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Tourism Marketing and Promotion Guide

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Tourism Marketing and Promotion Guide Tourism Marketing and Promotion 1 Introduction Tourism is a vital industry to the State of Georgia’s economy. According to the Department of Economic Development, tourism generates $63.1 billion in revenue annually and drives business growth through the promotion of unique and community‐based experiences.1 However, marketing tourist attractions can present challenges to local governments as it can be time consuming and costly. The Northeast Georgia Regional Commission (NEGRC) has created this guide to assist local governments with their promotional needs. The guide highlights best practices in tourism marketing and provides additional resources that local governments can use to improve and expand on their tourism programs. A priority of the NEGRC Regional Plan (2018) is to provide tools to improve tourism promotion and marketing within Northeast Georgia. The Regional Plan’s Excellence Standards created the framework for this document and committed the NEGRC to participate actively inl regiona tourism planning and promotion efforts. This document seeks to meet the goals laid out in the NEGRC Regional Plan by highlighting industry best practices and analyzing current tourism efforts. 1 “2018 Travel Economic Impact on Georgia State, Counties and Regions,” https://industry.exploregeorgia.org/resource/2018-travel-economic-impact-georgia-state- counties-and-regions444 2 Credit: Georgia Department of Economic Development Tourism Regions Map The Northeast Georgia Region The NEGRC serves 12 counties and 54 municipal governments in Northeast Georgia, encompassing 3,260 square miles. The estimated population of the region is 612,781 (Esri). To help improve and expand tourism, the State of Georgia is divided into nine tourism regions made up of counties that share relevant attributes. The Northeast Georgia region encompasses parts of three tourism regions: Northeast Georgia Mountains, Historic Heartland, and Classic South. 3 Tourism Types and Practices in Each Tourism Region The Northeast Georgia Mountains The Northeast Georgia Mountains tourism region encompasses the northeast section of the State. The region is known for its rugged, scenic beauty as well as its small towns and other attractions. The counties within this region that are also NEGRC‐member jurisdictions are Barrow, Elbert, Jackson, and Madison. The region’s top three tourist sectors are Family/Life events (which includes traveling to visit family and attend weddings, funerals, and graduations) (57%), Culture (28%), and Nature (25%). Most visitors are Georgia residents (67%), and the majority of tourism‐based travel to this region is leisure‐related (74%).2 Tourism’s Economic Impact on the Northeast Georgia Mountains Expenditures Payroll Employment State Tax Local Tax NORTHEAST $1,182,350,000 $262,860,000 10,620 $51,170,00 $33,260,00 GEORGIA MOUNTAINS TOTAL Barrow $49,240,000 $8,670,000 410 $1,920,000 $1,320,000 Elbert $20,110,000 $3,760,000 170 $860,000 $540,000 Jackson $69,940,000 $12,290,000 570 $2,740,00 $1,930,000 Madison $11,610,000 $2,160,000 100 $470,000 $290,000 Source: “2018 Travel Economic Impact on Georgia State, Counties and Regions” Figure 1: The Historic Courthouse in Elberton, Georgia 2 “2018 Georgia Tourism Region Visitor Profile - Northeast Georgia Mountains,” https://industry.exploregeorgia.org/resource/2018-georgia-tourism-region-visitor-profile-northeast-georgia-mountains 4 The Classic South The Classic South tourism region is situated in the eastern portion of the State, abutting the South Carolina border. This region offers tourists state parks, golf courses, antebellum homes, and historic downtowns. Greene County and Oglethorpe County are the Northeast Georgia communities within this district. The region’s top three tourist sectors are Family/Life Events (45%), Culture (19%), and Libation and Culinary (17%). Most visitors are non‐Georgia residents (74%), and most tourist activities are leisure‐related (89%).3 Tourism’s Economic Impact on the Classic South Expenditures Payroll Employment State Tax Local Tax CLASSIC SOUTH $957,700,000 $219,110,000 8,220 $42,160,000 $25,670,000 TOTAL Greene $56,080,000 $16,020,000 580 $2,750,000 $1,520,000 Oglethorpe $4,850,000 $84,000, 30 $190,000 $110,000 Source: “2018 Travel Economic Impact on Georgia State, Counties and Regions” Figure 2 Genuine Georgia (Greensboro) began as a Downtown Development Authority effort to create a space for local artists to feature and sell their work. Today, the shop is privately owned, but continues to feature only handmade pieces from Georgia artisans. 3 “2018 Georgia Tourism Region Visitor Profile - Classic South,” https://industry.exploregeorgia.org/resource/2018-georgia-tourism-region-visitor-profile-classic-south 5 The Historic Heartland The Historic Heartland is situated in the center of the state and is home to Athens, one of the nation’s most historic college towns, and culinary experiences and lake retreats. The Northeast Georgia counties in this tourism region include Clarke, Oconee, Walton, Morgan, Newton, and Jasper. The region’s top three sectors are Family/Life events (34%), Libation and Culinary (17%), and Culture (14%). A majority of visitors are Georgia residents (59.9 %) and most travel to the region for leisure trips (73%).4 Tourism’s Economic Impact on the Historic Heartland Expenditures Payroll Employment State Tax Local Tax HISTORIC $1,717,490,000 $381,010,000 15,560 $73,390,000 $47,440,000 HEARTLAND TOTAL Clarke $330,500,000 $69,930,000 2,970 $13,710,000 $8,890,000 Jasper $6,720,000 $2,060,000 80 $300,000 $180,000 Morgan $53,840,000 $11,520,000 460 $2,450,000 $1,550,000 Newton $142,900,000 $28,210,000 1,240 $6,230,000 $4,080,000 Oconee $44,320,000 $11,780,000 420 $1,890,000 $1,120,000 Walton $80,730,000 $16,180,000 740 $3,180,000 $2,110,000 Source: “2018 Travel Economic Impact on Georgia State, Counties and Regions” Figure 3 The Firefly Trail is a planned, 39‐mile trail that will connect downtown Athens to Union Point. Currently, portions of the trail in Athens‐Clarke and Oglethorpe counties are built and construction is underway in Greene County. Visit fireflytrail.com for maps and up‐to‐date reports on the trail’s construction. 4 “2018 Georgia Tourism Region Visitor Profile - Historic Heartland,” https://industry.exploregeorgia.org/resource/2018-georgia-tourism-region-visitor-profile-historic-heartland 6 Categories of Tourism in the Region Libation and Culinary Tourism includes winery, brewery, and distillery tours as well as trips for dining experiences. Athens is home to two James Beard award‐ Tourism can be divided into categories of interest and purpose. Knowing what winning restaurants, 5 and 10 and Weaver D’s and five craft breweries with a type of tourism attracts visitors to a region can be beneficial to developing sixth in development. Seven different brewery tours are available in Athens marketing strategies and expanding businesses and opportunities to meet the from locations such as Terrapin, Southern Brewing, and Creature Comforts needs of visitors. The following are tourism types found in the NEGRC region. breweries. The Blue Willow Inn draws tourists to Social Circle based off of the success of the restaurant’s cookbook. Agritourism is a unique experience that brings visitors directly to farms, orchards, and other agricultural production sites. In Georgia, agriculture and tourism are two of the state’s top economic generators; therefore, the combination of the two has the potential to be a leading tourism industry. Jasper and Morgan Counties generate the most income from agriculture‐ and nature‐based tourism in the NEGRC region,5 but agritourism continues to grow and thrive in other counties as well. The Georgia Department of Agriculture’s Georgia Grown program promotes agribusinesses by bringing producers, processors, suppliers, distributors, retailers, and consumers together industrywide. Visitors can locate farms for “Pick Your Own” experiences, wine‐ tasting tours, weddings, and other farm‐related adventures. Family/Life Events Tourism brings people into an area to attend life events or visit family members. This includes weddings, funerals, and graduations. Northeast Georgia venues such as Chateau Elan (Braselton) and Serenata Farm (Morgan County) are marketable for weddings and draw family/life event tourists to the area. Greene County’s Conventionr and Visito Bureau focuses tourism marketing on wedding tourism at Lake Oconee. Figure 4 The Shields‐Ethridge Heritage Farm (Jackson County) has been a working agricultural complex since 1799. 5 2017 Georgia Farm Gate Value Report, https://www.caes.uga.edu/content/dam/caes- subsite/caed/publications/annual-reports-farm-gate-value-reports/2017-farm-gate-value-report.pdf 7 Cultural Tourism has several subsets including the following: Film Tourism is a burgeoning industry in Georgia for people who love visiting sites from movies and television. Jasper County and Monticello bring fans of Music Tourism is a major economic generator for Athens‐Clarke County, the movie My Cousin Vinny, and Newton County hosts Mystic Falls Tours with several music venues such as the Georgia Theater, the 40 Watt involving sites and locations from The Vampire Diaries in Covington. Club, the Foundry, and Hendershot’s drawing visitors, and the Madison’s historic downtown was the site of Goosebumps, Halloween II, construction of a new amphitheatre underway. The Athens Welcome Guardians of the Galaxy: Vol. 2, and many more productions. Since Georgia is Center offers a downloadable walking tour of Athens Music History known as the Hollywood of the South, the potential for movie tourism in features a history of successful bands such as REM, the B‐52s, and Georgia is expected to grow. Widespread Panic. Other areas of Northeast Georgia also have musical roots, including Trisha Yearwood’s hometown of Monticello. Local musicians are featured in traditional and pop‐up venues throughout Northeast Georgia, from small sets at a local eatery orp sho like the Front Porch Book Store (Winterville), to festivals such as the Green Tomato Festival in Juliette, or the multi‐day festival AthFest (Athens).
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