Discovering Boundless Opportunites

Discover New England (DNE) is a regional destination marketing organization founded in 1992 by the six New England state tourism offices. DNE is a nonprofit (501c6) association dedicated to promoting travel to and within the member states of New England: Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont. Hoping to increase awareness of New England’s tourism internationally, DNE connected with the U.S. Embassy in Mexico City, U.S Commercial Service (USCS) Office in Portsmouth, New Hampshire, and the Rural Export Center (REC) in Fargo, ND for a research project, which contained a customized Matrix and 3 Country Report.

The Matrix is a customized data tool that helps assess the export potential of a client’s product or service in over 190 countries. The data points in DNE’s Matrix report heavily focused on demographics surrounding international travel. After reviewing their Matrix, DNE chose France, India, and Mexico for in-depth research. The REC delivered a 60-page, 3 Country Report to DNE, which included an extensive analysis of each country’s travel industry, tourist demographics, and travel habits. The REC and the USCS Offices in France, India, and Mexico also identified 48 potential partners in these 3 countries. The Matrix and 3 Country Report led DNE and Meet Boston (Boston’s official tourism agency) to form an equal partnership and sign a representation contract with Travel Pie, a travel industry promotional firm in Mexico. 

DNE’s Director, Michele Cota, noted that the Matrix’s features allowed DNE to generalize specific data sets and adjust variants, such as lifestyle and interests, to start strategizing from an earlier stage. 

“We started talking about [the Matrix] even from the early stages… we’re able to play with the data and extrapolate certain data sets that were more lifestyle and travel interest [related] to look at interest in our style of destination.”—Michele Cota, Director of Discover New England

Furthermore, the 3 Country Report affirmed DNE’s decision to enter the Mexican market and assisted with market entry strategies.

“Those 3 market reports [were] very, very helpful for us with taking that leap and looking at how to go into that market.”—Michele Cota, Director of Discover New England

DNE plans to continue to partner with Meet Boston to attract Mexican tourists through the representation contract with Travel Pie. DNE also intends to use the RAISE report to work with travel and tourism organizations in France in the near future. 

If you are interested in obtaining one-on-one market & data intelligence, contact your local Trade Specialist today!

Return to Rural Voices