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MASSACHUSETTS OFFICE OF TRAVEL + TOURISM

MASSACHUSETTS OFFICE OF TRAVEL + TOURISM. Betsy Wall Executive Director.

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MASSACHUSETTS OFFICE OF TRAVEL + TOURISM

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  1. MASSACHUSETTS OFFICE OF TRAVEL + TOURISM Betsy WallExecutive Director

  2. MOTT IS THE STATE AGENCY DEDICATED TO PROMOTING MASSACHUSETTS AS A LEISURE TRAVEL DESTINATION, TO STIMULATE THE MASSACHUSETTS ECONOMY BY GENERATING STATE AND LOCAL TAX REVENUES, CREATING JOBS, AND SUPPORTING TRAVEL-RELATED BUSINESSES.

  3. MMP

  4. WHY DOES TOURISM MATTER?ECONOMIC IMPACT OF TRAVEL IN MA FOR CY2010 Source: USTA,2010

  5. MOTT’S PORTFOLIO

  6. MASSACHUSETTS VISITORS TOP 5 ACTIVITIES Attend Family/Social Event 27% Historical Places/Museums/Art Galleries 25% Shopping 18% Fine Dining 15% Rural Sightseeing 14%

  7. Top International Markets MARKETS Top Domestic Markets Canada United Kingdom Germany Australia China Japan France Italy Boston + Beyond New York Hartford & New Haven Providence/New Bedford New Hampshire(beyond the Boston media market) Total: 20 million visitors to Massachusetts 3

  8. DOMESTIC TRAVEL ROUTES

  9. International Program

  10. INTERNATIONAL PROGRAM • MOTT has representation in 6 international markets • Germany – In Country* • U.K. – In Country • France – In Country • Italy – In Country • Japan – Program based Representation • Canada – Program based Representation • MOTT’s International program focuses on trade, media, & consumers. Working with journalists, tour operators and publications to promote Massachusetts to an international market. • Discover New England - MOTT participates in this New England organization to bring more international tourism to the New England states. *In country means reps are stationed in the home country and run a pr and marketing program for the benefit of Massachusetts.

  11. INTERNATIONAL ROUTES

  12. TERMINAL E – LOGAN AIRPORT

  13. JAPAN • JAL flight between Tokyo and Boston Logan launches April 22 • Four flights per week until June when flight becomes daily • Boston is the first city to which Japan Airlines has said it will fly the 200-seat 787 “Dreamliner” • Feeder flights from 22 markets including Shanghai, Beijing, Hong Kong, Singapore, Taipei, Seoul, New Delhi, Manila and Bangkok • Massachusetts had the highest percentage of international college freshmen of any state in the country in the 2009-2010 school year, according to the AICUM — the majority of them coming from India, China, Korea, Canada, and Japan

  14. MASS FILM OFFICE WEBSITE Lisa Strout, Director Lisa.strout@state.ma.uswww.mafilm.org

  15. MASS SPORTS OFFICE: WEBSITE Shannah McArdle – Director Shannah.McArdle@state.ma.us

  16. MASS SPORTS OFFICE UPDATE • MSO micro-site. A one-stop shop for MA sports fans and sports participants. • MSO attended (TEAMS) Tradeshow. Leads posted on massvacation.com • 2012 Confirmed Events • 2012 World Group II Fed Cup first-round tie Feb 4-5 Worcester • 2012 ACC Indoor Track & Field Championships Feb 23-24 Boston • 2012 MAAC Basketball Championships March 1-5 Springfield • 2012 US Synchronized Skating Champs March 7-10 Worcester • 2012 SOMA Winter Games March 10-11 Worcester • 2012 NCAA DI Men’s Basketball Reg. Champs March 22&24 Boston • 2012 DI Men’s Ice Hockey Champs NE Regional March 24-25 Worcester • 2012 NCAA DIII Men’s Volleyball Champs April 27-29 Springfield • 2012 NCAA Men’s Lacrosse Championships May 26-28 Foxboro • 2012 Little League Girls’ Softball Regional’s July 28-Aug 2 Worcester • 2012 US Rowing Masters National Championships Aug 9-12 Worcester • 2013 World Synchronized Team Skating Champs TBA Boston 

  17. Public Relations/Marketing PUBLIC RELATIONS • Strategic year-long thematic based PR calendar • Fams and desksides in New York and other markets • Support for marketing promotions and campaign launches • Integration with ongoing initiatives MARKETING • Massvacation.com • Updated frequently with fresh content and images • Facebook/Twitter • GEO sort and database • SEO – link to massvacation.com to increase traffic on both sites • Creative – Focus on value and getaways • Online, radio, print • Target New York markets • Brand and promotional campaigns

  18. SOCIAL MEDIA PROGRAMS • MASS INSIDER – This program offers deals and discounts to consumers. If you have something you would like to offer as part of the Mass Insider program please contact Lisa Simmons at lisa.simmons@state.ma.us • FACEBOOK – Like Us - www.facebook.com/VisitMassachusetts • TWITTER – Follow us - http://twitter.com/VisitMA • BLOG – MOTT’s weekly blog gives a look at many of the unknown treasures of Massachusetts told from a visitor’s perspective • MOBILE APP – For use on the Iphone this app will provide consumers with up to date information on where to stay, what to do, where to sleep, where to shop – all of your listings must be up to date in our database

  19. Linking to Massvacation.com • In an effort to increase the SEO of the Massachusetts Office of Travel & Tourism website, we are asking the tourism industry to link to us from their websites. • This means placing the below logo somewhere on your site (preferably on the home page). • This linking program will allow visitors to find Massvacation.com easily on the web and support your sites through this linking program as well. • The logo should be placed on the homepage as a hyperlink to http://www.massvacation.com • http://www.massvacation.com/images/mott_logo_new.jpg

  20. UPCOMING TOURISM EVENTS Boston Globe Travel Show February 10 – 12, 2012 New York Times Travel Show March 2 - 4, 2012 LGBT Travel Show March 16-17, 2012 NYC DNE March 26 – 28, 2012 Digital Marketing: From website to Facebook: Spring 2012 Japan Air Service Launch April 22, 2012 ESTO August 26 -28, 2012

  21. DNE • DISCOVER NEW ENGLAND (DNE) SUMMIT • March 26 – 28, 2012 – Boston Park Plaza Hotel, Boston • 70 International Tour Operators • Over 300 members of the New England tourism industry • Tour Operators and U.S. Receptive Operators – UK, Germany, France, Italy, Scandinavia • and other countries in Western Europe. • Early Bird Rate: $495 per person (fully paid by Jan. 31, 2012) Standard Rate: $595 per person (after Jan. 31, 2012)http://www.discovernewengland.org/travel-trade/dne-summit/. • WHAT IS DNE? • Discover New England (DNE) is the official tourism organization representing the New England region • funded by the participating states of Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont. 

  22. GOVERNOR’S CONFERENCE 25TH ANNUAL GOVERNOR’S CONFERENCE ON TRAVEL AND TOURISM September 20, 2012 The Big E

  23. MOTT RESOURCES • MOTT is a public agency/no membership, free participation • MA businesses have free access to our website –update your own listings contact: John.Alzapiedi@state.ma.us • Send us photography, press releases, other info, let us know what is happening • Check the LEADS page regularly and respond to inquiries. Username: leads password: 3RT67JM • Contact: Lisa.Simmons@state.ma.us for press and lead inquiries

  24. MOTT RESEARCH TONY D’AGOSTINO RESEARCH DIRECTOR Tony.Dagostino@state.ma.us

  25. SUMMARY OF TRAVEL DATA TRACKED BY MOTT

  26. Massachusetts Tourism Economic ImpactBarnstable County & Orleans

  27. 2010 economic impact data project solid growth: • Rooms sold… in MA up 9% (up 8% in the U.S.) up 5% in Barnstable County • Room Revenue in MA up 11% (up 9% in the U.S.) up 6% in Barnstable County • Barnstable County rooms occupancy tax collections were $9.8 million (state) and $8.2 million (local) LODGING • 2011 lodging stats to date thru May: • Rooms Sold…….in MA up 4% (up 6% in U.S.) and up 5.4% in Barnstable County • Room Revenue...in MA up 6% (up 9% in U.S.) and up 4.2% in Barnstable • Orleans lodging $266,000 in state occupancy taxes and $187,000 in local occupancy taxes (based on a 4% local option rate)

  28. MASS FILM INDUSTRY WHAT IT MEANS FOR YOU & YOUR COMMUNITY

  29. Why Film is Good for the Economy

  30. Economic Background • Internationally, the Film Industry is an expanding economic sector. • The Price Waterhouse Coopers Entertainment Media Survey 2008-2012 estimates an annual growth rate of 6.6%. • US: $2.2 trillion/year estimated in 2012.

  31. The Economic Argument • High-paying Jobs • Business growth • New money into our economy • Increased exposure and tourism

  32. Current Stats • 2011 – 9 Feature Films • Estimated MA spend by films in 2011: $222 million • Workforce: • Technicians Local: 900 members • Teamsters: 500 members • Screen Actors/AFTRA: 2,200 members • Total estimated MA film professionals: 3,500

  33. Made in Mass Filmography 2009 - 2011 • 2011 Fairhaven, Ted, Here Comes the Boom, I Don't Know How She Does It, I Hate You, Dad,Crooked Arrows, R.I.P.D, Frank, Lords of Salem • 2010 Jumping the Broom, Boston's Finest (TV Pilot), What's Your Number?, The Woman, Whaling City, The Quinn-tuplets (TV Movie), Silver Circle, Sunny Side Up, Summer Song, Girlfriend, Moneyball • 2009 The Zookeeper, Mission Park, See Kate Run (TV Movie) The Company Men, The Social Network, Grown Ups, The Fighter, The Lightkeepers, Furry Vengeance, Locked In, Knight & Day, The Town

  34. How Local Businesses Benefit Average television series uses 500 local vendors Recent vendor lists include over 1,000 local vendors Vendor lists do not include the one-time usages - antique shops, general retail, clothing shops, bakeries, restaurants, parking lot rentals, etc. *See Business Handout*

  35. Examples….. • A local lumber company estimated a million dollars in spending from film projects last year; increased their staff; added trucks. • A Chinese Restaurant and Pizza Shop located near a production set were kept extraordinarily busy for many months – supplying “2nd Meals” for the crew. • A franchise car rental company (locally run) says that without film, their business would be down.

  36. FILM TOURISM

  37. Classic Massachusetts Examples

  38. Gloucester bar, Perfect Storm L Street Tavern, South Boston

  39. Sweden & The Millenium Trilogy

  40. Millenium Effects • 10,000 people take the Millenium tour each year • 6,800 copies of the “Millenium Map” have been distributed • Hotels and tour operators market Millenium “stays,” tours, and cruises • Interest from Journalists and TV teams from abroad

  41. Lasting effects on tourism • “The Sound of Music,” released in 1965, is still drawing 300,000 fans annually to Salzburg with 40,000 of them taking the official Sound of Music Tour • The Iowa field in The Field of Dreams still has over 100,000 visitors each year. • New Zealand has experienced a phenomenal uptick in visitation following the Lord of the Rings films – and attributes roughly 80% of their tourism dollars to these films, for each year after each film’s release. The “Hobbit”is next in line. • New Mexico saw a dramatic surge of tourists wanting to stay at a “Dude Ranch” – after seeing “City Slickers”– and the trend continued for the next decade.

  42. Film Tourism in Massachusetts On Location Tours was resurrected in 2011, showcasing the famous movie and television locations throughout Boston. Boston: Cheers, Knight & Day, Zookeeper Lowell: The Fighter South Boston: Good Will Hunting Gloucester: Perfect Storm, The Vineyard: Jaws

  43. For more information: Lisa Strout, Director Massachusetts Film Office 10 Park Plaza, Suite 4510 Boston, MA 02116 (617) 973 8400 www.mafilm.org mafilminfo@state.ma.us

  44. Massachusetts Office of Travel & Tourism [MOTT] 10 Park Plaza, Suite 4510, Boston, MA 02116 Phone: 617-973-8500 • Fax: 617-973-8525 www.massvacation.com Betsy Wall, Executive Director betsy.wall@state.ma.us STAFF LIST Kevin Leary, Visitor Services Coordinator kevin.leary@state.ma.us; 617-973-8587 Shannah McArdle, Director of Sports Marketing shannah.mcardle@state.ma.us; 617-973-8504 Catherine Onasanya, Administrative Assistant catherine.onasanya@state.ma.us 617-973-8400 Jonathan Paris, ED, Mass. Sports Partnership jparis@masports.org; 617-254-6103 Diane Roberts, Financial Coordinator diane.roberts@state.ma.us; 617-973-8544 Lisa Simmons, Director of Communications lisa.simmons@state.ma.us; 617-973-8508 Lisa Strout, Dir. Massachusetts Film Office Lisa.strout@state.ma.us; 617-973-8401 Stephen M. Walsh, Visitor Services Manager steve.walsh@state.ma.us; 617-973-8586 John Alzapiedi, Web Manager john.alzapiedi@state.ma.us; 617-973-8589  Dagny Ashley, Group Tour Manager dagny.ashley@state.ma.us; 617-973-8511  Ken Brissette, Chief of Staff ken.brissette@state.ma.us; 617-973-8565 Phyllis M. Cahaly, CMD, Dir. Specialized Marketing phyllis.cahaly@state.ma.us; 617-973-8509 Tony D’Agostino, Research Director tony.dagostino@state.ma.us; 617-973-8512 Tim Grafft, International Marketing Manager tim.grafft@state.ma.us; 617-973-8542 Jonathan Hyde, Green & Cultural Tourism jonathan.hyde@state.ma.us; 617-973-8505 Betsy Larkin, International Marketing Coordinator betsy.larkin@state.ma.us; 617-973-8531

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