Tourism Industry in the Wake of Terrorism
By Joanne DiBona, Communications Director, jdibona@sdcvb.org
There is no question that the tragic events of September 11 have touched our lives in ways we could not imagine. With each passing day, we are getting a clearer picture of the far-reaching economic impacts caused by this terrorism attack on our nation. Without doubt, the world's largest industry, travel and tourism, stands to be most adversely affected by this tragedy.
San Diego's visitor industry--our region's third largest-- has suffered the same short-term losses as other convention/tourism destinations across the United States. While the industry is struggling to get back to "business as usual," there is no denying the toll this disaster has taken on the local economy.
Hotels throughout the county continue to report cancellations of meeting and convention groups that were scheduled over the next several months. Long-haul leisure travel, as well as international visitation, is at an all-time low. The financial impact on our airlines, hotels, attractions, restaurants and entertainment venues is staggering and we cannot even begin to estimate the combined loss of revenue that will ultimately result.
The effects go even further. The numerous small businesses that comprise the backbone of San Diego's visitor industry are suffering immeasurably from the current state of events. Whenever a convention group cancels, a financial ripple effect begins. It may start at the top with businesses such as destination management and trade show staging companies. But it also trickles down to the "little guys,"--the florist, the photographer, the musician, the cab driver, the messenger, the badge maker--all those small business owners who rely heavily on our conventions and meetings business for their livelihood.
The San Diego Convention & Visitors Bureau has stepped up to the challenge of providing hope, help and counsel to all its members as together we face the trials of the coming months. We are collecting up-to-date information, market research and forecasts from our industry sources. Armed with knowledge of the "big picture," we are better able to advise our industry colleagues as to where the business is and how they can recapture it.
We have adjusted and redirected our own sales and marketing strategies and are funneling advertising dollars into areas that promise the best results.
Our sales and marketing programs will place more emphasis on close-in drive markets and international marketing dollars have been redirected towards domestic markets for the short-term.
San Diego is in a better position than many tourist destinations across the nation because it can draw from its popularity as a leisure travel destination one can easily reach by car. Eighty percent of our region's visitors are vacation travelers, and of that, more than half comes from California, Arizona, and Nevada. Sixty percent of all visitors arrive by personal vehicle while 10% use a rental car to get here. It is safe to assume that as the nation returns to a relative degree of normalcy, San Diego will be the vacation choice of many seeking a reprieve from the emotional turmoil felt collectively across the nation.
In November, ConVis will launch its "Rediscover San Diego" advertising campaign in both local and Western Region drive markets. This campaign, scheduled to run through February in 23 newspaper inserts in six Western markets, will offer a variety of discounts to the consumer looking for a value-packed vacation deal.
San Diegans will also benefit from this initiative. In an effort to get locals to experience a vacation right in their own backyards, ConVis will launch a local version of the campaign the end of October that will run through February. A special "Rediscover San Diego" coupon book containing a variety of discounts on attractions, activities, shopping and dining will be distributed to potential vacationers upon request. The coupon books will also be distributed through online requests and at participating hotels, visitor information centers, and travel agencies.
San Diego's restaurant industry has also endured some major blows as a result of the loss of convention and leisure business, exacerbated by the "cocooning" reaction on the part of the public after the attack. In a country where dining out is a national pastime, this hesitancy of the public to leave their homes to visit a restaurant has certainly taken its toll on the industry.
ConVis has joined American Express, and the California Restaurant Association in offering local restaurants the opportunity to purchase coupon ads in a 16-page full color brochure that will be mailed to 60,000 American Express frequent dining card members in Los Angeles, Orange County, and San Diego. ConVis member restaurants will also be able to advertise at a nominal fee in the "Rediscover San Diego" coupon book.
In addition to stepped up marketing efforts, ConVis is also working with the state government in an effort to seek aid and support for the California tourism industry. In a recent conference call with Governor Davis' office, representatives of California's major convention and visitors bureaus offered several suggestions as to how this might be accomplished. These included: requesting the Governor's participation in promoting safety and consumer confidence in traveling; contributing additional funds to support advertising campaigns urging Californians to vacation in the state; establishing government sponsored assistance programs to provide relief to struggling hospitality sector businesses; and supporting the industry's request for federal assistance to re-open the United States Travel & Tourism Association office.
Now more than ever before in the history of our nation, we must come together as an industry in a communal effort to return to "business as usual." Although our lives have been changed forever by the tragedy of September 11, we must follow the directives of our government and financial leaders and attempt to get back on a solid fiscal track. To do otherwise would be to concede yet another victory to the infidels who seek to destroy the spiritual and economic core of our nation.
