In this week's NewsLink... July 13, 2011

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1 In this week's NewsLink... July 13, TRAVEL + LEISURE S WORLD S BEST AWARDS 2011 INCLUDES SEVERAL N.C. SITES 2. N.C. TOURISM LEADERS PARTICIPATE IN U.K. SALES & MEDIA MISSION 3. CONTACT INFO FOR DIVISION S COOPERATIVE ADVERTISING PROGRAMS 4. DESTINATION MARKETING PROGRAMS PROVIDE FAST, SIGNIFICANT ROI 5. SUMMER TOURISM SEASON OFF TO STRONG START IN WESTERN N.C. 6. ECONOMY, LOWER GAS PRICES HELP BOOST HOLIDAY TOURISM NUMBERS AT COAST 7. N.C. GREEN TRAVEL: PRINTED MATERIALS PRESENT CHALLENGES 8. McCLATCHY FEATURES OUTER BANKS 9. CHICAGO TRIBUNE SUGGESTS YADKIN VALLEY FOR SUMMER GETAWAY 10. SURVEYS, INDUSTRY, MARKETING & TRAVEL TRENDS 11. NORTH CAROLINA WEEKEND 12. UPCOMING INDUSTRY MEETINGS & EVENTS TRAVEL + LEISURE S WORLD S BEST AWARDS 2011 INCLUDES SEVERAL N.C. SITES Travel + Leisure has announced the winners of the World s Best Awards 2011 and several N.C. sites are on the list. Among the Top Resorts in the U.S/Canada, the Inn on Biltmore Estate in Asheville was ranked #28 with the Sanderling Resort & Spa in Duck at #32. The Umstead Hotel and Spa in Cary ranked #10 among the Top Large City Hotels in U.S./Canada. Among the Top Family Hotels in U.S./Canada, the Sanderling Resort & Spa ranked #2. The Grove Park Inn Resort & Spa in Asheville ranked #17 among the Top Hotel Spas in U.S./Canada. And the Westglow Resort & Spa in Blowing Rock ranked #2 among Top Destination Spas. In its 16th year, Travel + Leisure's World s Best Awards, which includes the top hotels, cruise lines, airlines, and other tourism-related entities, as voted by readers, is an essential index of the places to go. N.C. TOURISM LEADERS PARTICIPATE IN U.K. SALES & MEDIA MISSION

2 The Division recently continued its international marketing efforts with a recent sales and media mission to London and Dublin led by International Marketing Manager Heidi Walters and Public Relations Manager Margo Metzger. Several industry partners also attended the mission including representatives from Cabarrus County CVB, Visit Charlotte, Asheville CVB, Durham CVB and Grandfather Mountain. The sales group met with 15 tour operators including established tour operator partners, as well as training at Wexas. The group worked with tour operators with existing N.C. product to expand their offerings, and also met with tour operators who do not package N.C. in an effort to get them to expand their destination offerings. In addition, the group introduced North Carolina to three new tour operators: Grandstand Tours specializing in motorsports tours, British Airway Tours now in partnership promoting the American Airlines RDU flight, and Black Tomato, specializing in adventure tours. The media group met with 31national and regional media outlets, pitching story ideas and news about new attractions, events and more. In addition, North Carolina had a booth at the Goodwood Festival of Speed introducing U.K. racing fans to North Carolina. More than 800 visitors stopped by for more information over the three-day event. Traditionally, international visitors spend more and stay longer than domestic visitors. In 2010 the U.K. market sent 83,501 visitors to N.C., spending $32.5 million an average of $390 per person. CONTACT INFO FOR DIVISION S COOPERATIVE ADVERTISING PROGRAMS As the Division begins the fiscal year, there is a new partner program contact for cooperative advertising programs at the Division s new advertising agency of record, Charlotte s Luquire George Andrews. Brooks Luquire, senior account executive at LGA, is the primary partner program contact for the VisitNC.com, print and paid online advertising opportunities outlined by the Division at the 2011 N.C. Governor s Conference on Hospitality & Tourism. The Partner Opportunities overview is also available online here. As in prior years, some programs may be adjusted during the year where possible to accommodate more partner interest, while occasionally specific tactics are eliminated due to lack of partner interest. Contact Brooks Luquire and the LGA team for more information on cooperative advertising opportunities that will extend industry partners marketing investment and exposure in the coming year. Contact Brooks Luquire at (704) DESTINATION MARKETING PROGRAMS PROVIDE FAST, SIGNIFICANT ROI Reducing state and local tourism marketing programs in the name of saving taxpayer dollars impedes economic growth, according to new research conducted by Longwoods International and commissioned by the U.S. Travel Association. "There's a reason that America s most prominent brands continue to increase their marketing budgets: it works," said Roger Dow, president and CEO of the U.S. Travel Association. "This study proves that destinations must operate like Nike, Apple and similar businesses that have followed the marketing path to success. Substantial cuts to destination marketing programs are counterproductive and will have long-term negative economic consequences."

3 The research proves that destination marketing programs generate more tax revenue than they cost by driving substantial increases in visitation and spending in local communities. "Legislators are ignoring basic economics if they slash destination marketing programs," said the report's author, Bill Siegel, founder and CEO of Longwoods International. "The return on investment of destination marketing programs is significant and nearly immediate." In North Carolina, every $1 spent on paid media advertising in 2010 resulted in $191 in new visitor spending, $10.31 in new state tax revenue, and $6.25 in new local tax revenue, according to Longwoods International. This is a 17:1 return on investment. While many agencies experienced reductions in the state budget, North Carolina continued its investment in tourism with no reduction to the Division s marketing budget. SUMMER TOURISM SEASON OFF TO STRONG START IN WESTERN N.C. Whether they're whitewater thrill-seekers, campers looking for a leafy getaway or camera-toting visitors looking to learn about the region's history, visitors have arrived to the Asheville area. Anecdotal reports, early economic indicators and other factors, hint that Western North Carolina's tourism industry will do at least as well as last year and may well exceed it. Hotel sales in Buncombe County one key barometer have been positive for eight of the last nine months, according to the Asheville CVB, which is predicting a 5 percent increase in room tax revenue. ECONOMY, LOWER GAS PRICES HELP BOOST HOLIDAY TOURISM NUMBERS AT COAST Most likely, locals weren t the only one who noticed full parking lots, crowded beaches and lines of traffic before and after firework shows. Many people think more visitors traveled to the Carolina Beach and Wilmington areas for Fourth of July weekend than in recent years. One hotelier noticed visitors spending more money eating out, using the hotel s services and visiting nearby attractions. N.C. GREENTRAVEL: PRINTED MATERIALS PRESENT CHALLENGES Every tourism organization has its own marketing strategy, but whatever marketing strategy is used, printed materials are an important tool, whether they are convention center layouts given at trade shows or brochures distributed at visitor centers. While printed materials are a relatively cost effective way to get a message across, there is increasing concern over the environmental impacts. One option to reduce paper usage is to rely more on digital distribution of materials, but according to a report by PBS, digital media is not without its environmental impacts as well. It can be difficult to compare the impact of different media formats but the bottom line is every format has an impact. With thoughtful planning, though, impacts can be minimized to meet both the distributor s and the consumer s standards and needs. Just as important as what is printed is what it s printed upon. Including information about how travelers can reduce their environmental impact while visiting a destination is yet another way to improve environmental performance even further. For more information on paper and recycling, visit EPA paper recycling. For more information on green travel tips for consumers that

4 can be include in print materials, visit For more information on sustainability in tourism, contact Alex Naar or by telephone at (252) McCLATCHY FEATURES OUTER BANKS McClatchy-Tribune News Service featured the Outer Banks in an article that implored readers to Find out why the Wright Brothers picked the Outer Banks. The article, which in turn was picked up by several newspapers, reports it was the Outer Banks legendary winds and sand for soft landings that lured the Wright Brothers here from Ohio for their famous Kitty Hawk flights of Today that same combination summons thousands of visitors for world-class kite flying, hang gliding and intense games of make-believe. CHICAGO TRIBUNE SUGGESTS YADKIN VALLEY FOR SUMMER GETAWAY The Chicago Tribune suggests a visit to the Yadkin Valley area among 5 spots ideal for a summer getaway. The article notes the foothills of the Blue Ridge Mountains are a nation away from the vineyards of Napa and Sonoma. Still, the Yadkin River Valley of North Carolina has its own designation as a wine-growing region (an American Viticulture Area), and both the vino and the scenery are sure to please. There are about 20 wineries in the valley, five of which have banded together to form the Yadkin River Wine Trail. SURVEYS, INDUSTRY, MARKETING & TRAVEL TRENDS WSJ: When Guests Check In, Their iphones Check Out With hotels, resorts, and travel companies scrambling to fill rooms, a small but growing number are rolling out "unplugged" and "digital detox" packages to entice people who need a push to take a break from their screens. According to The Wall Street Journal, the services take similar approaches. Typically, they ask travelers to surrender their electronic devices upon check-in. In return, concierges provide them with old-fashioned diversions, from board games to literary classics. (Most, but not all, also yank TV sets and telephones from "detox" rooms.) Marketing the deals on Twitter, Facebook, and their own websites, many hotels are offering discounts. Others are focusing on amenities designed to reduce stress, including spa treatments, kayak lessons, and guided hikes. GBTA: Business Travel Spending to Remain Steady Despite Slow Economy A new survey by the Global Business Travel Association (GBTA) finds that business travel spending and volume remained steady in the second quarter of 2011, despite threats to the economic recovery. Indeed, GBTA found business travel spending in the second quarter reached an estimated $62.2 billion, up 6.3 percent compared to the same quarter last year, What s more, GBTA is forecasting total business travel spending growth in 2011 to remain strong at 6.9 percent according to the latest Business Travel Quarterly Outlook for the United States. NORTH CAROLINA WEEKEND For the week of July 14 on UNC-TV's North Carolina Weekend, take in a performance of The Lost Colony in Manteo. Marvel at the art during the Craft Fair of the Southern Highlands in Asheville. Enjoy the N.C. Peach Festival in Candor. N.C. artist William

5 Mangum is profiled plus has a new book of his work, North Carolina Beautiful. And get your toes a-tappin at Royce's Music Jam at Moratock Park in Danbury. (Please note: listings are subject to change.) North Carolina Weekend is exclusively underwritten by the N.C. Division of Tourism. In addition, UNC-TV has made recent editions of North Carolina Weekend available online. UPCOMING INDUSTRY MEETINGS & EVENTS July MPI-Carolinas Chapter Meeting, Charlotte July DMAI Annual Convention, New Orleans, La. Aug. 6-9 ASAE Annual Meeting & Expo, St. Louis, Mo. Aug. 16 N.C. Travel & Tourism Board Meeting, Raleigh Aug SYTA Annual Conference, New York City, N.Y. Aug ESTO, Salt Lake City, Utah Aug. 30 N.C. Sports Assn. Quarterly Meeting, Charlotte Sept Blue Ridge Parkway Assn. Regional Meeting, Roanoke, Va. Sept. 7-9 STS Fall/Annual Meeting, Sept ASTA s Travel Retailing & Destination Expo (TRADE), Las Vegas, Nev. Sept MPI-CC Meeting, Durham SHARE NEWSLINK Want to share NewsLink with a friend or colleague? Sign them up by clicking here. Should you have difficulty signing up for NewsLink, contact Publications Manager Kathy Prickett at (919) FEEDBACK WELCOME The N.C. Division of Tourism, Film & Sports Development is committed to serving North Carolina's tourism industry. If you have feedback regarding any of the Division's programs, let your voice be heard at visitnc@nccommerce.com.