Connecticut sees summer tourism growth

-FILE - Governor Dannel Malloy.

HARTFORD, Conn. (WTNH) — The results of the end-of-season tourism data showed that Connecticut had a strong 2015 summer, with significant rises in visitation to tourism destinations, as well as a significant increase in spending per visitor.

The data, announced today by Governor Malloy, showed that 23 leading attractions in Connecticut had a 12 percent increase in visitors during June through August 2015. These tourism destinations also showed an increased level of spending, rising to $906 per party, up four percent from last year. Connecticut has also seen a three percent increase in visitors during January through August 2015 compared to last year.

“These numbers are significant. Connecticut’s economy is reinforced by a strong tourism sector, which not only directly supports a large number of workers, but also has a significant indirect impact on job creation and business development,” said Malloy. “Destinations in Connecticut are reporting positive growth – an indication that the state’s commitments to boosting this sector are generating results.”

The data also shows an increase in Connecticut’s hotel industry:

  • Lodging occupancy increased four percent compared to last year. That’s compared to one percent for the entire nation.
  • Revenue per available room (RevPAR) was up 7.6 percent, or 1.7 higher than the rest of the U.S.
  • Lodging revenue exceeded $285 million this summer – an indication of higher demand – which is up 7.1 percent compared to last year.
  • Regionally, markets such as Groton/Norwich and New Haven/Waterbury are leading the state in the areas of occupancy, up six percent and 8.6 percent, respectively. RevPAR in those areas is up 12.9 percent and 12.7 percent,
  • respectively.

“Under the Malloy administration, tourism in Connecticut has evolved into a $14 billion industry, and we’re even more proud that it supports more than 80,000 direct tourism industry jobs statewide,” said DECD Deputy Commissioner Tim Sullivan.

“The success of the state’s tourism industry depends on the hospitality and service of our partners, which is why we’ve featured more than 1,000 hotels, attractions and other business owners in the marketing efforts of the Connecticut still revolutionary campaign,” said Randy Fiveash, Director of the Connecticut Office of Tourism.

The award-winning Connecticut still revolutionary summer campaign featured several new TV, digital and OOH advertisements and public relations and social media initiatives:

  • A refreshed Connecticut still revolutionary ad campaign featured 130 destinations and targeted residents within Connecticut, as well as surrounding target areas including Massachusetts, Rhode Island, New York City and Philadelphia.
  • Roar Tour, a self-guided itinerary of dinosaur-themed attractions, as well as roar-worthy accommodations and culinary offerings around the state.
  • Connecticut still revolutionary Express, immersive familiarization trips throughout the state for New York- and Boston-based press and digital influencers.
  • Ongoing social channel campaigns that complement efforts and engage fans of the state.

The state’s tourism partners have credited the Connecticut still revolutionary campaign for notable increases in visitor numbers and overall awareness among consumers.

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