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Research State overview.. Where are we? Direct Domestic Expenditures up 5.6 % to $18.6 from $17.7 in 2006 Direct International Expenditures up 12.2% to $1.5 from $1.3 Total Direct Expenditures up 5.8% to $20.2 from $19.13 Total Economic Impact -direct, indirect and induced reached

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state overview where are we
State overview.. Where are we?

Direct Domestic Expenditures up 5.6 % to $18.6 from $17.7 in 2006

Direct International Expenditures up 12.2% to $1.5 from $1.3

Total Direct Expenditures up 5.8% to $20.2 from $19.13

Total Economic Impact -direct, indirect and induced reached

$34.1 billion in 2007

other important figures
Other Important Figures





Jobs: 241,800

Payroll: $6.9 billion

State tax:$844 million

Local tax: $567 million

Total tax benefit with International = $ 1.5 billion


Tourism Satellite Account

  • The standard has been adopted by over fifty countries around the world.
  • The TSA deals with the challenge of measuring tourism in two important ways:

1. Defines the tourism economy

2. Provides methodology for calculating tourism GDP in a way that is consistent with economic accounts

  • The TSA allows for true comparisons of tourism to other industries. The measures are consistent with the way other industries are measured, includes construction costs and capital investment
  • The TSA provides greater detail.  Full detail of economic contribution by industry shows the composition of tourism.  Detail on supporting industries shows how non-tourism industries benefit from tourism activity
  • The TSA is more comprehensive. By including all spending both by and on behalf of travelers, the TSA provides a complete picture of the demand and thus the supply related to tourism in the state
  • The TSA is more credible. By utilizing the international standard for measuring tourism’s economic contribution, the TSA approach garners credibility. The U.S. Bureau of Economic Analysis utilizes this standard, thus providing a national benchmark
roi return on investment

(Return on Investment)

good news
  • Direct demand of $28.5 billion generated $45.6 billion in business sales – indirect and induced impact
  • Sustained 400,000 jobs = 9.8% of all employment
  • $2.4 billion in State and local taxes and $3.2 billion in Federal taxes

The direct contribution of the core tourism industry was 241,760 jobs in 2007. This narrow measurement of tourism includes only those jobs directly supported by visitor activity and allows for inter-industry ranking.

  • On this basis, tourism is the 5th largest employer in the state of Georgia.



Hotel demand is down 5.2% from 2007

Hotel revenue is down 2.7% from 2007

Despite this trend hotel construction is up 34%

International visitation is up 10%

Georgia was ranked 9th in 2007 for in bound International travel and currently ranked 8th

Online travel guide requests are up 24%

visitor information centers
Peach Greet Program an initiative of the group sales and VIC’s is in the process of being launched

YTD FY09 - 245 motorcoaches have visited a VIC

Ringgold has tracked the most groups with close to 100 groups

Total of 12,382 passengers YTD

October had the largest number with 89 groups

3,728 passengers in the month of October

Visitor Information Centers
Subscribing to motorcoach catalogs to see what companies are carrying Georgia product

Survey being sent to various motorcoach operators to help get a better understanding of the market and ways in which partners can work with operators.

1. Do your tours feature Georgia as a destination or part of tour packages? ________

2. Do your brochures feature Georgia? ______________________________________

3. What cities in Georgia are included in your itineraries as destinations or pass

through? ____________________________________________________________


4. How many tours do you book to Georgia per year? __________________________


5. Do any of your itineraries overnight in Georgia? ____________________________


6. What percentage of your tours are daytrip/ overnight? ______________________


7. How many itineraries feature Georgia? ____________________________________

8. What travel regions in Georgia are featured?

a) Atlanta Metro

b) Northeast Georgia Mountains

c) Georgia Coast

d) Classic South

e) Historic Heartland

f) Magnolia Midlands

g) Historic High Country

h) Plantation Trace

i) Presidential Pathways

9. Do your tours visit Georgia seasonally? If so, what percentage come to Georgia:

Summer: ___________________________

Fall: _______________________________

Winter: ____________________________

Spring: ____________________________

10. Do your tour packages cater to any special interests?

a) Cultural

b) Festivals and Events

c) Fall Foliage

d) Family

e) Garden

f) Heritage/ History/ Museums

g) Music

h) National Parks

i) Soft Adventure

j) Theaters

k) Volunteerism

l) Holidays

m) Mystery

n) Hopping

o) Other: _______________________

11. What special interest travel groups do you cater to?

a) Student

b) Church Groups

c) Heritage

d) Specific Interest

e) Other: ______________________________

12. Have any of the following economic factors had an affect on business?

a) Cost of gasoline

b) Strength of U.S. dollar

c) Overall economy challenges

d) Other: _______________________________

13. Have you experienced an increase in demand for any particular visitor origins?



14. What is your largest market segment? ____________________________________


15. Did any of your key markets perform better or worse than usual? ______________


16. What percentage of customers are:

a) Students (under 21) __________________________

b) Young Adults (22‐38) _________________________

c) Baby Boomers (39‐59) ________________________

d) Seniors (60+) _______________________________

17. Which expenditures are included in the total cost of travel packages: (if yes,

please indicate dollar amount estimates)

a) Food and Beverages __________________________

b) Lodging ____________________________________

c) Admissions or Attractions _____________________

d) Incidentals __________________________________

18. About how much do you charge per person? (daytrip/overnight) ______________

19. Are the facilities and parking for motor coaches in Georgia adequate or

inadequate? If inadequate, please give details.



20. Can you identify any areas that should be addressed? _______________________



21. Can you identify any new trends or interest in travel that Georgia should be

looking to develop as a destination or feature? _____________________________


22. What helps drive Georgia as a destination?

a) Events ________________________

b) Marketing _____________________

c) Cost __________________________

d) Demand _______________________

23. Do you utilize online information resources in your group tour business?

a) Research _____________________

b) Bookings _____________________

c) Marketing ____________________

d) Promotions ___________________

2008 t oo l reports
New subscription to Tour Operator Online Reports

City Data Page: Shows each tour operator's FIT and/or Group hotels as published in its brochure or website; what country the tour operator is located; the secondary sort is the name of the Tour Operator; the hotels;what's the major market from which this operator derives most of its business - Adventure, Dive, Golf, Leisure, Motorcoach, Religious Motorcoach, Ski, Sport, or Wildlife.

Group Itinerary Page: Here you will find very detailed information regarding the itinerary of each included group operator: Start State and City for the group, End State and City, Operator's Name, Group Name, # of scheduled departures, date(s) of the departures, # of overnights for each group, the days of the week on which each group overnights in the indicated city, the name of the city, the number of nights the group stays in this city, the sequential number of nights of the entire itinerary inwhich the group stays in this city, the name of the hotel in which the group stays, the previous overnight city and the following overnight city - this is provided so that even if the group is not staying in your city you can still determine the general "straight line" of travel from last night to tomorrow night - this will let you see if your city is a potential "tonight" overnight city for this group.

tool results
TOOL results
  • City Data-Total of 425 respondents example: numbers varied from 1 ( Waycross) to 118 (Savannah)
  • Detailed Itineraries featuring Georgia Product -307
  • Surrounding state comparison









Special Interest is on the rise

  • Culinary up 31%
  • Holiday Travel up 35%
  • Historic and Heritage up 23%
  • Garden Tours up 20%
  • Spectator Sports up 34%
  • Agricultural tours up 72%


  • 92% serve senior market (60 +)
  • 82% serve leading-edge boomers (51-59)
  • 72% serve trailing edge boomers (39-50)
  • 49% serve student market
  • 43% serve Gen X market (21-38)
  • 55% said in-bound international increased- emerging countries – Greece;India and China


  • 2008 has the motorcoach industry at a historic growth pace- taking advantage of the opportunities .. glass is ½ full approach rather than ½ empty
  • Outlook for 2009 is good growth is expected to continue- continue to use the economy, greening trend to their advantage( save a penguin campaign)
  • Newer younger demographic find traveling green on a bus as the “ cool thing to do”- I-pod hook up, flat screen tv’s, personal climate control, reclining seats, other amenities with the added perk of shrinking their carbon footprint
  • Take an educational marketing approach
  • Involved with lobbying approach and working closely with the transition team
  • New research project by DePaul University shows that Intercity bus ridership surged to record levels between the fourth quarters of 2007 and 2008, as scheduled intercity bus departures rose 9.8 percent in that time period. Routes such as Boston to NY were highlighted.
  • Finalizing the Impact of the Motorcoach Industry expect a double digit increase estimated scheduled trips up 13-16%

Trends, tips, ect.

Understand your market

Charlie Presley, President of the Group Leaders of America at a recent meeting

“Groups are the growth segment in the travel industry and will continue to travel. They are least affected by economic down turn” “

65 senior traveling today has 18 years of life expectancy and will travel until the age of 83. ..

“ This is a new senior on group tours and they will be the bread and butter of the travel industry for the next 20 years”

“The fact is most seniors own their own home with no mortgage and have been mostly unaffected by the banking crisis as well as drops in the stock market”

He also mentioned the mass growth of the 55 plus market as boomers become seniors…

all indicators are that the senior market will continue to grow and become the largest age sector of

America in the next 10 years.


Trends, tips, ect.

Understand your market needs

Kristi Shirer of Lone Star Travelers

“” We don’t do tourist trap tours. We love the little, family businesses” “

They have journeyed to all but 5 states and have taken many day trips for those unable to enjoy

long -distance tours.

“ I hope those little mom and pop places make sure they have websites. It’s the only way we can find out about them”

Marketing to cover niche markets – varied itineraries- ink never dries online- group tour guide


Get involved

  • ABA and OMCA will launch 2010, a group travel booking website
  • ABA Top 2009 100 Events in North America
    • putting more funding behind this
    • Nomination process begins in late March- details on the website
        • Macon Cherry Blossom Festival
        • Fantasy in Lights- Pine Mountain (Callaway Garden’s)
  • COOP’s- apply for .. Participate in
  • Sponsorship and other partnership opportunities