Transcript Intersection of Culture & Tourism M A S S A C H U S E T TS O F F I C.

Intersection of Culture &
Tourism
M A S S A C H U S E T TS O F F I C E O F
TRAVEL & TOURISM
11/29/2012
WORCESTER
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 domestic
678,000 Canada
1.4m overseas
 Total expenditures = $16.9 billion
 Entertainment & rec spending: $997 million
Domestic: $826 million
International: $171 million
Visitors to Massachusetts
CY2011 Domestic visitor origin
 MA
6.9 million
36.2% share
 NY
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 origin
 New England 12.1 million
63.0% share
 Mid-Atlantic
3.1 m
16.1%
Top 5 DMAs
 Boston
 New York
 Providence/New Bedford
 Hartford/New Haven
 NH/VT/ME
Visitors to Massachusetts
Domestic Visitors
 2/3 trips are overnight stay: average 4 nights
 22% of travel parties include children under 18
 Travel: Drive, 68%; Fly, 18%
 Stay: Hotel, 43%; Private Home, 44%
Visitors to Massachusetts
Domestic visitor activities
All MA
VFR
43.3
Shop
15.4
Fine Dine
13.3
Hist Sites
10.6
Museums
7.4
Gardens
4.3
Art galleries 3.3
Theater
2.0
Boston
41.9
12.9
14.1
5.9
3.7
3.9
3.9
0.7
NY
39.6
18.4
19.4
12.9
10.0
3.4
5.6
0.8
H/NH
39.5
14.0
7.0
6.4
1.5
1.9
4.6
1.7
Visitors to Massachusetts
CY2011 Overseas: Top Markets
UK
222,000
China
139,000
Germany 120,000
France
69,000
Australia 65,000
Brazil
54,000
Italy
54,000
India
50,000
Accessing MOTT’s marketing channels
 massvacation.com listings + events
 Public relations: media, fam trips
 Twitter, Facebook
 MassFinds Blog
 Photos
 Research
 Phone App
 Group Tour
 International
Tourism Marketing Considerations
Who are your current
visitors/patrons?
 Evaluation programs
Tourism Marketing Considerations
Tourism Marketing Modes:
 Stand-alone marketing
 Piggyback on regional/city marketing efforts
 Collaboration with other cultural organizations
 Collaboration with non-cultural organizations
 Trap marketing: marketing to visitors on arrival in
destination
Which modes work for your organization?
Tourism Marketing Considerations
 Wide range of interest in culture
 Cultural visitors are multi-dimensional
 Power of sharing data = establishing partners
 Power of cross-marketing
 VFR: connection between local marketing and
tourism marketing