Business

What is the impact of cutting tourism marketing?

February 13, 2017

The U.S. Travel Association and Visit Florida have data to show what happens when state’s top promoting tourism.

Pennsylvania cut its state tourism marketing budget from $30 million to $7 million in 2009. Every dollar cut cost the state $3.60 in lost tax revenue. From 2009 to 2014, Pennsylvania lost over $600 million in tax revenue.

The state of Washington completely quit marketing to tourists in 2011, cutting its $7-million budget to zero. Meanwhile, Montana saw its traveler spending grow 70-percent faster than in Washington.

In 1993, Colorado cut out its state tourism marketing budget, $12 million. The state lost $1.4 billion of traveler spending in one year.

Meanwhile, California, Michigan, New Mexico, and Florida increased their travel promotions from 2010-2015.

California increased its budget $50.1 million and saw travel spending increase $32.4 billion.

Michigan increased its budget $10.5 million and saw travel spending increase $3.5 billion.

New Mexico increased its budget $4.6 million and saw travel spending increase $933 million.

Florida increased its budget $43.3 million and saw travel spending increase $30 billion.

Just a two-percent decrease in the Visit Florida would result in $2.2 billion loss in travel spending, $225 million in tax revenue, and 28,800 Florida jobs.

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1 Comment

  • Reply Richard Hawkins February 14, 2017 at 1:50 pm

    I’m not sure that the U.S. Travel Association and Visit Florida are helping their case with numbers that frankly stretch credibility. If an investment of $43M really generates a return of $30000M, we should dramatically increase the Visit Florida budget.

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