This Longwoods International report chronicles how Colorado’s elimination of its state tourism marketing budget in the early 1990s led to a sharp decline in visitation, billions in lost revenue, and a diminished national profile. It follows the state’s path to recovery after funding was restored, documenting strong returns on investment and a full rebound in market share. The report also details how efforts to replace public funding with private-sector support failed, underscoring the importance of coordinated, statewide promotion. Through decades of data, it provides one of the clearest demonstrations of the economic consequences of cutting tourism marketing.

Conducted by SMARInsights, this research measures the economic impact and audience reach of Washington State Tourism’s year-round FY2024 advertising campaign. The study found that the campaign generated 77,000 incremental trips, $103.5 million in visitor spending and an exceptional $184 return for every dollar invested. It also shows that ad-aware travelers spent more, stayed longer, and engaged in more activities than unaware visitors. The creative earned strong positive reactions across all generations, especially Boomers, and delivered high engagement in key markets like Denver and San Francisco. The findings confirm that sustained, well-targeted marketing can drive significant visitation and long-term economic returns for the state.

This federally funded report profiles Indiana’s ‘IN Indiana’ branding campaign as a case study within the larger Travel, Tourism, and Outdoor Recreation (TTOR) grant program. It showcases how strategic marketing, inclusive planning, and cross-sector collaboration helped Indiana use ARPA recovery funds to bolster economic resilience, create placemaking infrastructure, and engage diverse communities. Part of a broader national effort to evaluate TTOR outcomes across 50 states.

This U.S. Travel Association report demonstrates how destination marketing drives economic growth and community vitality across the United States. It combines national data and local case studies to show how tourism promotion supports jobs, funds public services, and enhances residents’ quality of life. The report explores the ripple effects of visitor spending across industries and highlights the long-term value of sustained marketing investment. It also outlines how coordinated efforts with Brand USA expand global reach for U.S. destinations. Overall, the report positions destination promotion as a proven catalyst for economic development and community well-being.

This comprehensive advocacy toolkit includes the full 2017 Power of Travel Promotion report, executive summary, and a one-page fact sheet, offering a foundational set of talking points and case studies to defend destination marketing. It features returns from campaigns like ‘New Mexico True’ and outlines the economic damage caused when states like Pennsylvania cut tourism budgets. Highlights Brand USA’s cost efficiency and compares the U.S. to international competitors in promotional investment.