Roundtable Presentation

8/3/2019 Roundtable Presentation

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Washington Tourism

AllianceSeattleOctober 13, 2011


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Remember These Numbers

y $15 Billion

y $ 1 Billion

y 148,000

y 80%

y $365


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Agenday Why does tourism matter?

y Current state of tourism in the US

y History of Washington state tourism

y WTA

y How can you help?

y Marketing your area

y Lets hear from you!


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Why Does Tourism Matter?


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What is Tourism?y Its not just tourists with cameras

y Its business travelers

y Its entrepreneurs looking for investments

y Its convention attendees

y Its what makes a community vibrant. It breaths life

into a community.Courtesy of Tammy Blount


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Tourism Matters

y Destinations that invest in destination marketing andpromotion reap significant economic benefits in terms

of more traveler visits, greater travel spending (newmoney), more jobs created, and higher tax revenues.

y Where else would you get an ROI of 31:1

Courtesy of US Travel Association


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Travel Promotions Virtual Cycle

Travel Marketing and Promotion Increased Visitor Trips

New Jobs & Tax Revenue Additional Visitor Spending


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Remember These Numbers?

y $15 Billion

y $ 1 Billion

y 148,000

y 80%

y $365


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Remember These Numbers

y $15 Billion = Spend on tourism inWashington state

y $ 1 Billion = Tax revenue generated

y 148,000 = Jobs

y 80% = Small businesses in this stateare tourism related

y $365 per household in taxes paid byvisitors, not us!

y THESE ARE REAL NUMBERS


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Current State ofUS Tourism


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Tourism Matters to the USy Because Travel & Tourism is a cash generating

machine. In 2010 travel generated $111 Billion in taxrevenue.

y Because Travel & Tourism supported 7.4 Million directtravel jobs, generating $188.4 Billion in wages.

y Because the travel industry creates jobs! The travelindustry is one of the top ten employers in 49 states.


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US Tourism Stats

y Travel and Tourism is a $1.6 Trillion industry

y Generates $111 Billion in tax revenue for local, stateand federal governments

y 7.4 million jobs (1 out of 9 non-farming)

y

Saving each US Household $950 a year in taxes


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What Happens without Promotion: US

y 68.3 million lost visitors

y $509 billion in lost spending

y 441,000 lost jobs

y $ 32 billion in lost tax revenue

*2001-2009 data


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Power of Travel Promotion:

Colorado

1993 State support reduced to zero (sound familiar?)

Colorados tourism share plummeted 30%, a $2Bannual loss to the State

Funding reinstated in 2000, return on investment toState 12:1

Tourism is almost back to previous levels


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Power of Travel Promotion: Michigan

y ROI of $51.56- $1.00

y $622 million increased visitor spending

y 10,000 new jobs

y $43.5 million in tax revenues

y 839 new state troopers

y 844 new teachers


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Power of Travel Promotion: Philadelphia


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State Tourism Budgets

Total State Tourism Office Budgets in Millions

Source: U.S. Travel Association, Survey of State Tourism Off ice Budgets


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Source: U.S. Travel Association, Survey of State Tourism Off ice Budgets

% change FY2010 to FY2011


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Top 8 Spenders/Change YOY

y 1. Hawaii 15.5% ($83 M)

y 2. California 0.0%

y 3. Texas 18.0%

y 4. Illinois -24.5%

y 5. Louisiana 68.6%

y6. Florida 27.8%

y 7. Michigan 46.9%

y 8. Alaska 59.6%


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History of Washington

State Tourism


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History of Washington StateTourism

y 2005 $3.6 M tourism budget (46th in US)

y 2007 Tourism Bill introduced at the request of the Governor

y 2008 Tourism Commission Formed with 19 members

y 2009 State swept funds from WA. State Convention Center

y 2010 Budget reduced dramatically

y2011 State Tourism office ordered to close in June,

Washington Tourism Alliance created


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CVB (DMO)


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Washington Tourism

Alliance


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WTA - What is it?

y Non profit 501(c)6

y Volunteer led organization

yAdvocate, promote and develop tourism within State

y Facilitate cooperative marketing across the State

y Expand awareness of Washington State

y Consolidate and leverage assets turned over by State


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WTA to-datey Interim Board selected current Board of Directors representing

industry and regions

y 20 current members

y

2 vacancies-Arts & Culture andR

etaily 2 At large to be selected

y Executive Director on board August 1

y First Board Meeting August 17

y Executive Committee selected

y By-laws approved


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WTA Short Term Goalsy Not lose tourism momentum with loss of State funding

y Acquire all assets that State had and put them to immediateuse

y Fill the short term gap do not let any other State take

advantage of our transition

y Leverage all of the private resources we have State wide

y Raise money fast

y Rally support from all four corners

y It will be a grass roots effort


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How Can You Help?

y Join WTA today

y Spread the word

y Get active in theWTA

y Contact yourLegislator


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Committees

y Long Term Funding-Advocacy

y Membership

y Marketing andCommunications

y Web Site

y Events/Summit


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Partnership Opportunities

y Diamond

y Platinum

y Gold

y

Silvery Bronze

y Corporate

y Founding Partner

y FoundingAssociate Partner


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Membership Opportunities

y Company $300

y Individual $ 50

y Can we add your name??????


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Membership Benefitsy Expand your reach to your target audiences

y Networking opportunities

y Co-branding/Marketing opportunitiesyAdvocacy

y Recognition on WTA website and collateral

y Preferred pricing in Official VisitorsGuide/Website


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We Only Get One Shot!y Critical time for Washington

State

y Many communities,businesses and jobs are at

risk

y Other States increasinginvestment to steal ourpotential visitors

y Take Control of our Destiny

y Failure is not an option


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In the Interim

What you can do today..


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Social Trends in Tourism

y Economic trends affect tourism

y Cost of gas

y Job security

y Stock market

y Housing values

y

Good news - the need for travel therapy trumpseconomic concerns


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y Travelers are changing

yMass affluent are gone over spenders

y Emerging affluent-younger people living at home

y Doing more with less

y The way they purchase has changed


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Social Trends in Tourism-Millenniums

y They expect an experience

y Present it through technology

y Facebook

y Twitter

y Trip Advisor

y QR codes

y Remember they trust no one (except each other)

y Dont believe advertising


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Social Trends in Tourism-Baby Boomers

y Baby Boomers have discretionary income

y1 in 8 travelers is over 65y Unique experiences: they want to do and experience

something different

y Its the little things

y Appreciate value

y Help them age the way they want


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y Old way of thinking: PRODUCT

yNew way of thinking: EXPERIENCE

y Popular is not cool

y Cool is unique

y What can you offer me thats cool?


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Checklist for Your Success

y Engage local media

yEducate your local members/partners

y Ask local partners to evangelize your message

y Send a communication to your legislator

yJoin WTA and be active!!!!!


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REMEMBER

y Tourism is not an expense..Its an

investment !!!


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Let Me Hear From You!

yWhat are your expectations of theWTA?

yWhat concerns do you have?

yWhat ideas do you want to share

with me?


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Questions????

y Suzanne Fletcher

y 206-660-6520

y [email protected]

Documents

Roundtable Presentation