1. MASSACHUSETTS OFFICE OF TRAVEL & TOURISM 11/29/2012 WORCESTER Intersection of Culture & Tourism

2. The intersection: Tourist (travels 50+ miles one way or stays overnight) Visits One or more Massachusetts cultural institutions

3. Todays 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 MOTTs marketing channels? Tourism marketing considerations.

4. 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

5. Visitors to Massachusetts CY2011 Domestic visitor origin MA6.9 million36.2% share NY1.8 m9.5% NH1.6m8.5% CT1.6m8.4% RI797,0004.2% CA648,0003.4% Florida499,0002.6% NJ737,0003.8%

6. Visitors to Massachusetts CY2011 Domestic visitor origin New England12.1 million63.0% share Mid-Atlantic3.1 m16.1% Top 5 DMAs Boston New York Providence/New Bedford Hartford/New Haven NH/VT/ME

7. 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%

8. Visitors to Massachusetts Domestic visitor activities All MABostonNYH/NH VFR43.341.939.639.5 Shop15.412.918.414.0 Fine Dine13.314.119.47.0 Hist Sites10.65.912.96.4 Museums7.43.710.01.5 Gardens4.33.93.41.9 Art galleries 3.33.95.64.6 Theater2.00.70.81.7

9. Visitors to Massachusetts CY2011 Overseas: Top Markets UK222,000 China139,000 Germany120,000 France69,000 Australia65,000 Brazil54,000 Italy54,000 India50,000

10. Accessing MOTTs marketing channels massvacation.com listings + events Public relations: media, fam trips Twitter, Facebook MassFinds Blog Photos Research Phone App Group Tour International

11. Tourism Marketing Considerations Who are your current visitors/patrons? Evaluation programs

12. 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?

13. 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