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PA Tourism Office Announces 2004 Industry Results
HARRISBURG, Pa., March 17 /PRNewswire/ -- The Pennsylvania Tourism Office
today announced Pennsylvania tourism industry results from 2004 and released
its Annual Report to an audience of travel and tourism professionals at the
closing of the Pennsylvania Convention and Visitors Bureau Spring Conference
in Harrisburg.
"Pennsylvania outpaced 2004 national averages in several areas," said
Mickey Rowley, Deputy Secretary of Tourism in the Department of Community and
Economic Development. "The regional marketing effort and state support in 2005
will bring Pennsylvania tourism to a higher level."
The growth in Pennsylvania travel was most evident in the hotel industry.
Pennsylvania's hotel occupancy averaged 60.7 percent for the year - almost
matching the U.S. average of 61.3 percent, and up 2.7 percent from the
previous year.
Airline traffic was constant at Pennsylvania's
airports through 2004.
Overall, the Commonwealth saw a six percent increase in domestic passengers,
outpacing the 4.8 percent increase in domestic air travel nationwide.
International flights at Pennsylvania airports delivered 2.3 million
passengers for 2004 - a 15 percent increase from the same period of 2003 and
slightly outpacing the 14 percent increase internationally for the U.S.
airline industry.
"The increases in Pennsylvania domestic and international airline
passengers serve as a further indicator of the rebound in the Commonwealth's
travel and tourism industry in 2004," Rowley said.
Following national trends that indicated people were looking for shorter
getaways and authentic experiences, the Tourism Office launched an advertising
campaign last year that focused on promoting family travel to outdoor,
cultural and heritage destinations through Road Trips and using the
Commonwealth's new slogan, "State of Independence." Among the most aggressive
state tourism campaigns in the U.S., this campaign produced a striking, 358
million media impressions.
Additionally Pennsylvania received 69 million media impressions through
public relations efforts in 2004. The Tourism Office spearheaded more than 15
press trips, one of which resulted in an elk-watching article in The
Washington Post. The article was reprinted in at least 12 other publications,
totaling more than 10 million media impressions. Detailed Pennsylvania feature
stories also appeared in outlets such as the Boston Herald, USA Today, and
Elite Traveler magazine.
"All numbers and statistics strongly point to the fact that the spring
advertising and public relations campaign had a strong impact on 2004," said
Rowley.
As a result of the Governor's Tourism Partnership, key state agencies and
the Tourism Office are now collaborating and sharing resources to promote the
Commonwealth's tourism products. PennDOT is including tourism promotions in
its annual mailings and featuring visitPA.com on the new license plates. The
Department of Agriculture has launched an agritourism initiative. The
Pennsylvania Historical and Museum Commission is partnering with the Tourism
Office to market state museums and the Department of Conservation and Natural
Resources is leading the Pennsylvania Wilds initiative.
"The future of Pennsylvania's tourism industry is poised for tremendous
growth," Rowley added.
The Pennsylvania Tourism Office is dedicated to fulfilling the needs and
aspirations of travelers by presenting them with the information and resources
they need to plan and enjoy the activities, attractions and destinations that
are unique to Pennsylvania. For more information about Pennsylvania's tourism
industry, go to http://www.visitpa.com/ or call (800) VISIT PA.
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