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The Halo Effect of Tourism

+ Posted by Peter Bowden

It is a common myth that tourism marketing promotes only tourism.

In a recent study of tourism campaigns in nine states, the research firm of Longwoods International demonstrated how each state’s tourism promotion campaign created a “halo effect,” lifting not only visitorship but driving business development, real estate sales, purchase of second homes and even college recruitment.

When combined with an actual visit, the impact of tourism marketing on all these activities was even more magnified. 

Columbus hosted 1.8 million visitors in FY 2016, which generated $327 million in visitor spending, supporting 4,242 jobs, with an annual payroll of $115 million. Columbus, GA households saved $505 in taxes because of tourism spending. The Columbus Convention & Visitors Bureau generated a $21.72 Return on Investment for every $1 it spent on marketing the destination for travel.

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The Author

Peter F. Bowden, TMP

President & CEO, Columbus Convention & Visitors Bureau

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