3 Unexpected Metrics to Prove the Value of Tourism to Your Community
Those of us working in the tourism industry understand the positive impact it has on our local economies. And still, after decades of study, millions of data points, and a few dashboard iterations, we are still struggling to really get our residents to understand and embrace this.
Is it possible to use data to tell this story? I mean, the ‘tax savings per resident’ metric gets bounced around after every annual report release. Yet, even in times of financial challenges, this number rarely makes it into the consciousness of the average citizen. Don’t they appreciate us and all we do for them?
Sadly, probably not. While real and impactful, the tax savings metric gives ‘fiscal’ or ‘bureaucratic’, which doesn’t translate to ‘trustworthy’, ‘sexy’, or even ‘interesting’ to most.
Here are a few alternatives to break through the clutter of mundane, irrelevant statistics for the most beloved DMO audience - your friends and neighbors.
An estimated 52% of the food & beverage establishments in SLO CAL are supported by Visitor spending.
Without tourism, the quantity, quality, and variety of dining in SLO CAL would be significantly reduced.
Local Businesses Supported: Try translating visitor spending in specific tourism sector/s, such as Dining, into an impact that locals can relate to by answering this question: How many Restaurants would have folded without this year’s Visitor spending on Dining?
Residents value having a variety of fun, vibrant restaurants to eat at. Heck, some even own them or work in them! Of course, this approach can be applied to other business verticals that your residents value and your visitors know you for.
Non-Tax City/County/State Revenues: OK, admittedly, this seems to be going back to the not-so-sexy realm of government coffers, but if you can link it to something in the annual budget of similar value, you can drive the point home.
For example, Visitors spent $250,000 on downtown parking this year, which is approximately equal to the maintenance costs of City Square Park, where everyone’s favorite festivals are held!
Non-Profit Funds Raised: Most destinations have a number of events and festivals that act as fundraisers for local non-profit organizations. These organizations support the community in many highly valued areas: mental health, hospice care, food instability, the arts, education, housing, and so much more.
By understanding Visitor attendance at these events, you can translate that to vital financial support, local services, and organizations that wouldn’t exist without tourism.
Sample Chart Data Sources:
Visit SLO CAL FY2024/2025 Annual Report: slocal.com/about-us/research-resources/
REACH Central Coast business data: reachcentralcoast.org/site-finder/
