The number of international travelers coming into the U.S. has been on the rise for most of this decade -- until the recent economic downturn, but it has not been easy for bus operators to benefit from the increase. Yet, it can be done, say industry executives and government officials.

A marketing research analyst with the U.S. Department of Commerce, who asked not to be quoted directly because of departmental policy, said the rise in U.S.-bound international travelers began in the fourth quarter of 2003.

The weak dollar and stronger economies abroad were the key factors in the growth of international travelers coming to the U.S.

"The currency thing is not hurting at all, but the overall (overseas) economies being strong and that increased travel," said the research analyst.

At the start of the 08 travel season, the Commerce Department reported that 4.3 million international visitors came to the U.S. in May, an increase of 14 percent over May 2007.

International visitors spent a record $11.8 billion during the month, an increase of 21 percent from May 2007. Spending by foreign tourists was up 22 percent during the 12 months ended May 2008.

So, how do coach operators reach potential international customers?

"No. 1, that customer is predisposed to riding our equipment," says Victor Parra, president and CEO of United Motorcoach Association. "People from Europe, Asians . . . thats what theyre oriented to doing. And weve got the perfect equipment to meet their needs."

One of the ways to grab the international customer, says Parra, is through BusRates.com. "The internet transcends borders. Use that as a tool," he urges.

Also, the National Tour Association has been nurturing and developing a relationship with the Chinese government as a means of fostering inbound group Chinese tourism.

"Theyre going to be the booking agency for all the Chinese travel," notes Parra. "The memorandum they have with the Chinese government; thats a powerful tool. That will be a powerful marketing channel for us to reach the international customer."

Many coach operators have reached out to foreign travelers through their membership in marketing organizations like Trailways and International Motor Coach Group.

"They (IMG) have the global passenger network that has established contacts throughout the world," said Parra. "So there are a variety of sources they have access to to reach that international customer."

Parra says small operators need to keep in mind that for many international travelers their visit to the U.S. may be their first. So, having a callout on your website is a big plus. And no matter the size of your company, you have to have a website, he asserts.

Bob Hoelscher of Flemming Tours in St. Louis, who is president and CEO of the National Tour Association, suggests niche trade.

Flemming, for example, specializes in Western tours and has a huge base of British customers. Now the company is going after the French by adding French-speaking tour guide.

Hoelscher also offers niche products: culinary tours, meetings planning, and cruises. "My company sells an awful lot of cruise business," he says.

"With any market, if youre a small operator and dont have a niche, youre in trouble. Partnering is also critical. Other tour operators in the NTA, we dont all try to do the same thing. We do what were good at.

"Youre never going to get the expertise to do everything. Work with your colleagues. . . . You cant look at it as we all have the keys to the kingdom."

There has been an issue with foreign tourists being taken advantage of by tour and bus operators in other countries.

Says Parra: "Im not sure how we can advise operators, except: Dont do that. Im not going to say there arent going to be abuses. . . . But hopefully we recognize that theres an opportunity here for everyone to grow and nurture. If we nurture that foreign customer properly and they go back and tell their friends they had a great experience, and we recognize its not a one-shot opportunity, they may come back again.

"Weve had to overcome some major hurdles to get these people here. Whats gotten them here, obviously, is the weak dollar, but ever since 9/11, international travel to the U.S. has not been very strong, and were finally getting them back. We dont want to give them more reasons to stop coming again," Parra adds.

Hoelscher cautions about cultural sensitivities.

"With cultural differences, not everything will be perfect, but it will work itself out. In the Japanese market, they tended to be herded a little more, but they dont expect that now. It takes a little while," he says.

Or, the Chinese tourist may expect a smoking room for $60 in Los Angeles. "Thats going to have to be worked out," he adds.

Meanwhile, foreign tourism is forecast to drop next year but begin a rebound in 2010 enough time for operators to get on board.