Western White Mountains Chamber of Commerce Releases Return on Investment Study for 2015-2016

We’ve known for years that our destination marketing program has a significant influence on tourism in our region and now we can quantify that in terms of economic impact.

After a year of research and analysis, the Western White Mountains Chamber of Commerce released its 2015-16 “Return on Investment Study” showing an unprecedented $60 return on every dollar of tourism promotional investment in that same period. The third-party, independent study, conducted by OakLee Consulting Group LLC out of Plymouth, New Hampshire, concluded that “$10.6 million in visitor spending resulted directly from the Chamber’s promotional activities.” According to the study, “travelers spent $115.1 million in Lincoln, Woodstock, Franconia, and Sugar Hill between the 2015-16 winter season and 2016 summer/fall season.”

OakLee Consulting Group, founded by Dr. Mark Okrant, Professor Emeritus of Tourism Management and Policy at Plymouth State University and Dr. Daniel Lee, Professor of Economics at Plymouth State University and the State of New Hampshire’s tourism economist for four years, conducted the study and prepared the report. The purpose of the study was to measure the return on investment of the Western White Mountains Chamber of Commerce’s marketing/promotion activities for the area’s tourism industry. The chamber’s promotions are largely funded through their Destination Marketing Program, which includes the collection of a nominal overnight fee at over 20 area lodging properties, partnerships with area attractions, and matching grant funds through the State of NH Joint Promotional Program. In addition, the study aims to gauge the effectiveness of individual promotion ads, as well as their effectiveness by state of origin.

A study of this…

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