MASSACHUSETTS OFFICE OF TRAVeL & Tourism 11/29/2012 Worcester Intersection of Culture & Tourism
Jan 15, 2016
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