Georgia 2010 Visitor Report

Table of Contents

Introduction….....…………………...... 4

Methodology….…………………………………………………………………………………………………… 7

Georgia Regional Map…………..……………………………………………………………………………….. 9

Size & Structure of the U.S. Domestic Travel Market…………………………………………………………. 10

Size & Structure of Georgia’s Travel Market………………………………………………………………….. 16

Overnight Expenditures………………………………………………………………………………………….. 17

Day Expenditures…………………………………………………………………………………………………. 35

Overnight Marketable Trip Detail…...... …………….……………...…………………………………………… 38

Sources of Business………………………………………………………………………………………. 39

Traveler Profile…………………………………………………………………………………………...... 42

Planning & Booking………………………………………………………………………………………... 53

Trip Characteristics……………..…………………………………………………………………………. 69

Trip Experiences…………………………………………………………………………………………… 82

Civil War Site Visitation…………………………………………………………………………...... 103

2 Table of Contents (Cont’d)

Day Trip Detail………………………………………...... ………………………………………………………… 107 Sources of Business……..………………………………………………………………………………… 108 Traveler Profile………………………………………………………………………………...... 111 Planning & Booking………………………………………………………………………...... 122 Trip Characteristics…………………………………………………………………………………………. 132 Trip Experiences…………………………………………………………………………………....…...... 139 Civil War Site Visitation……………………………………………………………………………………. 156 Georgia’s Image & Product Delivery…………………………………………………………………………….. 160

3 Introduction

 Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990.

 In 2007, our proprietary Longwoods Travel USA® program was migrated from mail to online, using the MarketTools Inc. ZoomPanel™, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement.

 Travel USA® is currently the largest ongoing study ever conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest.

4 Introduction

 In 2009, Longwoods International was commissioned by the State of Georgia to undertake a ongoing program of visitor research.

 This report presents the detailed findings for the 2010 travel year.

 The 2010 results are drawn from three studies conducted throughout the year by Longwoods International:

 Travel USA® 2010 — Longwoods’ syndicated national study of domestic travel in the U.S.

 Georgia 2010 Overnight Visitor Study — a custom study of overnight travel to Georgia, commissioned by the State

 Georgia 2010 Day Visitor Study — a custom study of day travel to Georgia, commissioned by the State

5 Introduction

 The results consist of:

 Estimates of the volume of overnight and day travel to Georgia.

 Characteristics and profile of overnight and day trips to the State.

 Measures of visitation and intent to visit Georgia’s civil war sites over the next 4 years

 Ratings of Georgia’s image as a travel destination and perceived delivery on its product amongst overnight visitors to the State.

6 Methodology — Travel USA®

 Each quarter, a random cross-section of 500,000 panel members is sent an e-mail invitation to participate in a national survey of the U.S. travel market. A reminder is e-mailed several days later to non-responders. In 2010, the completion rate for those accessing the Travel USA® questionnaire was 91%.

 For the 2010 travel year, this yielded :

 209,724 trips for analysis nationally:

 136,453 overnight trips

 68,443 day trips

 For Georgia, the following sample was achieved in 2010:

 6,634 trips:

 4,586 overnight trips

 2,048 day trips

 For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 7

Methodology — Custom Visitor Research

 To augment the information from Travel USA®, we returned to a representative sample of overnight and day visitors identified through the syndicated program.

 The overnight “return to sample” study yielded 1,229 trips for analysis

 The day study yielded 541 trips

 The goal of this custom research was to provide more in depth information about trips taken to Georgia in 2010. Visitors were asked to provide further detail about trip characteristics, planning and booking behavior and the specific regions and attractions visited within the state.

 The State’s nine tourism regions were identified to respondents with the aid of visual map.

 Respondents were also asked to rate their impression of Georgia’s tourism product based on a series of over 60 image attributes.

8 Georgia Regional Map

9 Size & Structure of the U.S. Domestic Travel Market Size of the U.S. Overnight Travel Market

Base: Total Overnight Trips

- 8% + 4% 2,000

1,500

1,000

1,426 1,312 1,367 Millions of Trips of Millions 500

0 2008 2009 2010

11 Size of the U.S. Overnight Travel Market — Adults vs. Children

Total Person-Trips = 1,367 Million

1,104 Million Adults 81%

263 Million Children 19%

12 Structure of the U.S. Travel Market — 2010 Overnight Trips

Base: Adult Overnight Person-Trips

Visits to Friends/Relatives 44%

Marketable Leisure Trips 40% Business Trips Business-Leisure 12% Trips 4%

13 U.S. Market Trends for Overnight Trips — 2010 vs. 2009

Base: Adult Overnight Person-Trips

All Overnight Trips 4

Marketable Trips 4

Visiting Friends/Relatives 6

Business Trips 7

-15 -5 5 15 Percent Change

14 U.S. Overnight Marketable Trip Mix — 2010 Travel Year

Base: Overnight Marketable Trips

Special event 19

Touring 18

Outdoors 14

Casino 12

Resort 10

Business-Leisure 8

City trip 8

Theme park 6

Cruise 4

Ski/Snowboarding 1

0 5 10 15 20 25

Percent 15 Size & Structure of Georgia’s Travel Market Total Size of Georgia’s 2010 Travel Market

Total Person-Trips* = 115.9 Million

63.6 Million Day Trips 55%

52.3 Million Overnight Trips 45%

17 *Total volume includes both adults and children Georgia’s Share of Adult Domestic Trips

Share of Day Trips Share of Overnight Trips

5.0%

4.0%

3.0%

Percent 2.0% 3.9% 3.8% 3.4% 3.6% 3.5% 3.7%

1.0%

0.0% 2008 2009 2008 2009

18 Size of the Georgia’s Overnight Travel Market – 2010 vs. 2009

Base: Total Overnight Trips

+ 1.7% 80

60

40

51.4 52.3 Millions of Trips of Millions 20

0 2009 2010

19 Size of Georgia’s 2010 Overnight Travel Market — Adults vs. Children

Total Overnight Trips = 52.3 Million

41.7 Million Adults 80%

10.6 Million Children 20%

20 Overnight Trips Including Georgia in 2010

Total Person Trips = 52.3 Million

4.0 Million Pass Through Trips (No Nights) 8%

21 Georgia’s Overnight Travel Market — By Trip Purpose

Base: Adult Overnight Trips

Visits to Friends/Relatives 48%

Marketable Trips 31% Business-Leisure 5% Business 16%

22 Georgia’s Overnight Marketable Trip Mix

Base: Overnight Marketable Trips

24 Special event 19 23 Touring 18 13 Business-Leisure 8 12 Outdoors 14 10 Resort 10 9 City trip 8 6 Theme park 6 2 Cruise 4 1 Casino 12 0 5 10 15 20 25 Percent Georgia US Norm 23 Georgia’s Overnight Marketable Trip Mix

Base: Overnight Marketable Trips

24 Special event 24 23 Touring 22 13 Business-Leisure 13 12 Outdoors 11 10 Resort 10 9 City trip 8 6 Theme park 8 2 Cruise 2 1 Casino 2 0 5 10 15 20 25 Percent 2010 2009 24 Season of Overnight Trip

Base: Adult Overnight Trips

24 January-March 25

25 April-June 25

27 July-September 22

23 October-December 22

0 10 20 30 40 Percent

2010 2009

25 Size of Georgia’s 2010 Day Travel Market — Adults vs. Children

Total Day Person-Trips = 63.6 Million

50.1Million Adults 79%

13.5 Million Children 21%

26 Georgia’s 2010 Day Travel Market — By Trip Purpose

Base: Adult Day Trips

Visits to Friends/Relatives 35% Marketable Leisure Trips 50%

Business-Leisure 4% Business 11%

27 Georgia’s Day Marketable Trip Mix

Base: Day Marketable Trips

23 Touring 19 23 Shopping 18 16 Special Event 17 12 City trip 11 11 Outdoors 11 7 Business-leisure 5 4 Theme pak 5 3 Resort 2 1 Casino 10 <1 Cruise 1 0 5 10 15 20 25 Percent

Georgia US Norm 28 Georgia’s Day Marketable Trip Mix

Base: Day Marketable Trips

23 Touring 19 23 Shopping 22 16 Special Event 21 12 City trip 14 11 Outdoors 11 7 Business-leisure 6 4 Theme pak 6 3 Resort 1 1 Casino <1 <1 Cruise 1 0 5 10 15 20 25 Percent

2010 2009 29 Season of Day Trip

Base: Adult Day Trips

26 January-March 26

25 April-June 26

28 July-September 27

21 October-December 20

0 10 20 30 40 Percent 2010 2009

30 Overnight Expenditures Total Overnight Spending — by Sector

Total Spending = $9.3 Billion

Food & Lodging Beverage 36% 25% $3.3 Billion $2.3 Billion

Retail Recreation 17% 9% $1.6 Billion $0.9 Billion Transportation 13% $1.2 Billion

32 Average Per Person Expenditures on Overnight Trips — By Sector

Base: Total Overnight Trips

80

60

40

Dollars $64 $56 20 $44 $40 $30 $26 $23 $18 $17 $17 0 Lodging Restaurant Food & Retail Purchases Transportation at Recreation/ Beverage Destination Sightseeing/ Entertainment 2010 2009 33 Average Per Person Expenditures on Overnight — by Trip Purpose

Base: Total Overnight Trips

350

300

250

200

Dollars 150 $299 $261 100 $154 $140 50

0 Leisure Business

2010 2009 34 Day Trip Expenditures Total Day Travel Spending — by Sector

Total Spending = $3.2 Billion

Food & Beverage Retail 33% 36% $1.1 Billion $1.2 Billion

Transportation Recreation 16% 15% $0.5 Billion $0.4 Billion

36 Average Per Person Expenditures on Day Trips — By Sector

Base: Total Day Trips

30

20

Dollars 10 $17 $17 $18 $15

$7 $8 $8 $7 0 Restaurant Food & Retail Purchases Recreation/ Sightseeing/ Transportation at Beverage Entertainment Destination 2010 2009 37 Overnight Marketable Trip Detail Overnight Marketable Trip Sources of Business State Origin Of Trip

Base: Overnight Marketable Trips to Georgia

Georgia 35 Florida 15 Tennessee 6 South Carolina 6 North Carolina 5 Alabama 5 Ohio 3 Virginia 2 New York 2 Michigan 2 Illinois 2 Kentucky 2 0 10 20 30 40

Percent 40 DMA Origin Of Trip

Base: Overnight Marketable Trips to Georgia

Atlanta, GA 23 Macon, GA 4 Jacksonville, FL/GA 4 Orlando-Daytona Beach-Melbrn, FL 3 Tampa-St. Petersburg-Sarasota, FL 3 Greenville-Spartanburg-Asheville, SC 3 Nashville, KY/TN 3 Tallahassee-Thomasville, FL 2 New York, NY 2 Savannah, GA/SC 2 Raleigh-Durham, NC 2 Augusta, GA 2 Miami-Ft. Lauderdale, FL 2 Knoxville, TN 2 Birmingham, AL 2 Charlotte, NC 2 Chattanooga, TN 2 Charleston, SC 1 0 5 10 15 20 25

Percent 41 Traveler Profile — Overnight Marketable Trips Gender

Base: Overnight Marketable Trips

47 Male 47

53 Female 53

0 20 40 60 80 100

Percent Georgia US Norm 43 Age

Base: Overnight Marketable Trips

Average Age Average Age Georgia US Norm = 46.2 = 46.0

11 18-24 years 11

38 25-44 years 37

34 45-64 years 36

17 65+ years 16

0 20 40 60 Percent

Georgia US Norm 44 Household Size

Base: Overnight Marketable Trips

11 1 member 10

38 2 members 38

18 3 members 19

33 4+ members 33

0 10 20 30 40

Percent Georgia US Norm 45 Household Income

Base: Overnight Marketable Trips

8 $150K+ 10

20 $100-$149.9K 22

14 $75K-$99.9K 16

21 $50K-$74.9K 21

24 $25K-$49.9K 21

13 Under $25K 10

0 10 20 30

Percent

Georgia US Norm 46 Marital Status

Base: Overnight Marketable Trips

64 Married 65

6 Living with partner 7

22 Single/Never married 21

Divorced/Widowed/ 8

Separated 7

0 20 40 60 80 100

Percent

Georgia US Norm 47 Children in Household

Base: Overnight Marketable Trips

64 No children under 18 63

19 Any child between 13-17 18

17 Any child between 6-12 18

17 Any child under 6 17

0 20 40 60 80

Percent

Georgia US Norm 48 Education

Base: Overnight Marketable Trips

19 Post-graduate 19

43 College graduate 40

25 Some college 26

13 High school or less 14

1 Other 1

0 20 40 60 Percent Georgia US Norm 49 Employment

Base: Overnight Marketable Trips

44 Full time/ self-employed 49

11 Part time 11

Not employed/retired/ 45

other 40

0 20 40 60 80 100

Percent Georgia US Norm 50 Race

Base: Overnight Marketable Trips

84 White 88

10 African-American 4

6 Other 8

0 20 40 60 80 100

Percent Georgia US Norm 51 Hispanic Background

Base: Overnight Marketable Trips

3 Yes

6

97 No

95

0 20 40 60 80 100

Percent

Georgia US Norm 52 Overnight Marketable Trip Planning & Booking Planning Cycle

Base: Overnight Marketable Trips to Georgia

40

30

20 37

Percent 33 27 22 23 10 21 18 17

0 1 Month or Less 2 Months 3-5 Months 6 Months or More

Georgia US Norm 54 Planning Cycle

Base: Overnight Marketable Trips to Georgia

40

30

20 38 Percent 31 27 27 10 18 18 17 14

0 1 Month or Less 2 Months 3-5 Months 6 Months or More

2010 2009 55 Information Sources Used for Planning

Base: Overnight Marketable Trips to Georgia

42 Online/Internet 40 12 Personal experience 16 11 Advice from friends/relatives 10 10 Hotel/resort 13 7 Auto club (e.g. AAA) 8 7 Books 7 5 Travel Agent 5 4 Local visitors bureaus/CoC 5 3 Airline/commerical carrier 7 3 Government tourism office 6 2 Association/club 3 2 Magazines 5 1 A toll-free number 4 1 Group tour company 2 1 Television <1 <1 Newspapers 2 0 10 20 30 40 50 Percent

2010 US Norm 56 Information Sources Used for Planning

Base: Overnight Marketable Trips to Georgia

42 Online/Internet 41 12 Personal experience 21 11 Advice from friends/relatives 8 10 Hotel/resort 12 7 Auto club (e.g. AAA) 7 7 Books 7 5 Travel Agent 5 4 Local visitors bureaus/CoC 4 3 Airline/commerical carrier 2 3 Government tourism office 3 2 Association/club 1 2 Magazines 4 1 A toll-free number 2 1 Group tour company 1 1 Television <1 <1 Newspapers 3 0 10 20 30 40 50 Percent

2010 2009 57 Online Sources Used for Planning

Base: Overnight Marketable Trips to Georgia

18 Hotel websites 18

9 Online booking engines 12

7 Other destination websites 7

4 Car rental website 4

2 Airline websites 2

<1 Blogs 1

<1 Social networking sites 1

12 Other 12 0 5 10 15 20 Percent Georgia US Norm 58 Elements of Trip Planned Online

Base: Overnight Marketable Trips to Georgia Online

Accommodation 70 59

Local activities/attractions/ 45 things to see and do 38

Car route/locations/maps 42 35

Restaurants 26 22

Flight, train, bus, rental car 10 9

Packaged tours/cruises 3 2

Other 2 2

0 20 40 60 80 Percent

2010 2009 59 Use of Georgia Trip Planning Tools

Base: Overnight Marketable Trips to Georgia

11 Official Georgia Travel Guide 9

4 www.ExploreGeorgia.org 5

0 5 10 15 Percent

2010 2009 60 Percent Visited a Georgia Visitor Center

Base: Overnight Marketable Trips to Georgia

2010 17 83

2009 19 81

0 20 40 60 80 100 Yes No

61 Percent Booked in Advance

Base: Overnight Marketable Trips to Georgia

2010 79 21

2009 70 30

0 20 40 60 80 100 Yes No

62 Percent Traveled with Escorted Group Tour

Base: Overnight Marketable Trips

Georgia 7 93

US Norm 5 95

0 20 40 60 80 100 Yes No

63 Percent Traveled with Escorted Group Tour

Base: Overnight Marketable Trips to Georgia

2010 7 93

2009 7 93

0 20 40 60 80 100 Yes No

64 Percent Pre-Paid Travel Package

Base: Overnight Marketable Trips

Georgia 11 89

US Norm 12 88

0 20 40 60 80 100 Yes No

65 Percent Pre-Paid Travel Package

Base: Overnight Marketable Trips to Georgia

2010 11 89

2009 5 95

0 20 40 60 80 100 Yes No

66 Booking Cycle

Base: Overnight Marketable Trips to Booked in Advance

60

40

Percent 52 20 37

24 24 24 15 12 12 0 1 Month or Less 2 Months 3-5 Months 6 Months or More

Georgia US Norm 67 Booking Cycle

Base: Overnight Marketable Trips to Georgia Booked in Advance

60

40

Percent 52 47 20

24 24 20 12 12 9 0 1 Month or Less 2 Months 3-5 Months 6 Months or More

2010 2009 68 Overnight Marketable Trip Characteristics Distance Traveled to Georgia

Base: Overnight Marketable Trips

9 Over 1,000 Miles 14

22 500-1,000 Miles 12

29 300-499 Miles 15

29 100-299 Miles 36

8 50-99 Miles 14

3 Under 50 Miles 8

0 10 20 30 40 50 Percent Georgia US Norm 70 Distance Traveled to Georgia

Base: Overnight Marketable Trips to Georgia

9 Over 1,000 Miles 7

22 500-1,000 Miles 20

29 300-499 Miles 28

29 100-299 Miles 39

8 50-99 Miles 3

3 Under 50 Miles 3

0 10 20 30 40 50 Percent 2010 2009 71 Transportation Used to Enter Georgia

Base: Overnight Marketable Trips to Georgia

80 Own car 85 8 Plane 5 8 Rental car 5 7 Truck/Van/RV 6 4 Bus 1 2 Ferry/Cruise ship/Boat 1 <1 Bicycle/Motorcycle <1 1 Shuttle van 1 1 Train <1 <1 Taxi 1 0 20 40 60 80 100 Percent

2010 2009 72 Transportation Used Inside Georgia

Base: Overnight Marketable Trips to Georgia

74 Own car 85 12 Rental car 5 9 Truck/Van/RV 5 6 Plane 4 5 Taxi 3 5 Bus 6 4 Shuttle van 2 3 Train 6 2 Ferry/Cruise ship <1 2 Bicycle/Motorcycle 2 1 Motor/Sailboat <1 0 20 40 60 80 100 Percent

2010 2009 73 Accommodations Used

Base: Overnight Marketable Trips to Georgia

53 Resort/Other Hotel 51 18 Motel 22 10 Rented Campground/trailer park site 12 9 Rented House/Cottage/Cabin 5 8 State Park Lodge 2 8 Friends/Relatives dwelling 7 8 Boutique Hotel 3 7 Other Accommodation 5 6 Bed & Breakfast 2 6 Time Sharing Unit 3 5 Rented Home/condo 5 4 Wilderness Campsite 2 3 Country Inn/Lodge 2 3 Ranch or Farm 1 3 Own House/Cottage/Cabin 2 0 20 40 60 Percent 2010 2009 74 Composition of Travel Party

Base: Overnight Marketable Trips to Georgia

74 Spouse/Partner 73

33 Child(ren) 39

11 Friend(s) 25

8 Other Relative(s) 13

8 Just Myself 5

6 Parent(s) 8

Business Associate 2 <1

0 20 40 60 80 Percent 2010 2009 75 Total Nights Away on Trip

Base: Overnight Marketable Trips

Average Average Georgia US Norm = 4.5 Nights = 3.5 Nights

24 1 night 26 25 2 nights 28 21 3-4 nights 23 9 5-6 nights 9 14 7-13 nights 12 6 14 + nights 2

0 10 20 30 40 Percent

Georgia US Norm 76 Total Nights Away on Trip

Base: Overnight Marketable Trips to Georgia

Average Average 2010 2009 = 4.5 Nights = 4.4 Nights

24 1 night 21 25 2 nights 24 21 3-4 nights 24 9 5-6 nights 11 14 7-13 nights 14 6 14 + nights 5

0 10 20 30 40 Percent

2010 2009 77 Number of Nights Spent in Georgia

Base: Overnight Marketable Trips to Georgia

Average Average 2010 2009 = 2.5 Nights = 2.5 Nights

35 1 night 31

30 2 nights 33

24 3-4 nights 24

7 5-6 nights 6

4 7+ nights 5

0 10 20 30 40 Percent

2010 2009 78 Length of Trip

Base: Overnight Marketable Trips to Georgia

2010 2.5 2.0 Total = 4.5 Nights

2009 2.5 1.9 Total = 4.4 Nights

0 1 2 3 4 5

Average No. of Nights

Spent in Georgia Spent Elsewhere

79 Size of Travel Party

Base: Overnight Marketable Trips

Georgia 2.7 0.8 Total = 3.5

US Norm 2.7 0.7 Total = 3.4

0 1 2 3 4 Average No. of People Adults Children

80 Size of Travel Party

Base: Overnight Marketable Trips to Georgia

2010 2.7 0.8 Total = 3.5

2009 2.5 0.8 Total = 3.3

0 1 2 3 4 Average No. of People Adults Children

81 Overnight Marketable Trip Experiences Regions Visited on Overnight Marketable Trip

Base: Overnight Marketable Trips to Georgia

44 Atlanta Metro 46 26 Georgia Coast 24 17 Classic South 15 16 Northeast Georgia Mountains 10 12 Historic Heartland 7 11 Historic High Country 5 6 Plantation Trace 2 4 Presidential Pathways 5 3 Magnolia Midlands 2 0 10 20 30 40 50 Percent 2010 2009 83 Main Destination on Georgia Overnight Trip

Base: Overnight Marketable Trips to Georgia

37 Atlanta Metro 42 22 The Georgia Coast 20 14 Classic South 12 12 The Northeast Georgia Mountains 9 7 Historic Heartland 5 4 Historic High Country 4 2 Magnolia Midlands 2 2 Plantation Trace 1 2 Presidential Pathways 5 0 10 20 30 40 50 Percent 2010 2009 84 Top Ten Local Attractions Visited on Georgia Overnight Trip

Base: Overnight Marketable Trips to Georgia

Georgia Aquarium 11

Savannah Natl Historic Land District 9

Atlanta Braves baseball event 8

Jekyll Island 7

Jekyll Island Natl Historic Land District 7

World of Coca-Cola 7

CNN- Headquarters 7

Centennial Olympic Park 6

St. Simons Island 6

Atlanta Zoo 5

0 5 10 15 Percent 85 Georgia Attractions Visited by Region – Atlanta Metro

Base: Overnight Marketable Trips to Georgia

Georgia Aquarium 11

CNN- Headquarters 7

Atlanta Braves baseball event 7

World of Coca-Cola 6

Centennial Olympic Park 6

Atlanta Zoo 5

Stone Mountain 5

Martin Luther King Historic Site 5

Piedmont Park 3

Chattahoochee River 3

Atlanta History Museum 3

0 5 10 15 Percent 86 Attractions Visited by Region – Atlanta Metro (Cont’d)

Base: Overnight Marketable Trips to Georgia

Atlanta Motor Speedway 3

Atlanta Botanical Garden 2

Falcons football event 2

Atlanta Children's Museum 2

Sthrn Museum of Civil War & … 1

Marietta- Cobb Museum of Art 1

High Museum 1

Jimmy Carter Library & Museum 1

Fernbank Museum of Natural History 1

Swan House 1

0 5 10 15 Percent 87 Attractions Visited on Overnight Trip – Georgia Coast

Base: Overnight Marketable Trips to Georgia

Savannah Natl Historic Land District 8 Jekyll Island Natl Historic Land District 6 Jekyll Island 6 St. Simons Island 5 Tybee Island 5 Fort Frederica 4 Georgia Sea Turtle Center 3 Fort Jackson 3 Fort Pulaski 2 Fort Morrison 2 Fort McAllister 2 Cumberland Island 1 Sapelo Island 1 Fort King George 1 Okefenokee Swamp 1 0 2 4 6 8 10 Percent

88 Attractions Visited on Overnight Trip – Classic South

Base: Overnight Marketable Trips to Georgia

Fishing 4 Magnolia Springs (Camp Lawton) 2 Camping 2 Swainsboro 2 Confederate Powder Works Chimney 2 Augusta River walk 1 Springs, Hamburg, George L. Smith 1 Phinizy Swamp Nature Park 1 Magnolia Cemetery 1 Lake Oconee 1 Horseback riding trails 1 Appling/Columbia County 1 Mistletoe, A.H. Stephens, Elijah … 1 Morris Museum of Art 1 Clarks Hill Lake 1 0 5 10 15 Percent

89 Attractions Visited on Overnight Trip – Historic Heartland

Base: Overnight Marketable Trips to Georgia

Hay House-Macon 3

Blue Willow Inn-Social Circle 3

Museum of Aviation-Warner Robins 3

Lane Southern Orchards-Ft. Valley 3

None of these 1

Barnsley Gardens 1

Old Governor's Mansion-Milledgeville 1

0 5 10 15 Percent

90 Attractions Visited on Overnight Trip – Historic High Country

Base: Overnight Marketable Trips to Georgia

Rock City/Lookout Mountain 3

Chickamauga /Chattanooga National 3 Military Park

Chief Vann House Historical Site 3

Lake Blue Ridge 2

Lake Allatoona 2

Carters Lake 1

New Echota Site 1

0 5 10 15 Percent

91 Attractions Visited on Overnight Trip – Northeast Georgia Mountains

Base: Overnight Marketable Trips to Georgia

Alpine Helen 4

Tallulah Gorge, Waterfalls 3

Appalachian Trail (Dahlonega & Blairsville) 2

Dahlonega - Gold Mines 2

Blackstock 2

Etowah 2

Lanier 2

Rabun 1

Sunburst Stables Zip Lines 1

Chattahoochee National Forest 1

0 5 10 15 Percent

92 Attractions Visited on Overnight Trip – Northeast Georgia Mountains (Cont’d)

Base: Overnight Marketable Trips to Georgia

Babyland General Hospital 1

Lake Lanier Canopy Tours 1

Chattooga Ridge Canopy Tours 1

Tiger Mountain 1

Hartwell 1

Yonah Mountain 1

Persimmon Creek 1

Habersham 1

Chatuge 1

0 5 10 15 Percent

93 Attractions Visited on Overnight Trip – Plantation Trace

Base: Overnight Marketable Trips to Georgia

Parks at Chehaw 2

Wild Adventures 2

Swamp Gravy 1

Peach State Summer Theater 1

Valdosta 1

Creek Winery 1

0 5 10 15 Percent

94 Attractions Visited on Overnight Trip – Presidential Pathways

Base: Overnight Marketable Trips to Georgia

National Infantry Museum, Columbus 1

Little White House, Warm Springs 1

The Rock Ranch, The Rock 1

Callaway Gardens, Pine Mountain <1

Jimmy Carter NHS, Plains <1

0 5 10 15 Percent

95 Attractions Visited on Overnight Trip – Magnolia Midlands

Base: Overnight Marketable Trips to Georgia

McCaine Quail Plantation 1

Raptor Center in Statesboro 1

Meinhardt Vineyard & Winery 1

0 5 10 15 Percent

96 Sightseeing/Things Experienced on Trip

Base: Overnight Marketable Trips to Georgia

Shopping 38 Historic areas/attractions 26 Landmark/historic site 26 Beach/waterfront 24 Museum 20 National/state park 20 Small towns/villages 17 Scenic drive 16 Museums 13 A city park 13 Lakes 12 Theme park 12 Cultural attractions 11 0 10 20 30 40

Percent 97 Sightseeing/Things Experienced on Trip (Cont’d)

Base: Overnight Marketable Trips to Georgia

Zoo/animal attractions 11

Fair/exhibition/festival 10

A river walk 9

Children's attractions/events 8

Interesting architecture 8

Amusement Parks 7

Musical performance/concert 6

African-American attractions 5

Festivals/fairs 5

Rock/pop concert 5

0 10 20 30 40

Percent 98 Sightseeing/Things Experienced on Trip (Cont’d)

Base: Overnight Marketable Trips to Georgia

Local art gallery 5 Trolley tours 4 Winery 4 Botanical garden 4 Brewery 3 Eco-tourism attractions 3 Haunted attractions/tours 3 Business Meeting 2 A library/historical archive 2 A farm/agritourism attraction 2 Convention/Conference 2 Trade Show 2 0 10 20 30 40

Percent 99 Dining & Entertainment

Base: Overnight Marketable Trips to Georgia

Fine dining 26

Unique local restaurants 19

Bar/disco/nightclub 14

Unique local foods 12

Casino 5

Dance 5

Local music 5

Theater 4

Opera 1

Symphony 1

0 10 20 30 Percent

100 Sports & Recreation

Base: Overnight Marketable Trips to Georgia

Swimming 18

Sporting event 14

Hiking/backpacking 11

Camping 10

Fishing 8 Professional/college sports 7 event

Boating/sailing 7

Golfing 5

0 5 10 15 20 Percent

101 Sports & Recreation (Cont’d)

Base: Overnight Marketable Trips to Georgia

Biking 5

Spa 4

Canoeing /kayaking/rafting 4

Mountain climbing 3

Hunting 3

Tennis 2

Motorcycle Touring 2

Skiing/snowboarding 1

Rodeo 1

0 5 10 15 20 Percent 102 Civil War Site Visitation on Overnight Trips Percent Visited Civil War Site or Interpretation Center in 2010

Base: Overnight Marketable Trips to Georgia

Visited Civil War Site / Interpretation Center 11%

104 Intent to Visit a Civil War Site or Interpretation Center Within 1 Year

Base: Overnight Marketable Trips to Georgia

Intend to Visit Civil War Site / Interpretation Center 19%

105 Intent to Visit a Civil War Site or Interpretation Center Within 4 Years

Base: Overnight Marketable Trips to Georgia

Intend to Visit Civil War Site / Interpretation Center 22%

106 Day Trip Detail Day Trip Sources of Business State Origin Of Trip

Base: Day Marketable Trips to Georgia

Georgia 67

Florida 9

South Carolina 6

Alabama 6

Tennessee 5

North Carolina 3

0 20 40 60 80

Percent 109 DMA Origin Of Trip

Base: Day Marketable Trips to Georgia

Atlanta, GA 44 Savannah, GA/SC 6 Greenville-Spartanburg-Asheville, SC 4 Macon, GA 4 Albany, GA 4 Chattanooga, TN 4 Tallahassee-Thomasville, FL 4 Jacksonville, FL/GA 3 Birmingham, AL 3 Augusta, GA 3 Columbus, GA 3 0 10 20 30 40 50 Percent

110 Traveler Profile — Day Trips Gender

Base: Day Marketable Trips

44 Male 45

56 Female 55

0 20 40 60 80 100

Percent Georgia US Norm 112 Age

Base: Day Marketable Trips

Average Age Average Age Georgia US Norm = 45.6 = 46.3

12 18-24 years 11

39 25-44 years 36

33 45-64 years 37

16 65+ years 16

0 20 40 60 Percent

Georgia US Norm 113 Household Size

Base: Day Marketable Trips

10 1 member 10

35 2 members 38

21 3 members 19

34 4 members 33

0 10 20 30 40

Percent Georgia US Norm 114 Household Income

Base: Day Marketable Trips

5 $150K+ 7

16 $100-$149.9K 17

14 $75K-$99.9K 15

22 $50K-$74.9K 22

27 $25K-$49.9K 26

16 Under $25K 13

0 10 20 30 40 50

Percent Georgia US Norm 115 Marital Status

Base: Day Marketable Trips

62 Married 63

6 Living with partner 7

21 Single/Never married 20

Divorced/Widowed/ 11

Separated 9

0 20 40 60 80 100

Percent

Georgia US Norm 116 Children in Household

Base: Day Marketable Trips

60 No children under 18 63

19 Any child between 13-17 17

18 Any child between 6-12 18

17 Any child under 6 17

0 20 40 60 80

Percent

Georgia US Norm 117 Education

Base: Day Marketable Trips

16 Post-graduate 16

37 College graduate 38

30 Some college 29

16 High school or less 17

2 Other 1

0 20 40 60

Percent Georgia US Norm 118 Employment

Base: Day Marketable Trips

43 Full time/ self-employed 46

11 Part time 11

46 Not employed/retired/ other 43

0 20 40 60 80 100

Percent Georgia US Norm 119 Race

Base: Day Marketable Trips

84 White 89

11 African-American 4

5 Other 7

0 20 40 60 80 100

Percent Georgia US Norm 120 Hispanic Background

Base: Day Marketable Trips

5 Yes

2

95 No

98

0 20 40 60 80 100

Percent

Georgia US Norm 121 Day Trip Planning & Booking Planning Cycle

Base: Day Marketable Trips to Georgia

40

30

20

35 Percent

25 21 10 18 15 15 15 13 13 13 8 10

0 Same day 1 to 3 days 2 weeks 3 weeks 4 to 7 days More than 1 month in advance 123 Information Sources Used for Planning

Base: Day Marketable Trips to Georgia

26 Internet/Online 27 17 Advice from relatives/friends 9 13 Past personal experience 18 9 The Official Georgia Travel Guide 11 5 TV 3 5 Newspaper 9 4 Hotel/resort 5 4 Magazines 3 4 Local visitors bureau/CoC 1 3 State Tourism Office 1 3 Auto Club 2 2 Books 4 2 Toll Free Number <1 1 Travel Agent 1 1 Association/club 1 1 Radio 1 0 10 20 30 Percent

2010 2009 124 Information Sources Used for Planning — Internet

Base: Day Marketable Trips to Georgia

4 Hotel websites 4

3 Car rental websites 1

2 Other destinations website 7

1 Online booking engines 1

1 Social Networking Sites <1

1 Airline websites <1

11 Other online sources 13

0 5 10 15 Percent 2010 2009 125 Elements of Trip Planned Online

Base: Day Marketable Trips to Georgia Planned Online

63 Car route/locations/maps 54

Local activities/attractions/ 31 things to see and do 27

8 Restaurants 18

10 Flight, train, bus, rental car 8

3 Packaged tours/cruises 2

4 Other 3

0 20 40 60 80 Percent

2010 2009 126 Use of Georgia Trip Planning Tools

Base: Day Marketable Trips to Georgia

9 The Official Georgia Travel Guide 11

4 www.ExploreGeorgia.org

6

0 5 10 15 20

Percent

2010 2009 127 Percent Visited a Georgia Visitor Center

Base: Day Marketable Trips to Georgia

2010 15 85

2009 6 94

0 20 40 60 80 100 Yes No

128 Percent Booked in Advance

Base: Day Marketable Trips to Georgia

2010 38 63

2009 44 56

0 20 40 60 80 100 Yes No

129 Percent Traveled with Escorted Group Tour

Base: Day Marketable Trips to Georgia

2010 6 94

2009 3 97

0 20 40 60 80 100 Yes No

130 Percent Pre-Paid Travel Package

Base: Day Marketable Trips to Georgia

2010 5 95

2009 5 95

0 20 40 60 80 100 Yes No

131 Day Trip Characteristics Distance Traveled to Georgia

Base: Day Marketable Trips to Georgia

16 Over 200 miles 16

8 150-199 Miles 8

24 100-149 Miles 25

53 Under 100 Miles 51

0 20 40 60

Percent 2010 2009 133 Transportation Used to Enter Georgia

Base: Day Marketable Trips to Georgia

90 Own car 86 4 Taxi 1 4 Motor/sailboat <1

3 Rental car 4 1 Train 2 1 Plane 3 1 Bus <1 <1 Truck/Van/RV 1 <1 Ferry/Cruise ship/Boat 3 <1 Bicycle/Motorcycle 1 0 20 40 60 80 100 Percent

2010 2009 134 Transportation Used Inside Georgia

Base: Overnight Marketable Trips to Georgia

89 Own car 84 6 Rental car 1 4 Bus 5 3 Taxi 4 2 Ferry/Cruise ship <1 2 Train <1 2 Bicycle/Motorcycle <1 2 Truck/Van/RV <1 1 Motor/Sailboat <1 1 Shuttle van 1 0 20 40 60 80 100 Percent

2010 2009 135 Composition of Travel Party

Base: Day Marketable Trips to Georgia

61 Spouse/Partner 73

40 Child(ren) 34

18 Friend(s) 21

17 Other Relative(s) 12

12 Parent(s) 12

7 Just Myself 3

<1 Business Associates 1

0 20 40 60 80

Percent

2010 2009 136 Size of Travel Party

Base: Day Marketable Trips

Georgia 2.6 0.7 Total = 3.3

US Norm 2.4 0.6 Total = 3.0

0 1 2 3 4 Average No. of People Adults Children

137 Size of Travel Party

Base: Day Marketable Trips

2010 2.6 0.7 Total = 3.3

2009 2.4 0.9 Total = 3.3

0 1 2 3 4 Average No. of People Adults Children

138 Day Trip Experiences Main Destination in Georgia

Base: Day Marketable Trips to Georgia

32 Atlanta Metro 39 23 The Northeast Georgia Mountains 23 19 The Georgia Coast 14 11 Classic South 8 8 Historic High Country 4 4 Historic Heartland 5 3 Magnolia Midlands 1 1 Plantation Trace 3 <1 Presidential Pathways 2 0 10 20 30 40 50 Percent

2010 2009 140 Regions Visited in Georgia

Base: Day Marketable Trips to Georgia

33 Atlanta Metro 42 25 The Northeast Georgia Mountains 23 19 The Georgia Coast 17 15 Classic South 8 10 Historic High Country 5 6 Historic Heartland 6 4 Magnolia Midlands 1 2 Plantation Trace 3 <1 Presidential Pathways 3 0 10 20 30 40 50 Percent

2010 2009 141 Top Ten Local Attractions Visited on Georgia Day Trip

Base: Day Marketable Trips to Georgia

Savannah Natl Historic Land District 8

Georgia Aquarium 8

Centennial Olympic Park 7

Alpine Helen 6

World of Coca-Cola 6

Tallulah Gorge, Waterfalls 6

Fishing 5

Tybee Island 5

Atlanta Zoo 5

Jekyll Island 5

0 5 10 15 Percent 142 Local Attractions Visited on Georgia Day Trip – Atlanta Metro

Base: Day Marketable Trips to Georgia

Georgia Aquarium 8

Centennial Olympic Park 7

World of Coca-Cola 6

Atlanta Zoo 5

Chattahoochee River 3

Atlanta Braves baseball event 3

Stone Mountain 3

Martin Luther King Historic Site 2

High Museum 2

Atlanta Botanical Garden 2

0 5 10 15 Percent 143 Local Attractions Visited on Georgia Day Trip – Atlanta Metro (Cont’d)

Base: Day Marketable Trips to Georgia

Atlanta History Museum 2

Fernbank Museum of Natural History 2

CNN- Headquarters 1

Piedmont Park 1

Medieval Times Dinner and Tournament 1

Dunwoody Nature Center 1

Falcons football event 1

Hawks basketball event 1

Michael C. Carlos Museum at Emory 1

Museum of Civil War & Locomotive History 1

0 5 10 15 Percent 144 Local Attractions Visited on Georgia Day Trip – Northeast Georgia Mountains

Base: Day Marketable Trips to Georgia

Alpine Helen 6 Tallulah Gorge, Waterfalls 6 Rafting on the Chattooga River 4 Chattahoochee River 3 Babyland General Hospital 3 Lanier 3 Yonah Mountain 3 Dahlonega - Gold Mines 3 Hartwell 2 Appalachian Trail (Dahlonega & Blairsville) 2 Three Sisters 2 Sautee Nacoochee 2 Chattahoochee National Forest 2 0 5 10 15 Percent 145 Local Attractions Visited on Georgia Day Trip – Northeast Georgia Mountains (Cont’d)

Base: Day Marketable Trips to Georgia

Rabun 2

Brasstown Bald 1

Chattooga 1

Atlanta Dragway 1

Benton MacKaye Trail 1

Cavendar Creek 1

Frogtown Cellars 1

Lake Lanier Canopy Tours 1

Tiger Mountain 1

Lanier Speedway 1

Nottely 1

0 5 10 15 Percent 146 Local Attractions Visited on Georgia Day Trip – Georgia Coast

Base: Day Marketable Trips to Georgia

Savannah Natl Historic Land District 8 Tybee Island 5 Jekyll Island 5 St. Simons Island 3 Okefenokee Swamp 3 Jekyll Island Natl Historic Land District 2 Fort Pulaski 1 Cumberland Island 1 Fort Jackson 1 Fort McAllister 1 Fort Frederica 1 Georgia Sea Turtle Center 1 0 5 10 15 Percent 147 Local Attractions Visited on Georgia Day Trip – Historic Heartland

Base: Day Marketable Trips to Georgia

Museum of Aviation-Warner Robins 2

Hay House-Macon 1

Blue Willow Inn-Social Circle 1

Lane Southern Orchards-Ft. Valley 1

Georgia Museum of Art-Athens 1

Old Governor's Mansion-Milledgeville 1

0 5 10 15 Percent 148 Local Attractions Visited on Georgia Day Trip – Historic High Country

Base: Day Marketable Trips to Georgia

Carters Lake 3

Chief Vann House Historical Site 3

Lake Blue Ridge 3

Tellus Science Museum, 2

New Echota Site 2

Rock City/Lookout Mountain 1

Barnsley Gardens 1

Etowah Indian Mounds 1

Booth Western 1

Chickamauga /Chattanooga Military Park 1

Lake Allatoona 1

0 5 10 15 Percent 149 Local Attractions Visited on Georgia Day Trip – Magnolia Midlands

Base: Day Marketable Trips to Georgia

Altamaha River 1

Savannah River Preserve 1

McCaine Quail Plantation, 1

Raptor Center in Statesboro 1

0 5 10 15 Percent 150 Local Attractions Visited on Georgia Day Trip – Plantation Trace

Base: Day Marketable Trips to Georgia

Flint Riverquarium 1

Valdosta 1

Creek Winery 1

Swamp Gravy 1

Thomasville 1

Wild Adventures 1

0 5 10 15 Percent 151 Sightseeing/Things Experienced on Trip

Base: Day Marketable Trips to Georgia

Shopping 35 Historic areas/attractions 26 Small towns/villages 17 Scenic drive 16 Landmark/historic site 14 Festivals/fairs 10 Museums 10 National/state park 10 A river walk 9 A city park 9 Children's attractions/events 8 Beach/waterfront 8 Cultural attractions 7 Museum 7 Fair/exhibition/festival 7 0 10 20 30 40

Percent 152 Sightseeing/Things Experienced on Trip (Cont’d)

Base: Day Marketable Trips to Georgia

Lakes 6 Zoo/animal attractions 6 Interesting architecture 5 Farm/agritourism attraction 4 Botanical garden 4 African-American attractions 3 Haunted attractions/tours 3 Theater 3 Local art gallery 2 A library/historical archive 2 Trolley tours 2 Winery 2 Business Meeting 1 Dance 1 Eco-tourism attractions 1 Convention/Conference 1 Trade Show 1 0 10 20 30 40

Percent 153 Dining & Entertainment

Base: Day Marketable Trips to Georgia

Unique local restaurants 17

Fine dining 10

Unique local foods 10

Local music 6

Bar/disco/nightclub 5

Rock/pop concert 2

Musical performance/concert 2

Casino 1

Brewery 1

0 5 10 15 20

Percent 154 Sports & Recreation

Base: Day Marketable Trips to Georgia

Amusement Parks 11 Sporting event 8 Hiking/backpacking 7 Canoeing /kayaking/whitewater rafting 7 Golfing 6 Fishing 4 Swimming 4 Professional/college sports event 3 Biking 3 Boating/sailing 2 Camping 2 Hunting 1 Motorcycle Touring 1 Mountain climbing 1 0 5 10 15 Percent

155 Civil War Site Visitation on Day Trips Percent Visited Civil War Site or Interpretation Center in 2010

Base: Day Marketable Trips to Georgia

Visited Civil War Site / Interpretation Center 16%

157 Intent to Visit a Civil War Site or Interpretation Center Within 1 Year

Base: Day Marketable Trips to Georgia

Intend to Visit Civil War Site / Interpretation Center 27%

158 Intent to Visit a Civil War Site or Interpretation Center Within 4 Years

Base: Day Marketable Trips to Georgia

Intend to Visit Civil War Site / Interpretation Center 32%

159 Georgia’s Image & Product Delivery

Travel Priorities for Georgia Visitors

Base: Overnight Marketable Trips

Adult Atmosphere Family Destination Exciting Unique Luxurious Worry Free Sightseeing Importance Sports & Recreation Entertainment Climate Affordable Popular

Relative Importance*

161 *A measure of the degree of association between each factor and whether destination is a place “I would really enjoy visiting.” Georgia’s Product Delivery

Base: Overnight Marketable Trips

Adult Atmosphere 56 Family Destination 53 Exciting 45 Unique 46 Luxurious 47 Worry Free 55 Sightseeing 48 Sports & Recreation 48 Entertainment 43 Climate 47 Affordable 47 Popular 34 0 20 40 60 80 100 Percent Who Strongly Agree* 162 *Rated Georgia 8 or above on a 10-point scale Hot Buttons

Base: Overnight Marketable Trips

1 A fun place for a vacation 8 An exciting lace

2 Great for vacationing with friends 9 Interesting fairs/festivals/events

3 Unique vacation experience 10 Great for walking/strolling about

4 Children would enjoy 11 Well-known landmarks

5 Good for families 12 First-class hotels

6 Good for an adult vacation 13 A real adventure

7 Good place to relax 14 Interesting cities

163 Georgia’s Product Delivery — Adult Atmosphere

Base: Overnight Marketable Trips

Adult Atmosphere 56

Great for vacationing with friends 51

Good for adult vacation 61

0 20 40 60 80 100

Percent Who Strongly Agree

164 Georgia’s Product Delivery — Family Destination

Base: Overnight Marketable Trips

Family Destination 53

Children would enjoy 48

Good for families 58

0 20 40 60 80 100

Percent Who Strongly Agree 165 Georgia’s Product Delivery — Exciting

Base: Overnight Marketable Trips

Exciting 45

A fun place for vacation 54

An exciting place 43

Vacation there is a real adventure 41

Must-see destination 43

0 20 40 60 80 100

Percent Who Strongly Agree 166 Georgia’s Product Delivery — Unique

Base: Overnight Marketable Trips

Unique 46

Unique vacation experience 44

Unique local cuisine 50

Unique accommodations 44

Unique historical architecture 50

Interesting customs/traditions 41

0 20 40 60 80 100 Percent Who Strongly Agree 167 Georgia’s Product Delivery — Luxurious

Base: Overnight Marketable Trips

Luxurious 47

First-class hotels 55

Elegant, Sophisticated restaurants 49

First-class resorts 37

0 20 40 60 80 100 Percent Who Strongly Agree

168 Georgia’s Product Delivery — Worry Free

Base: Overnight Marketable Trips

Worry Free 55

Good place to relax 54

Easy to fit in with the locals 56

Safe to travel anywhere 47

Warm/friendly people 63

0 20 40 60 80 100

Percent Who Strongly Agree

169 Georgia’s Product Delivery — Sightseeing

Base: Overnight Marketable Trips

Sightseeing 48

Interesting festivals/ fairs/events 48 Well-known landmarks 59 Interesting cities 55 Lots to see and do 60 Noted for its rich history 56 Beautiful parks/gardens 51 Great historical sites/preservation areas 54 Truly beautiful scenery 57 Interesting small towns/villages 43 Excellent museums 40 Beautiful rivers and lakes 54 Excellent churches and religious sites 42 Beautiful antebellum homes 60 0 20 40 60 80 100 Percent Who Strongly Agree 170 Georgia’s Product Delivery — Sightseeing (Cont’d)

Base: Overnight Marketable Trips

Sightseeing 48

Excellent shopping 49 Excellent cityscapes 40 Excellent scenic trails 46 Excellent art galleries 38 Interesting guided tours 40 Beautiful mountains 54 Interesting architecture 43 Interesting Native American sites 36 Great Civil War sites 56 Interesting African-American tours/sites 37 Excellent coastal scenery 50 Beautiful fall foliage 51 Excellent wineries 26 0 20 40 60 80 100 Percent Who Strongly Agree 171 Georgia’s Product Delivery — Sports & Recreation

Base: Overnight Marketable Trips

Sports & Recreation 48

Great place for walking/strolling about 50

Excellent National/State parks 55

Good for viewing wildlife/birds 45

Variety of walking/hiking/bike trails 48

Good place for camping 46

Great for boating/water sports 44

Great for golfers 47

Excellent hunting/fishing 46

0 20 40 60 80 100

Percent Who Strongly Agree 172 Georgia’s Product Delivery — Entertainment

Base: Overnight Marketable Trips

Entertainment 43

Exciting nightlife/shows 42

Great live music 44

0 20 40 60 80 100

Percent Who Strongly Agree

173 Georgia’s Product Delivery — Climate

Base: Overnight Marketable Trips

Excellent climate overall 47

0 20 40 60 80 100

Percent Who Strongly Agree 174 Georgia’s Product Delivery — Affordable

Base: Overnight Marketable Trips

Affordable 47

Good vacation packages 38

Excellent value for the money 45

Not too far away for a vacation 57

0 20 40 60 80 100

Percent Who Strongly Agree 175 Georgia’s Product Delivery — Popular

Base: Overnight Marketable Trips

Popular 34

Popular with vacationers 38

A place featured often in movies 36

I often notice advertising for this place 28

0 20 40 60 80 100

Percent Who Strongly Agree

176 Georgia’s Top 20 Image Attributes

Base: Overnight Marketable Trips

Warm/friendly people 63

**Good for adult vacation 61

Lots to see and do 60

Beautiful antebellum homes 60

**Well-known landmarks 59

**Good for families 58

Not too far away for a vacation 57

Truly beautiful scenery 57

Easy to fit in with the locals 56

Great Civil War sites 56

0 20 40 60 80 100

Percent Who Strongly Agree **Indicates image Hot Buttons 177 Georgia’s Top 20 Image Attributes

Base: Overnight Marketable Trips

Noted for its rich history 56

**Interesting cities 55

**First-class hotels 55

Excellent National/State parks 55

**A fun place for vacation 54

**Good place to relax 54

Beautiful rivers and lakes 54

Great historical sites/preservation areas 54

Beautiful mountains 54

Beautiful fall foliage 51

0 20 40 60 80 100

**Indicates image Hot Buttons Percent Who Strongly Agree 178