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Intersection of Culture & Tourism

Intersection of Culture & Tourism. MASSACHUSETTS OFFICE OF TRAVeL & Tourism 11/29/2012 Worcester. Intersection of Culture & Tourism. The intersection: Tourist (travels 50+ miles one way or stays overnight) Visits One or more Massachusetts cultural institutions. Today ’ s Discussion.

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Intersection of Culture & Tourism

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  1. Intersection of Culture & Tourism MASSACHUSETTS OFFICE OF TRAVeL & Tourism 11/29/2012 Worcester

  2. Intersection of Culture & Tourism The intersection: Tourist (travels 50+ miles one way or stays overnight) Visits One or more Massachusetts cultural institutions

  3. Today’s Discussion • Visitors to Massachusetts. Where do they come from? How popular are cultural activities? How much money do they spend? • How can cultural institutions/events access MOTT’s marketing channels? • Tourism marketing considerations.

  4. Visitors to Massachusetts CY2011 • 21.3 million visitors 19.2m domestic 678,000 Canada 1.4m overseas • Total expenditures = $16.9 billion • Entertainment & rec spending: $997 million Domestic: $826 million International: $171 million

  5. Visitors to Massachusetts CY2011 Domestic visitor origin • MA 6.9 million 36.2% share • NY 1.8 m 9.5% • NH 1.6m 8.5% • CT 1.6m 8.4% • RI 797,000 4.2% • CA 648,000 3.4% • Florida 499,000 2.6% • NJ 737,000 3.8%

  6. Visitors to Massachusetts CY2011 Domestic visitor origin • New England 12.1 million 63.0% share • Mid-Atlantic 3.1 m 16.1% Top 5 DMAs • Boston • New York • Providence/New Bedford • Hartford/New Haven • NH/VT/ME

  7. Visitors to Massachusetts Domestic Visitors • 2/3 trips are overnight stay: average 4 nights • 22% of travel parties include children under 18 • Travel: Drive, 68%; Fly, 18% • Stay: Hotel, 43%; Private Home, 44%

  8. Visitors to Massachusetts Domestic visitor activities All MA Boston NY H/NH VFR 43.3 41.9 39.6 39.5 Shop 15.4 12.9 18.4 14.0 Fine Dine 13.3 14.1 19.4 7.0 Hist Sites 10.6 5.9 12.9 6.4 Museums 7.4 3.7 10.0 1.5 Gardens 4.3 3.9 3.4 1.9 Art galleries 3.3 3.9 5.6 4.6 Theater 2.0 0.7 0.8 1.7

  9. Visitors to Massachusetts CY2011 Overseas: Top Markets UK 222,000 China 139,000 Germany 120,000 France 69,000 Australia 65,000 Brazil 54,000 Italy 54,000 India 50,000

  10. Accessing MOTT’s marketing channels • massvacation.com listings + events • Public relations: media, fam trips • Twitter, Facebook • MassFinds Blog • Photos • Research • Phone App • Group Tour • International

  11. Tourism Marketing Considerations Who are your current visitors/patrons? • Evaluation programs

  12. Tourism Marketing Considerations Tourism Marketing Modes: • Stand-alone marketing • Piggyback on regional/city marketing efforts • Collaboration with other cultural organizations • Collaboration with non-cultural organizations • Trap marketing: marketing to visitors on arrival in destination Which modes work for your organization?

  13. Tourism Marketing Considerations • Wide range of interest in culture • Cultural visitors are multi-dimensional • Power of sharing data = establishing partners • Power of cross-marketing • VFR: connection between local marketing and tourism marketing

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