Come Back And See Us, Y'all

Bobby L. Hickman

July 1, 2008

W hat do a new London play, a Beijing trade office, James Brown, Brazilian cellulose and a group of North American journalists have in common? Give up? They're all venues for Georgia to promote its second-largest industry – tourism.

Kevin Langston, assistant commissioner of the Tourism Division of the Georgia Department of Economic Development (GDEcD), says the state recorded 62 million tourist visits in 2007, which accounted for $30 billion in expenditures. Some 220,000 Georgians are employed in tourism and related businesses, generating wages exceeding $6.2 billion annually. Much of that total economic impact is on the metropolitan Atlanta area.

According to the Atlanta Convention and Visitors Bureau, the city's hospitality industry generates $11 billion in annual direct economic impact and draws 38 million visitors annually.

In an exclusive interview with Business to Business at Augusta's Georgia Travel Media Marketplace (TMM) event in May, Langston said Georgia is looking overseas for opportunities to bring new tourists to the Peach State. He said foreign visitors often take longer vacations than domestic tourists, with overseas travelers often staying seven to 15 days.

One area of focus is China, where Gov. Sonny Perdue's April trade mission included tourism as one of the focus areas. Langston was on that trip and spent most of his time meeting with Chinese tour operators interested in bringing more visitors to the United States.


Gateway to the Southeast
Now that new agreements between the U.S. and Chinese governments are in place, Langston said, "There is tremendous interest in visiting the United States because they have been unable to travel here before. In the past, Chinese businesspeople would travel here on business, and they would see the sights while they are here. Now their tour operators are able to offer travel packages to more people."

Langston said the state is trying to position Atlanta and Georgia as a gateway for Chinese tourists to visit the Southeast, "especially with Delta's new direct flight from Shanghai to Atlanta, the tour operators are even more interested in learning what we have to offer."

Perdue also cited the flight as a major catalyst to increasing China-Georgia tourism. Interviewed during the trade mission in Beijing, Perdue said the new Delta flight to China is one more step to encourage both business and private travel to the southeastern United States. U.S. Embassy officials project that within 10 years, some 150 million new Chinese tourists will flood the world. Perdue noted direct flights to Atlanta "make it more likely that Chinese citizens will find their way to Georgia."

Europe – particularly the United Kingdom – also is the focus of several activities to promote Georgia as a tourist destination. The new "Gone With The Wind" play opening in London this year is sparking renewed interest in the  South, and Georgia tourism officials are taking advantage of the situation.

Langston said the state is doing a number of contests, promotions, Web site innovations and press events to get the attention of individual tourists who could visit Atlanta and Georgia. He met with more than 50 tour operators during a six-day visit to Europe. The state also regularly attends a number of major international tourism events.
More than a solo act
In addition to solo promotions, Georgia is also part of two regional travel coalitions – the 13-state Travel South group and the smaller Deep South. Both groups market the Southeast as a tourist destination. Langston said most foreign travelers will not attempt to visit all parts of the United States, but more frequently travel to several states during their long vacations.

In fact, tourism is a component in virtually all of Georgia's international trade missions. State officials say that while the hospitality industry is a draw of its own, the availability of tourism options also makes it more likely business travelers will return at a later time with their families or take longer trips.

For example, Lt. Gov. Casey Cagle's recent trade mission to Brazil focused on the South American countries' ethanol industry, but tourism and other industries also are part of the package. As part of its efforts to increase commerce with Brazil, the GDEcD has participated in the "Visit-USA" tourism conference in Brazil for the past three years to promote the state's tourism assets to the Brazilian travel industry. The state also received two business and tourism-related delegations from Brazil in 2007.

Langston's remarks followed his keynote address to a group of 29 North American travel writers who gathered in Augusta for the state's sixth annual TMM. The main event for TMM is an all-day meeting during which journalists meet with representatives from Georgia's nine tourism regions, as well as with officials from local convention and bureau centers. The journalists are able to learn about local offerings, as well as inquire about subjects that they regularly cover, during the "speed dating"-type format.


Before the TMM meeting, journalists also toured the sights in Augusta, including attending a sneak preview of the new James Brown exhibit at the Augusta Museum of History. After TMM, writers spread out throughout the coastal and western areas of the state to visit Savannah, St. Mary's and numerous other points of interest. Writers from more than a dozen states and Canada stayed up to six days for the TMM events.

"We have seen a tremendous amount of Georgia coverage because of TMM," said Stefanie Paupeck, communications specialist with the GDEcD. "It is important for travel writers to get out and experience Georgia first hand.

"Attending journalists are able to build relationships with GDEcD staff and our tourism partners, so they can continue to share story ideas and secure media coverage for their region, destination or tourism entity," she added.

TMM moves around the state each year so that returning journalists see a new part of Georgia each year. The 2007 event was held in Hiwassee, with earlier TMM meetings hosted in such cities as Savannah, Macon and Atlanta. Paupeck said the location for TMM 2009 has not been confirmed.