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'07 Annual Report North Carolina DIVISIONOFTOURISM, FILMANDSPORTSDEVELOPMENT ’07 Annual Report BOARD MEMBERS North Carolina Travel and Tourism Board Thomas B. Ruff Walter Dalton Kelly Miller Chairman Senator, District 46 Asheville Asheville Rutherfordton Appointed by: NCACVB Appointed by: NCRLA Appointed by: Senate President Pro Tempore Ed Phillips Jim Fain Morganton Secretary, Department of Commerce Teresa Damiano Appointed by: NCTIA Raleigh RDU Airport Susan Galyon Spangler Ex Officio Appointed by: Senate President Pro Tempore Greensboro Lynn Minges Appointed by: Governor Executive Director, Division of Tourism, Joyce Dugan A.B. Swindell Film and Sports Development Cherokee Senator, District 11 Raleigh Appointed by: Governor Nashville Ex Officio S. Lewis Ebert Appointed by: Donna Bailey-Taylor Raleigh Senate President Pro Tempore Smithfield Appointed by: NCCBI Scott Thomas Appointed by: NCACVB Mohammad Jenatian Senator, District 2 Douglas Brindley Charlotte Raleigh Corolla Appointed by: House Speaker Appointed by: Appointed by: Senate President Pro Tempore Carol Lohr Senate President ProTempore Morehead City Cathy Wallace Mike Butts Appointed by: Raleigh Charlotte Senate President Pro Tempore Appointed by: NCTIA Appointed by: NCACVB J. Craig Madison Thomas Wright Chris Cavanaugh Asheville Representative, District 18 Asheville Appointed by: NC Travel &Tourism Wilmington Appointed by: Governor Coalition and NCRLA Appointed by: House Speaker Haddon Clark Mary Baggett Martin Raleigh Wrightsville Beach Appointed by: NC Petroleum Marketers Appointed by: NCRLA Cindy Curry John McLellan Charlotte Lumberton Appointed by: House Speaker Appointed by: NCRLA North Carolina Film Council Bob Seligson Mark de Castrique Donna E. Mack, D.D.S. Herman A. Stone Chair Charlotte Raleigh Charlotte Raleigh Craig Fincannon Daniel F. McComas Travis Tatham E.A. Tod Thorne Wilmington Representative Asheville Vice Chair District 19 Charlotte Joseph A. Gomez Wilmington Kelly R. Tenney Raleigh Castle Hayne T.E. Austin II Michael K. McGaha Durham Monty Hagler Greensboro Beth Troutman High Point Concord Timothy M. Bourne Steve Metcalf Wilmington Cress Horne Asheville Margaret C. Ward Marshville Burlington Nancy Buirski Thom Mount Durham Brenda Parks Hughes Durham/Beverly Hills, Calif. Arthur Watkins Wrightsville Beach Raleigh Frank Capra Jr. Dale Pollock Betsy L. Jordan Wilmington Winston-Salem Wilmington North Carolina Wine & Grape Council Edward T.Cook Mark Friszolowski R. Willard Hinnant Charles M. Shelton Matthews Lexington Goldsboro Dobson Sandon Dennis Bill Hatcher Frank W.Hobson Dan Smith Albemarle Raleigh Boonville Wagram Jerry Douglas Michael Helton Joe Neely Asheville Yadkinville Mocksville North Carolina’s travel industry made great strides in 2007 North Carolina’s travel industry enjoyed record 8.3% growth in TheDivisioncontinuedtopartnerwiththemotorsportsindustryto 2006, the largest single-year increase since tracking began in promote popular May and October events that help make North 1990, and the momentum continued in 2007. Growth in travel Carolina the “Heart of Motorsports™.” expenditures was strong again, with domestic and international Statewide marketing efforts received a boost in 2007 with the visitorstoandwithinNorthCarolinaspendingarecord$17.1billion legislature allocating an additional $1 million in marketing dollars in 2007. Domestic traveler expenditures reached $16.5 billion, to the Division’s annual budget. up 7.2% from 2006, while total direct international travelers’ Our television presence and partnership with UNC-TV remained expenditures increased to $607 million, a 13.2% jump from the an effective way for the Division to extend its message as North previousyear.Ninety-fourofthestate’s100countiessawincreases Carolina Weekend continued to be one of UNC-TV’s top-rated in spending, including six counties with double-digit increases. shows, encouraging North Carolinians to discover the rich Visitor expenditures directly generated 198,900 jobs and nearly treasures within their own state. And our relationships with the $4.2 billion in payroll income within North Carolina in 2007. North Carolina Press Foundation and the North Carolina Employment increased 2.2% and payroll jumped Association of Broadcasters continue to get the 4.3%from2006.Visitorspendinginthestatealso word out to state residents planning vacations. directlygeneratedcloseto$2.7billionintaxrevenue Despitethesocial,economicandglobalchallengesthe for federal, state and local governments in 2007, tourismindustrycontinuestoface,andtheincredible up 4.6% from 2006. competitionformarketshareasotherstatesoutspend TheDivisionpartneredwithnumerousorganizations North Carolina, we continue to grow. and events statewide throughout the year to help In 2007, North Carolina attracted more tourists sustain the industry’s growth. Among many high- from overseas than in any previous year. The state lightswastheopportunitytosupportPineNeedles drewnearly358,000overseasvisitorstorank15th LodgeandGolfClubandPinehurstChampionship Management as they hosted the 2007 U.S. in the nation, according to a report released by the Women’sOpenGolfChampionship.Theprestigious International Trade Administration and Office of event attracted more than 100,000 visitors, TravelandTourismIndustriesintheU.S.Department generated $52 million in economic impact and of Commerce. brought worldwide exposure to the Sandhills and Oureffortswouldnothavebeensuccessfulwithout North Carolina. the continued partnership and support of tourism, Dr. Stephen Leatherman designated Ocracoke film, wine and sports leaders across the state who Island’sLifeguarded Beach as “America’sBest Beach,” setting off chargedaheadwiththemessagetoourvisitorstoexploreallthat record interest in North Carolina’s coast just in time for the busy North Carolina has to offer. summer travel season. We look forward to continuing to work with our partners to Film incentives took hold in 2007 as North Carolina landed big maintain and strengthen the brand that is North Carolina and its feature films such as Leatherheads and Nights in Rodanthe. One position as one of America’s premier travel, film, wine and sports Tree Hill aired its fifth season on the WB Network. destinations. The state’s official website, VisitNC.com, remained a vital portal for visitors looking for North Carolina travel information. The site Jim Fain had unprecedented growth with more than 6.8 million visits, a 41% increase over 2006. New web-based promotions, including Spring Color, Cool It in Secretary of Commerce NC!, Fall Color/Fall Fishing and Holiday Memories, as well as improved integration with the state’s official Travel Guide, strengthenedthevalueofVisitNC.comwhileencouragingvisitors to discover all that North Carolina has to offer. Lynn D. Minges In addition to the efforts with VisitNC.com, the Division’s wine tourism marketing program and partnership with the North Carolina Wine & Grape Council took top honors, earning the Executive Director National Council of State Tourism Directors’ Mercury Award for Best Niche Marketing among the 50 states. 1 Top Activities Visiting Relatives/Family Reunion 36.1% ’07Results Shopping 19.2% Visiting Friends 19.2% Impact of Tourism on North Carolina Rural Sightseeing 14.0% Fine Dining 13.0% • Tourism is one of North Carolina’s largest industries. In 2007, Beach 13.0% domestic and international visitors spent a record $17.1 billion. State/National Park 8.7% • Expenditures from domestic travelers reached $16.5 billion, up 7.2%from2006,whileexpendituresfrominternationaltravelers Urban Sightseeing 6.9% increased to $607million, a 13.2% jump from the previous year. Historic Sites/Churches 6.5% • Of the state’s 100 counties, 94 saw increases in spending, Wildlife Viewing 5.0% including six counties with double-digit increases. Museums 5.0% • Expendituresfromvisitorsdirectlysupported198,900jobsfor Fishing (fresh or saltwater) 4.7% North Carolinians and nearly $4.2 billion in payroll income. Nightclub/Dancing 4.7% • Visitor spending generated $2.7 billion in tax revenue. Special Events/Festivals 3.9% – $1.36 billion in federal taxes Old Homes/Mansions 3.9% – $1.34 billion in state and local taxes Hiking/Backpacking 3.5% - $815 million in state taxes Gardens 3.2% - $529 million in local taxes Nature Travel/Ecotouring 2.7% Source: Travel Industry Association of America Art Galleries 2.5% 2007 Travel Volume Wine Tasting/Winery Tour 2.5% North Carolina person-trip volume was 39.6 million in 2007, Golf 2.4% while household trip volume was 20.4 million. North Carolina Casino/Gaming 2.4% ranked seventh nationally in trip volume in 2007. Youth/Amateur/Collegiate Sporting Events 2.3% 2007 State Rankings by Volume Camping 2.3% 1. California 6. Ohio Source: TNS TravelsAmerica 2. Florida 7. NORTH CAROLINA 3. Texas 8. Illinois 4. New York 9. Georgia 5. Pennsylvania 10. Michigan Source: TNS Travels America NC’s Top States of Overnight Visitor Origin NORTH CAROLINA 37.0% South Carolina 8.0% Virginia 7.0% Georgia 7.0% Florida 6.0% New York 5.0% Source: TNS Travels America Average Trip Spending United States Travelers $651 NC Visitors (total) $479 NC Out-of-State Visitors $582 NC Resident Visitors $297 Source: TNS Travels America Average Overnight Trip Duration United States 3.8 nights NC Portion 3.1 nights – Resident Visitors 2.4 nights – Out-of-State Visitors 3.5 nights Source: TNS Travels America 2 The North Carolina Division Media Purchase & Production $4.0 million of Tourism, Film and Sports Personnel & Administration $2.4 million Development was funded by Welcome Center
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