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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
The Oklahoma Conference on Tourism is an annual event that helps Oklahoma's tourism industry work together to grow our attractions and communities. The Oklahoma Conference on Tourism is held in conjunction with the RedBud Awards.
As you may be aware, the White House released its much-anticipated infrastructure proposal on February 12, which sets the stage for action on Capitol Hill. Improving and modernizing our nation's travel infrastructure is a long-held priority that U.S. Travel shares with many elected officials. A summary of the administration's proposal is available here, and an outline of several travel-related provisions can be found here.
The hospitality industry is the driving force in Oklahoma’s economy, generating enormous tax revenues, providing jobs for hundreds of thousands of Oklahomans, and giving time and money back to their communities. OTIA members recently visited with legislators to show them the economic impact our industry has on the state and distributed an Oklahoma Hospitality Industry "At a Glance" leave-behind.
America’s travel industry remains strong and poised for growth in 2018. In this video message, U.S. Travel President and CEO Roger Dow reflects on last year's successes and challenges and looks forward to key opportunities ahead.

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