Travel up, budgets down
Signs are everywhere that traveler are returning but about 20 states have cut spending in the past year on advertising and other tourist-raising promotions, says the US Travel Association.
That includes states that depend heavily on tourists' dollars such as Hawaii, Washington, New York, South Carolina and Arizona.
At least one state — Washington — has shut down its tourism promotion office entirely.
“Tight budgetary times are the reason for the cuts. They're resulting in less advertising aimed at getting visitors,” says USA Today.
Spending on travel and tourism increased 0.6 percent in the first quarter of the year after an increase of 2.6 percent in the fourth quarter of last year, according to the latest figures from the US Department of Commerce's Bureau of Economic Analysis.
Many Americans — more than six of 10 — said they were tired of sitting at home and were ready to travel again this summer, a USA TODAY/Gallup Poll found.
Despite the new travel mood, marketers are learning to do without expensive advertising they have used in the past. States are now more inclined to target their audiences, experts say.
The Nevada Commission on Tourism, as one example, has stopped advertising in expensive publications such as Conde Nast Traveler and National Geographic.
Many state tourism officials say the budget cutting is shortsighted. They say the cutbacks will cost them visitors, and harm their states economically.
Tighter budgets are fostering more partnerships with the travel industry.
By David Wilkening
David
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