TOURISM HAS BIG IMPACT ON YUMA
KAREN HARRIS, MARKETING SPECIALIST FOR VISIT YUMA
Karen Harris, Marketing Specialist for Visit Yuma
ALL TOO OFTEN, the success of destination marketing is drilled down to the number of “heads in beds,” an adage which undermines the overall value that organizations like Visit Yuma provide. “Heads in beds” has been on the uptick in Yuma lately. With a occupancy rate growth of 4.9% in 2018, following a stellar year in 2017 with an increase of 7.9%, it’s no wonder four new hotel properties are being constructed or underway in their development in the Yuma area.
However, tourism is much more than room nights; it’s a catalyst for economic development. Tourism supports local businesses and their employees. It also generates tax revenue, which in turn funds quality of life programs for residents. With a greater quality of life comes greater opportunity and growth.
Fortunately, tourism is Yuma’s third largest economic contributor and is Arizona’s number one export industry. In 2018, $650.9 million in travel spending occurred in Yuma County which resulted in more than $5.7 million in special tax revenue for the City of Yuma. The 2% Hospitality Tax not only keeps property taxes lower for residents but also provides valuable enhancements to the city, such as in parks and recreation. The 2% Hospitality Tax is collected from hotels, restaurants and bars within the city limits.
Measuring the usefulness of destination marketing also extends beyond dollars and cents. In May 2017, Yuma landed on Trivago’s top 10 list of emerging U.S. travel destinations, based on user search data. Then in 2018, Expedia ranked Yuma as #5 in their list of favorite medium to small town destinations in America. And this year, the Yuma Territorial Prison was voted “Most Haunted Destination” by USA Today’s readers while Sunset Magazine recognized the Colorado River revitalization in its September/October Travel Awards issue. National recognition and awareness of Yuma as an attractive and valuable destination is on the rise, and with that comes additional visitation.
While Visit Yuma does get about half of its $1.2 million budget from the 2% Hospitality Tax, the organization generates the other half from membership dues, advertising sales, and tours and events. Visit Yuma makes the most of its marketing dollars. Sharing its message and stretching its reach to bring more visitors to Yuma is done in many ways.
Technology plays a big part in spreading Visit Yuma’s marketing. The Visit App allows guests to customize their itineraries for stays in our area. VisitYuma.com is getting a major makeover this year, and a large part of the advertising dollars are allocated to digital marketing, through behavioral and geo-targeting, to reach “high pots,” visitors who have a high potential to visit Yuma.
In the coming year, we invite members, community leaders, the media, and residents to learn more about the impacts of tourism at our quarterly meetings, Yuma 101 workshop, and through our communications at VisitYuma.com and on social media.
Together, we are changing perceptions of Yuma as a travel destination while making our community a better place to live, work and play.