Travel & Tourism: Not Home Alone

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Travelers to Connecticut spend more than $9 billion each year, generating $70 million annually in hotel occupancy taxes and $1.15 billion in state and local revenue, says the Connecticut Commission on Culture & Tourism. Travel and tourism results in 110,000 jobs - 6.5 percent of the state's total - and generates $5.3 billion in personal income and $7.95 billion in gross state product.

Despite - or perhaps because of - the advent of $4-plus-per-gallon gasoline, the multi-billion industry is "faring well," says Karen Senich, executive director of the Connecticut Commission on Culture & Tourism (CCT). "It's been a very good spring," she says. "What we hear is that the hotel occupancy rate is up from last April. Our numbers aren't to the moment, so from April '07 to April '08 the numbers are up. The hits to our Web site are up 22 percent, so [the increase] is pretty significant."

Senich and her colleagues are hopeful that Connecticut residents will stick around and that the long-standing target metro New York market will continue to take advantage of the nearby Nutmeg State's offerings.

"Look back at our campaign a couple of years back," Senich says, "because a couple of years ago the gas prices were [relatively] high and we have always marketed the fact that we are close. The past few years we have used the 'Closer Than You Think' tagline. We've been on this road [f communicating that] we're close by."

The "Closer Than" tagline appeals to both residents of Connecticut and the New York metro area. A 2006 Brand Image Study, commissioned by CCT and conducted by Phoenix Marketing International, revealed the top two reasons New Yorkers visit: accessibility and proximity.

During campaign planning earlier this year, CCT decided to do more marketing in-state to focus on Nutmeggers. Explains Senich: "Now, with more people talking about staying close to home - not taking that vacation, not driving hundreds of miles or getting on a plane - we're really looking to push it for our residents and even for our neighboring states. We're really close and have so much to offer, so really this is an extension of what we've been doing all along."

Says Senich about the state's new "Staycation" tourism initiative: "We're all working together. This office is working with the governor's office and the attractions and destinations across the state to offer incentives for our residents."

Matthew Fritz, chief of staff to Gov. M. Jodi Rell, describes the "Staycation" initiative, which was to be announced July 3 (after this edition of BNH went to press): "The gist is that folks are apt to forego a vacation too far out of state this year because of gas prices and other economic factors. A good number of families still do things on the fly - plan a long weekend in the Cape or Jersey shore, etc. Many of those families are unlikely to do the same this year. However, we want them to have an enjoyable and relaxing summer - and they can do that here in Connecticut because there is so much to see and do.

"'Staycation' is a program to make them more aware of the great things in Connecticut while also helping many of our local businesses," Fritz adds. "They are putting together creative incentives to attract more families and residents to these [tourism] venues over the summer. Any Connecticut resident visiting one of the participating venues will be eligible to receive some sort of discount - reduced price of admission, discounted lodging rates, etc."