INTERNATIONAL ECONOMIC DEVELOPMENT COUNCIL

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IEDC International Economic Development Council
Mr. Joseph A. Marinucci, FM Chair, IEDC
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About IEDC

• Established in 2001 through the merger of the
  American Economic Development Council and the
  Council for Urban Economic Development.
• Over 4,200 members nationally and
  internationally.
• The largest membership association serving
  economic and community development professionals
  worldwide.

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IEDCS MISSION

• Provide worldwide leadership and excellence in
  economic development for our communities,
  organizations, members and partners

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Member Services

• Conferences
• Professional Development Certification
• Advisory Services Research
• Legislative Tracking Resource Center
• Career Services
• Newsletters and Journal

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www.iedconline.org
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E-Tourism The Digitalization of a Local Industry

• Mr. Joseph A. Marinucci, FM
• Chair, IEDC

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Agenda

• Overview US Tourism
• E-Tourism
• What is it?
• Economic impact
• Trends
• E-Tourism and Your Community
• Case study Pennsylvania
• Conclusions

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US Tourism

• Includes
• Hospitality
• Transportation
• Retail
• Entertainment
• All can boost local economic development

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Economic Impact of Travel in the U.S., 2003
(Including both U.S. resident and international
travel)
Source Travel Industry Association of America,
Bureau of Economic Analysis/U.S. Department of
Commerce
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What is E-Tourism ?

• Digitalization of tourism, including vacation
  planning, reservation hospitality processes,
  affiliated activities, etc.
• Application of ICTs to tourism processes to
  maximize efficiency/ effectiveness.

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US Internet Usage and E-Tourism

• 73 of Americans use the Internet.
• 90 of Americans with web access search
  information on e-Tourism web sites.
• 45 of leisure travels book travel online.
• 33 of business travelers make reservations
  online
• ? E-Tourism sector presents the industrys future

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Economic Impact of E-Tourism

• Sales in the online travel sector totaled 6.9
  billion for the first quarter of 2002
• (40.58 of all U.S. Internet sales)
• Increase of 87 for travel sites versus the same
  period in 2001.

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"2006 Summer Travel" Consumer Preference Index
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Trends in E-Tourism - Virtual Tours

• http//www.therealaustralia.co.uk

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Trends in E-TourismUser-Driven Content

• Metroblogs - Written by residents about
• Local news
• Unpublicized events
• Culture, nightlife
• Travel tips
• Trivia and little-known attractions
• Google Earth/Maps
• Summer of Green
• GoogleSightseeing.com

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E-Tourism and Your Community Case Study
Pennsylvania www.VisitPA.com
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Letting the tourists lead the tourists

• Interactive, Web-based features to target niche
  travelers.
• Podcasts
• Webcams
• GroundhogChase.com
• Blogging

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Real People, Real Roadtrips
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Real People, Real Roadtrips

• Six blogs featured on the www.VisitPA.com
• the Thrill-Seeking Family
• the History Buff
• Culture Vultures
• the Open Roader (Harley-riding freeroamers)
• Hipster Roadtrippers (New Yorkers coming to
  Pennsylvania)
• Outdoor Adventurer
• Sponsored bloggers wrote about their experiences

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The Thrill-Seeking Family Conquering family fun,
one roller coaster at a time

• Features videos, photos and stories of personal
  adventures.
• Links to
• Visited attractions, restaurants, campsites,
  hotels
• Suggested itineraries, places to stay/eat,
  childrens activities, visitor information and
  public amenities.

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Benefits and risks of tourism blogs

• Pro
• cheap
• appeal to niche markets and Internet-savvy
  travelers
• Con
• risk of revealing negative experiences, but also
  adds credibility

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Other web-based, interactive marketing tools

• Podcasts
• Audio programs that travelers can download to
  their iPods
• Example astronomer explains night sky in the
  Pennsylvania Wilds region

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Other web-based, interactive marketing tools

• Webcams
• 7 webcams in PA
• Horseshoe Curve
• Bushkill Falls
• University of Pittsburgh
• Indiana University of PA
• Punxsutawney Zoo
• Ohiopyle State Park
• Winslow Hill

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Other web-based, interactive marketing tools
GroundhogChase.com

• 5,000 users clicked in through www.VisitPA.com.

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State-level partnerships Impact at the local
level

• The state tourism office has forged relationships
  with the states
• Department of Transportation
• Information/coupons promoting PA tourism.
• Department of Agriculture
• Posters and brochures in all 776 state-owned
  liquor stores promote fall road trips through
  Pennsylvanias wine country
• Also helps promote locally grown food and wine.
  The wineries have had a 20 percent increase in
  sales since the campaign started.
• Stimulus package for the entire state
• 50 million in grants, loans, and loan guarantees
  for businesses and non-profit organizations
  engaged in tourism-related activities

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ED and the bottom line

• 225 increase in traffic to VisitPA.coms road
  trip itinerary pages Spring 04 - Spring 05.
• 12.5m hotel room nights sold between Jan-June 05
• ? total hotel room revenue up 8
• PAs leisure and hospitality industry 2.6
  higher June 05 than June 04.
• PAs Internet-based initiatives have received
  nationwide media attention.
• E-tourism initiative contributes significantly to
  the overall picture.

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Conclusions

• To stay a competitive tourist destination,
  communities need to promote themselves creatively
  online.
• A successful E-Tourism strategy will
• offer special deals on flight, hotel, and rental
  car packages.
• give customers the ability to search for these
  deals themselves.
• feature travel blogs, virtual tours, webcams, and
  entertaining content .
• provide user-driven content and a creative
  interface.

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Sources

• http//www.etourismnewsletter.com/ecommerce.htmbe
  haviour
• http//www.oas.org/dsd/publications/Unit/oea78e/ch
  10.htm
• http//www.arc.gov/index.do?nodeId2157
• http//www.electronic-tourism.com/
• ED Now, October 24, 2005 Volume 5 Issue 19
• http//www.tia.org/Travel/EconImpact.asp
• www.visitPA.com
• http//www.wabusinessnews.com.au/en-story.php?/1/3
  9750/Tourism-WA-website-scoops-major-award
• http//news.bbc.co.uk/2/hi/technology/5070940.stm
  
• http//www.ypbr.com/
• Pew Internet American Life Project
• www.emarketer.com