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New Program Provides Connecticut’s Tourism Industry With Research-Based Insights for Business Recovery

Latest report signals encouraging outlook for summer tourism season

HARTFORD, Conn., (March 3, 2021) – The Connecticut Office of Tourism recently launched a new, proprietary research program aimed at supporting the Connecticut tourism industry’s recovery amid the pandemic. Specifically conducted for Connecticut by a leading tourism market research firm, the Tourism Insights Program collects monthly data on Northeast-based consumers including who is likely to travel, when, and what would motivate them to visit a specific business.

The data is compiled into comprehensive monthly reports and actionable tips Connecticut businesses—attractions, events, restaurants, accommodations and retailers—can put into action immediately, from advice about promoting safety to creating experiences consumers are most interested in trying now.

Among the findings from the latest reports:                                                        

  • 41% plan to take a leisure trip in the next 3 months, 54% in the next 6 months.
  • 63% say that shortly after they’ve received the COVID-19 vaccine, they will feel comfortable engaging in a range of tourism activities, including seeing live performances, attending festivals and enjoying indoor attractions.
  • Primary motivations for visiting attractions, restaurants or hotels is to feel normal again, change of scenery, and support destinations that have suffered.
  • Top considerations for visiting an attraction, restaurant or hotel are related to deep cleaning and enforcing social distancing requirements.

“The Tourism Insights Program is a practical, data-driven tool Connecticut businesses can use now to understand region-specific consumer attitudes and interests related to safety and product offerings—and plan for the summer tourism season,” said Randy Fiveash, director, Connecticut Office of Tourism. “We know intent to travel is tied to COVID-19 rates and the vaccine rollout, so safety continues to be our focus. We’re confident the hard-hit tourism industry will help lead the state’s economic recovery as we see continued public health progress.”

The Connecticut Office of Tourism allocated a portion of its existing statewide tourism marketing budget to support this research effort.

“The Office of Tourism’s new research program has been an invaluable resource for trusted, localized information during a time of great uncertainty,” said Tina Tison, Director of Marketing, The Maritime Aquarium at Norwalk. “The monthly reports provide important context and unique insights about consumers that are directly applicable to our business—and can help other cultural attractions and tourism businesses statewide.”

The Tourism Insights Program reports are available for download, here:

·      Tourism Insights Program: February/March 2021 Report

·      Tourism Insights Program: December 2020/January 2021 Report

·      Tourism Insights Program: November/December 2020

·      Tourism Insights Program: October/November 2020

·      Tourism Insights Program: July – September 2020

Reports are available to all Connecticut tourism businesses via the Office of Tourism’s industry newsletter.

The Tourism Insights Program is part of a broader initiative by the Connecticut Office of Tourism and Connecticut Department of Economic and Community Development to encourage Connecticut residents to support local businesses and help Connecticut businesses navigate these challenging times.

About the Connecticut Office of Tourism

The Connecticut Office of Tourism, a division of the Connecticut Department of Economic and Community Development (DECD), is dedicated to enhancing the economic growth of Connecticut’s tourism industry. Together with its many state and industry partners, the Office of Tourism works to bolster the state’s reputation as a destination that offers a diverse mix of activities and attractions, all in close proximity to each other—from the exciting and relaxing to the historic and innovative to the culture and nature-focused. For more information, visit www.CTvisit.com.

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Contacts:

 

Emily Pangakis

Adams & Knight

860-676-2300 x 129

emily.pangakis@adamsknight.com

 

Randy Fiveash

Director, Connecticut Office of Tourism

860-500-2369

randall.fiveash@ct.gov