The mission of the Georgia Tourism Foundation, under the administration of the Georgia Department of Economic Development, is to increase the economic strength of Georgia by promoting tourism through public/private partnerships.
The current board consists of representatives of 10 Georgia Authorities, DNR and GDEcD (Chair), seven appointed private sector members and 15 non-voting advisors.
GOALS:
- Increase Tourism spending in Georgia by an incremental $1 billion per year.
- Establish public/private funding – not “fundraising” but actual partnership in media strategy and purchasing.
- Development of proposal for additional funding.
FIVE-YEAR PLAN:
- Marketing Plan
- Economic Impact research – develop measurement tools to track increase (Q1 FY11 – will be completed by 10/15/2010)
- Advocacy plan for public and private funding
- Creative Development and final detailed media plan – pending funding
- Execution of plan
The Foundation has completed a media plan of approximately $ 18 million annually to be supported by both public and private funding.
As proposed, the plan would attract an additional 2.1 million tourists (including in-state travel) per year and attain the goal of an incremental increase of $1 billion in tourist’s expenditures. This would generate approximately an additional $60 to 65 million in state and local tax revenues and have the potential to create more than 12,000 jobs.
CO-OP ADVERTISING
In addition to execution of the long-range plan, in 2010, the Foundation negotiated media buys on behalf of our tourism partners around the state (DMOs, CVBs, attractions, lodging properties, events and festivals and State Parks) and integrated those offers with the Georgia Tourism marketing plan. In its first year, more than $600,000 in co-op advertising was purchased to promote Georgia as a tourism destination.
PROGRAM GOALS
- Provide measurable economic impact to Georgia by increasing visitation to the state and encouraging tourists to stay longer and spend more money.
- Leverage the advertising of the more than 5,000 in-state tourism partners, creating opportunities that Regional Travel Associations and Convention and Visitor Bureaus can cooperatively participate in that will either increase their presence in the market and/or create marketing efficiencies for their members.
- Offer a cooperative marketing program that is designed to enhance/complement the media and advertising program of the Georgia Department of Economic Development Tourism Division.
- Provide Georgia Tourism Partners (CVBs, attractions, lodging, parks, festivals and events) opportunities to advertise with GDEcD that they would otherwise not be able to implement.
- Generate qualified leads for Georgia Tourism Partners.