Tourism as the Foundation

Our communities’ primary marketers are local destination management organizations (DMO). Each DMO looks for strategic ways to attract more visitors to experience Indiana’s Hoosier Hospitality. Those visitors drive economic development. How? By increasing visitor spending in Indiana communities, they help create and maintain jobs while simultaneously raising the quality of life for people living in Indiana. And unless you were born here, it started with a visit.

Local tourism entities have dedicated funding that comes from overnight stays. DMOs use those funds specifically for marketing and developing that destination. They invest those dollars to collaborate, partner and support other community organizations. The result: new product development, support of local businesses, marketing the community and visitor spending in those communities– to the tune of $16.2 billion statewide. (Rockport Analytics, 2023)

Examples of this include: collaborative art and mural projects, new brick-and-mortar projects from destination development funds, tourism strategic master plans to strengthen communities, support events, bids for national/international meetings and sports events. Some of the best examples have been recognized by the annual Indiana Tourism Awards:

• Indiana Dunes Quality of Life Campaign – Created videos marketing over 100 local businesses. Impact: Just under 10 million impressions on their webpage.
• Indiana Preservation Conference hosted by Visit Madison – Over 300 preservationists came to Madison and experienced the newly-imagined trolley experience, a music city showcase and a loft tour. This generated overnight room stays, and two hotels grossed $125,000 from hosting.
• Fort Wayne Zoo’s Campaign: So Much to Sea – generated over 25 million impressions and saw increased attendance and membership year over year.

What many might not understand is just how uniquely positioned DMOs are. Inside the community, they work with every asset: hotels, restaurants, community foundations, economic development offices, chambers, main streets and even residents. They collaborate, provide research, offer resources and help brainstorm for future community development. And, outside the community, the DMO audiences - potential and current visitors, meeting planners and group organizers - provide valuable insights to help shape that destination. To see and know both sides of that coin is a unique perspective that strengthens DMOs role in a community.

It's imperative that Indiana continues to support the tourism industry, ensuring those dollars are invested in marketing and destination development. In turn, communities will thrive, visitors will come and so will their spending.

So, whether it is an investment in a new festival or attraction, a feasibility study for a new development or reaching a new audience promoting all Indiana destinations have to offer, our state will see growth and economic impact because it does all start with a visit.