arizona travel performance - tourism.az.gov · • economic impact of arizona’s travel industry...

ARIZONA TRAVEL PERFORMANCE • Economic Impact of Arizona’s Travel Industry • Visitor Volume • Looking Forward: 2017 YTD Indicators • Visitor Profile • Wine Tourism Impact Study • Advertising Impact

ARIZONA TRAVEL PERFORMANCE

$21.2 Billion Direct Spending

43 Million Overnight Visitors

Source: Dean Runyan Associates, Tourism Economics, 2016p data

2016 ARIZONA TRAVEL PERFORMANCE


1.0% over 2015

43 Million Overnight Visitors

2.3% over 2015

Source: Dean Runyan Associates, Tourism Economics, 2016p data


$21.2 Billion Direct Spending in 2016

$13.8 Billion Up 3.3% over 2015

NON-TRANSPORTATION TRANSPORTATION

$4.8 Billion Down -5.4% over 2015

Source: Dean Runyan Associates, 2016p data




EARNINGS EMPLOYMENT

184,200 direct jobs Up 2.6% over 2015


DIRECT SPENDING TREND

$0.00

$5.00

$10.00

$15.00

$20.00

$25.00

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Billio

ns $


VISITOR SPENDING BY ACCOMMODATION TYPE

Hotel, Motel 50%

Private Home 24%

Campground 3%

Vacation Home

4%

Day Travel 19%


VISITOR SPENDING BY ACCOMMODATION TYPE

Hotel, Motel 50%

Private Home 24%

Camp. 3%

Vacation Home

4%

Day Travel 19%

Hotel, Motel 45%

Private Home 12%

Camp. 2%

Vacation Home

4%

Day Travel 37%

Arizona Yavapai



$3.1 Billion Total Tax Revenue

$893 Million Up 4.3% over 2015

LOCAL FEDERAL


$859 Million Up 2.3% over 2015

STATE


$2,520

$750

$410

$540

$1,160

$710

$700

$380

$490 $540 $1,110

$430

$720

$960

Taxes contributed by visitors save Arizona households an average of

$1,186 annually.


REGIONAL IMPACTS


Direct Spending

Northern $1.73 Billion

West Coast $1.28 Billion

North Central $1.04 Billion

Phoenix & Central $13.9 Billion

Tucson & Southern $3.31 Billion

REGIONAL IMPACTS


Employment

Northern 18,300 jobs

West Coast 14,400 jobs

North Central 12,000 jobs

Phoenix & Central 108,000 jobs

Tucson & Southern 31,300 jobs

REGIONAL IMPACTS


Earnings

Northern $500 Million

West Coast $354 Million

North Central $294 Million

Phoenix & Central $4.4 Billion

Tucson & Southern $838 Million

VISITATION VOLUME

VISITOR VOLUME

43 Million Total Overnight Visitors in 2016

37.4 Up 2.7% over 2015

DOMESTIC INTERNATIONAL

5.67 Million Down -0.7% over 2015

Source: Tourism Economics, 2016 data

VISITOR VOLUME

37.4 Million Domestic Overnight Visitors

10.4 Million Up 2.3% over 2015

RESIDENT NONRESIDENT


28%

72%


VISITOR VOLUME

37.4 Million Domestic Overnight Visitors


LEISURE BUSINESS


83%

17%


TOP DOMESTIC ORIGIN MARKETS

• Arizona 10.4 Million • California 8.1 Million • New York 2.6 Million • Texas 1.8 Million • Florida 1.6 Million • Illinois 1.4 Million

Source: Tourism Economics, Longwoods International, and AOT Research, 2016 data

DMA ORIGIN OF TRIP

18

12

7

6

4

3

3

2

2

2

2

2

0 10 20

Phoenix, AZ Los Angeles, CA

Tucson (Nogales), AZ New York, NY

San Francisco-Oakland-San Jose, CA Chicago, IL

Las Vegas, NV Washington, DC

Denver, CO Seattle-Tacoma, WA

Miami-Ft. Lauderdale, FL Albuquerque-Santa Fe, NM

Percent

Base: Overnight Person-Trips

Source: Longwoods International, 2016 data

QUARTERLY DOMESTIC VOLUME TRENDS

Source: Tourism Economics, 2016-2017 data

DOMESTIC OVERNIGHT VISITATION

• Phoenix & Central 22.8 Million • Tucson & Southern 6.0 Million • Northern 8.1 Million • North Central 6.2 Million • West Coast 6.3 Million


2.6% 2.5% 2.5% 2.7%

0%

1%

2%

3%

2013 2014 2015 2016

Perc

ent

ARIZONA’S SHARE OF ADULT DOMESTIC OVERNIGHT TRIPS

Base: Adult Overnight Person-Trips


5.7%

4.5% 4.0%

2.4% 2.2%

0%

1%

2%

3%

4%

5%

6%

Golf Touring Outdoor Special Event

City

Perc

ent

MARKET SHARE BY TRIP TYPE


MAIN PURPOSE OF TRIP

43 14

9 7

5 4

3 2 1 1

1

3 4

3

0 10 20 30 40 50

Visiting friends/relatives Touring

Outdoors Special event

City trip Casino Resort

Theme park Golf Trip

Cruise Ski/Snowboarding

Conference/Convention Other business trip

Business-Leisure

Percent

Marketable Trips 47%



INTERNATIONAL VISITATION • Mexico 3.77 million • Canada 878,647 • Germany 127,823 • United Kingdom 124,013 • France 101,303 • China 76,884 • South Korea 63,524 • Japan 62,724 • Australia 59,908


RELATIVE VALUE OF SELECTED FOREIGN CURRENCIES COMPARED TO U.S. DOLLAR


2016 INTERNATIONAL VISITATION • Mexico -0.5% • Canada -5.3% • Germany -4.5% • United Kingdom 5.5% • France -9.9% • China 20.3% • South Korea 3.9% • Japan 14.5% • Australia 10.0%


2016 INTERNATIONAL VISITATION

• Mexico -0.5% 1.9% • Canada -5.3% -6.8% • Germany -4.5% -10.4% • United Kingdom 5.5% -6.7% • France -9.9% -7.1% • China 20.3% 14.7% • South Korea 3.9% 11.8% • Japan 14.5% -4.8% • Australia 10.0% -7.1%

Source: Tourism Economics, US Dept. of Commerce, 2016p data

ARIZONA US

2017 YTD ARIZONA INDICATORS • Gross Sales – YTD May

– Lodging 9.1% – Restaurant/Bar 5.8% – Retail 3.7% – Amusement 5.7% – Total 4.1%

• Lodging - YTD June – OCC 70.1% 1.6% – ADR $129.22 5.1% – RevPAR $90.57 6.8%

• AZ State Parks - YTD May – 1.46 million visitors 9.4%

• See website for latest Airport

and National Park data Source: Arizona Department of Revenue, Arizona Hospitality Research and Resource Center, Arizona State Parks, STR Inc.

ARIZONA’S DOMESTIC VISITOR PROFILE

$230 $160

$101 $98 $86

0

50

100

150

200

250

300

Lodging Restaurant Food &

Beverage

Retail Purchases

Transportation at Destination

Recreation/ Sightseeing/

Entertainment

Dol

lars

Total Per Party* = $675

AVERAGE PARTY EXPENDITURES ON DOMESTIC OVERNIGHT TRIPS — BY SECTOR


NUMBER OF NIGHTS SPENT IN ARIZONA

29

27

24

9

11

0 10 20 30

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Average Nights Spent in Arizona = 3.5

Base: Overnight Person-Trips with 1+ Nights Spent In Arizona


NUMBER OF NIGHTS SPENT IN ARIZONA

42

34

18

3

3

24

24

27

11

15

0 15 30 45

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

Base: Overnight Person-Trips with 1+ Nights Spent In Arizona

Average Arizona Resident 2.3 nights

Average Non-Resident 4.0 nights


SIZE OF TRAVEL PARTY

2.2

2.2

0.8

0.7

0.00 1.00 2.00 3.00 4.00

Arizona

U.S. Norm

Average Number of People

Adults Children

Total = 3.0

Total = 2.9



AGE

14

24

20

13

13

16

13

23

20

17

13

14

0 5 10 15 20 25

18-24 25-34 35-44 45-54 55-64

65+

Percent

Arizona U.S. Norm

Average Arizona = 43.6 Average U.S. Norm = 43.8



AGE

14

18

19

16

14

19

14

26

21

13

12

14

0 10 20 30

18-24 25-34 35-44 45-54 55-64

65+

Percent

AZ Residents Non-Residents

Average AZ Resident = 45.7 Average Non-Resident = 42.9



CHILDREN IN HOUSEHOLD

49

25

30

19

52

22

26

19

0 20 40 60

No children under 18

Any child between 13-17

Any child between 6-12

Any child under 6

Percent Arizona U.S. Norm



HOUSEHOLD INCOME

7

16

19

23

35

6

16

17

22

39

0 10 20 30 40

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K




6

17

21

16

29

11

5

14

17

17

34

13

0 10 20 30 40

More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or less

Did not plan anything in advance

Percent

Arizona U.S. Norm

LENGTH OF TRIP PLANNING Base: Overnight Person-Trips


19

17

16

15

15

13

12

11

10

16

15

11

14

8

8

9

9

10

0 5 10 15 20

Hotel or resort Online travel agencies

Airline/commercial carrier Advice from relatives or friends

Auto club/AAA Travel agent/company

Travel company websites Destination websites

Social Media

Percent

Arizona U.S. Norm

TRIP PLANNING INFORMATION SOURCES Base: Overnight Person-Trips


21

20

19

15

13

10

7

6

6

5

4

19

13

16

9

6

9

5

5

3

2

2

0.0 5.0 10.0 15.0 20.0 25.0

Hotel or resort Airline/commercial carrier

Online travel agencies Travel company websites

Auto club/AAA Travel agent/company

Destination websites 800/888 number

Lodging sharing websites Visitors' bureau/gov …

Travel/ski show or …


METHOD OF BOOKING Base: Overnight Person-Trips


ACCOMMODATIONS 30

25

22

21

9

7

7

6

5

5

5

2

5

23

17

25

21

5

4

3

3

4

3

3

2

5

0 10 20 30 40

Resort hotel Motel

Home of Friend/Relative Other Hotel

Bed & Breakfast Campground/Trailer Park/RV …

Time Share Country Inn/Lodge

Rented … Own Home/Condo/Apt/2nd …

Rented Cottage/Cabin Boat/Cruise Ship

Other

Percent

Arizona U.S. Norm


SEASON OF TRIP

26

25

24

25

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent



ACTIVITIES AND EXPERIENCES 32

20

20

18

17

16

15

14

10

9

9

9

9

8

8

33

11

20

13

7

15

11

11

10

5

7

6

5

6

5

0 5 10 15 20 25 30 35

Shopping National/State Park

Fine Dining Landmark/Historic Site

Hiking/Backpacking Swimming

Casino Museum

Bar/Nightclub Camping Theater

Spa Art Gallery

Zoo Brewery

Percent Arizona U.S. Norm Source: Longwoods International, 2016 data

ACTIVITIES AND EXPERIENCES (CONT.) 8

8

7

7

6

6

6

6

6

5

5

5

5

5

5

4

9

6

5

14

5

5

2

4

4

4

3

3

3

2

0 5 10 15 20 25 30 35

Golf Theme Park

Fishing Business Meeting Beach/Waterfront

Dance Fair/Exhibition/Festival

Mountain Climbing Winery

Conference/Convention Biking

Pro/College Sports Rock/Pop Concert

Educational Seminar Tennis

Percent Arizona U.S. Norm Source: Longwoods International, 2016 data

29

23

21

14

9

9

8

8

7

7

6

6

21

20

18

11

5

6

6

5

5

3

3

3

0 10 20 30

Historic Places Family Reunion

Cultural Activities/Attractions Exceptional Culinary Experiences

Eco-Tourism Winery Tours/Tasting

Brewery Tours/Beer Tasting Traveling with Grandchildren

Wedding Religious Travel Medical Tourism

Agritourism

Percent

Arizona U.S. Norm

ACTIVITIES OF SPECIAL INTEREST Base: Overnight Person-Trips


2017 ARIZONA WINE TOURISM STUDY

https://tourism.az.gov/sites/default/files/documents/files/AHRRC-AZWineTourismStudy-2017-report_07-18-17.pdf




ARIZONA WINE TOURISM STUDY RESULTS

$56.2 Million Economic Output

$3.6 Million State & Local Taxes

640 Jobs

Source: Alliance Bank Business Outreach Center at NAU, 2017

FY17 ADVERTISING EFFECTIVENESS

1.70%

4.40%

2.20%

1.10% 1.20%

Chicago San Francisco Seattle Other National Total

Incremental Travel %

Source: Strategic Marketing and Research Insights, 2017

$829 Million in ad-influenced travel

revenue


7% 5%

8%

12%

Unaware 1 medium 2 media 3-4 media

Media Overlap Impact (AZ Visit %)



3.87

3.37

3.61

3.47

3.48

3.78

3.74

3.65

3.12

3.32

3.12

3.10

3.38

3.29

A good place to retire

A good place to relocate a business

A good place to attend college

A good place to start a business

A good place to start a career

A good place to live

A good place to purchase a vacation home

Arizona is...

Unaware

Ad-Aware

ECONOMIC DEVELOPMENT IMAGE


arizona travel performance - tourism.az.gov · • economic impact of arizona’s travel industry...

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