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OTRD Releases Tourism Industry Research

February 8, 2016

Thanks to the Oklahoma Tourism and Recreation Department for sharing with us the results from their tourism research studies completed in 2015. The reports may be accessed on TravelOK under the Tourism Industry Research & Reports link at
New reports available include results from three major studies:
1. Economic Impact Study – Dean Runyan Associates:
  • Oklahoma Travel Impacts (2010-2014): Provides a full 5-year analysis (2010-2014) of direct and total impacts of travel-generated spending, employment, earnings, and state and local tax receipts due to travel and tourism.  Data is reported at the state and county levels for each year covered under the study along with visitor volume and spending estimates. 
  • Separate reports are also posted with impact data for each House and Senate district.
  • OK Travel Impacts Interactive Website available on the Dean Runyan website.
  • Also, for access to the Impact data on your mobile device, be sure to download the new App for Android in the Google Play Store (available now) and for Apple devices in the iTunes App Store (available in the next week).  Search for OK Travel in the App Store or click on the link from the Interactive Website page.
  • Oklahoma Domestic Air Travel – Quarterly reports and an interactive website available on the Dean Runyan website for air traffic analysis.

2. Visitor Profile Report, CY 2014 – TNS:
  • Visitor volume, including demographics, trip purpose, mode of transportation, trip length, trip activities, transportation, accommodations, expenditures, satisfaction, and trip planning insights. 

3. Oklahoma Image & Advertising Accountability Research, 2015 – Longwoods International:
  • Measures the effectiveness of OTRD’s advertising campaign to determine the impact on interest in visiting OK, driving actual visitation and generating a positive ROI, and the impact of the advertising on Oklahoma’s image as a travel destination and on economic development ratings.

These research reports will provide much more detailed information than we have had in the past that should serve to assist in targeting tourism marketing efforts to further the growth of the tourism industry in Oklahoma.  
Please feel free to reach out to Kim Caplinger or Jennifer Mullins with questions.

What's Happening
Dates have been announced for this fall's Lt. Governor's Travel & Tourism Summits. OTIA has partnered with Lt. Governor Todd Lamb to produce these events, which are held around the state.
U.S. Travel is pleased to announce the release of the Economic Review of Travel in America, 2017 Edition—an annual report offering a broad review of the 2016 economic year in travel. As a U.S. Travel member, you have access to the executive summary and can purchase the full report at the discounted member rate.
The Destination Disaster Recovery Fund works in conjunction with partnerships established with the Caribbean Hotel and Tourism Association and the Texas Travel Industry Association, adding national support for their regional efforts.
Workers whose first jobs are in travel and tourism go on to earn more than their peers in many other industries, according to a new report from the U.S. Travel Association.

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