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Taking a Chance on Connecticut
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Business New Haven
11/25/2002
By: BNH
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The state's Office of Tourism earlier this month released the findings of a summer visitor "intercept" study, a quarterly survey conducted at attractions statewide.
The participating sites logged 1.4 million visitors over the summer, who spent $1.01 billion on goods and services in the state. Of that figure, the largest non-gaming expenditure was lodging, which drew 39 cents of every non-gaming dollar. The average lodging expenditure rose 24 percent this year over the summer of 2001.
The study, conducted by Witan Intelligence Strategies of Avon, interviewed some 1,200 visitors to 17 sites during August. "Intercepts" took place on both weekdays and weekends.
In addition to the state's busiest tourist attractions in southeastern Connecticut, participating local destinations included Yale University sites, Westbrook Factory stores and Hammonassett Beach State Park in Madison.
The study revealed that most visitors to the Nutmeg State came mainly from neighboring Rhode Island and Massachusetts (23 percent) and the New York/New Jersey metro area (19 percent). Half of all visiting parties included at least one Connecticut resident.
Out-of-state visitors spent more money during their sojourns than in-state vacationers. Sixty-two percent of all visitor parties included out-of-state residents, 71 percent of whom reported that they were "highly likely" to return.
According to the study, the average visiting party spent $712 during their stay.
The most popular activity for visitors? The answer, not surprisingly, is gaming, which accounted for 57 percent of reported activities. Shopping occupied the No. 2 spot, being the preferred activity in 55 percent of visits.
Also this month, the state's Office of Tourism released its 2003-04 strategic marketing plan. The document outlines six new initiatives designed to enhance awareness of Connecticut as a vacation destination and fuel increased visitation to the state.
The initiatives include:
- Greater emphasis on attracting first-time leisure visitors;
- Greater reliance on Web-based marketing as part of the overall marketing mix;
- Increased marketing to meeting and convention planners;
- Enhanced use of point-of-visitation communications materials;
- Increased promotion of "value opportunities"; and
- Assessing the leisure travel potential of the greater Boston market to augment the in-state and metro New York traffic the state has already scored some successes in attracting.
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