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Georgia Department of Economic Development GDEcD Charlie Gatlin Deputy Commissioner Tourism and Mark

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Georgia hosted 61.7 million domestic visitors in 2006. 51% of overnight visitors used hotels, motels or B&Bs for their overnight accommodations. ... – PowerPoint PPT presentation

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Title: Georgia Department of Economic Development GDEcD Charlie Gatlin Deputy Commissioner Tourism and Mark


1
Georgia Department of Economic Development
(GDEcD)Charlie GatlinDeputy Commissioner
Tourism and Marketing Division
February 2008
2
Tourism
3
Tourism is Big Business
  • Travel and Tourism Expenditures (In Millions)
  • Rank State Expenditures
  • 1. California 77,304
  • 2. Florida 61,118
  • 3. New York 40,966
  • 4. Texas 37,065
  • 5. Nevada 28,846
  • 6. Illinois 24,521
  • 7. Pennsylvania 17,367
  • 8. Georgia 16,639
  • 9. New Jersey 16,456
  • 10. Virginia 15,513
  • 11. Hawaii 14,537
  • 12. North Carolina 13,709
  • 13. Ohio 13,680
  • 14. Michigan 13,355
  • 15. Massachusetts 12,407
  • 16. Arizona 11,499

4
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5
Southeastern States
  • Travel and Tourism Expenditures (In Millions)
  • Rank State
    Expenditures
  • 2. Florida 61,118
  • 8. Georgia 16,639
  • 10. Virginia 15,513
  • 12. North Carolina 13,709
  • 17. Tennessee 11,475
  • 20. Louisiana 9,964
  • 24. South Carolina 8,279
  • 30. Alabama 5,968
  • Source TIA

6
Did you know?
  • Georgia hosted 61.7 million domestic visitors in
    2006.
  • 51 of overnight visitors used hotels, motels or
    BBs for their overnight accommodations.
  • 74 of person-trips to GA were taken for the
    primary purpose of leisure.
  • Business travel accounted for 26 of all
    person-trips to GA (15.8 million visitors).

7
Did you know?
  • 29.9 billion in total economic impact (direct,
    indirect and induced)
  • Domestic travelers spent over 17.7 billion in GA
    in 2006.
  • These expenditures generated 219,300
    tourism-related jobs and 6.2 billion in resident
    wages.
  • In addition to spending on air, rail and bus
    transportation, travelers spent an average of
    94.88 per day.
  • Each overnight traveler spent an average of
    104.78 per day and day trippers spent an average
    of 43.69 per day.

8
Georgia Tourism Division
  • Short Term Strategy
  • More Visitors, Staying Longer, Spending More
  • Long Term Mission
  • Become a Top 5 Destination of Choice for Domestic
    International Visitors by 2020 (10 now)

9
FY 2008 Target Consumer Profile
  • In general, research sources say the typical
    tourism decision maker for Georgia
  • Primary Targets
  • Families
  • Married women aged 35-49 with children and a HHI
    of 60k
  • Moms tend to be decision maker/influencer for
    family vacation
  • Baby Boomers (ages 41-60)
  • Secondary Targets
  • Active Adult empty nesters
  • Late Generation X-ers
  • Minorities predominantly African-American,
    Hispanic and Asian

10
Long Term Strategic Plan Initiatives
  • Take Advantage of Major Message Portals
  • VICs, GWCC, Hartsfield-Jackson, Website,
  • Savannah Intl Trade Conv Ctr, Others
  • Find a Tourism Foundation Sweet Spot
  • Common Vision campaign
  • Innovative Educational Creative Economies
  • Grass roots funding mechanism Self generating
    and self sustaining
  • Build Partnerships within the Industry

11
2008 Strategic Objectives
  • Revitalize Fundamental Infrastructure
  • Fulfillment
  • Research
  • New Traveler Website
  • eCRM database

12
2008 Strategic Objectives
  • International Marketing
  • UK and Germany initiatives
  • Intl Co-op campaign
  • China, Japan, Mexico, Brazil
  • China office end of March
  • and marketing plan (Global Commerce)
  • Targeted to tour operators and travel media

13
2008 Strategic Objectives
  • Group Travel
  • Target Travel Media (here there)
  • Group Tour Planner (collateral piece)
  • Leisure Travel
  • New website
  • Dream Pass attractions (80 partners 15,550
    consumers
  • AAA and other travel planners
  • VICs of the future

14
2008 Strategic Objectives
  • Product Development
  • 2 new product development specialists
  • Creative Economies
  • Georgia Made Georgia Grown
  • Techno-Tourism
  • Agri-Tourism
  • Project Applause

15
  • Georgia is full of Tourism Assets !!
  • How does the state promote all the Assets, or use
    that situation to our advantage, without busting
    a budget??

16
  • Florida uses Sunshine and everyone lives off that
    promotion.
  • NC uses the Explorer Brand, etc etc.

17
  • DISCOVER THE UNEXPECTED

18
Print Creative
19
Print Creative
20
Print Creative
21
Website
www.exploregeorgia.org
  • Segregate sites for trade and consumers
  • Easily find things to see and do, and places to
    stay with our improved interface
  • Plan your trip with GaTE the Georgia Travel
    Explorer
  • Access more special offers from many of Georgias
    best attractions
  • April 1, 2008 launch

22
Airport Strategy
  • Integrated marketing strategy for
    Hartsfield-Jackson Atlanta International Airport
  • Partnership with Brand Atlanta, Hartsfield and
    Tourism Foundation
  • Back lit displays
  • Plastic bags
  • Large square transparencies in high traffic
    locations trains
  • Baggage claim images and video
  • CNN - concourses

23
Georgia Dream Pass
  • This membership rewards incentive, absolutely
    free to the consumer, is designed as a
    value-added program to entice Georgia visitors
    and residents to buy the extra ticket, stay the
    extra night, play the extra round and spend the
    additional dollar.
  • The state of Georgia, led by the Department of
    Economic Development, is the first state to
    develop a membership rewards program of this
    scope.
  • The program now encompasses golf and attractions
  • To date, more than 15,550 members are taking
    advantage of Georgia Dream Pass rewards
  • HARD SPOT Partners not offering
    significant values

24
Tourism is Economic Development
  • Travel and tourism is a major contributor to the
    GA economy, one of the top industries in the
    Southern statesmore relevant to todays economy
    than ever.
  • We need to pull away from the pack and
    distinguish ourselves from the competition.
  • We have lots diversity in product recreation,
    history, arts, nightlife, mountains, coast,
    lakes, etc.So we have to be different, better,
    special..MORE TARGETED.
  • Together, we can meet the challenges, build on
    Georgia's strengths and propel our state to the
    forefront.
  • Our best days are still ahead!

25
(No Transcript)
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