Tourism is our smartest investment

THE ISSUE | Great results from the 2002 Finger Lakes Wine Country Tourism Marketing Association's
ad campaign.

OUR OPINION | Tourism continues to be a growing industry in our area, and support should be continued and increased when possible.

A good investment has gotten better.

Dividends for the local economy rose again last year as a result of the Finger Lakes Wine Country Tourism Marketing Association's ad campaign. In its three-year existence, the association's "just down the road" campaign has attracted more visitors who spend more money every year.

Further, the return for every ad dollar the association spends also has risen steadily.

According to an independent marketing study, the ad campaign attracted 123,000 more visitors in 2002 to the four-county wine country area that includes Steuben, Chemung, Schuyler and Yates counties.

The 272,000 visitors then spent $26.4 million, about $11.7 million more than in 2001.

With an advertising budget of $691,000, the return equaled $38 for every $1 of advertising. The ad campaign is becoming more efficient since the association's return investment in 2001 was $22 for every $1 spent.

In short, it's costing less to attract more.

This is of major importance to our economic health. Agriculture is still the top local industry, but it has rode a declining path for years. Tourism, on the other hand, has been a rising star.

Folks who come here to take in the beauty of the Finger Lakes and enjoy the wine trails, the museums and the outdoor recreation spend money. They help support small businesses and add to our tax base.

And there is the potential for even more to come.

Nearly half of the new visitors last year came from New Jersey. That was a new target market for the association that had concentrated past efforts primarily in Buffalo, Cleveland and Albany.

The response from the Garden State in just one year shows great potential. With more money, the campaign could be extended to Philadelphia and Washington, D.C. But any new support likely will have to come from the private sector as the financial condition of local governments is declining.

There is no doubt the "just down the road" campaign gets a big bang for the buck. Public and private support should continue and increase when necessary because tourism is the best investment out there.