11/29/2017 Northern Region 2016 Year-End Data Review Grand Canyon Chamber of Commerce November 30, 2017 AOT Research Staff Colleen Floyd Kari Roberg Director of Research Research Manager cfloyd@tourism.az.gov kroberg@tourism.az.gov 602-364-3716 602-364-4158 Agenda • Statewide Overview Economic Impact of Tourism • • Year-To-Date Indicators • A Average Domestic Spending g D ti S di g • Regional International Visa Card Spending Profile • Regional Visitor Profile Presentation slides available at: https://tourism.az.gov/research-statistics 1
11/29/2017 Primary Research Partners • Domestic Travel Only • Econometric Model • Annual, Nationally Representative • Economic Impact of Travel Survey • Domestic and International • Regional Visitor Volume Spending • Visitor Origins • Jobs, Earnings, Taxes Generated • Visitor Age • Spending by Accommodation Type • Activities Participated • Spending by Commodity Purchased • Average per party spending • Regional, County, and Legislative District Data Available ECONOMIC IMPACT OF TRAVEL 2016 Northern Region and Coconino County Visitor Spending & Economic Impact https://tourism.az.gov/research-statistics/economic-impact 2
11/29/2017 2016 Arizona Tourism Industry Performance 43 Million Overnight Visitors Up 2.3% YOY $21.2 Billion Direct Spending Up 1.0% YOY Source: Tourism Economics, Dean Runyan Associates 2016 Northern Region Industry Performance 8.1 Million Domestic Overnight Visitors $1.73 Billion Direct Spending Source: Longwoods International, Dean Runyan Associates Gasoline Price Impact 3
11/29/2017 Coconino County Impacts, 2016 12 640 12,640 $ $1.31 Billion Jobs Direct Spending $123 Million $366 Million Earnings State and Local Taxes Source: Dean Runyan Associates Tax Revenue per Household Generated by Visitors $410 $410 $2,520 $2,520 $540 $540 $750 $750 $720 $720 $720 $720 $1,160 $1,160 $960 $960 $700 $700 $430 $430 $380 $380 $710 $710 $490 $490 $540 $540 $1,110 $1,110 Coconino County Impacts, 2016 Up 5.0% Up 5 0% Up 6.0% Jobs Direct Spending Up 7.9% Up 6.6% Earnings State and Local Taxes Source: Dean Runyan Associates 4
11/29/2017 Coconino Direct Travel Spending $1.40 10% 8% $1.20 6% $1.00 4% $0.80 2% Billion $ $ Change 0% $0.60 ‐2% $0.40 ‐4% $0.20 ‐6% $0.00 ‐8% 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: Dean Runyan Associates Transportation Share of Visitor Spending 30% 26% 25% 19% 20% 15% 11% 9% 9% 10% 5% 0% Tucson & Northern West Coast North Central Phoenix & Southern Central Source: Dean Runyan Associates Spending by Commodity Purchased – Coconino County $500 $450 $400 $350 $300 n $ Million 2015 $250 2016 $200 $150 $100 $50 $0 Accommodations Food Service Arts, Ent. & Rec. Retail Sales Local Tran. & Gas Food Stores Visitor Air Tran. Source: Dean Runyan Associates 5
11/29/2017 Spending by Type of Accommodation – Coconino County Vacation Home Campground 3% 2% Private Home 5% Day Travel 18% 18% Hotel, Motel 72% Source: Dean Runyan Associates U.S. Economic Confidence Source: Gallup 2017 TOURISM INDICATORS TO DATE Northern Region https://tourism.az.gov/research-statistics/data-trends/research 6
11/29/2017 State Parks Visitation Source: NAU National Parks Visitation Source: NAU National Parks Visitation 2015 2016 2017 Source: NAU 7
11/29/2017 Airport Passenger Volume Source: NAU Lodging Indicators Source: STR Lodging Indicators Source: STR 8
11/29/2017 Gross Sales by County http://franke.nau.edu/ahrrc/library/monthly_gross_sales_data Source: NAU Outdoor Recreation https://outdoorindustry.org/wp‐content/uploads/2017/07/OIA_RecEcoState_AZ.pdf Source: Outdoor Industry Association STATE OF THE INTERNATIONAL TRAVELER 2017 Northern Region 9
11/29/2017 Interest in Grand Canyon Grand Canyon is among the top 20 most desired American destinations for future travel to the United future travel to the United States. Source: Destination Analysts, 2017 DOMESTIC OVERNIGHT VISITOR EXPENDITURES 2016 Northern Region Average Per Person Expenditures on Domestic Overnight Trips Base: Overnight Person-Trips 100 Total Per Person = $206 80 rs 60 Dollar 40 $71 $48 20 $29 $29 $29 0 Lodging Restaurant Food & Transportation at Retail Purchases Recreation/ Beverage Destination Sightseeing/ Entertainment 10
11/29/2017 Average Per Party Expenditures on Domestic Overnight Trips Base: Overnight Person-Trips 250 Total Per Party = $676 200 150 rs Dollar $234 100 $156 50 $96 $95 $95 0 Lodging Restaurant Food & Recreation/ Transportation at Retail Purchases Beverage Sightseeing/ Destination Entertainment INTERNATIONAL VISA CARD SPENDING 2016 Northern Region 2016 Visa Spending by Country Northern Region FRANCE 16% Other 23% CHINA 13% 13% AUSTRALIA 3% JAPAN 3% SWITZERLAND CANADA 4% SPAIN 12% 4% ITALY 5% GERMANY 11% UNITED KINGDOM 6% Source: VisaVue Travel, AOT Research 11
11/29/2017 2016 Visa Spending by Country Northern AUSTRALIA CANADA CHINA FRANCE GERMANY ITALY JAPAN MEXICO SPAIN UNITED KINGDOM 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: VisaVue Travel, AOT Research 2016 Visa Spending by Calendar Quarter 2016 Seasonal Spending FRANCE FRANCE CHINA CANADA GERMANY UNITED KINGDOM Q1 Q2 Q3 Q4 Source: VisaVue Travel, AOT Research 2016 Visa Spending by Calendar Quarter FRANCE CHINA Q1 Q1 Q2 Q2 Q3 Q3 Q4 Q4 Q1 Q1 Q2 Q2 Q3 Q3 Q4 Q4 CANADA GERMANY Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Source: VisaVue Travel, AOT Research 12
11/29/2017 2016 Visa Spending per Cardholder Country Spend per Cardholder SWITZERLAND $265 FRANCE $236 CHINA $211 ITALY $183 SPAIN SPAIN $165 $165 UNITED KINGDOM $163 GERMANY $157 AUSTRALIA $154 CANADA $138 JAPAN $111 Source: VisaVue Travel, AOT Research 2016 Visa Spending by Merchant Category France QSR'S 1.2% GOVERNMENT 2.6% REMAINING MERCHANTS 2.6% SUPERMARKETS 4.3% OIL OIL 5 0% 5.0% OTHER TRAVEL & ENTERTAINM 7.1% OTHER RETAIL 7.7% RESTAURANTS 12.7% TRAVEL AGENCIES 14.9% LODGING 40.0% Source: VisaVue Travel, AOT Research 2016 Visa Spending by Merchant Category China TRAVEL AGENCIES 0.72% DISCOUNT STORES 0.81% GOVERNMENT 2.05% REMAINING MERCHANTS 2.16% QSR'S 2.50% OTHER TRAVEL & ENTERTAINM 3.86% OIL 4.20% OTHER RETAIL 5.99% SUPERMARKETS 8.27% RESTAURANTS 12.81% LODGING 54.33% Source: VisaVue Travel, AOT Research 13
11/29/2017 2016 Visa Spending by Merchant Category Canada TRAVEL AGENCIES 0.85% SPORTING GOODS STORES 1.00% MISC. SPECIALTY RETAIL 1.08% QSR'S 1.67% REMAINING MERCHANTS 2.14% GOVERNMENT 4.18% OTHER TRAVEL & ENTERTAINM 5.51% SUPERMARKETS 5.82% OIL 12.95% OTHER RETAIL 14.41% RESTAURANTS 14.69% LODGING 32.80% Source: VisaVue Travel, AOT Research 2017 Visa Spending YTD Country Q1 Q2 AUSTRALIA 30% 35% CANADA 19% 17% CHINA 4% ‐6% FRANCE ‐2% 5% GERMANY ‐6% 17% ITALY ITALY 2% 2% 7% 7% JAPAN 15% ‐4% MEXICO ‐35% 54% SPAIN ‐6% 13% SWITZERLAND ‐22% 6% UNITED KINGDOM ‐7% ‐6% TOTAL 5% 11% Source: VisaVue Travel, AOT Research DOMESTIC OVERNIGHT VISITOR PROFILE 2016 Northern Region 14
11/29/2017 2016 REGIONAL VISITOR PROFILE Business 5% AZ Residents Residents 34% Non‐ Residents Leisure 66% 95% Source: Longwoods International State Origin Of Overnight Trips Base: Overnight Person-Trips to Northern Region Arizona 34 California 18 New York 7 Virginia 5 Florida 4 Oregon 3 Colorado 3 Nevada 3 Texas 2 Illinois 2 Washington 2 Michigan 2 New Mexico 2 0 10 20 30 40 Percent Source: Longwoods International DMA Origin Of Overnight Trip Base: Overnight Person-Trips to Northern Region Phoenix, AZ 28 Los Angeles, CA 12 New York, NY/NJ/PA/CT 8 Tucson (Nogales), AZ 4 San Francisco-Oakland-San Jose, CA 4 Washington, DC 3 Denver, CO 3 Miami-Ft. Lauderdale, FL 2 Seattle-Tacoma, WA 2 Las Vegas, NV 2 Albuquerque-Santa Fe, NM 2 Chicago, IL 2 Yakima, WA 2 0 10 20 30 Percent Source: Longwoods International 15
11/29/2017 Trip Satisfaction - % Very Satisfied Base: Overnight Person-Trips to Northern Region Overall Trip Experience 76 Sightseeing and attractions 70 Friendliness of people 66 Value for money 59 Quality of food 58 Quality of accommodations 58 Music/nightlife/entertainment 42 0 20 40 60 80 100 Percent Very Satisfied Source: Longwoods International Past Visitation Have you ever visited the Northern Have you visited the Northern Region before? Region in the past year ? No No No 26% 42% Yes Yes 58% 74% Source: Longwoods International Length of Trip Planning Base: Overnight Person-Trips to Northern Region More than 1 year in advance 7 6-12 months 19 3-5 months 20 2 months 15 1 month or less 29 Did not plan anything in advance 10 0 10 20 30 40 Percent Source: Longwoods International 16
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