FY10 Marketing Plan Table of Contents
Executive Summary Strategic Marketing Plan Marketing by Division Appendix 3 14 20 39
“We are so fortunate to work with and represent the tourism industry of Virginia. Their commitment to partnership, professionalism and creating the optimum tourism experience will ensure that Virginia remains a premier travel destination, and important revenue-generator for the Commonwealth.”
Alisa Bailey, President and CEO, Virginia Tourism Corporation.
Torpedo Factory, Alexandria
Virginia Tourism Corporation FY10 MarkeTing Plan
Tourism provides instant revenue for Virginia.
The revenue generated by tourists is immediate. The state realizes return on investment the minute tourists make the purchases for hotels, restaurants, shops and transportation. Tourism plays a vital role in Virginia’s diverse economy. In 2008, Virginia tourists generated:
$19.2 billion in visitor spending 210,620 jobs $1.28 billion in state and local taxes for Virginia communities $4.4 billion in payroll and salaries
Longwoods International, a respected tourism research firm based in Toronto, conducted a study of Virginia Tourism Corporation (VTC) marketing campaigns and found a significant return on investment for tourism advertising. The study determined that tourism marketing provides an immediate return on investment for the state and that for every $1.00 spent on advertising, $75.00 is spent by travelers and $5.00 is returned in state and local taxes within the same year. In addition to the financial benefits, tourism-related businesses contribute to the quality of life for all Virginians because the same attributes that make the state appealing to visitors also make it a better place to live and work for Virginians. Like tourism, the Virginia Film Office and the state’s film and television industries benefit the state through the production of films, television shows,... [continues]
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