May 28, The ROI of the PA Dutch Convention & Visitors Bureau Promotional Activities Executive Summary

Size: px
Start display at page:

Download "May 28, The ROI of the PA Dutch Convention & Visitors Bureau Promotional Activities Executive Summary"

Transcription

1 May 28, 2014 The ROI of the PA Dutch Convention & Visitors Bureau Promotional Activities

2 To document the important role of Pennsylvania Dutch Convention and Visitors Bureau (PDCVB) promotional activities, and to provide robust, current economic impact analysis of the tourism sector in Lancaster County, Tourism Economics has conducted a multi-layered analysis. As part of this analysis we: considered the vital role of destination promotion generally, and in Lancaster County in particular; analyzed PDCVB s key performance indicators; conducted a tourism market share analysis; prepared a case study review on the importance of destination marketing and marketing returns; analyzed the economic impacts of tourism in Lancaster County and the estimated PDCVB contribution to these impacts. The key findings of our research are summarized as follows. A detailed report is available from PDCVB. Destination Marketing Organizations Play a Vital Role The rationale for destination marketing and the particular importance of the PDCVB for Lancaster County is based on the following key factors. The Lancaster County tourism sector is made up of small businesses, most of which lack the financial wherewithal to independently conduct true destination marketing. Additionally, the benefits of destination marketing accrue across the economy rather than just an individual business. As a result, there is a role for effective destination marketing that is not filled by individual businesses. The PDCVB communicates a coordinated, sustained message regarding the overall destination experience. It is a message to potential visitors that extends beyond the offering of a single business, and that is amplified and reinforced over time by the more efficient scale of PDCVB marketing and the significant, consistent funding that is leveraged by PDCVB s existing infrastructure, brand awareness, and relationships. Competing destinations are actively marketing, and a failure to engage with travel markets results in lost market share. The importance of such competitive dynamics is made clear by case studies. For example, in the 1990s, Colorado lost 30% of its US visitor market share within two years of repealing its destination marketing funding. The sheer size of the global travel market makes a compelling case for destination marketing, with international tourist arrivals reaching 1.1 billion in Many of these travelers have limited initial familiarity with the offerings of Lancaster County and PDCVB helps reach visitors from these growing markets in ways that extend 2

3 beyond the capabilities of many small or medium-sized tourism businesses. Destination marketing plays a role in boosting demand during shoulder periods, thus extending duration of seasonal employment and building a better base for year-round jobs. Key Performance Indicators Show Effective Promotional Activities As a window to recent PDCVB promotional activities, Tourism Economics analyzed a set of key performance indicators. Based on Tourism Economics analysis of marketing activities 1 and budget information, we observed that marketing activities were strategically focused on key target markets. We observed that advertising and public relations functions were effective, resulting in trip planning that was evident in PDCVB metrics such as website activity (2.3 million visits and over 33,000 sign-ups for communications), Facebook (over 26,000 measures of engagement such as likes and shares) and offline (over 106,000 visitors recorded at the two visitor centers combined, and distribution of over 755,000 copies of the Lancaster County Getaway Guide). We noted that PDCVB is also active in sales functions, generating over 52,000 room nights booked in 2013 through its sales team and over 24,000 room nights booked through its reservation center. Market Share Analysis Shows Gains Tourism Economics conducted a market share analysis across four measures of tourism activity, supporting the following findings. Lancaster County has grown its market share as measured by visitor spending and accommodations revenue as tracked by room rental taxes, and maintained its share of employment. These market share improvements between 2007 and 2012 translated into $51.5 million of additional visitor spending and $7.9 million of additional room rental revenue. Lancaster County hotels have posted stronger occupancy and RevPAR (revenue per available room) gains than comparable regions. 1 Harmelin Media (2013, November) PA Dutch Convention & Visitors Bureau 2013 Media Recap & Post Analysis. 3

4 Case Studies Show Destination Promotion Effectiveness Tourism Economics compiled case studies that document the importance of destination marketing in the following key ways. Marketing effectiveness studies show recent marketing campaigns by destination marketing organizations at the metro and regional level have generated approximately $54 of incremental visitor spending for each dollar of destination marketing spending. This is based on 16 third-party studies that Tourism Economics analyzed. Examples of lapses in destination marketing activities in other markets have resulted in reductions in travel activity. These include Colorado (example provided above), as well as the recent situation in San Diego in which a pause in destination promotion spending in 2013 quickly impacted visitor spending. Recent activities of Brand USA have had a positive impact supporting incremental visits to the US by international travelers, as found in analysis performed by Tourism Economics. Tourism has a Sizable Economic Impact in Lancaster County As part of its annual analysis for the Commonwealth of Pennsylvania, Tourism Economics analyzes the economic impact of travel and tourism in Lancaster County. 2 For the purpose of this PDCVB analysis, Tourism Economics updated its research to provide a preliminary assessment of the economic contribution of travel and tourism in Lancaster County during As part of this analysis, Tourism Economics used the IMPLAN modeling system, a well-respected economic impact analysis tool. Tourism Economics annual report for the Commonwealth provides further discussion of the economic impact methodology. Based on this analysis, Tourism Economics estimates the following. Lancaster County attracted 7.9 million visitors during 2013, generating an estimated $1.9 billion of visitor spending at an average of $235 per visitor, including a mix of day and overnight visitors. The total impact of travel and tourism in terms of output, or business sales in Lancaster County, including indirect and induced sales, during 2013 was $2.5 billion. 2 Tourism Economics (2013, December). The Economic Impact of Travel and Tourism in Pennsylvania, Tourism Satellite Account Calendar Year

5 Tourism Supports Lancaster County Jobs Tourism Economics finds that tourism supports a substantial number of Lancaster County jobs. Visitor spending supported almost 23,700 Lancaster County jobs, with $755.9 million of wages and salaries. Of these total jobs, approximately 15,600 were direct tourism industry jobs, such as at restaurants, hotels, and visitor attractions, while the remaining approximately 8,100 jobs were supported by the indirect and induced effects of visitor spending, such as jobs at businesses providing goods and services to tourism sector businesses or their employees. Tourism ranks as the fifth largest sector in Lancaster County in terms of private non-agriculture employment, ahead of mining and construction. The tourism sector directly accounts for 1 out of every 15 nonagriculture private sector jobs in Lancaster County. Tourism Supports the Tax Base in Lancaster County Tourism Economics estimates the Lancaster County tourism sector supported $178.8 million in Federal taxes and $184.7 million in state and local taxes. PDCVB Makes a Significant Contribution to Tourism Sector Activity Tourism Economics estimated the portion of the total tourism economy impact that represents the PDCVB contribution. The following summarizes our method and findings. We approached the analysis by considering several perspectives, one of which was to consider how the PDCVB impacts potential travelers. Specifically, we considered a representative funnel from a wide number of marketing and public relations impressions, to a moderate set of interested potential travelers, and finally to a more narrow set of visitors influenced by PDCVB marketing to visit Lancaster County, to extend their stay, or to make additional purchases while visiting. We also considered the typical levels of destination marketing effectiveness estimated in other markets. On this basis, we assumed that PDCVB generated incremental visitor spending that represents a similar order of magnitude of marketing return as the average of $54 dollars of visitor spending per dollar of marketing spending observed for metro and regional destinations in case studies. Based on financial information provided by PDCVB, we calculated average 5

6 annual PDCVB marketing spend of $2.2 million during the last two years. 3 Thus, we estimated that $2.2 million of annual marketing spending supported approximately $120.9 million of annual visitor spending in 2013, representing 6.5% of total direct visitor spending in Lancaster County. This estimate supports economic impact calculations that set the return on investment on PDCVB activities in the context of the Lancaster County tourism economy and the broader economy in the county. PDCVB Activities Support Substantial Economic Impact Tourism Economics estimates PDCVB activities supported approximately: Conclusion $161.1 million in tourism-related business sales in 2013, including $120.9 million of direct visitor spending (equivalent to 515,000 visitors); over 1,500 jobs in Lancaster County, including almost 1,200 in the tourism sector; $42.8 million of wages and other labor income; and, $19.9 million of Federal, state and local taxes. Tourism Economics analysis of key performance indicators shows PDCVB is an organization that continues to succeed at not only creating brand awareness through advertising, but also driving interest among potential visitors that results in (1) interaction with the PDCVB as a source of information on the destination, and (2) valuable economic benefits for residents and businesses in Lancaster County. Background on Tourism Economics Tourism Economics is part of Oxford Economics, one of the world s leading providers of economic analysis, forecasts and consulting advice. More than 300 leading companies, associations, and destinations work with Tourism Economics as a partner for economic impact, forecasting, and market assessments every year. 3 Includes co-op advertising in We used a two-year average to reflect the expectation that visitor spending depends on spending over time, not just the current year. 6

7 PHILADELPHIA 303 LANCASTER AVENUE, SUITE 2E WAYNE PA 19087, USA TEL: OXFORD ABBEY HOUSE, 121 ST ALDATES OXFORD, OX1 1HB, UK TEL: LONDON BROADWALL HOUSE, 21 BROADWALL LONDON, SE1 9PL, UK TEL: BELFAST LAGAN HOUSE, SACKVILLE STREET LISBURN, BT27 4AB, UK TEL: NEW YORK 817 BROADWAY, 10TH FLOOR NEW YORK, NY 10003, USA TEL: SINGAPORE NO.1 NORTH BRIDGE ROAD HIGH STREET CENTRE #22-07 SINGAPORE TEL: PARIS 9 RUE HUYSMANS PARIS, FRANCE TEL: INFO@TOURISMECONOMICS.COM

Worcestershire Employment Forecasts

Worcestershire Employment Forecasts Worcestershire Employment Forecasts Briefing note Prepared for Wychavon District Council Contents Introduction... 1 1 Forecast summary: Worcestershire economy... 2 2 Local Model of Administrative Districts...

More information

THE ECONOMIC VALUE OF THE EU SHIPPING INDUSTRY

THE ECONOMIC VALUE OF THE EU SHIPPING INDUSTRY THE ECONOMIC VALUE OF THE EU SHIPPING INDUSTRY 2017 update A report for the European Community Shipowners Associations (ECSA) February 2017 KEY FINDINGS The EU shipping industry directly employed 640,000

More information

The Oxford Economics Low Carbon Economy Programme. An Introduction

The Oxford Economics Low Carbon Economy Programme. An Introduction The Oxford Economics Low Carbon Economy Programme An Introduction Updated Autumn 2010 Contents 1 The Oxford Economics Low Carbon Economy Programme... 1 2 Tackling the Low Carbon Policy Challenge... 3 3

More information

Leaders The next-generation executive: How strong leadership pays off in the digital economy

Leaders The next-generation executive: How strong leadership pays off in the digital economy The next-generation executive: How strong leadership pays off in the digital economy Introduction Strong leadership pays dividends in the digital economy, where continuous innovation, rapid decision making,

More information

The Impact of the BP Oil Spill on Visitor Spending in Louisiana. Prepared for the Louisiana Office of Tourism

The Impact of the BP Oil Spill on Visitor Spending in Louisiana. Prepared for the Louisiana Office of Tourism The Impact of the BP Oil Spill on Visitor Spending in Louisiana Prepared for the Louisiana Office of Tourism December 2010 The Impact of the BP Oil Spill on Visitor Spending in Louisiana Overview Tourism

More information

Competitive Analysis of Funding: Monterey, California. March 2017

Competitive Analysis of Funding: Monterey, California. March 2017 Competitive Analysis of Funding: Monterey, California March 2017 Table of Contents Executive Summary 3 1) Monterey s Tourism Sector Overview and Recent Performance 8 2) Monterey County Convention & Visitors

More information

County Convention and Visitors Bureaus Promoting Tourism in Ohio

County Convention and Visitors Bureaus Promoting Tourism in Ohio County Convention and Visitors Bureaus Promoting Tourism in Ohio Who is OACVB? Professional organization for destination marketing professionals OACVB is a resource for destination marketing organizations

More information

THE ECONOMIC IMPACT OF THE EU STEEL SECTOR. Doug Godden Lead Economist, Oxford Economics

THE ECONOMIC IMPACT OF THE EU STEEL SECTOR. Doug Godden Lead Economist, Oxford Economics THE ECONOMIC IMPACT OF THE EU STEEL SECTOR Doug Godden Lead Economist, Oxford Economics 24 th April 2018 INTRODUCTION Introduction Overview of the report The size of the 22-country EU steel sector in 2016.

More information

SHARING FOR A STRONGER NEW YORK ANALYSIS OF ECONOMIC ACTIVITY 2016

SHARING FOR A STRONGER NEW YORK ANALYSIS OF ECONOMIC ACTIVITY 2016 FINDINGS REPORT APRIL 2017 SHARING FOR A STRONGER NEW YORK ANALYSIS OF ECONOMIC ACTIVITY HR&A ADVISORS, INC. AIRBNB ECONOMIC ACTIVITY 1 SUMMARY FINDINGS Summary Findings Regional Profiles Appendices Regional

More information

Framework for Market Intelligence. TTRA International Conference June 22, 2013

Framework for Market Intelligence. TTRA International Conference June 22, 2013 Framework for Market Intelligence TTRA International Conference June 22, 2013 Who We Were Employees: 77 Primary Focus: Meetings and conventions Employees: 70 Primary Focus: Leisure tourism, neighborhood

More information

October Mammoth Lakes Tourism Business Improvement District Budget Analysis and Recommendations

October Mammoth Lakes Tourism Business Improvement District Budget Analysis and Recommendations October 2016 Mammoth Lakes Tourism Business Improvement District Budget Analysis and Recommendations Table of contents Executive summary 3 Section 1: The vital role of destination marketing 6 Section 2:

More information

COMBATTING ILLICIT TRADE. Country Spotlight: Turkey

COMBATTING ILLICIT TRADE. Country Spotlight: Turkey COMBATTING ILLICIT TRADE Country Spotlight: Turkey Quality assurance key to reducing illicit trade Stakeholders in Turkey executives, policy-makers and law enforcement estimate that illicit trade has risen

More information

VISITPHILLY.COM ADVERTISE WITH VISIT PHILADELPHIA ON VALUE OF DMOS IS BIG BUSINESS TOTAL AUDIENCE REACH Leisure Visitor Marketing Opportunities

VISITPHILLY.COM ADVERTISE WITH VISIT PHILADELPHIA ON VALUE OF DMOS IS BIG BUSINESS TOTAL AUDIENCE REACH Leisure Visitor Marketing Opportunities ADVERTISE WITH VISIT PHILADELPHIA ON VISITPHILLY.COM 2017 Leisure Visitor Marketing Opportunities TRAVEL IS BIG BUSINESS THE VALUE OF DMOS TOTAL AUDIENCE REACH METRICS THAT MATTER TRAVEL INDUSTRY INSIGHTS

More information

2016 Advertising Effectiveness & ROI

2016 Advertising Effectiveness & ROI 2016 Advertising Effectiveness & ROI March 2017 Submitted by Strategic Marketing & Research Insights, LLC Executive Summary Contents Executive Summary... 2 Background & Objectives... 4 Methodology... 5

More information

NATIONAL TID SURVEY. Tourism Improvement Districts August 10, 2017

NATIONAL TID SURVEY. Tourism Improvement Districts August 10, 2017 NATIONAL TID SURVEY Tourism Improvement Districts August 10, 2017 The Future is Built with Travel Promotion SOURCE: US Travel Travel generated $148 billion in total tax revenue in 2015. Without this impact,

More information

Economic Impact Analysis: Market to Market Relay Nebraska 2012

Economic Impact Analysis: Market to Market Relay Nebraska 2012 A Bureau of Business Economic Impact Analysis From the University of Nebraska Lincoln Economic Impact Analysis: Market to Market Relay Nebraska 2012 Dr. Eric Thompson Shannon McClure Prepared for Market

More information

VISITPHILLY.COM ADVERTISE WITH VISIT PHILADELPHIA ON VALUE OF DMOS IS BIG BUSINESS TOTAL AUDIENCE REACH Leisure Visitor Marketing Opportunities

VISITPHILLY.COM ADVERTISE WITH VISIT PHILADELPHIA ON VALUE OF DMOS IS BIG BUSINESS TOTAL AUDIENCE REACH Leisure Visitor Marketing Opportunities ADVERTISE WITH VISIT PHILADELPHIA ON VISITPHILLY.COM 2017 Leisure Visitor Marketing Opportunities TRAVEL IS BIG BUSINESS THE VALUE OF DMOS TOTAL AUDIENCE REACH METRICS THAT MATTER TRAVEL INDUSTRY INSIGHTS

More information

Prepared for: The Economic Impact of the Elimination of Tourism Improvement Districts in California DRAFT

Prepared for: The Economic Impact of the Elimination of Tourism Improvement Districts in California DRAFT Prepared for: The Economic Impact of the Elimination of Tourism Improvement Districts in California Contents 1 Executive Summary... 2 2 Overview of California Improvement Districts... 3 2.1 Overview of

More information

The Digital Transformation of People Management

The Digital Transformation of People Management The Digital Transformation of People Management An executive summary produced in collaboration with SAP Introduction All around the world, in virtually every industry and every country, companies are

More information

Workforce The Looming Talent Crisis

Workforce The Looming Talent Crisis Workforce 2020 The Looming Talent Crisis Introduction The importance of people management is not reflected in the C-suite and boardroom. Many companies lack the culture and tools they need to engage employees,

More information

New Data for Airports powered by ADARA. January 9th 2018

New Data for Airports powered by ADARA. January 9th 2018 New Data for Airports powered by ADARA January 9th 2018 + UNLOCKING CO-MARKETING INSIGHTS FROM ADARA DATA Based on billions of data points across the global travel ecosystem, we know travelers relevant

More information

for destinations Includes Industry Participation & Cooperative Marketing Programs for Destination Marketing Organizations

for destinations Includes Industry Participation & Cooperative Marketing Programs for Destination Marketing Organizations ooperative marketing for destinations Industry Participation & Cooperative Marketing Programs for Destination Marketing Organizations Includes Ö An Overview of DMO Funding Ö 4 Benefits of Developing an

More information

WINNING STRATEGIES. in Destination Marketing OCTOBER 2018 A VIEW FROM MEETING PLANNERS EXECUTIVE SUMMARY

WINNING STRATEGIES. in Destination Marketing OCTOBER 2018 A VIEW FROM MEETING PLANNERS EXECUTIVE SUMMARY OCTOBER 2018 STUDY BY Development Counsellors International EXECUTIVE SUMMARY A VIEW FROM MEETING PLANNERS WINNING STRATEGIES in Destination Marketing 1 Table of Contents 04 Executive Summary* 08 Introduction

More information

Spring 2016 Member Briefing

Spring 2016 Member Briefing Spring 2016 Member Briefing Welcome places2040 Scott Standish 2016 Sales 2016 Marketing & PR Strategic Plan update Member input Wrap-up and questions places2040 exercise Agenda places2040 Scott Standish

More information

Domestic Advertising Total 2010 ROI Research Summary. May 2011 Prepared by Strategic Marketing & Research, Inc.

Domestic Advertising Total 2010 ROI Research Summary. May 2011 Prepared by Strategic Marketing & Research, Inc. Domestic Advertising Total 2010 ROI Research Summary May 2011 Prepared by Strategic Marketing & Research, Inc. Table of Contents Conclusions and Recommendations 3 Methodology 6 2010 Advertising Campaign

More information

THE BURBANK HOSPITALITY ASSOCIATION. Fiscal Year Annual Report & Accomplishments for Fiscal Year

THE BURBANK HOSPITALITY ASSOCIATION. Fiscal Year Annual Report & Accomplishments for Fiscal Year THE BURBANK HOSPITALITY ASSOCIATION Fiscal Year 2017-18 Annual Report & Accomplishments for Fiscal Year 2016-17 THE BURBANK HOSPITALITY ASSOCIATION The Burbank Hospitality Association, operating as Visit

More information

Domestic Advertising. Research Summary. March 2010 Prepared by Strategic Marketing & Research, Inc.

Domestic Advertising. Research Summary. March 2010 Prepared by Strategic Marketing & Research, Inc. Domestic Advertising Total 2009 ROI ROI Research Summary March 2010 Prepared by Strategic Marketing & Research, Inc. Table of Contents Methodology 3 Conclusions 4 Recommendations 7 2009 Advertising Strategy

More information

Sincerely, Greg Shockley Chair > Maryland Tourism Development Board

Sincerely, Greg Shockley Chair > Maryland Tourism Development Board REAT ERPRISE GROWTH PROGRESS A IVITY USIASM JOBS Fiscal Year 2013 tour ism REVENUE POTENTIAL INDUSTRY OPPORTUNITY tourism development annual report INVENTION ORIZONS Dear Tourism Industry Partners: Pursuant

More information

Kelly Semrad, Ph.d. Manuel Rivera, Ph.d. Robertico Croes, Ph.d.

Kelly Semrad, Ph.d. Manuel Rivera, Ph.d. Robertico Croes, Ph.d. Kelly Semrad, Ph.d. Manuel Rivera, Ph.d. Robertico Croes, Ph.d. Rosen College of Hospitality Management, University of Central Florida June 30, 2015 Goal of this presentation? Introduce the markets that

More information

PARTNERSHIP BENEFITS & SERVICES

PARTNERSHIP BENEFITS & SERVICES PARTNERSHIP BENEFITS & SERVICES WHO WE ARE Visit Tampa Bay encourages adventurous travelers to unlock our destination s trove of unique treasures. We are a private, 501 (c)(6) organization that works with

More information

VISITPHILLY.COM ADVERTISE WITH VISIT PHILADELPHIA ON VALUE OF DMOS IS BIG BUSINESS TOTAL AUDIENCE REACH Leisure Visitor Marketing Opportunities

VISITPHILLY.COM ADVERTISE WITH VISIT PHILADELPHIA ON VALUE OF DMOS IS BIG BUSINESS TOTAL AUDIENCE REACH Leisure Visitor Marketing Opportunities ADVERTISE WITH VISIT PHILADELPHIA ON VISITPHILLY.COM 2019 Leisure Visitor Marketing Opportunities TRAVEL IS BIG BUSINESS THE VALUE OF DMOS TOTAL AUDIENCE REACH METRICS THAT MATTER TRAVEL INDUSTRY INSIGHTS

More information

Traci Ward Director of Consumer Marketing

Traci Ward Director of Consumer Marketing Traci Ward Director of Consumer Marketing OBJECTIVES Visit California Overview State of the Industry Marketing Program Highlights Partnership Opportunities Marketing Mission Develop and maintain marketing

More information

Monterey County Convention & Visitors Bureau (MCCVB) Business Plan Outline

Monterey County Convention & Visitors Bureau (MCCVB) Business Plan Outline Monterey County Convention & Visitors Bureau (MCCVB) 2016-17 Business Plan Outline The following document outlines the direction for the Marketing, Sales, and Visitor Services initiatives for 2016-17.

More information

ANN UAL REP O RT F Y 15 \ 16

ANN UAL REP O RT F Y 15 \ 16 ANN UAL REP O RT F Y 15 \ 16 15\16\MILESTONES JULY \ 2015 New\marketing\campaign\launched\ focused\on\visit\mesa\lifestyles National\Sales\secures\Mesa\presence\in\shared\ASU/AVNET\group\ business\tours

More information

Strategic Plan

Strategic Plan 2013-2014 Strategic Plan Visit Jacksonville 2013-2014 Strategic Plan SUMMARY In 2012-2013, Visit Jacksonville developed many new initiatives and programs. Key among our successes were: Reorganization of

More information

LOUISIANA OFFICE OF TOURISM PERFORMANCE INDICATOR DOCUMENTATION

LOUISIANA OFFICE OF TOURISM PERFORMANCE INDICATOR DOCUMENTATION LOUISIANA OFFICE OF TOURISM PERFORMANCE INDICATOR DOCUMENTATION Administration Administration 1 Increase the amount of spending by visitors by 18 percent from $11.8 billion in 2016 to $13.9 billion in

More information

USING IN-HOUSE RESEARCH TO DEVELOP MARKETING STRATEGIES. Nick Breedlove, Executive Director Jackson County Tourism Development Authority

USING IN-HOUSE RESEARCH TO DEVELOP MARKETING STRATEGIES. Nick Breedlove, Executive Director Jackson County Tourism Development Authority USING IN-HOUSE RESEARCH TO DEVELOP MARKETING STRATEGIES Nick Breedlove, Executive Director Jackson County Tourism Development Authority HISTORY Jackson County began collecting occupancy tax in 1986 and

More information

Strategic Planning Retreat Summary Explore Minnesota. June 13, 2017 Coraggio Group coraggiogroup.com

Strategic Planning Retreat Summary Explore Minnesota. June 13, 2017 Coraggio Group coraggiogroup.com Strategic Planning Retreat Summary Explore Minnesota June 13, 2017 Coraggio Group 503.493.1452 coraggiogroup.com The Star of the North 2027 In 2027 Minnesota, will be a globally known destination, that

More information

M e a s u r i n g To u r i s m S u c c e s s :

M e a s u r i n g To u r i s m S u c c e s s : M e a s u r i n g To u r i s m S u c c e s s : C e n S t a t e s F o c u s R e s e a r c h September 2018 Matt Hammer Consumer Insights Strategist 2 sioux falls S O U T H D A K O TA 3 70 F U L L - T I

More information

THE ECONOMIC IMPACT OF CLIMATE CHANGE ON THE NEW ENGLAND REGION

THE ECONOMIC IMPACT OF CLIMATE CHANGE ON THE NEW ENGLAND REGION CHAPTER 8 THE ECONOMIC IMPACT OF CLIMATE CHANGE ON THE NEW ENGLAND REGION By Greg A. Norris This chapter describes an initial effort to evaluate the nature of cause and effect impacts of climate change

More information

Lodger s Tax Appropriation Report FY2017 Fourth Quarter

Lodger s Tax Appropriation Report FY2017 Fourth Quarter Lodger s Tax Appropriation Report FY2017 Fourth Quarter Executive Summary From April to June 2017, the National Hispanic Cultural Center (NHCC) expended approximately 1 $33,316.55 of Lodger s Tax funding

More information

SELECT EXPERIENCE IN THE TRAVEL AND TOURISM INDUSTRY

SELECT EXPERIENCE IN THE TRAVEL AND TOURISM INDUSTRY MARKET RESEARCH & INTELLIGENCE STRATEGY CONSULTING TRAVEL AND TOURISM INDUSTRY SELECT EXPERIENCE IN THE TRAVEL AND TOURISM INDUSTRY At SIS International Research, we travel the world conducting the kind

More information

The New Digital Economy

The New Digital Economy An executive summary produced in collaboration with SAP Executive summary International leaders face an era of unprecedented change. The financial crisis that ended in 2009 caused a seismic shift that

More information

Untapped Opportunities? How mobile itineraries bring travelers curated tours and activities at the right time and place

Untapped Opportunities? How mobile itineraries bring travelers curated tours and activities at the right time and place Untapped Opportunities? How mobile itineraries bring travelers curated tours and activities at the right time and place } Travel brands and advisors are leveraging the profitable potential of distributing

More information

Canadian Market Ad Effectiveness ROI. February 2012 Prepared by Strategic Marketing & Research, Inc.

Canadian Market Ad Effectiveness ROI. February 2012 Prepared by Strategic Marketing & Research, Inc. Canadian Market Ad Effectiveness ROI February 2012 Prepared by Strategic Marketing & Research, Inc. Background & Objectives Visit California began substantial marketing efforts in Canada in 2007, which

More information

Williamsburg Area Destination Marketing Committee

Williamsburg Area Destination Marketing Committee Williamsburg Area Destination Marketing Committee Marketing Strategy is the WHAT. What are our goals, what would we like to achieve. Strategy is typically long-tail (multi-year), and rarely changes significantly.

More information

Economic Contribution of the U.S. Lead Battery Industry

Economic Contribution of the U.S. Lead Battery Industry Economic Contribution of the U.S. Lead Battery Industry Prepared for: Battery Council International 330 N. Wabash Ave., Suite 2000 Chicago, IL 60611 Prepared by: Economic Development Research Group, Inc.

More information

Economic Impact Statement Premier Inn, Custom House, Cardiff. May 2017

Economic Impact Statement Premier Inn, Custom House, Cardiff. May 2017 Economic Impact Statement Premier Inn, Custom House, Cardiff May 2017 Contents 1. Introduction 3 2. Construction Phase Impacts 5 3. Operational Phase Impacts 8 4. Conclusion 12 Appendix 1: Infographic

More information

Agency Profile. At a Glance

Agency Profile. At a Glance This document is made available electronically by the Minnesota Legislative Reference Library as part of an ongoing digital archiving project. http://www.leg.state.mn.us/lrl/lrl.asp Agency Purpose The

More information

2019 INTERNATIONAL MARKETING OPPORTUNITIES

2019 INTERNATIONAL MARKETING OPPORTUNITIES THE OFFICIAL INTERNATIONAL DESTINATION MARKETING ORGANIZATION FOR WASHINGTON, DC, MARYLAND & VIRGINIA 209 INTERNATIONAL MARKETING OPPORTUNITIES CapitalRegionUSA.org PUT YOUR DC, MD OR VA TRAVEL DESTINATION

More information

Predictive Analytics to Target Cross-Border Travelers. Making advertising more targeted, more relevant, more effective

Predictive Analytics to Target Cross-Border Travelers. Making advertising more targeted, more relevant, more effective Predictive Analytics to Target Cross-Border Travelers Making advertising more targeted, more relevant, more effective OUTLINE 01 02 Why cross border travelers Predictive analytics and cross-border marketing

More information

THE IMPACT OF ONLINE CONTENT ON GREEK TOURISM

THE IMPACT OF ONLINE CONTENT ON GREEK TOURISM THE IMPACT OF ONLINE CONTENT ON GREEK TOURISM A SUMMARY EXTRACT FROM: THE IMPACT OF ONLINE CONTENT ON EUROPEAN TOURISM 2017 1 EXECUTIVE SUMMARY: GREECE EUROPEANS CONTINUE TO EMBRACE ONLINE CONTENT 85%

More information

RegiÔtels has two main activities :

RegiÔtels has two main activities : 1 01: I NTRODUCTION We are experts at helping small and medium sized hotels to grow revenues and profit. With our help, you can build direct business, find new customers and charge the right price every

More information

Smart, Connected Products

Smart, Connected Products Smart, Connected Products A report produced in partnership with OXFORD ECONOMICS 1 Introduction The Internet of Things has quickly become part of everyday life. Early examples of the technology at work

More information

PARTNERSHIP BENEFITS & SERVICES

PARTNERSHIP BENEFITS & SERVICES PARTNERSHIP BENEFITS & SERVICES WHO WE ARE Visit Tampa Bay encourages adventurous travelers to unlock our destination s trove of unique treasures. We are a private, 501 (c)(6) organization that works with

More information

MONTEREY COUNTY CVB Ad & Communications Research FY14/15 Mid-Term Research December 2014

MONTEREY COUNTY CVB Ad & Communications Research FY14/15 Mid-Term Research December 2014 MONTEREY COUNTY CVB Ad & Communications Research FY14/15 Mid-Term Research December 2014 Contents Section Slide Background & Objectives 3 Methodology 5 FY 14/15 Mid-Term Review 6 Calendar Year 2014 Review

More information

22 JULY 2016, SINGAPORE FASTBOOKING has signed an exclusive partnership for Asia to distribute technology platform for UK-based company OTA Insight.

22 JULY 2016, SINGAPORE FASTBOOKING has signed an exclusive partnership for Asia to distribute technology platform for UK-based company OTA Insight. 22 JULY 2016, SINGAPORE FASTBOOKING has signed an exclusive partnership for Asia to distribute technology platform for UK-based company OTA Insight. OTA Insight is a software application service provider

More information

Understanding the Visitor Economy

Understanding the Visitor Economy Understanding the Visitor Economy Phil Reddy Tourism Strategy Manager Northwest Regional Development Agency 2006 Summary In this report, Phil Reddy, the Tourism Strategy Manager for the Northwest Development

More information

Economic Impacts Memorandum. December 12, 2017 Revised: January 22, 2018

Economic Impacts Memorandum. December 12, 2017 Revised: January 22, 2018 December 12, 2017 Revised: January 22, 2018 TABLE OF CONTENTS Introduction 2 Background 2 General Methodology 2 Background on IMPLAN Model 3 Description of Economic Impact Output 4 Economic Impacts of

More information

Website, & Social Co-op Marketing Opportunities

Website,  & Social Co-op Marketing Opportunities 2018-2019 Website, Email & Social Co-op Marketing Opportunities CONNECT WITH TRAVELERS HARNESS THE POWER OF A DMO REACH A QUALIFIED AUDIENCE Travel Industry Insights Tourism is big business in Santa Barbara!

More information

JLL Research Paper: Developing New Methodologies to Track Home Sharing

JLL Research Paper: Developing New Methodologies to Track Home Sharing 15 th Global Forum on Tourism Statistics Measuring the Activities and the Impact of the Sharing Economy JLL Research Paper: Developing New Methodologies to Track Home Sharing Co Authors: Lauro Ferroni

More information

Portland, OR 2015 Tourism Advertising Evaluation Study DRAFT. May 2015

Portland, OR 2015 Tourism Advertising Evaluation Study DRAFT. May 2015 Portland, OR 2015 Tourism Advertising Evaluation Study DRAFT May 2015 Table of Contents Research Objectives.. 3 Research Method....4 The Campaign.. 7 Main Findings.....10 Advertising Impacts 11 The Bottom

More information

AN OVERVIEW OF AIRBNB AND THE HOTEL SECTOR IN CANADA

AN OVERVIEW OF AIRBNB AND THE HOTEL SECTOR IN CANADA AN OVERVIEW OF AIRBNB AND THE HOTEL SECTOR IN CANADA A FOCUS ON HOSTS WITH MULTIPLE UNITS Hotel Association of Canada CBRE File No. :17-APPRHOTELS-0094 WHERE WOULD YOU LIKE TO STAY? Final Report Date:

More information

Economic Impacts of the Florida Botanical Gardens and Related Cultural Attractions in Pinellas County, Florida 1

Economic Impacts of the Florida Botanical Gardens and Related Cultural Attractions in Pinellas County, Florida 1 Economic Impacts of the Florida Botanical Gardens and Related Cultural Attractions in Pinellas County, Florida 1 Alan W. Hodges, David Mulkey, Effie Philippakos, and Judy Yates 2 Introduction This report

More information

Juno Awards, Calgary An Economic Impact Analysis. August 2008

Juno Awards, Calgary An Economic Impact Analysis. August 2008 Juno Awards, Calgary An Economic Impact Analysis August 2008 Introduction For a metropolitan area like Calgary, hosting the Juno Awards is not only a chance to showcase the city to the rest of Canada,

More information

2016 Tourism Advertising Accountability Research. November 2016

2016 Tourism Advertising Accountability Research. November 2016 2016 Tourism Advertising Accountability Research November 2016 Table of Contents Research Objective... 3 Background. 4 Research Method.. 6 Advertising Impacts.. 9 Oklahoma Past Visitation & Intent.. 12

More information

Global ROI Summary Fiscal Year February 2017

Global ROI Summary Fiscal Year February 2017 Global ROI Summary Fiscal Year 2015-2016 February 2017 Key Findings In fiscal year 2015-16, VCA increased media spending by $13.2 million and added three target countries (Mexico, Brazil, and Australia).

More information

A Study on the Role of Online and Social Media Channels for Travel Related Information Searches and Tourism

A Study on the Role of Online and Social Media Channels for Travel Related Information Searches and Tourism A Study on the Role of Online and Social Media Channels for Travel Related Information Searches and Tourism Surya Ramdas. Director, Padmashree Dr. D Y patil Institute of Management Studies, India. E-mail:

More information

WELCOME. Emma Thornton

WELCOME. Emma Thornton WELCOME Our Vision is that Cambridge will be recognised and celebrated globally as a world class leisure and business destination.visit Cambridge will be the leading voice for the visitor economy for Cambridge

More information

Tourism Squamish. Strategic Plan

Tourism Squamish. Strategic Plan Tourism Squamish Strategic Plan 2019-2020 Board Approved: January 15, 2019 Introduction In 2016, the Tourism Squamish Board developed a five-year Strategic Plan that accompanied the application for the

More information

2018 INTERNATIONAL MARKETING OPPORTUNITIES

2018 INTERNATIONAL MARKETING OPPORTUNITIES THE OFFICIAL INTERNATIONAL DESTINATION MARKETING ORGANIZATION FOR WASHINGTON, DC, MARYLAND & VIRGINIA 208 INTERNATIONAL MARKETING OPPORTUNITIES CapitalRegionUSA.org PUT YOUR DC, MD OR VA TRAVEL DESTINATION

More information

Aligning DMO Metrics in Reporting ODMO 2017 Winter Conference

Aligning DMO Metrics in Reporting ODMO 2017 Winter Conference Aligning DMO Metrics in Reporting ODMO 2017 Winter Conference Kari Westlund, President & CEO DMO Reports Reviewed Seaside COVA Travel Portland Visit Tillamook Coast OCVA Visit Corvallis Visit Bend Travel

More information

Steamboat Market Overview

Steamboat Market Overview Steamboat Market Overview The primary destination marketing for Steamboat s winter season is funded and administered by the Steamboat Ski Resort, while summer marketing is driven largely by the Steamboat

More information

Maximize YOUR REVENUE

Maximize YOUR REVENUE Maximize YOUR REVENUE DIRECT WEB SALES ACCORHOTELS APP MARKETING MAGIC THE LOYALTY ADVANTAGE WORLDWIDE SALES POWER CLEVER CUSTOMERS CONTACT CENTERS REVENUE MANAGEMENT DIRECT WEB SALES BOOST YOUR DIRECT

More information

Hotelier s 2009 Top Ten Internet Marketing Resolutions By Max Starkov and Jason Price

Hotelier s 2009 Top Ten Internet Marketing Resolutions By Max Starkov and Jason Price January 2009 Hotelier s 2009 Top Ten Internet Marketing Resolutions By Max Starkov and Jason Price Here at HeBS we firmly believe that a comprehensive, ROIcentric Internet marketing strategy is the hotelier

More information

195, % 394, %

195, % 394, % Destination Performance Report Lodging & Visitor Overview - September 218 Lodging Sales $39,875,38 13.5% Current Month and Year Occupancy Rate 8.2% 2.6% Hotel Demand 195,439 7.1% Hotel ADR $164.15 4.8%

More information

Economic Impact of the US Gaming Industry. American Gaming Association

Economic Impact of the US Gaming Industry. American Gaming Association Economic Impact of the US Gaming Industry American Gaming Association June 2018 Table of contents Overview 3 Section 1: Gaming industry direct spending 5 Section 2: Gaming industry economic impact 11 Section

More information

Personalising & Content Marketing

Personalising  & Content Marketing Personalising Email & Content Marketing March 14 th 2017 Content and Email MARKETING 1 WHO: Millions around the world TRUST Travelzoo 2 16.9M North American members 8.0M European members 3.4M Asia Pacific

More information

THE ECONOMIC IMPACT OF

THE ECONOMIC IMPACT OF THE ECONOMIC IMPACT OF April 13, 2016 L. William Seidman Research Institute W. P. Carey School of Business Arizona State University Research Team: Michael Mokwa, Daniel McIntosh, John Eaton, Anthony Evans,

More information

Digging Into Data. Erin Smith, Director of Research & Business Intelligence, BTA Lamar Caines, Research Assistant Manager, BTA

Digging Into Data. Erin Smith, Director of Research & Business Intelligence, BTA Lamar Caines, Research Assistant Manager, BTA Digging Into Data Erin Smith, Director of Research & Business Intelligence, BTA Lamar Caines, Research Assistant Manager, BTA Bermuda Tourism Key Performance Indicators Management Metrics Organizational

More information

Agri-Tourism Matters

Agri-Tourism Matters Agri-Tourism Matters PRESENTED TO YOLO/SOLANO/SACRAMENTO REGIONAL AGRITOURISM SUMMIT ALAN HUMASON EXECUTIVE DIRECTOR VISIT YOLO 2017 YOLO COUNTY VISITORS BUREAU The travel industry s role in the American

More information

DRAFT. Tourism Business Improvement District 2015 SCOPE OF SERVICES AND BUDGET

DRAFT. Tourism Business Improvement District 2015 SCOPE OF SERVICES AND BUDGET DRAFT Tourism Business Improvement District 2015 SCOPE OF SERVICES AND BUDGET Tourism Business Improvement District SCOPE OF SERVICES 2015 PURPOSE OBJECTIVE The Tourism Business Improvement District (TBID)

More information

Visit Visit 12 Visit Sitka 3-Year Strategic Marketing Plan April 15, 2016

Visit Visit 12 Visit Sitka 3-Year Strategic Marketing Plan April 15, 2016 Visit April 15, 2016 Objective 1: People travel for a variety of reasons: to escape, explore, understand and participate. But at the core of the experience lies the destination the place that hands something

More information

Explore Minnesota Tourism 2013 Listening Sessions

Explore Minnesota Tourism 2013 Listening Sessions Explore Minnesota Tourism 2013 Listening Sessions 2013 Listening Session Locations October 7 - Eagan October 8 - New Ulm October 10 - Duluth October 15 - Park Rapids Purpose: Solicit Industry Input on

More information

ONLINE DIAGNOSTIC TOOL WORKBOOK

ONLINE DIAGNOSTIC TOOL WORKBOOK ONLINE DIAGNOSTIC TOOL WORKBOOK Overview of the Online Diagnostic Tool The online diagnostic tool is designed to assist destination organizations conduct an objective self-assessment which can help them

More information

Travel Spending ('000) w/ % Change

Travel Spending ('000) w/ % Change Putnam County Visitors Bureau, Inc. 40 Gleneida Avenue Carmel, N.Y. 10512 June 20, 2017 Economic Development & Energy Committee Meeting Room 308, 6PM The purpose of the I Love New York Matching Funds grant

More information

187, , %

187, , % Destination Performance Report Current Month and Year Lodging & Visitor Overview - October 218 Lodging Sales $39,326,928 8.6% Hotel Occupancy 78.2% -1.8% Hotel Demand 187,25 4.% Hotel ADR $176.93 7.6%

More information

MARKET FOR CITY FESTIVALS SPECIFICATION # FINAL SUMMARY REPORT SPECIFICATION NO FINAL SUMMARY REPORT

MARKET FOR CITY FESTIVALS SPECIFICATION # FINAL SUMMARY REPORT SPECIFICATION NO FINAL SUMMARY REPORT SPECIFICATION #110845 FINAL MARKET SUMMARY RESEARCH REPORT FOR CITY FESTIVALS SPECIFICATION NO. 110845 FINAL SUMMARY REPORT November 15, 2013 Mr. Jamey Lundblad Director Public Affairs, Marketing and Communications

More information

webinar for YMCAs Jump Start January

webinar for YMCAs Jump Start January 2 15 webinar for YMCAs Jump Start January website TV Radio Print Outdoor Using Google AdWords Remarketing Simply add a tag to your site or configure using Google Analytics Setup ALL VISITORS audience or

More information

Minnesota 2016 Tourism Advertising Evaluation Study. January 2017

Minnesota 2016 Tourism Advertising Evaluation Study. January 2017 Minnesota 2016 Tourism Advertising Evaluation Study January 2017 Research Objective The purpose of this research was to provide an evaluation of Minnesota s Spring/Summer 2016 Only in MN tourism advertising

More information

Missouri Ports: Cornerstone of the Sate s Economy

Missouri Ports: Cornerstone of the Sate s Economy Missouri Ports: Cornerstone of the Sate s Economy Project Overview and Findings presented to ITTS Conference presented by Cambridge Systematics, Inc. Paula Dowell, Ph.D. May 22, 2018 1 Missouri is Home

More information

STRATEGIC PLAN MISSOURI DIVISION OF TOURISM

STRATEGIC PLAN MISSOURI DIVISION OF TOURISM 2014-2017 STRATEGIC PLAN MISSOURI DIVISION OF TOURISM Revised October 2016 1 P a g e 2014-2017 STRATEGIC PLAN FOR THE MISSOURI DIVISION OF TOURISM Our Vision: To lead Missouri in becoming one of America

More information

Tourism Matters UC DAVIS AGRITOURISM INTENSIVE ~ SACRAMENTO ALAN HUMASON EXECUTIVE DIRECTOR YOLO COUNTY VISITORS BUREAU PRESENTED TO JANUARY 17, 2013

Tourism Matters UC DAVIS AGRITOURISM INTENSIVE ~ SACRAMENTO ALAN HUMASON EXECUTIVE DIRECTOR YOLO COUNTY VISITORS BUREAU PRESENTED TO JANUARY 17, 2013 Tourism Matters PRESENTED TO UC DAVIS AGRITOURISM INTENSIVE ~ SACRAMENTO ALAN HUMASON EXECUTIVE DIRECTOR YOLO COUNTY VISITORS BUREAU JANUARY 17, 2013 The travel industry s role in the American economy

More information

Economic Impact Report

Economic Impact Report Economic Impact Report The Economic & Fiscal Impact on Maine of the State s Beer & Wine Distributors For: The Maine Beer & Wine Distributors Association P.O. Box 615 Augusta, ME 04332 From: Planning Decisions,

More information

Traditional hotel performance evaluation using calculations of supply and

Traditional hotel performance evaluation using calculations of supply and Demystifying the Digital Appendix Marketplace: 1 Executive Summary Traditional hotel performance evaluation using calculations of supply and demand has evolved with the digital marketplace into a new approach.

More information

DMO Committee Presentation. Diane Hedges, Scott Young, Jim Leitch & Rose Myers July 16, 2015

DMO Committee Presentation. Diane Hedges, Scott Young, Jim Leitch & Rose Myers July 16, 2015 DMO Committee Presentation Diane Hedges, Scott Young, Jim Leitch & Rose Myers July 16, 2015 We Can and Must Do Better! Tourism Advisory Board Represents: B&B, Hoteliers, Chamber, EDC, HGMA, Historic Preservation,

More information

Australia Advertising Effectiveness ROI. October2011

Australia Advertising Effectiveness ROI. October2011 Australia Advertising Effectiveness ROI October2011 Background & Methodology Visit California entered the Australian market with paid media in 2010, building upon other international presence the agency

More information

UNSD REGIONAL TRADE IN SERVICES WORKSHOP

UNSD REGIONAL TRADE IN SERVICES WORKSHOP UNSD REGIONAL TRADE IN SERVICES WORKSHOP St. Kitts and Nevis is a twin island federation. One country two islands 68 square miles on St. Kitts and 36 square miles on Nevis Population of approximately

More information

UK Winter Campaign 2018

UK Winter Campaign 2018 UK Winter Campaign 2018 Market Snapshot No. 2 market for Florida s international visitor volume, accounting for 12% of Florida s international visitors in 2016. Florida captured 31% of British travelers

More information

New Mexico Tourism Advertising ROI Study. July 2015

New Mexico Tourism Advertising ROI Study. July 2015 New Mexico Tourism Advertising ROI Study July 2015 Research Objective Longwoods International was engaged by the New Mexico Tourism Department (NMTD) to conduct a program of research designed to measure

More information