James May-June 2023 web - Flipbook - Page 12
leisure continues to be a key retail driver of tourism in
sought-after destinations, we have also seen a steady
increase in both corporate and group pace across the
state,” said Crisafi. “As we look at international feeder
markets, it is also very encouraging to see increases from
many global travelers looking for their next trip. With
countries like Germany, as well as many Asian countries
like Japan opening back up, we are ready to attract and
welcome these travelers to Georgia.”
“We are pleased to see the continued momentum
for the state’s recovery, and it’s a reflection of the governor’s investment in Georgia Tourism, including our
Georgia Tourism Foundation Board,” she continued.
T HE LIN K O F ARTS & CULTURE TO TOURIS M
Industry experts say the arts, cultural heritage and
history drive over two-thirds of all of the tourism in
the U.S.— and festivals, concerts, exhibits and performances are a vital part of tourism in our state. Data also
shows that arts and culture travelers stay longer and
spend more than other travelers, resulting in a strong
economic impact for those communities.
Executive Director of the Georgia Arts Council Tina
Lilly says that much like the tourism and hospitality industries, Georgia’s $1.3 billion-dollar nonprofit arts sector
was among the hardest hit during the COVID era, and
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recovery is still underway as arts communities continue to focus on renewal. Arts and cultural production in
Georgia accounts for $29.2 billion and 4.2 percent of the
Georgia economy, contributing 149,036 jobs. And these
figures only account for direct spending. According to
Americans for the Arts, arts attendees spend an average
of $31 per person on top of ticket sales, while non-local
attendees spend an average of $47 on everything from
food and beverages to gas and overnight stays.
Arts organizations have emerged from COVID with
exciting, creative new work presented in new and
unusual ways. Lilly cites some examples: “In Atlanta,
the Atlanta Chinese Dance Company started its April
performance, while in Savannah the Telfair Museums
are opening the Telfair Children’s Art Museum this
summer. And in Rabun County, Hambidge Center will
fire up their anagama kiln for a three-day event.”
AT TR AC TIN G V IS ITO R S F R O M VA R IO U S MA R K E TS
Jay Markwalter, Executive Director of the Georgia
Association of Convention & Visitors Bureaus, believes
the economic importance of tourism to a destination is
commonly under-appreciated and extends well beyond
core hospitality and transportation sectors. “Attracting
visitors from any market segment— business, sports,
leisure, visiting friends and relatives, conventions, etc.—
is importing temporary taxpayers to our destination for
direct, indirect and induced spending impact.”
That’s why his association aligns with the national
partner association, Destinations International, with the
belief that Georgia’s destination organizations (visitors
bureaus) are community assets responsible for promoting a community as an attractive travel destination by
enhancing its public image as a dynamic place to live
and work. Under this model, he says, everyone benefits.
“Therefore, in addition to strategic marketing to lure
visitors, we realize that local residents are our ultimate
customers. This makes our tourism marketing and management efforts a shared value in our communities and
our local tourism bureaus a vital community asset.”
It’s amazing to learn that Georgia’s tourism industry supports 478,000 jobs, which is equivalent to 11.2
percent of the state’s total employment. The industry
generated $3.4 billion in state and local tax revenue in
2019. Tourists naturally spend money on various goods
and services, such as accommodation, transportation,
food and souvenirs. And that creates demand for local
businesses.
After conducting my research and interviews,
there’s no doubt that the economic impact of Georgia’s
tourism industry will continue to grow in coming years.
More employment opportunities and revenue for the
state will be generated.
Cindy Morley is a staff writer for James and InsiderAdvantage Georgia.
M AY/ JU N E 2023