Intersection of Culture & Tourism

MASSACHUSETTS OFFICE OFTRAVeL & Tourism

11/29/2012Worcester

Intersection of Culture & Tourism

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

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.

Visitors to Massachusetts

CY2011 21.3 million visitors

19.2m domestic678,000 Canada1.4m overseas

Total expenditures = $16.9 billionEntertainment & rec spending: $997 million

Domestic: $826 millionInternational: $171 million

Visitors to Massachusetts

CY2011 Domestic visitor originMA 6.9 million 36.2% shareNY 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%

Visitors to Massachusetts

CY2011 Domestic visitor originNew England 12.1 million 63.0% shareMid-Atlantic 3.1 m 16.1%Top 5 DMAsBostonNew YorkProvidence/New BedfordHartford/New HavenNH/VT/ME

Visitors to Massachusetts

Domestic Visitors2/3 trips are overnight stay: average 4 nights22% of travel parties include children under 18Travel: Drive, 68%; Fly, 18%Stay: Hotel, 43%; Private Home, 44%

Visitors to Massachusetts

Domestic visitor activities All MA Boston NY H/NH

VFR 43.3 41.9 39.6 39.5Shop 15.4 12.9 18.4 14.0Fine Dine 13.3 14.1 19.4 7.0Hist Sites 10.6 5.9 12.9 6.4Museums 7.4 3.7 10.0 1.5Gardens 4.3 3.9 3.4 1.9Art galleries 3.3 3.9 5.6 4.6Theater 2.0 0.7 0.8 1.7

Visitors to Massachusetts

CY2011 Overseas: Top MarketsUK 222,000China 139,000Germany 120,000France 69,000Australia 65,000Brazil 54,000Italy 54,000India 50,000

Accessing MOTT’s marketing channels

massvacation.com listings + eventsPublic relations: media, fam tripsTwitter, FacebookMassFinds BlogPhotos ResearchPhone AppGroup TourInternational

Tourism Marketing Considerations

Who are your current visitors/patrons?

Evaluation programs

Tourism Marketing Considerations

Tourism Marketing Modes:Stand-alone marketingPiggyback on regional/city marketing effortsCollaboration with other cultural organizationsCollaboration with non-cultural organizationsTrap marketing: marketing to visitors on arrival in destination

Which modes work for your organization?

Tourism Marketing Considerations

Wide range of interest in cultureCultural visitors are multi-dimensionalPower of sharing data = establishing

partnersPower of cross-marketingVFR: connection between local marketing

and tourism marketing