Savannah again posts record tourism returns
Nearly 12.5 million visitors spent more than $2 billion in Savannah last year, according to a study from independent travel research firm Longwoods International.
The record number of visitors and amount of dollars spent marks the third straight year of growth in Savannah tourism.
An uptick in overnight visitors — estimated at 7 million — contributed largely to the 6.15 percent increase in visitor spending. Room demand drove the average daily rate for a Savannah-area hotel from $89 to $91.38.
'The numbers continue to tell a very good story, and the results of this latest round of research indicate that many of our marketing initiatives are working well,' said Joe Marinelli of Visit Savannah, the local convention and visitors bureau. 'We are seeing increased spending, with significant growth in the areas of shopping, dining and visiting cultural events and attractions.'
Savannah reaped the benefits of Visit Savannah's decision to place an emphasis on social media and other forms of interactive marketing in 2012. The percentage of tourists using social media for travel jumped from 52 percent in 2011 to 75 percent in 2012, according to the Longwoods study, a number reflected in Visit Savannah's own Facebook, Twitter and Pinterest activity.
The organization's Facebook page recorded it 100,000th fan earlier this year while Visit Savannah has more than 24,000 Twitter and Pinterest followers.
'It's nice to know we are focused on the right vehicles to reach our target demographic of visitors,' Marinelli said.
Savannah's visitor demographics are broadening. The area saw an increase in minority visitors in 2012, with Hispanic tourists doubling while African-American visitors grew by 43 percent.
COMING SUNDAY
EVOLUTION UNDERWAY: Savannah's growing portfolio of cultural attractions, shopping and dining options, special events and upscale hotels is transforming the city as a tourism destination. But the process is an evolutionary one, according to Visit Savannah's Joe Marinelli, and the results will be measured out over several years.