Washington Tourism Alliance

Seattle October 13, 2011

Remember These Numbers

y $15 Billion y $ 1 Billion y 148,000 y 80% y $365

Agenda
y Why does tourism matter? y Current state of tourism in the US y History of Washington state tourism y WTA y How can you help? y Marketing your area y Lets hear from you!

Why Does Tourism Matter?

What is Tourism?
y Its not just tourists with cameras y Its business travelers y Its entrepreneurs looking for investments y Its convention attendees y Its what makes a community vibrant. It breaths life
into a community.
Courtesy of Tammy Blount

Tourism Matters
y Destinations that invest in destination marketing and
promotion reap significant economic benefits in terms of more traveler visits, greater travel spending (new money), more jobs created, and higher tax revenues.

y Where else would you get an ROI of 31:1

Courtesy of US Travel Association

Travel Promotions Virtual Cycle

Travel Marketing and Promotion Increased Visitor Trips

New Jobs & Tax Revenue

Additional Visitor Spending

Remember These Numbers?

y $15 Billion y $ 1 Billion y 148,000 y 80% y $365

Remember These Numbers

y $15 Billion = Spend on tourism in
Washington state

y $ 1 Billion = Tax revenue generated y 148,000 = Jobs y 80% = Small businesses in this state
are tourism related visitors, not us!

y $365 per household in taxes paid by

y THESE ARE REAL NUMBERS

Current State of US Tourism

Tourism Matters to the US

y Because Travel & Tourism is a cash generating
machine. In 2010 travel generated $111 Billion in tax revenue.

y Because Travel & Tourism supported 7.4 Million direct

travel jobs, generating $188.4 Billion in wages.

y Because the travel industry creates jobs! The travel

industry is one of the top ten employers in 49 states.

US Tourism Stats
y Travel and Tourism is a $1.6 Trillion industry y Generates $111 Billion in tax revenue for local, state
and federal governments

y 7.4 million jobs (1 out of 9 non-farming) y Saving each US Household $950 a year in taxes

What Happens without Promotion: US

y 68.3 million lost visitors y $509 billion in lost spending y 441,000 lost jobs y $ 32 billion in lost tax revenue

*2001-2009 data

Power of Travel Promotion: Colorado

1993 State support reduced to zero (sound familiar?) Colorados tourism share plummeted 30%, a $2B annual loss to the State Funding reinstated in 2000, return on investment to State 12:1 Tourism is almost back to previous levels

Power of Travel Promotion: Michigan

y ROI of $51.56- $1.00 y $622 million increased visitor spending y 10,000 new jobs y $43.5 million in tax revenues y 839 new state troopers y 844 new teachers

Power of Travel Promotion: Philadelphia

State Tourism Budgets

Total State Tourism Office Budgets in Millions

Source: U.S. Travel Association, Survey of State Tourism Office Budgets

% change FY2010 to FY2011

Source: U.S. Travel Association, Survey of State Tourism Office Budgets

Top 8 Spenders/Change YOY

y 1. Hawaii y 2. California y 3. Texas y 4. Illinois y 5. Louisiana y 6. Florida y 7. Michigan y 8. Alaska
15.5% ($83 M) 0.0% 18.0% -24.5% 68.6% 27.8% 46.9% 59.6%

History of Washington State Tourism

History of Washington State Tourism

y 2005 $3.6 M tourism budget (46th in US) y 2007 Tourism Bill introduced at the request of the Governor y 2008 Tourism Commission Formed with 19 members y 2009 State swept funds from WA. State Convention Center

y 2010 Budget reduced dramatically y 2011 State Tourism office ordered to close in June,
Washington Tourism Alliance created

CVB (DMO)

Washington Tourism Alliance

WTA - What is it?

y Non profit 501(c)6 y Volunteer led organization y Advocate, promote and develop tourism within State y Facilitate cooperative marketing across the State y Expand awareness of Washington State y Consolidate and leverage assets turned over by State

WTA to-date
y Interim Board selected current Board of Directors representing
industry and regions

y 20 current members y 2 vacancies-Arts & Culture and Retail y 2 At large to be selected y Executive Director on board August 1 y First Board Meeting August 17 y Executive Committee selected y By-laws approved

WTA Short Term Goals

y Not lose tourism momentum with loss of State funding y Acquire all assets that State had and put them to immediate
use

y Fill the short term gap do not let any other State take
advantage of our transition

y Leverage all of the private resources we have State wide y Raise money fast y Rally support from all four corners y It will be a grass roots effort

How Can You Help?

y Join WTA today y Spread the word y Get active in the
WTA

y Contact your
Legislator

Committees
y Long Term FundingAdvocacy

y Web Site y Events/Summit

y Membership y Marketing and

Communications

Partnership Opportunities
y Diamond y Platinum y Gold y Silver y Bronze y Corporate y Founding Partner y Founding
Associate Partner

Membership Opportunities
y Company y Individual
$300 $ 50

y Can we add your name??????

Membership Benefits
y Expand your reach to your target audiences y Networking opportunities y Co-branding/Marketing opportunities y Advocacy y Recognition on WTA website and collateral y Preferred pricing in Official Visitors
Guide/Website

We Only Get One Shot!

y Critical time for Washington
State

y Many communities,
businesses and jobs are at risk

y Other States increasing

investment to steal our potential visitors

y Take Control of our Destiny y Failure is not an option

In the Interim
What you can do today..

Social Trends in Tourism

y Economic trends affect tourism
y y y y
Cost of gas Job security Stock market Housing values

y Good news - the need for travel therapy trumps

economic concerns

Social Trends in Tourism

y Travelers are changing y Mass affluent are gone over spenders y Emerging affluent-younger people living at home y Doing more with less y The way they purchase has changed

Social Trends in TourismMillenniums

y They expect an experience y Present it through technology
y y y y
Facebook Twitter Trip Advisor QR codes

y Remember they trust no one (except each other)

y Dont believe advertising

Social Trends in TourismBaby Boomers

y Baby Boomers have discretionary income y 1 in 8 travelers is over 65
y Unique experiences: they want to do and experience
something different y Its the little things y Appreciate value y Help them age the way they want

Social Trends in Tourism

y Old way of thinking: PRODUCT y New way of thinking: EXPERIENCE y Popular is not cool y Cool is unique y What can you offer me thats cool?

Checklist for Your Success

y Engage local media y Educate your local members/partners y Ask local partners to evangelize your message y Send a communication to your legislator

y Join WTA and be active!!!!!

REMEMBER
y Tourism is not an expense..Its an
investment !!!

Let Me Hear From You!

y What are your expectations of the
WTA?

y What concerns do you have? y What ideas do you want to share

with me?

Questions????
y Suzanne Fletcher y 206-660-6520 y suzanne@watourismalliance.com