Maryland welcomed 32.2 million domestic travelers in 2010, an increase of 10.7% from 2009 and an increase of 18.3% from the state’s 27.2 million visitors in 2007, according to a national survey conducted by D.K. Shifflet and Associates, a leading tourism-industry research firm.
“Our state’s tourism industry is a powerful economic engine,” said Maryland Gov. Martin O’Malley. “Tourism is a major generator of jobs, employing more than 134,000 Marylanders. The impact of visitors proves that our investments in visitor experiences provide valuable returns — to tourism communities across the state from Oakland to Ocean City.”
Data shows that Maryland has increased its share of the U.S. travel market by 16.9% since 2007, outperforming national and regional trends during a challenging economic climate. Growth has occurred in all segments of state travel: business and leisure, day trips and overnights.
The Shifflet report reinforces the strategic approach taken by the Maryland Office of Tourism Development — the tourism marketing arm of the state — to focus its resources on key feeder markets (Washington, D.C.; Philadelphia; and Baltimore) using a variety of digital and traditional channels of communication in a consistent, year-round basis.
In addition to an advertising campaign consisting of radio spots, outdoor billboards, web banners and print ads, the tourism office has developed a social media campaign that includes messaging through Facebook, Twitter, and most recently, Foursquare.
Investments in tourism by local jurisdictions are apt to generate more local tourism revenue as the number of visitors to Maryland steadily rises.
Howard County, for instance, will benefit from the increase in the county’s hotel room tax, which was approved by the General Assembly in February. Moving from 5% to 7% could double Howard County’s tourism budget of $423,000.
It’s a measure that allows the county to invest in more strategies to entice out-of-town visitors without tapping into funds supplied by Howard County taxpayers. And, it evens Howard County’s room tax rate with its neighbor, Anne Arundel County. Baltimore City, by comparison, has a 9.5% rate.
Here are some of the Office of Tourism’s signature programs.
Star-Spangled Celebration
The 200-year anniversary of the War of 1812 is expected to be a major boost for Maryland tourism, drawing from regional, national and international markets. Tourism officials are working with the War of 1812 Bicentennial Commission to forge partnerships with public and private entities that will be involved in commemoration activities over a three-year period, 2012 to 2014. The kick-off event is a week-long maritime festival at Baltimore’s Inner Harbor in June 2012. More information about this event will be forthcoming in the very near future.
Harriet Tubman
The Office of Tourism and the Department of Natural Resources, along with tourism offices in Caroline and Dorchester counties, are working on a variety of projects related to Harriet Tubman, the celebrated “conductor of the Underground Railroad.” The projects include a new Harriet Tubman Underground Railroad State Park, which just received the final portion of its funding; a federal bill that establishes a national Tubman park (using the state park facility) on the Eastern Shore; and the 150-mile Maryland segment of the Harriet Tubman Underground Railroad Byway, which traverses Caroline and Dorchester counties.
Facilities and services for these projects will be in place by March 2013 — exactly 100 years after Tubman’s passing.
Cycle Maryland
The Office of Tourism has joined with the Maryland State Highway Administration to promote Cycle Maryland, a program that includes seven bicycling events running through the summer and fall, and outreach to bicyclists through a new interactive map and web page.
“By getting out and taking a bike ride,” O’Malley said, “we can learn to enjoy more of Maryland’s natural treasures, help reduce the impact on the land, improve our fitness and well-being, and enhance our quality of life.”
Civil War Sesquicentennial
The 150-year anniversary of the Civil War has begun in 2011 and the Office of Tourism is working with numerous organizations to promote Civil War-related exhibits and programming. Sesquicentennial activities will accelerate in 2012 with tributes paid to the Civil War’s 1862 Maryland Campaign.
Consumer Newsletter
The Office of Tourism distributes a monthly e-newsletter to 65,000 prospective visitors. This publication includes descriptions and listings of events scheduled across the state, while highlighting a monthly Spotlight theme. To receive the newsletter, sign up at VisitMaryland.org.
Online Calendar of Events
The state’s official tourism web site, VisitMaryland.org, houses a comprehensive listing of events taking place throughout the state. Since its reconfiguration at the start of 2011, it has emerged as the site’s most popular page. It’s a great resource for finding out what’s going on across the state.
Margot Amelia is executive director for the Maryland Office of Tourism. She can be reached at 410-767-6299.
