The Economic Impact of Tourism in The Appalachian Region of Ohio. June 2014

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1 The Economic Impact of Tourism in The Appalachian Region of Ohio June 2014

2 Appalachia Region Tourism Summary Total Tourism Impact Appalachian Region Sales Wages Taxes Employment $4.9 billion $1.2 billion $0.6 billion 60,295 Appalachian Region in red Tourism Sales ($) Top quintile Middle quintile First quintile 2

3 Overview Tourism is an integral and driving component of the Appalachian Region economy, sustaining 7.4% of salaried employment. Visitors to the Appalachian Region generated business sales of $4.9 billion, directly and indirectly, in Tourism is a diverse composite of economic activities, including transportation, recreation, retail, lodging, and food & beverage sectors. 3

4 State Summary

5 Key results Including indirect impacts, Ohio tourism spending in 2013 generated $38 billion in sales. A total of 404,780 jobs, with income of $9.4 billion, were sustained by visitors to Ohio last year, including direct and indirect impacts. Tourism employment grew 2.5% in 2013, more than two times faster than overall Ohio employment growth of 1.2%. Including indirect and induced impacts, tourism in Ohio generated nearly $3.0 billion in state and local taxes and $2.8 billion in Federal taxes last year. In the absence of the state and local taxes generated by tourism, each Ohio household would need to pay $650 to fill the gap. 5

6 Key themes for 2013 Visits to Ohio destinations grew 2.5% in 2013 (source: Longwoods International) Hotel room demand grew 1.4% (source: STR) Average hotel rates grew 5.0% in 2013, fueling a 6.4% expansion in room revenue (source: STR) State sales tax revenue from the lodging industry grew 10% in 2013 (source: State Revenue Office) Employment growth in key tourism industries grew faster than total employment; recreational employment grew 5.1% and lodging employment grew 3.9% compared to total employment growth of just 1.2%. 6

7 Continued growth in visitor spending Visitation remained strong especially day trips supporting spending growth of 4.6% in Direct visitor spending neared $30 billion in Visitor spending has averaged 6.7% growth per annum over the past four years. Ohio Visitor Spending US$ Billions $29.9 $ $26.3 $25.6 $24.5 $ $ Spending (L) % Change (R) $ Billio ions Sources: Longwoods International, NTTO, Stats Can, Tourism Economics 10% 5% 0% -5% -10% -15% 7

8 Visitor spending by sector Ohio Visitor Spending Air 2.3% Lodging 10.8% F&B 25.3% Retail 14.3% With recovery in both occupancy and room rates, the share of the visitor dollar spend on lodging has grown to 10.8% in The share of visitor spending on recreation increased 0.3 points in 2013 to 16.4%. Trans 30.9% Rec 16.4% Sources: Longwoods International, NTTO, Stats Can, Tourism Economics F&B spending represents a quarter of all visitor spending. 8

9 Total tourism sales 9 Tourism Sales (US$ Million) Direct Indirect Induced Total Agriculture, Fishing, Mining Construction and Utilities Manufacturing - 1, ,727.5 Wholesale Trade Air Transport Other Transport 2, ,555.9 Retail Trade 4, ,418.8 Gasoline Stations 5, ,221.1 Communications Finance, Insurance and Real Estate 1, , , ,729.1 Business Services - 1, ,524.7 Education and Health Care , ,405.8 Recreation and Entertainment 4, ,157.9 Lodging 3, ,303.4 Food & Beverage 7, ,029.5 Business Day Personal Services Government , ,193.8 TOTAL 29, , , ,309.6 Growth Rate 4.6% 5.1% 3.8% 4.6% Including indirect impacts, tourism spending in 2013 generated $38 billion in sales. (Only direct and indirect impacts have been considered as part of the official state impact figures.)

10 Total tourism sales All business sectors of the Ohio economy benefit from tourism activity directly and/or indirectly. Tourism Sales by Industry $ million 9,000 8,000 7,000 6,000 5,000 4,000 Direct Indirect Induced Sectors that serve the tourism industry, like business services, gain as suppliers to a dynamic industry. 3,000 2,000 1,000 0 F&B Retail Trade Gas Recreation FIRE Other Transp Lodging Manu Bus. Services Education Gov. Air Transport 10

11 How visitor spending generates impact Travelers create direct economic value within a discrete group of sectors (e.g. recreation, transportation). This supports a relative proportion of jobs, wages, taxes, and GDP within each sector. Each directly affected sector also purchases goods and services as inputs (e.g. food wholesalers, utilities) into production. These impacts are called indirect impacts. Lastly, the induced impact is generated when employees whose incomes are generated either directly or indirectly by tourism, spend those incomes in the state economy. 11

12 How visitor spending generates impact An example helps to understand how direct visitor spending has other benefits in the regional economy: Consider a local restaurant. When visitors buy food and beverages at the restaurant, this is direct spending and benefits the restaurant. However, the benefits to the economy do not stop there. In order to make those direct sales, the restaurant must get inputs from its suppliers in other industries, such as food, energy, and any other materials or services that it needs in order to do business. This impact on upstream industries is the indirect effect. Finally, employees who work at the restaurant earn wages and spend those wages in the local economy on food, consumer goods, and other personal services. This is the induced effect. 12

13 Total tourism employment Tourism Economy Employment Direct Indirect Induced Total Agriculture, Fishing, Mining - 3,065 1,060 4,125 Construction and Utilities - 1, ,119 Manufacturing - 4,190 1,736 5,926 Wholesale Trade Air Transport 3, ,244 Other Transport 30,826 4,431 1,649 36,906 Retail Trade 44,292 3,203 12,822 60,317 Gasoline Stations 12, ,937 Communications - 1, ,659 Finance, Insurance and Real Estate 7,076 8,914 5,314 21,303 Business Services - 18,092 5,581 23,673 Education and Health Care ,941 16,036 Recreation and Entertainment 66,902 3,420 2,091 72,413 Lodging 39, ,778 Food & Beverage 144,702 2,522 7, ,288 Personal Services - 2,362 5,633 7,995 Government ,428 TOTAL 348,615 56,165 61, ,696 The tourism sector directly and indirectly supported 404,780 jobs in (Although shown in the above table, induced impacts have not been considered as part of the official state impact figures.) 13

14 Tourism personal income Tourism Labor Income (Compensation) (US$ Million) Direct Indirect Induced Total Agriculture, Fishing, Mining Construction and Utilities Manufacturing Wholesale Trade Air Transport Other Transport ,116.2 Retail Trade ,327.3 Gasoline Stations Communications Finance, Insurance and Real Estate Business Services ,076.0 Education and Health Care Recreation and Entertainment 1, ,566.5 Lodging 1, ,045.4 Food & Beverage 2, ,423.0 Personal Services Government TOTAL 7, , , ,505.0 The tourism sector directly and indirectly generated $9.4 billion of labor income in (Although shown in the above table, induced impacts have not been considered as part of the official state impact figures.) 14

15 Tourism tax generation Tourism-Generated Taxes (US$ Million) Federal Taxes 2, , ,835.4 Corporate Indirect Business Personal Income Social Security 1, , ,191.6 State Taxes 1, , ,782.4 Corporate Personal Income Sales State Social Security Excise and Fees Local Taxes 1, , ,179.5 Personal Income Business Day 34.9 Sales Property Admissions Lodging Other Taxes and Fees TOTAL 5, , ,797.3 Taxes of $5.8 billion were directly and indirectly generated by tourism in State and local taxes alone tallied nearly $3.0 billion, growing more than $95 million in Local governments received $1.2 billion in revenue from tourism related activity. Each household in Ohio would need to be taxed an additional $650 per year to replace the tourism taxes received by state and local governments. 15

16 Regional Summary

17 Tourism Sales Tourism Sales by Region Central 23.4% Northeast 37.4% Northwest 12.4% Southeast 3.5% Southwest 23.4% Cleveland (Northeast), Cincinnati (Southwest) and Columbus (Central) are anchors which influence the distribution of the tourism economy across Ohio. Relative to the size of their economies, tourism is still of significant importance to the Northwest and Southeast regions. 17

18 Tourism Employment Tourism Employment by Region Thousands Induced Indirect Direct Northeast Southwest Central Northwest Southeast 18

19 Tourism Wages Tourism Wages by Region $ Billions Induced Indirect Direct Northeast Southwest Central Northwest Southeast 19

20 Appalachian Region Detail

21 Tourism Sales Trend Recent Trends in Direct Tourism Sales (Output) Appalachian Region Direct Sales Trends: Sales volume ($mils) 2,832 3,081 3,229 Sales growth, % change 6.3% 8.8% 4.8% Sales trends for the state: Ohio sales growth, % change 6.5% 8.4% 4.6% 21

22 Appalachian Region Tourism Impact Total Tourism Impact County Sales ($mils) Employment Wages ($mils) Tax Revenues ($mils) Adams Ashtabula , Athens , Belmont , Brown Carroll Clermont , Columbiana , Coshocton Gallia Guernsey , Harrison Highland , Hocking , Holmes , Jackson , Jefferson , Continued on next page 22

23 Appalachian Region Tourism Impact Total Tourism Impact (continued) County Sales ($mils) Employment Wages ($mils) Tax Revenues ($mils) Lawrence , Mahoning , Meigs Monroe Morgan Muskingum , Noble Perry Pike Ross , Scioto , Trumbull , Tuscarawas , Vinton Washington , Region Total 4, ,295 1,

24 Appalachia Tourism Sales Total tourism sales tallied $4.9 billion in the Appalachian Region in 2013, up 4.8% from Tourism Sales by County: $4.9 billion All others 31% Mahoning 15% Clermont 11% Belmont 4% Trumbull 10% 24 Columbiana 4% Muskingum 4% Washington 4% Tuscarawas 8% Ashtabula 9%

25 Tourism Sales Tourism Sales (Output) (US$) Direct* Indirect Induced Total Agriculture, Fishing, Mining - 27,311,477 10,143,964 37,455,441 Construction and Utilities - 50,998,154 20,566,312 71,564,466 Manufacturing - 202,752,619 91,930, ,683,277 Wholesale Trade - 8,085,780 5,730,424 13,816,204 Air Transport 3,688,399 1,139,441 1,026,371 5,854,211 Other Transport 273,864,783 47,118,975 25,110, ,094,492 Retail Trade 958,366,002 24,409,445 98,146,156 1,080,921,603 Communications - 51,099,926 22,116,877 73,216,803 Finance, Insurance and Real Estate 458,981, ,646, ,603, ,231,126 Business Services - 211,729,081 61,045, ,774,297 Education and Health Care - 701, ,182, ,883,899 Recreation and Entertainment 311,477,621 14,512,357 12,304, ,294,077 Lodging 398,696,047 5,136,829 4,275, ,108,417 Food & Beverage 824,097,065 13,020,341 37,063, ,181,102 Personal Services - 20,866,617 35,448,815 56,315,433 Government - 19,396, ,585, ,981,894 TOTAL 3,229,171, ,925, ,279,697 4,895,376,741 Visitors generated $4.9 billion in business activity in the Appalachian Region in

26 Tourism Sales Tourism Sales By Industry $ Millions 1,200 1, Induced Indirect Direct Retail Trade Food & Bev Fin, Ins & RE Lodging Other Transport Recreation Manufacturing Bus Services Educ & Health Government Communications Constr & Utilities Pers Services Ag & Mining Wholesale Trade Air Transport

27 Tourism Employment Tourism Employment Direct Indirect Induced Total Agriculture, Fishing, Mining Construction and Utilities Manufacturing Wholesale Trade Air Transport Other Transport 6, ,850 Retail Trade 6, ,657 8,934 Communications Finance, Insurance and Real Estate 1,008 1, ,846 Business Services - 2, ,058 Education and Health Care ,059 2,072 Recreation and Entertainment 4, ,528 Lodging 5, ,678 Food & Beverage 19, ,113 Personal Services ,033 Government TOTAL 45,040 7,256 7,999 60, Tourism supports 1 in every 14 jobs in the Appalachian Region.

28 Tourism Employment Tourism Employment By Industry 25,000 20,000 15,000 Induced Indirect Direct 10,000 5,000 0 Food & Bev Retail Trade Other Transport Lodging Recreation Bus Services Fin, Ins & RE Educ & Health Pers Services Manufacturing Ag & Mining Communications Constr & Utilities Government Wholesale Trade Air Transport 28

29 Tourism Income Tourism Income (Compensation) (US$) Direct Indirect Induced Total Agriculture, Fishing, Mining - 5,004,594 2,176,340 7,180,935 Construction and Utilities - 14,171,470 4,877,574 19,049,045 Manufacturing - 24,055,637 10,880,840 34,936,477 Wholesale Trade - 2,219,206 1,599,466 3,818,672 Air Transport - 364, , ,251 Other Transport 154,053,574 21,817,237 9,517, ,388,100 Retail Trade 126,210,076 9,118,174 36,201, ,529,770 Communications - 11,970,573 4,358,518 16,329,091 Finance, Insurance and Real Estate 19,572,059 32,321,536 22,833,158 74,726,753 Business Services - 84,953,018 25,864, ,817,970 Education and Health Care - 304,775 68,239,755 68,544,530 Recreation and Entertainment 49,765,798 5,737,908 4,509,176 60,012,882 Lodging 103,584,690 1,685,015 1,308, ,577,886 Food & Beverage 282,692,903 3,956,607 11,083, ,733,052 Personal Services - 7,079,570 12,930,593 20,010,162 Government - 4,848,713 2,685,194 7,533,907 TOTAL 735,879, ,608, ,394,542 1,184,882, Tourism generated personal income of $1.2 billion in 2013.

30 Tourism Income Tourism Income By Industry $ Millions Induced Indirect Direct Food & Bev Other Transport Retail Trade Bus Services Lodging Fin, Ins & RE Educ & Health Recreation Manufacturing Pers Services Constr & Utilities Communications Government Ag & Mining Wholesale Trade Air Transport

31 Tourism Tax Generation The tourism industry generated $628 million in taxes in Tourism generated $324 million in state and local taxes. $191 million in state taxes $132 million in local taxes Tourism-Generated Taxes (US$) Total Federal Taxes 304,196,338 State Taxes 191,220,887 Local Taxes 132,389,838 TOTAL 627,807,063 31

32 Methodological Notes Visitor spending data are derived from several sources including: Longwoods International survey of travelers Longwoods International survey of accommodations Statistics Canada data on spending in Ohio Office of Travel & Tourism Industries estimates of overseas visits to Ohio Economic data are compiled by industry from the Bureau of Economic Analysis and Bureau of Labor Statistics. These provide industry detail on employment, value added, and wages by industry. The economic impact analysis uses an IMPLAN ( input-output model for the state of Ohio which tracks spending by visitors to industries and among industries and households. This estimates indirect (supply chain) impacts and induced (income effect) impacts as wages are spent in the state economy. 32

33 About Tourism Economics Tourism Economics, headquartered in Philadelphia, is an Oxford Economics company dedicated to providing high value, robust, and relevant analyses of the tourism sector that reflects the dynamics of local and global economies. By combining quantitative methods with industry knowledge, Tourism Economics designs custom market strategies, project feasibility analysis, tourism forecasting models, tourism policy analysis, and economic impact studies. Our staff have worked with over 100 destinations to quantify the economic value of tourism, forecast demand, guide strategy, or evaluate tourism policies. Oxford Economics is one of the world s leading providers of economic analysis, forecasts and consulting advice. Founded in 1981 as a joint venture with Oxford University s business college, Oxford Economics is founded on a reputation for high quality, quantitative analysis and evidence-based advice. For this, it draws on its own staff of 40 highly-experienced professional economists; a dedicated data analysis team; global modeling tools; close links with Oxford University, and a range of partner institutions in Europe, the US and in the United Nations Project Link. 33

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