Spending By Leisure Travelers Increased 18 Percent In 2003

HARTFORD — Based on a study of inquiries to the Tourism Division of the Connecticut Commission on Arts, Tourism, Culture, History and Film, out-of-state visitors spent $366 million in 2003, or 18 percent more than last year, and made more frequent return trips to the state, tourism officials announced this week.

“In general, tourism was flat or down this year across the country, but despite that trend, we did have some bright spots in Connecticut,” said Ed Dombroskas, executive director of the Tourism Division. “Connecticut attracted more frequent visitors in 2003, and when those visitors came, they spent more money. In fact, for every $1 the Tourism Division invests in marketing, there is a $51 return on tourism spending.”

“We also learned that visitors really enjoy themselves here, and the fact that they are coming back to explore is good news, Mr Dombroskas added.

In 2003, more than 220,000 people (projected) inquired about the state’s annual Vacation Guide through traditional means, by writing, calling or emailing the Tourism Division in response to marketing efforts. Of that figure, 37 percent came from the greater New York metropolitan area targeted by the state. Overall, however, traditional inquiries were down 11 percent, back to 2001 levels.

In addition, Internet inquiries to the state’s website (www.ctbound.org), continued to surge to 1.5 million Internet inquiries, surpassing 2002 by 14 percent. Website inquirers who also contacted the Tourism Division by traditional means visited more often and stayed longer than inquirers who didn’t also visit website.

This year’s New York conversion rate (from inquirer to visitor) was 51.3 percent, a point higher than last year (50.3 percent).

In 2003, average spending per New York household rose 51 percent. Per trip spending in creased 11 percent from $7866 in 2002 to $854. This continues a trend of increased spending, driven up this year particularly by increases in spending per visit and the number of visits by leisure travelers. Spending on lodging increased 62 percent per visiting party.

Of New York visitors, 78 percent spent at least one overnight in Connecticut (72 percent in 2002). Half of these overnighters spent two or more nights per trip. Of those, 90 percent paid for lodging in Connecticut during one of their trips, while 16 percent stayed with friends and family at least once.

New York visitor households averaged 3.8 trips to Connecticut, up from 3.2 in 2002. Of that total, 35 percent came with children at least one time, 36 percent went to a casino and 15 percent were first-time visitors to Connecticut.

Overall, all spending categories increased except entertainment, which includes attraction visits, tickets to sporting events and performances. Wagering increased from an average of $83 per household in 2002, to $105 in 2003.

According to the Travel Industry Association, a combination of factors kept US tourism figures flat in 2003, including the war in Iraq, SARS, bad weather and continuing job losses. There was greater interest, however, in travel by car, in-state travel, short getaways of three nights or less, visits to smaller and more rural towns, economizing and reconnecting to what’s important, TIA reported.

The 11th Annual Inquirer Conversion Study was conducted for the Connecticut Tourism Division by Witan Intelligence Strategies of Avon. The 2003 study is the annual benchmark for measuring the outcome of service to those who requested information about the State of Connecticut from the New York area.