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Rocky Mountain International (RMI) was formed in 1990 and coordinates international tourism activities for the state tourism departments of Idaho, Montana, South Dakota and Wyoming - The Real America - as a region. In its 20th year of existence, RMI is a committed to promoting international tourism activities for the region.
In addition to the states we represent, RMI is partnered with the Gateway Cities of Chicago, Denver and Minneapolis/St. Paul/Bloomington making the region easily accessible. Other marketing partners include the Visit Cheyenne, Rapid City CVB, Yellowstone National Park Lodges, Buffalo Bill's Cody/Yellowstone Country, Mall of America and Soutwest Idaho Travel Association.
The RMI Headquarters are in Cheyenne, Wyoming with European offices in Germany, United Kingdom, Italy, France, and The Netherlands.
RMI STRATEGIC GOALS
- Market and promote the northern Rocky Mountain states/region as a legitimate international destination.
- Provide a cost-effective way for states without large tourism budgets to become major players in the international travel marketplace through pooling of limited fund and private sector partnerships.
- Provide a structure that still allow individual states and entities to promote their unique products and features.
- Provide overseas on-site offices and contract personnel in target markets to represent the region and implement a well-defined and accountable marketing program.
- Implement programs that create opportunities for private sector suppliers to do business and grow the tourism economy within their state and region.
CURRENT RMI SERVICES
- Maintain five European offices that represent the region
- London, Frankfurt, Amsterdam, Milan, Paris
- Produce a multi-language web site: www.RMI-RealAmerica.com
- Excellent travel resource, translated into four languages
- Distribute state marketing materials to trade, press and consumers
- Fulfill inquiries quickly in a cost-effective manner
- Attend European travel shows and conduct sales missions
- Includes presence at vital shows such as WTM (UK) and ITB (Germany)
- Coordinate trade and press Familiarization Tours in the RMI region
- Includes annual Mega-Fam for 40+ European tour operators
- Host annual RMI Roundup for suppliers and European tour operators
- Highly effective marketplaces for regional product development
- Compile TRIP (Tour Research Inventory Product) Reports - online inventory of regional product available
- Annual measurement of rooms available in tour operator brochures
- Maintain online databases for tour operators, media, and suppliers
- Includes all contact information and relationship history
- Produce quarterly e-newsletters and annual marketing report
- Suppliers and international press and trade stay in touch with RMI activities
- Corporate Sponsorships and Partnerships
- Comp rooms, discount airfare for fams and Roundup, rental car assistance
- Travel Trade and Media Liaison
- Work closely with trade and media to provide accurate information on region
HOW DOES RMI PROMOTE THE REAL AMERICA?
- Overseas Offices
It was quickly recognized that to be effective in our target markets, RMI needed high-quality, dedicated professionals on the ground in Germany, UK, Italy, The Netherlands, and France.
The region continues to expand its prestige, accessibility and attractiveness because of strategic partnerships with Gateway Cities (Chicago, Denver and Minneapolis/St. Paul/Bloomington), as well as RMI marketing partners (Rapid City CVB, Visit Cheyenne, Mall of America, SWITA, Buffalo Bill's Cody/Yellowstone Country, and Yellowstone National Park Lodges).
RMI has created a website travel resourse (RMI-RealAmerica.com) that has grown in visitation every year since creation and distributes an e-newsletter each quarter.
- European tourists spend an average of $1,982 per trip to the US and stay for 14 days.
- Europeans have, on average, 5-6 weeks of vacation time, plus up to 16 annual paid public holidays.
- Despite occasional political differences, they love America and what it stands for.
- They are more likely to visit during "shoulder" or off-peak seasons than domestic travelers.
- They are willing to visit "off-the-beaten-path" rural attractions and destinations.
- Overseas visitation is a hedge against volatile domestic and Canadian market swings.
- Our detriments (lack of population, rural access) are often viewed as benefits to a world seeking out green and open destinations.
- International guests enhance the experience for domestic visitors and create additional perceived value.
- The value of the Euro against the US dollar currently makes the US very affordable for many visitors.