators with long-standing commitments to the RMI region as well as new operators and markets that needed to meet the increasing demand for the region.   Operators are looking for the specific product to offer to their repeat clients that have visited the major U.S. destinations before and are looking for something unique and new. One German operator was specifically interested building a Historic Hotel tour through the RMI region. This is a good example of the maturity of the European market, where the RMI region states have been marketing for 22 years. You can see that the smaller and mid-level tour operators are focusing on destinations such as the RMI region where travel trade expertise is crucial for the end consumer looking for something new and different outside of New York, California and Florida.

Many who we met with were long-time partners with RMI who were interested in building additional RMI product or were continuing talks resulting from our efforts earlier in the year at TTG Incontri, WTM, or ITB. Various operators were following up on proposals and were trying to determine the amount of financial support to market product that the RMI region could offer. Numerous were offering PR or email newsletter campaigns to market their RMI product, or were putting together RMI region flyers to be distributed at trade and consumer shows in the upcoming fall and spring seasons. There were several impressive online campaigns that used top-of-the-line technology to promote the region. 

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Annual Summit Meeting

Summit Meeting Buffalo, WY

Date: April 28, 2012
Where: Buffalo, Wyoming
Participants: Jim Hagen and Maureen Droz – South Dakota Department of Tourism, Diane Shober and Rita Greene Bellardo – Wyoming Office of Tourism, Jeri Duran and Marlee Iverson – Montana Office of Tourism, Karen Ballard and Nancy Richardson – Idaho Division of Tourism, Claudia Wade – Buffalo Bill’s Cody/Yellowstone Country, Rick Hoeninghausen – Xanterra Parks & Resorts, Doug Killian – Mall of America, Melissa Cleland – SWITA, Rick Howe – Jackson Hole Chamber of Commerce, Jayne Buck – Visit Denver, Cheryl Offerman and Beth Satrang – Minneapolis/St. Paul/Bloomington, Gary Schluter – Rocky Mountain Holiday Tours, Lena Ross – America 4 You, Simon Todd – Phoenix International Publishing,  Hervé Duxin – RMI France, Rita Hille and Janine Wolski – RMI Germany, Arjan Helle – RMI Benelux, Olga Mazzoni and Annalisa Mereghetti – RMI Italy, Martin Roberts – RMI UK, Chuck Box, Laurie Box, Mathias Jung, Kim Birrell, Barbara Stafford, Nancy Hall – RMI USA.

RMI's Annual Summit Meeting was held immediately before Roundup in Buffalo. Attendees included representatives from our four states, overseas representatives from our target markets in Europe, RMI USA staff and RMI's official receptive operators, gateways and partners. This is the opportunity for everyone to review our past year's successes, to present proposals for the next fiscal year's marketing activities, and to discuss trends and ideas for the future.

Based on recommendations from our overseas offices, the states chose the following marketing activities for fiscal year 2013:

TTG Incontri, Rimini, October 18-20, 2012
World Travel Market, London, November 5-8, 2012
Vakantiebeurs, Utrecht, January 8-13, 2013
ITB, Berlin, March 6-10, 2013
French Sales Mission, Paris, March 10-15, 2013
International Pow Wow Las Vegas, June 8-12, 2013

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RMI Roundup

RMI Roundup Buffalo, WY Participants

Dates: April 28-May 2, 2012
Where: Buffalo, Wyoming

This year's Roundup was held in Buffalo, Wyoming in late April. It was a great success by all accounts. RMI had so many requests for supplier participants that we had to impose a cut off before the registration deadline due to space restrictions. Both tour operators and suppliers told us it was one of the best Roundups they attended and were enthusiastic about future business to our region.

As a result of a survey to tour operators, 81% said they already had plans to add product from our region as a result of what they learned at Roundup. Another 14% is very likely to add product. 100% of tour operators are interested in seeing more of our region.  

Tour operators made the following comments:

• "I learned a lot more about the Rockies and made some great contacts with suppliers."
  
• "What a fantastic [Roundup] - extremely well organized, very productive and great fun."
  
• "Had a great time. Was impressed by the hospitality, planning and catering."
  
• "I thought the Roundup was an extremely educational and rewarding experience both with the suppliers and on the fam - very well organized."

Our supplier survey indicated that 90% felt the tour operators they met with were excellent or very good. 100% are likely to attend another Roundup and are very likely to recommend Roundup to others. Suppliers commented that the "format is really good," it was "well organized," and "RMI is a great resource." RMI would like to say thank you again to everyone who attended - without you this event would not be such a success!

We'd like to congratulate the community of Buffalo, and Angela Jarvis in particular, for the fantastic way they showcased their area and for the great organization of events. This community understands the long-term commitment that is required to gain benefits from international marketing. Tour operators repeatedly commented how friendly the community was and were very impressed with our region's hospitality.

RMI Roundup 2012 Participants
Operators from Benelux 
Siel Canada – Bruno de Greef
ITG Companies – Jeannette de Kruijf
Tioga Tours – Nienke de Jong
USA Fietstours – Rian Blok
RMI Benelux – Arjan Helle

Operators from France
All Ways on Wheels – Philippe Humbert
Anapia Voyages – Laure Mauron
Cosmopolis – Guilaume de Vaudrey
Jetset Voyages – Christian Colonnette
Terres et Oceans – Olivia Benbouza
RMI France – Hervé Duxin

Operators from the German Region
AAR Reisen – Thorsten Freimuth
Argus Reisen – Claudia Nagel
AUSanders – Martin Sanders
Bike the Best – Susanne Fuhrmann
Tourismus Schiegg – Marion Doller
RMI Germany – Rita Hille and Janine Wolski

Operators from Italy
Alidays – Daniele Catania
Altrimenti Viaggi – Martina Zaffani
Dreamland – Riccardo Minozzi
Hotelplan Italia – Alessandra Rosati
Naar – Cinzia Mandelli
Ovet Viaggi – Silvio Tarsia
Viaggi a Pennello – Bruno Salerno
RMI Italy – Olga Mazzoni and Annalisa Mereghetti

Operators from the UK
American Roundup – Nigel Selby
Audley Travel – James Butler
Experience Holidays – Jackie Appleton
Ranch Rider – Tony Daly and Ruth Johnson
Camping & Caravanning Club – Lisa Addleton
RMI UK – Martin Roberts

Operators from Australia
Davidson Communications - Caroline Davidson

Operators from Norway
American Holidays – Widar Jensen

Operators from Denmark
Teams Benns – Rene Christensen

Operators from Sweden
Swanson’s Travel Ltd – Anders Persson

Receptive Tour Operators
America 4 You L.L.C. – Marita Ross, Lena Ross
Rocky Mountain Holiday Tours – Gary Schluter, Hideki Gomi
Meeting Point North America – Janet Dimova
Travalco – Annette Zamora
Booking.com – Carter Hearne

Real America Guide Publisher
Phoenix International Publishing – Liz Birdsall

Marketplace One Suppliers

• 4 D Longhorn Guest Ranch - Brad Ford
• ABS Travel Group - Jackie Klatte-Rolfe
• Allen Ranch - Joe Allen, Amy Allen
• Best Western Devils Tower Inn - Robert Olson, Rose Olson
• Best Western Plus KwaTaqNuk Resort & Casino - Louis Cross
• Best Western Premier Helena Great Northern Hotel - Carol Eichler
• Black Wolf Mototours, LLC - Doug Durward, Kirsten Koop
• Buck's T-4 Lodge - David O’Connor
• Buffalo Bill’s Cody/Yellowstone Country - Claudia Wade
• Buffalo Chamber of Commerce - Angela Jarvis, Rachel McCaughey
• Choose Chicago - Bill Schmitt
• Circle Bar Guest Ranch - John McTurk, Debi Ferguson
• Crazy Horse Memorial - Anne Van Dis, John Van Dis
• Crow Creek Ranch - Todd Larsen
• Double Rafter Cattle Drives - Dana Kerns, Ken Kerns
• Elk Meadow Cabins - Jane Weeden, Al Weeden
• Gold West Country - Sarah Bannon, Pamela Kimmey
• Heart Six Ranch - Paul Cline, Nancy Cline
• Helena Tourism TBID - Heidi O’Brien
• Historic Hotels of the Rockies - Jim Osterfoss
• Holiday Inn Sheridan Convention Center - Terri Stolz
• Jackson Hole Chamber of Commerce - Rick Howe, Tim O’Donoghue
• Jim Gatchell Memorial Museum - John Gavin, Sylvia Bruner
• Linx - Collette Rinehart, Kevin Rinehart
• Lonesome Spur Ranch - Lonnie Schwend, Elaine Schwend
• Mad River Boat Trips - Mary MacLeod Bess
• Mall of America - Douglas Killian
• Minneapolis/St. Paul/Bloomington - Beth Satrang, Cheryl Offerman
• Padlock Ranch Company - Wayne Fahsholtz, Emily Wotkyns
• Pinedale Travel & Tourism Commission - Serese Kudar
• Rapid City Convention & Visitors Bureau - Michelle Thomson
• Rusty Parrot Lodge & Spa - Heidi Harrison
• Settle Inn & Suites - Ray Lewis
• Southeast Montana Tourism - Nick Mann, Alex Tyson
• Southwest Idaho Travel Association - Melissa Cleland, Amy Parrish
• Spearfish Canyon Lodge - Brenda Fink
• Sports Lure Travel Adventures - Claudia Todd, Rusty Bogers
• TA Guest Ranch - Kirsten Giles, Bob King
• The Black Hills Railroad Roundhouse Days Inn - Wayne Paananen, Bobby Rock
• The Cody - Maureen Harris
• Town of Kaycee - Tom Knapp
• Visit Cheyenne, The Convention & Visitors Bureau - Dave Marks
• VISIT DENVER The Convention & Visitors Bureau - Jayne Buck
• Willow Creek Ranch at the Hole in the Wall - Kristen Crago, Barry Crago

Marketplace Two Suppliers

• Allen’s Diamond 4 Wilderness Ranch - Jim Allen, Mary Allen
• Best Western Sheridan Center - Nicole Pearce, Michelle Buness
• Black Hills Open-Top-Tours - Richard Watkins, Jerry Newman
• Blair Hotels of Wyoming - Danica Carlson
• Bozeman Convention and Visitors Bureau - Jim Robbins
• Buffalo Bill Historical Center - Debra Elwood
• Campbell County Convention & Visitors Bureau - Mary Silvernell, Murielle Gillet
• Casper Area Convention & Visitors Bureau - Aaron McCreight
• Custer State Park Resort - Gina Konechne
• East Yellowstone Valley Chamber of Commerce - Debbie Millard, Johanna Vulpius
• Folded Hills Ranch - Susan Moyes, Tim Moyes
• Glacier Country Regional Tourism - Jan Watkins
• Goosewing Ranch - Francois Corrand, Eric Dailing
• Hampton Inn & Suites - Scott Bartlett, Christy Washut
• Heart Mountain Interpretive Learning Center - Christy Fleming
• Hilton Garden Inn & UW Conference Center - Angela Ver Ploeg
• Hospitality Central LLC Choice Hotels - Cindy Olson
• Howard Johnson Inn & Suites - Nancy Smith, Michelle Aufengarten
• Kandahar Lodge at Whitefish Mountain Resort - Jennifer Fisher
• Knob Hill Inn/Rainbow Ranch - Shannon Allen, Mollie Eckman
• Louis Lake Lodge - Steve Faerber, Charlie Whitlock
• MetWest Terra Hospitality Terra Resort Group - Justin Bird
• Miner's Delight Inn B&B - Barbara Townsend, Bob Townsend
• Paradise Ranch - Clay Miller, Leah Miller
• Parkway Plaza Hotel - Roger Arndt
• Phillips Recreation Ranch at Wagon Box Inn - Stevie Phillips, Kodi Peterson
• Pine Butte Guest Ranch - Scott Randall
• Pioneer Country Travel Council - Becky Smith, Dana Hillman
• Powell Valley Chamber of Commerce - Craig Kenyon
• Ramada Plaza Riverside - Karin East
• Red Lion Hotels - Chuck Carter, Dennis Porter
• Riley Hotel Group - Krista Lobera
• Sheridan Travel and Tourism - Penny Becker
• Spring Creek Ranch - Stephen Price, Chad Repinski
• T Cross Ranch - Mark Cardall
• The Lodge and Spa at Brush Creek Ranch - Kasey McNabnay, Michael Williams
• The Lodge at Deadwood - Carmella Biesiot
• Timberline Hospitalities DBA Holiday Inn Laramie - Debbie Disney, Gary Treahy
• Townhouse Inns of Montana - Paula Ruark, Judy Westfall
• Triangle C Ranch - Vicki Garnick, Jim Moulton
• Wind River Visitors Council - Paula McCormick
• Worland/TenSleep Visitors Council - Tommy Newell, Jonna Abel

Mega Fam

Mega Fam 2010 Brush Creek Ranch, Wyoming

Date: September 17 – 25, 2010
Where: Wyoming and Idaho
Participants: 33 Tour Operators from European Countries, Marjolein Fraanje – RMI Benelux, Olivier Barthez – RMI France, Carola Kolmann – RMI Germany, Annalisa Mereghetti – RMI Italy, Martin Roberts – RMI UK, Kim Birrell and Mathias Jung – RMI USA, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Gary Schluter – Rocky Mountain Holiday Tours, Lena Ross – America 4 You, Luisa Conzatti – Team America, Sandra Dean – Meeting Point North America

Featuring the states of Wyoming and Idaho, the 2010 RMI Mega Fam included a total of 37 international travel professionals who toured through the two states for 8 days.  Included in the group were operators from the UK, Italy, Germany, Switzerland, Austria, Belgium, the Netherlands and France.  Rounding out the group were official RMI receptive operators America 4 You and Rocky Mountain Holiday Tours who joined two other US-based operators on the fam. 

Starting in Denver, the group traveled north for a stop in Cheyenne, then headed west for lunch at Vee Bar Guest Ranch near Laramie, and experienced a wonderful afternoon and overnight at The Lodge and Spa at Brush Creek Ranch, just outside of Saratoga.  The next morning the group traveled through Saratoga and Rawlins, heading north along the Chief Washakie Trail through Muddy Gap, where we joined the Heritage Corridor.  After lunch in Atlantic City, the group was treated to gold panning, a Northern Arapaho dance exhibition and a guided tour of historic South Pass City.  The group was treated to dinner and overnight at Togwotee Mountain Lodge.

Mega Fam 2010 Teton Brewing Company, Idaho

The next day, operators were able to experience a tour of Yellowstone National Park’s lower loop in the Historic Yellow Buses.  The all-day tour ended with dinner and a night on the town in Jackson.  Operators participated in outdoor activities in the Jackson area, including a Jenny Lake boat ride and hike, wildlife tour, horseback riding and a tour of Teton Village.

Next was a visit to Teton Springs Lodge and Spa in Victor, Idaho and a stop at Teton Brewing Company.  The group visited Moose Creek Ranch before dinner at Linn Canyon Ranch to end the day.  Stops at Mesa Falls and Harriman State Park were included the next day, followed by a tour of Yellowstone Bear World and an overnight at AmericInn in Rexburg.

Traveling south, the group made a stop at the Idaho Potato Museum in Blackfoot, then to the Fort Hall Replica in Pocatello, had a brief visit at Craters of the Moon, and continued to Sun Valley/Ketchum for dinner and overnight.  The final day of the tour was full of fun.  The group rafted the Main Payette River, enjoying the scenery and adventure that comes with it.  The group headed west to Boise for an excellent send-off dinner and night downtown before departing for home or post fam the next day.

Official RMI gateway cities, Denver, CO and Minneapolis, St. Paul and Bloomington, MN, hosted Pre and Post Fams for the 2010 Mega Fam. 15 participants experienced Denver prior to the Mega Fam, while one participant visited Minneapolis/St. Paul/Bloomington.  Five operators extended their stay in Minneapolis/St. Paul/Bloomington for a post fam.

Special thanks to Rita Greene Bellardo, Manager, Travel Trade Marketing for Wyoming Office of Tourism and Nancy Richardson, International Tourism Specialist for Idaho Tourism, who developed the 2010 Mega Fam itinerary and guided the group through their respective states.  RMI would like to extend our gratitude to our gateway city partners Visit Denver and the tri-cities of Minneapolis/St. Paul/Bloomington as well as the local state suppliers who gave their support for 2010 Mega Fam.

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Italian Sales Mission

Italian Sales Mission Milan, Italy From left to right: Annalisa Mereghetti, Marlee Iverson, Olga Mazzoni (thumbs up!), Nancy Richardson, Mathias Jung, Jayne Buck, Rita Greene Bellardo & Maureen Droz

Date: October 19 – 21, 2010
Where: Milan, Italy
Participants: Maureen Droz – South Dakota Department of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Jayne Buck – VISIT DENVER, Mathias Jung – RMI-USA, Olga Mazzoni – RMI Italy, Annalisa Mereghetti – RMI Italy

As one of its main marketing events in the Italian market for 2010/11, the RMI states along with Gateway City partner Visit Denver participated in a sales mission to Italy at the end of October.  Taking place at the unique Camperio House in central Milan over two days of meetings with key client tour operators and media, the endeavor proved extremely fruitful. 

The first day was met with appointments and a presentation to five area tour operator staff, which included a mix of owners, North American product managers, booking department staff, marketing managers, and sales staff.  Operators participating in this day of meetings were Chiariva by Vivamondo, Gastaldi 1860, Kuoni Italia Spa, I Grandi Viaggi and Alidays. 

The presentation, which covered an extremely in-depth overview of the four-state region, including Gateway City access points and top RMI partners, allowed us to focus in on the client’s needs and build a strong rapport with each partner.  This market is open, excited and ready to send business to the Real America.  We have a substantial chance to gain market share on the larger destinations as operators throughout the two days of meetings explained that their partner travel agents and end clients are looking to offer something different and that Italians are asking about new destinations where we have the unique offerings that are continuing to sell well in Italy.

Following the business day, the RMI contingent hosted a reception for emerging tour operators and several long-standing travel trade colleagues.  The event was well attended with 15 people arriving for a good networking opportunity and a chance to view a presentation on the region.  Along with new potential operators, notable trade in attendance included representatives from the US Commercial Service, VUSA Italy and Lufthansa, who is a great airline partner for many Italian operators sending visitors to our region.

The next day continued with appointments and a presentation to three important Italian tour operators for the RMI region. Included in this second group were Ovet Viaggi e Turismo, Hotelplan Italia and Naar/Touring Club Italiano.   

Concluding the Italian Sales Mission was another reception, this time held for Italian members of the media.  A total of seven trade and six consumer press members were able to make the event.  Among those in attendance were several journalists who had already visited the region on an RMI-coordinated fam trip and written multiple articles, or were interested in doing so. 

A representative from TTG Italia was in attendance and was able to preview our region in-depth prior to our participation in trade show TTG Incontri where the RMI states would continue their trip.  The media group was treated to an excellent regional presentation, which sparked interest and many questions on the success of our marketing and visitation numbers to the area.  Like the tour operators, Italian media seemed to be excited that the Real America was in Italy and looking to send visitors our way.

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TTG Incontri Rimini

TTG Incontri Rimini, Italy From left to right: Nancy Richardson, Marlee Iverson, Paolo Ventisette, Andrea Panfili, Maureen Droz, Chiara Colombo, Rita Greene Bellardo, Mathias Jung & Enrico Brignoli

Date: October 22-24, 2010
Where: Rimini, Italy
Participants: Maureen Droz – South Dakota Department of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Mathias Jung – RMI USA, Olga Mazzoni – RMI Italy, Annalisa Mereghetti – RMI Italy

Following the Italian Mission in Milan, the RMI group traveled southeast to Rimini, Italy for trade show TTG Incontri.  This is the first time that there has been a Discover America Pavilion at TTG, and first time that RMI has participated.  All in all, the event was a success and again we saw the excitement that the Italian market is gaining for the Real America.

In its 47th year, TTG Incontri is the most important international B2B event in the Italian travel industry and is considered a fundamental point of reference for the market.  With its strict B2B format, TTG Incontri 2009 attracted 35,352 professional operators, agents and buyers, representing a 2% increase over 2008.  More than 2,400 exhibiting companies and organizations were present in 2009, good for a 7% increase from 2008. In addition to trade, more than 500 journalists were registered at TTG Incontri 2009 and similar totals were expected this year.  Early indications on the show floor were that visitation has increased by an astonishing 21% to 42,750 travel trade in 2010. 

This increase in travel trade participation shows the success that TTG is gaining in the Italian market, and perhaps the inclusion of a Discover America Pavilion this year played a part.  24 US-based exhibitors were present at TTG, including Rocky Mountain International who had an exceptional presence.  The RMI booth, featuring Idaho, Montana, South Dakota and Wyoming along with Gateway City and Marketing partners, was a very attractive booth that stood out next to other exhibitors in this pavilion.  The product we have to offer is increasingly sought after in this market, when tour operators and travel agents are looking to provide an experience for their clientele that is unique and different from New York, California and/or Florida. 

The trade show exhibit hours began at 8:30 AM and extended to 6:30 PM.  Friday was a great day for the RMI booth.  Traffic was continuous throughout the day and many solid, interactive meetings were conducted with tour operators.  We were reacquainted with many companies who we met with in Milan as well as some that were just on the recently finished Mega Familiarization trip through Wyoming and Idaho or attended a past RMI Roundup.  On this evening, the RMI group was treated to a dinner hosted by TTG Incontri where the RMI group was the only USA exhibitor present at the exclusive event. 

The next day continued with heavy traffic through the Discover America Pavilion.  Those participating were mainly travel agents looking for materials and ideas, where the previous day a majority of the visitors were wholesale tour operators.  Materials were indeed distributed, including maps, guides, and all supplemental state and Gateway City material.  TTG Incontri wrapped up on Sunday, where the show slowed down and remaining materials were distributed. 

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UK Mission

UK Sales Mission North England From left to right: Marlee Iverson, Maureen Droz, Kim Birrell, Rita Greene Bellardo, Nancy Richardson & Martin Roberts

Date: October 24-28, 2010
Where: North England
Participants: Maureen Droz – South Dakota Department of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Kim Birrell – RMI USA, Martin Roberts – RMI UK

The states focused on a UK Mission again this fiscal year and reduced their presence at World Travel Market.  It was decided to focus on the north of England, as this is an area often neglected and there are many tour operators located here who are important to our region. This mission consisted of three full days of appointments with tour operators located in Manchester, Leeds, Nottingham and surrounding areas in the north.  Many meetings took place with sales staff in the actual storefronts where the public walks in to get information and make bookings.  All involved trainings on our region and a total of 32 people were trained. The states provided an overview of the region for sales staff, educating them on the region in general and assisted with specific questions and itineraries.

The sales staff we trained genuinely appreciated the states’ efforts of traveling to see them and many were impressed that this mission covered only the northern part of England and not London as well.  They were pleased the states made such an effort to visit this area and, since most had never visited the Real America region themselves, were very eager to learn more about our region and to send clients our way.  They were very interested in expanding their knowledge of destinations other than the typical Florida, California and New York requests they are accustomed to dealing with.  

The UK remains the number one overseas market in visitation numbers to the US with over 3.85 million Brits visiting in 2010.  It has been strongly affected by the recession and visitation numbers declined by just 1% in 2010.  Early 2011 figures show UK visitation for the first four months of this year to be up 6% compared to last year.  There is still good reason to invest in this market and to be optimistic about the future.  The UK is slowly climbing out of the recession and there is general agreement that the worst is over.  Many tour operators have reported much increased interest in our region over the past year and indicate that bookings to our region look very good. Our region is a popular destination because of the British traveler’s interest in eco-friendly and nontraditional experiences.  Although many traditional US destinations were down, our region remains popular with the Brits, and is still a better value for them than Eurozone destinations.  UK tour operators continue to be optimistic about the eventual recovery of the economy and travel industry, although it may be a long and slow process.

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WTM London

World Travel Market London, England Martin Roberts & Christine Ryan-Bell

Date: November 8 -11, 2010
Where: Excel London
Participants: Martin Roberts – RMI-UK, Gary Schluter – Rocky Mountain Holiday Tours

World Travel Market took place at the Excel Centre in London in early November and is one of the largest travel trade shows in the world.  RMI's booth in the Discover America Pavilion represented our four states - Idaho, Montana, South Dakota and Wyoming - with regional information, maps, images and guides all distributed throughout the show. Present in our booth were Martin Roberts, Christine Ryan-Bell and the RMI-UK staff and Gary Schluter of Rocky Mountain Holiday Tours, one of RMI’s official receptive tour operators.  This year the state representatives decided not to attend in person but still chose to have a presence with a booth at this important show.  We had 58 leads this year, up from last year.  The quality of the meetings was high and overall the feedback from operators was very positive.  Business to our region is very good and up year on year with early bookings looking good for next year.  This certainly is not the case for the UK travel market generally and is, therefore, all the more encouraging for that.  It may also explain why there seems to be, for the second year running, a number of operators who are looking at moving into our region for the first time.  

Attendance figures show overall participant figures increased by almost 5% over 2009 with 47,532 travel professionals participating.  Martin commented that people also tended to stay at the show for less time, perhaps only a half day rather than a day or two, particularly organizations based close by in London. This reticence to leave the office is understandable when times are tough, but linked social functions taking place in the evening were also marked by low attendance and there did not seem to be as many of them as usual.  Nevertheless, we would emphasize that the number of meetings increased at our booth and that the quality of meetings was high.  In 2011 it may be time, therefore, for the state representatives to make a return to this very important show.

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Reiseliv Oslo, Norway RMI Booth

Scandinavian Mission

Date: January 11-18, 2011
Where: Oslo, Norway and Osby & Stockholm, Sweden
Participants: Vicky Engelhaupt - South Dakota Department of Tourism, James Scoon - Wyoming Office of Tourism, Marlee Iverson - Montana Office of Tourism, Mitch Knothe - Idaho Tourism, Fred Walker - North Dakota Tourism, Terry Harzinski - Bismarck-Mandan CVB, Barbara Stafford - RMI

In January the five RMI states (Wyoming, Montana, North Dakota, South Dakota and Idaho) participated in a mission to two of our Scandinavian markets, Norway and Sweden. The group started their week’s activities with a Discover America Committee Norway workshop and seminar that attracted 63 travel agents from around the Oslo area. The following four days were spent meeting with many of the 6,904 travel trade, 317 media and 31,374 consumers who attend Reiseliv (Norway’s largest travel fair).

Immediately following Reiseliv the group traveled to Osby, Sweden, home to Swanson’s Travel.  Swanson’s is Sweden’s largest US Product specialist.  They provide over 90% of ALL travel tours to the US. They are currently offering five tours into our region and the states spent the day training staff on the specifics of each destination.

After a full day in Osby the group traveled to Stockholm for the Discover America Committee Sweden workshop and seminar. This annual event attracted over 250 travel agents and we were fortunate that the evening’s speaker Lars Bjorkmann from TEMA Travel in Stockholm chose to feature the RMI region in almost his entire 45-minute presentation. Interest in the Real America is very high in our Scandinavian markets.

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Annual Summit Meeting

Date: February 12, 2011
Where: Rapid City, South Dakota
Participants: Maureen Droz – South Dakota Department of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Michelle Thomson – Rapid City CVB, Claudia Wade – Buffalo Bill’s Cody/Yellowstone Country, Doug Killian – Mall of America, Jayne Buck – VISIT DENVER, Beth Satrang – Minneapolis/St. Paul/Bloomington, Bill Schmitt – Chicago Convention & Tourism Bureau, Gary Schluter – Rocky Mountain Holiday Tours, Lena Ross – America 4 You, Simon Todd – Phoenix International Publishing,  Hervé Duxin – RMI France, Carola Kolmann – RMI Germany, Arjan Helle – RMI Benelux, Olga Mazzoni – RMI Italy, Martin Roberts – RMI UK, Chuck Box, Laurie Box, Mathias Jung, Kim Birrell, Barbara Stafford – RMI USA.

RMI's Annual Summit Meeting was held immediately before Roundup in Rapid City in February. Attendees included representatives from our four states, overseas representatives from our target markets in Europe, RMI-USA staff and RMI's official receptive operators, gateways and partners. This is the opportunity for everyone to review our past year's successes, to present proposals for the next fiscal year's marketing, and to discuss trends and ideas for the future.

The Director's Meeting at which our states approved specific proposals took place on April 26th in Denver.  Based on recommendations from our overseas offices, the states chose the following marketing activities for fiscal year 2012:

• TTG Incontri, Rimini, October 6-8, 2011
• World Travel Market, London, November 7-10, 2011
• Vakantiebeurs, Utrecht, January 10-15, 2012
• ITB, Berlin, March 7-11, 2012
• French Sales Mission, Paris, March 11-14, 2012
• PowWow Los Angeles, April 21-25, 2012

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RMI Roundup

RMI Roundup Rapid City, South Dakota Participants

Dates: February 13-15, 2011
Where: Rapid City, South Dakota

The 2011 Roundup was held in Rapid City, South Dakota and was well attended by suppliers from our four state region and overseas tour operators from our target markets. 70 regional suppliers, including RMI’s official gateway cities and partners, attended. Overseas tour operators from eight countries attended, including Italy, France, the Netherlands, the UK, Germany, Switzerland, Australia and Norway.  Overall there were 27 tour operators and overseas representatives in attendance. Four US receptive tour operator companies attended, including RMI’s two official receptives, Rocky Mountain Holiday Tours and America 4 You.

Reaction to Roundup was enthusiastically positive.  The objective of this event is to educate tour operators about what our region has to offer to tourists, and to connect suppliers with tour operators who may want to do business with them.  Ultimately, when product from our region is added to the offerings of tour operators, and regional suppliers see increased business and visitation from overseas increases, our entire region benefits.

In responding to our survey, 60% of tour operators who attended this year’s Roundup said they are likely to add product from our region to their offerings or brochures as a result of what they learned at this Roundup.  Suppliers also were very satisfied and responded that it was completely worth their time and investment to attend.  Suppliers commented in a confidential survey that Roundup is “a very affordable way to break into this market,” it contained “an excellent selection of operators,” and they “gained many new possibilities” for their business.

Our region has a great variety of unique activities and lodging options for visitors to experience but the region is still relatively unknown to some overseas tour operators.   Many are amazed at the huge variety of options available to tourists visiting our region. 

Roundup 2012 will be held in Buffalo Wyoming April 29 – May 1, 2012 

RMI Roundup 2011 Participants
Operators from Benelux
Net Travel Associates – Marcus Blok
RMI Benelux – Arjan Helle

Operators from France
Always on Wheels – Philippe Humbert
CRIV Voyages – Christine Castillo Adamowitz
Easyride Aire - Amerasia – Christian Keindo
La Maison des Etats-Unis – David Chaumeil
Thomas Cook Jet Tours – Yohann Robert
Vacances Fabuleuses, Kuoni – Emilie Canu
RMI France – Hervé Duxin

Operators from the German Region
AUSanders Reisen – Martin Sanders
Dertour GmbH & Co.KG – Mareike Emmel
Knecht Reisen AG – Lukas Schultheis
RMI Germany – Carola Kolmann

Operators from Italy
Alidays – Silvia Ginelli
Konrad Travel – Gianluca Sposito
Ovet – Enrico Brignoli
Reimatours – Luca Cesaretti
VIA - Viaggi in Avventura – Marco De Petrillo
RMI Italy – Olga Mazzoni

Operators from the UK
America As You Like It – Philippa Westwood
AmeriCan and Worldwide Travel – Sarah Punter
North American Highways – Glen Hopkinson
The Camping and Caravanning Club – Andy Dowdall
RMI UK – Martin Roberts

Operators from Australia
Elite Special Event Tours – John Cruwys

Operators from Norway
American Holidays AS – Widar Jensen
VIA Tours – Trine Brenna

Receptive Tour Operators
America 4 You L.L.C. – Lena Ross, Saskia Thiemann
Rocky Mountain Holiday Tours – Gary Schluter, Hideki Gomi
Travalco Inc. – Mariette Oppenhuizen, Ruurd Oppenhuizen
Meeting Point North America – Janet Dimova, Tresie Benoit

Real America Guide Publisher
Phoenix International Publishing – Liz Birdsall

Marketplace One

• Alex Johnson Hotel – Candy Callum, Kate Pierce
• Allen Ranch – Joe Allen, Amy Allen
• Billings Chamber of Commerce Convention & Visitors Bureau – Kelly McCandless
• Black Hills Harley-Davidson Rentals – Pati Schmidt, Shawna Jurrens
• Buffalo Bill’s Cody / Yellowstone Country – Claudia Wade
• Buffalo Chamber of Commerce – Angela Jarvis, Rachel McCaughey
• Campervan North America – Bob Swan
  
• Canyon Lake Resorts – Michael Derby, Randy Ross
  
• Chicago Convention & Tourism Bureau – Bill Schmitt
  
• Crazy Horse Memorial – Amanda Allcock
  
• Deadwood Mountain Grand – Mary Beth Seamands
  
• Hidden Treasure Charters & Wyoming Eco-Tours – Mark Garrison, Kim Garrison
  
• Holiday Inn Sheridan Convention Center – Terri Stolz
  
• Kara Creek Ranch – Monte Snook, Cassie Snook
  
• Klondike Ranch – Richard Tass, Patty Tass
  
• Lost Creek Ranch Lodge & Spa – Julie Frappart, Jack Frappart
  
• Mall of America – Douglas Killian
  
• Minneapolis/St. Paul/Bloomington Gateway City – Paul Sherburne, Beth Satrang
  
• Mountain River Ranch – Mike Anglesey, Julie Anglesey 
  
• Museum of Geology – Heidi Minkler
  
• Paradise Guest Ranch – Leah Miller, Clay Miller
  
• Pioneer Country Travel Council – Teresa Nelson, Ken Nelson
  
• Prairie Coach Trailways – Lee Peterson, Shannon Peterson
  
• Rapid City Convention & Visitors Bureau – Michelle Thomson, Julie Jones
  
• Rapid City Quality Inn / Ramada Rapid City – Tim Johnson
  
• South Dakota Stockgrowers Assoc. – Silvia Christen, Mark Hollenbeck 
  
• The Cody – Maureen Harris
  
• The Lodge at Deadwood Gaming Resort – Carmella Biesiot, Cherish Gran
  
• The Mammoth Site  – A. J. Eppling, Larry Agenbroad
  
• The Pollard Hotel – Rachel Busch
  
• Triple Crown Hotels – Cindy Olson, Jason Cronk
  
• Visit Cheyenne, The Convention & Visitors Bureau – Dave Marks
  
• VISIT DENVER, The Convention & Visitors Bureau – Jayne Buck
  
• Watertown Convention & Visitors Bureau – Karen Witt
  
• Willow Creek Ranch at the Hole in the Wall – Kristen Crago, Barry Crago
  
• Wind River Visitors Council – Paula McCormick
  
• Yellowstone Association – Rebecca Kreklau
  
• Yellowstone National Park Lodges Operated by Xanterra Parks & Resorts – Rick Hoeninghausen

Marketplace Two

• 4 D Longhorn Guest Ranch – Brad Ford
• ABS Travel Group – Stuart Hall, Gemma Hall
• Affordable Adventures Tours – Ann Thompson           
• Ascenture Hotel Group – Krista Lobera
• Best Western Premier Helena Great Northern Hotel – Carol Eichler
• Best Western Ramkota Hotel – LeAnn Miller
• Black Hills Institute & Everything Prehistoric – Blanche Farrar, Neal Larson
• Black Hills, Badlands & Lakes Association – Noreen Phipps, Nort Johnson
• Blair Hotels of Wyoming – Danica Carlson
• Bozeman Tourism Business Improvement District – Jim Robbins
• Casper Area Convention & Visitors Bureau – Darlene Matz
• Crow Creek Ranch – Todd Larsen, Cindy Larsen
• Custer Country – Nick Mann
• Custer State Park Resort – Gina Konechne, Susie Timm
• EagleRider - Billings – Craig Denney
• Gold West Country – Sarah Bannon
• Great Northern Resort – Victoria Lee, Meg Lindberg
• Helena Tourism Business Improvement District – Heidi O’Brien
• Howard Johnson Inn & Suites – Nancy Smith, Michelle Aufengarten
• Jackson Hole Chamber of Commerce – Heather Falk
• Kandahar Lodge at Whitefish Mountain Resort – Jennifer Fisher
• Little America Hotel & Resort – DeeDee Smidt
• Lodge at Whitefish Lake – Dawn Jackson
• Mad River Boat Trips – Mary Bess
• Pierre Area Convention & Visitors Bureau – Lois Ries
• Pocatello Convention & Visitors Bureau – Rebecca Satter
• Ramada Plaza Riverside – Karin East
• Red Lion Hotels – Dennis Porter, Chuck Carter
• Silver Spur Outfitters & Lodge Inc. – Rick Koesel, Debbie Koesel
• Southwest Idaho Travel Association – Melissa Cleland
• The Historic Plains Hotel – Heidi Peterson
• Townhouse Inns of Montana – Paula Ruark

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Australian Mission From left to right: Mitch Knothe, Jan Watkins, James Scoon & Fred Walker

Australian Mission

Date: February 21-25, 2011
Where: Brisbane, Melbourne & Sydney, Australia
Participants: Mitch Knothe - Idaho Division of Tourism, Jan Watkins - Glacier Country Montana (on behalf of the Montana Office of Tourism), James Scoon - Wyoming Office of Tourism, Fred Walker - North Dakota Tourism, Barbara Stafford - RMI

Four of the five RMI states (Montana, Wyoming, North Dakota and Idaho) participated in the 2011 Discover America Committee Australia Expos in Brisbane, Melbourne and Sydney. The group traveled over 25,000 miles in a week and attended eight major events. They met with a total of 96 travel writers and travel media, 990 travel agents and 18 of Australia’s largest travel wholesalers and tour operators. It was an extremely hectic week but we are already bearing the fruits of our efforts in the form of several requested press trips and a tentative agreement for a large group fam of major Australian tour operators (tentatively scheduled for this September).

• Brisbane:
  • Media Lunch: 14 Media/Travel writers
    
  • Expo: 225 Travel Agents
• Melbourne:
  • Media Lunch: 17 Media/Travel writers
    
  • Expo: 246 Travel Agents
• Sydney:  
  
  • Media Lunch: 51 Media/Travel writers
    
  • B2B: 18 tour operators
    
  • Expo: 519 Travel Agents. 
    
  • RMI Media Reception: 14 Media/Travel writers, Mark Sheehan (Vice President in charge of media for Discover America Committee Australia) and Monique Roos, Commercial Service Officer (Travel & Tourism) US Embassy Australia.

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Swanson Event Osby, Sweden Fred Walker & Barbara Stafford

Swanson Event

Date: March 5, 2011
Where: Osby, Sweden
Participants: Fred Walker - North Dakota Tourism, Barbara Stafford - RMI

The RMI states were once again invited to participate in the Annual Swanson Travel Event. This is a major US product show in Sweden and there is a waiting list of destinations and airlines that want to participate. This year the RMI booth was manned by Barbara Stafford from RMI and Fred Walker from North Dakota Tourism.

This year’s event attracted over 1,250 US product buyers. Over US $500,000 in sales of Swanson’s tours (including the five tours to the RMI Region) was booked on the day of the show and another $300,000 was projected within 72 hours after the show. Thirteen one-hour presentations were given in three different special presentation areas at Swanson’s headquarters during the seven-hour event. This year RMI was invited to give TWO of the presentations and we did so to standing room only crowds. 

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ITB Berlin

ITB Berlin Berlin, Germany From left to right: Marita Ross, Gary Schluter, Maureen Droz, Rita Greene Bellardo, Marlee Iverson, Mathias Jung, Nancy Richardson, Lena Ross & Carola Kolmann

Date: March 9 -13, 2011
Where: Berlin, Germany
Participants: Maureen Droz – South Dakota Department of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Marita Ross – America 4 You, Lena Ross – America 4 You, Gary Schluter – Rocky Mountain Holiday Tours, Mathias Jung – RMI USA, Carola Kolmann – RMI Germany

Positioned well in the Discover America Pavilion at ITB Berlin, the RMI states of Idaho, Montana, South Dakota, & Wyoming were well received in 2011 after a scaled-back presence in 2010.  Having official RMI Receptive Operators America 4 You and Rocky Mountain Holiday Tours in the booth made for excellent developments for the region.

The RMI booth was busy throughout the first three days of the show, which were devoted to trade and media.  28 appointments were conducted with tour operators from the German-speaking market comprised of Germany, Switzerland and Austria, while 14 meetings were with various media outlets ranging from freelance journalists to travel publications.

In total, 48 solid leads were produced, providing a successful outcome to the world’s leading trade show for international travel. The Japanese earthquake and tsunami cast a shadow over the otherwise extremely positive mood within the RMI booth and USA Pavilion.  Of the 48 leads produced, 14 were first-time contacts with most of those being journalists extremely interested in visiting and writing about the region.  Demand was definitely high among the media giving a positive outlook for the upcoming travel season. 

Numerous tour operators reported positive bookings for the RMI region and are beginning to offer more region product or want to promote existing tours to increase bookings.  Many of the smaller, niche tour operators who specialize in US destinations such as the RMI region are using alternative sales and marketing tools, such as direct mailings, consumer shows, flyers and online marketing, giving us creative opportunities to expand our marketing reach, while supporting tour operators that are so important in selling the region.  Topics of interest throughout our meetings were mainly activity focused with themes of hiking, motorcycling, horseback riding, national parks, Native American culture, and rodeos.  Interest in ranches and unique and historic properties was high as well.

The volume of business conducted and demand noted by the general public provided a good sign that tourism to the region is stable and showing signs of a nice uptick in 2011.  

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French Sales Mission

French Sales Mission Nice & Paris, France From left to right: Rita Greene Bellardo, Maureen Droz, Hervé Duxin, Marlee Iverson, Nancy Richardson & Kim Birrell

Date: March 13 – 18, 2011
Where: Nice and Paris, France
Participants: Maureen Droz – South Dakota Department of Tourism, Rita Greene Bellardo – Wyoming Office of Tourism, Marlee Iverson – Montana Office of Tourism, Nancy Richardson – Idaho Division of Tourism, Kim Birrell, RMI-USA, Hervé Duxin and Olivier Barthez, RMI-France

The French Mission once again was a huge success. We spent one and a half days in Nice having six meetings and a tour operator dinner. We then moved on to Paris for three days and had productive appointments with 11 tour operators and two journalists and a large VIP dinner with tour operators and journalists. This year’s mission was very successful as the quality of leads and interest in our region remains very strong. It is clear that many operators are interested in adding even more product as they learn more about our region. We had time to talk with product managers about lodging options and additional attractions to add to their inventory. Many were niche operators who are always looking for something new and unique for their clients. The mission produced 18 leads. State representatives provided training for tour operator sales staff and updated product managers about what’s new in their states, and state and regional travel guides, maps, dvd’s and activity information were distributed throughout the mission.

This is a very important event in the French market. It is one of the best ways for the states to maintain relationships with our French tour operator partners and to encourage them to promote our region. The timing of the mission, held in March after current brochures are printed and programs are being decided for the coming year, means that product managers are focusing on the next year’s production. They are ready to make decisions about adding product from our region. This is a great opportunity for our states to focus them on our region. Some companies now offer their product on websites that they can change quickly as new programs are created so the states are also able to influence these decisions as well. Continuing the relationships with those who support our region as well as establishing new contacts and educating them about what our region has to offer is extremely important in this market.

The French market is steadily recovering from the economic crisis and the RMI region is still very popular among French travelers.  Final 2010 US visitation numbers released by the US Department of Commerce show that France had one of the highest increases in visitation of any country in Western Europe. Total US visitation from France increased 11% in 2010 for a total of 1.34 million French visitors. This is the Number 4 overseas market in terms of visitation numbers.  French niche tour operators and specialists are still doing their best business in the RMI region. They are passionate about what they sell and want to know much more about our region and report seeing strong interest from clients and positive booking figures.  France’s visitation and interest in the region remains strong despite economic struggles and we expect it to continue as a very strong market in the coming years.

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International Pow Wow

International Pow Wow San Francisco, CA Mathias Jung & Kim Birrell meet with Dutch Tour Operator American Vacations

Date: May 21-25, 2011
Where: San Francisco, CA
Participants: Jim Hagen – South Dakota Secretary of Tourism, Kim Birrell – RMI-USA, Mathias Jung – RMI-USA

The event held in San Francisco at the Moscone Center is the premier international marketplace, largest generator of Visit USA travel, and offers the opportunity to network with thousands of fellow travel industry organizations and people.  RMI had a booth within the Mountain West section of the convention center along with Idaho, Montana, South Dakota and Wyoming.  Mr. Jim Hagen, South Dakota Secretary of Tourism, participated within the RMI booth.

RMI had a full slate of appointments with all 44 slots filled.  The majority of those were from RMI’s traditional European markets, but we also had several from Scandinavia, one from Australia and a few from emerging inbound markets Brazil and China.  In the end we received 45 leads.

The consensus within the RMI states was that Pow Wow 2011 was very successful.  Some were saying it was the best Pow Wow ever and based on the quality of our meetings, we would agree.  Stronger economies, no major disruptions (such as the ash cloud in Europe and the BP oil spill), continued weak U.S. dollar, prospects of a national marketing campaign (more on that later), plus the fact that it was in San Francisco, drawing an increase in higher-level decision makers, were all reasons for the good turn-out and enthusiasm at the show.

It seemed that the demand for the region is high and operators are looking for the specific product to offer to their repeat clients that have visited the major U.S. destinations before and are looking for something unique and new. 

In general, operators we met with were attracted to the region and sought more information, what’s new in our region, images, video, maps, and itinerary suggestions to supplement their RMI tours and to be better equipped to sell the area.  Yellowstone National Park continues to be the major draw for the area and what many operators who have not previously offered our region are looking to build off of. 

Many were long-time partners with RMI who were interested in building additional RMI product or were continuing talks resulting from our efforts earlier in the year.  Various operators were following up on proposals and were trying to determine the amount of financial support the RMI region could offer.  Numerous were offering PR or email newsletter campaigns to market their RMI product, or were putting together RMI region flyers to be distributed at trade and consumer shows in the upcoming fall and spring seasons.  

The Corporation for Travel Promotion (CTP) announced its long-awaited CEO, Mr. Jim Evans.  Although everything is in preliminary stages of development, it was good to get an introduction to the CTP and there seems to be big plans in the works for the promotion of the United States.