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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
Members of the OTIA will come together for Hospitality Day at the Capitol, where we will spend time speaking to legislators about issues facing our industry, and then culminate in a fabulous reception with more than 600 members and legislators at the Chevy Bricktown Events Center.
OTIA has made it easier to apply for the RedBud Awards! You can either download the RedBud Awards application like you have in the past and submit everything in hard copy form, OR you can apply online. This annual event recognizes Oklahoma tourism attractions, destination marketing organizations, and journalists for their outstanding efforts to serve and promote Oklahoma's tourism industry. The ceremony will be held during the Oklahoma Conference on Tourism on May 15. The deadline to apply is March 2, 2018.
OTIA was thrilled to host three amazing Lt. Governor’s Travel & Tourism Summits this year in Guymon, Sulphur, and Tahlequah. Outstanding speakers presented on a variety of topics, and Lt. Governor Todd Lamb once again joined us for the festivities. We've posted pictures from all events!
The travel industry added 30,000 jobs in October, a significant increase following a drop in travel employment last month due to Hurricanes Irma and Harvey, according to the U.S. Travel Association’s analysis of Friday’s Labor Department employment report.

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