2012 North Carolina Governor s Conference on Tourism March 2012

Transcription

1 Marlise Taylor, Research Manager, NC Division of Tourism Mike Applegate, Director of Research, Charlotte Regional Visitors Authority Nancy Nicholls, Tourism Director, Chowan County 2012 North Carolina Governor s Conference on Tourism March 2012

2 Tourism Research Research from the NC Division of Tourism helps to provide critical information that shapes the strategic direction of the division. Working closely with third party research vendors and government agencies, we are able to: Monitor domestic and international visitation Tactically plan, implement and evaluate processes and programs Help policy makers make strategic decisions about the long term health of tourism Assess capital investment and gauge the amount of government support Assist tourism partners statewide understand tourism s impact on their destinations

3 Types of Research of the Division of Tourism Visitor Spending Economic Impact Visitor Profiling/Volume International Research Advertising Effectiveness/ROI Web Tracking Website Analysis Wine & Grape Research Welcome Center Research Travel Guide Effectiveness

4 Visitor Spending Impacts TEIM Model The Travel Economic Impact Model (TEIM) measures the impact of travel on NC and its 100 counties in terms of direct visitor spending. In addition to the direct visitor spending estimates, county level employment, payroll and tax revenues as a result of visitor spending are included. The TEIM is comprised of 16 travel categories including lodging, food, retail, transportation, and recreation. The use of this model allows the Division and its partners to monitor annual spending, and track changes in the impact of visitor spending to and within the state A description of this model can be found at

5 Visitor Spending in North Carolina $18,000 $15,000 Billion $ $12,000 $9,000 $6,000 $3,000 $

6 Rank by expenditure County Expenditures ($millions) Percent change 2009/10 Mecklenburg $3, % Wake $1, % Guilford $1, % Dare $ % Buncombe $ % Economic Development Region Percent change 2009/10 Carolinas 11.0% Eastern 9.3% Northeast 8.7% Western 8.3% Triangle 7.8% Southeast 7.7% Piedmont Triad 7.6% Rank by % change County Rank by economic development region Expenditures ($millions) Percent change 2009/10 Hoke $ % Ashe $ % Lee $ % Nash $ % Mecklenburg $3, %

7 Starting salary - $34,000 Social Security - $2,601 Retirement - $3,573 Hospitalization - $4,527 Assuming Cost of State Troopers $947,200, Tourism Related State Tax Receipts Would pay for the salaries and benefits of: 21,189 state troopers

8 North Carolina Visitor Profile TNS TravelsAmerica The Division of Tourism has contracted with TNS for five years to perform demographic profiles and volume analyses on the state s travel industry. TravelsAmerica conducts over 10,000 interviews among past 12- month travelers each month who have traveled more than 50 miles from their home. Information collected includes purpose of trip, length of stay, travel party characteristics, accommodations, spending, etc. Using raw data from TravelsAmerica, the Division is able to segment visitation by the three geographic regions of the state: mountains, piedmont & coast

9 2010 Season of Travel by Region 50.0% 47.9% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 18.3% 23.5% 36.8% 21.4% 11.9% 24.0% 16.2% 22.5% 24.5% 31.4% 21.6% 13.1% 23.1% 36.8% 27.0% Winter Spring Summer 10.0% 5.0% Fall 0.0% NC Coastal Region Piedmont Region Mountain Region

10 Average Travel Party Length Size of Stay Length of Stay North Carolina Coastal Region Piedmont Region Mountain Region 3.3 nights 4.4 nights 3.3 nights 3.4 nights Party Size North Carolina Coastal Region Piedmont Region Mountain Region 2.1 people 2.3 people 1.9 people 2.2 people Origin of Overnight Visitors North Carolina Coastal Region Piedmont Region Mountain Region North Carolina (5.0%) Virginia (9.8%) South Carolina (7.6%) Florida (7.3%) Georgia (5.6%) North Carolina (41.9%) Virginia (12.9%) Pennsylvania (7.1%) New York (6.3%) New Jersey (4.3%) North Carolina (28.8%) Virginia (8.5%) South Carolina (7.8%) Florida (7.6%) Georgia (7.0%) North Carolina (30.2%) South Carolina (12.1%) Florida (9.1%) Georgia (7.3%) Tennessee (6.5%)

11 Effect of Gas Prices on NC Overnight Visitation Gas prices NC Overnight Visitors

12 Research Partner Opportunities VisaVue Travel Participate in VisaVue Travel program to gather broader and more statistically accurate data regarding international visitors travel activity in North Carolina. NC Travel Tracker/Barometer Provide data to help Division track attendance at attractions, airports, parks, etc.

13 For more information about the Division s research visit

14 Mike Applegate CRVA

15 Track local industry Identify new markets Develop consumer insights

16

17 County Year Expenditures ($ Millions) Payroll ($ Millions) Employment (Thousands) State Taxes ($ Millions) Local Taxes ($ Millions) Mecklenburg County , , Charlotte MSA 3, , Charlotte Regional Partnership Footprint 4, , Mecklenburg County , , Charlotte MSA 3, , Charlotte Regional Partnership Footprint 4, , Mecklenburg County , , Charlotte MSA 4, , Charlotte Regional Partnership Footprint 4, , Mecklenburg County , , Charlotte MSA 4, , Charlotte Regional Partnership Footprint 5, , Mecklenburg County , , Charlotte MSA 4, , Charlotte Regional Partnership Footprint 4, , Mecklenburg County , , Charlotte MSA 4, , Charlotte Regional Partnership Footprint 5, ,

18 $6,000 $5,000 Travel Expenditures ($ Millions) Travel Industry Employment (Thousands) $4, $3, $2, Meck MSA CRP Meck MSA CRP

19 County Expenditures ($ Millions) Payroll ($ Millions) Employment (Thousands) State Taxes ($ Millions) Local Taxes ($ Millions) Anson Cabarrus Gaston Mecklenburg 3, , Union York, SC Total 4, ,

20

21 60 50 $ $23.2 $36.4 $18.1 $29.1 $23.2 $36.2 $ Top 10 Int'l VISA All Int'l VISA

22 Country 2008 Total VISA Spend Canada $11.6 UK $3.1 Germany $2.1 Japan $1.3 Mexico $1.1 Brazil $1.0 France $0.96 Venezuela $0.78 India $0.69 South Korea $0.69 Country 2009 Total VISA Spend Canada $8.7 UK $2.3 Germany $1.6 Brazil $0.96 Mexico $0.85 Japan $0.82 France $0.78 Puerto Rico $0.75 Australia $0.67 China $0.66

23 Country 2010 Total VISA Spend Canada $10.4 UK $2.9 Brazil $1.8 Germany $1.5 Japan $1.4 Puerto Rico $1.3 China $1.2 Mexico $1.1 Australia $0.98 France $0.64 Country 2011 Total VISA Spend Canada $13.2 UK $4.2 Brazil $2.5 Germany $2.3 China $2.2 Puerto Rico $1.9 Japan $1.8 Mexico $1.5 France $1.4 Australia $1.1

24 Country Change Canada 14% UK 35% Brazil 150% Germany 10% China 233% Puerto Rico 153% Japan 38% Mexico 36% France 46% Australia 64%

25 180, , % 156, , , , , , ,131 80,000 60,000 40,000 20,

26

27 None of the above, 11% Action Taken Planning visit within 12 months, 15% Visited since inquiry, 31% Planning visit within 6 months, 16% Planning visit within 3 months, 27%

28 Trip purpose Inquiry source First inquiry, prior visit Decision timing Action taken # Previous visits Length of stay Information influence trip length # Activities Information influence # activities Party size Trip spending Visitor Information Center Destination satisfaction Brand awareness Information satisfaction Demographics Comments

29 Nancy Nicholls Chowan County TDA

30 TDA Board & Elected Officials

31

32 Chowan s Impact

33 Domestic tourism generated an economic impact of $16.45 million in This was a 1.04 % change from Chowan County ranked 85 in travel impact among North Carolina's 100 Counties. More than 140 jobs in the County were directly attributable to travel and tourism. Travel generated a $2.44 million payroll in State and local tax revenues from travel to Chowan County amounted to $1.96 million. This represents a $133 tax saving to each county resident.

34 Guided Walking and Trolley Tours 1758 Cupola House 1767 Chowan County Courthouse Edenton Cotton Mill Museum 1886 Roanoke River Lighthouse Iredell House State Historic Site National Fish Hatchery part of the Charles Kuralt Trail Barker House - home of Penelope Barker organizer of the Edenton Tea Party Chowan Arts Council Gallery J. Robert Hendrix Park & Cannon's Ferry Heritage Riverwalk Albemarle Sound

35 1 ½ hours inland from OBX

36 Waterfront Activities Historic Landmarks

37 Restaurants Bed & Breakfast Inns

38 Paddle Boarding Guided Walking &Trolley Tours

39 Inquiry Conversion Study NC Visitor Study Survey Pilot Program

40 2010 NC Visitor & Trip Profile

41

42 Sharing Important DATA Community Comes Together Changes Being Made

43