Sustainable tourism and outdoor recreation are powerful economic drivers
Between 2010 and 20xx, the travel industry has created 972,000 new jobs at an 18 percent faster rate than the rest of the US economy. To put that in context, that is more jobs than the entire U.S. manufacturing sector. In 2019, the U.S. Travel Association estimates that the travel industry supported 15.8 million jobs in the U.S.
Tourism is now the fourth largest private sector employer in New York State. In 2016m New York set new records for visitation and direct visitor spending for an overall economic impact of $104.8 billion. Closer to home in the Finger Lakes tourism supports nearly 60,000 jobs, brings in $2.9 billion in revenue to local businesses and generates $385 million in state and local taxes.
The outdoor recreation economy is booming
In 2016, the outdoor recreation industry generated $887 billion in consumer spending, $65.3 billion in federal tax revenue, $59.2 in state and local tax revenue and 7.6 million direct national jobs (Outdoor Industry Association, 2016). Despite the challenges of COVID-19, the outdoor recreation economy generated $689 billion in consumer spending and 4.3 million jobs in 2020.
ln New York State, consumer spending on outdoor recreation ranks 4th out of the 50 states. Statewide outdoor recreation is estimated to be a $33.8 billion industry (New York Parks 2020 Strategic Plan)
outdoor recreation brings visitors to the Genesee Valley
Each year, Letchworth State Park generates an estimated $51 million in local and nonlocal visitor spending, supports an estimated 591 jobs in the local area and $20 million in labor income. Nearly 70% of out-of-town respondents to our 2021 Genesee Valley visitor survey spent time at the park during their most recent stay. One in ten visited the Genesee Valley Greenway State Park.
In our survey, one in six visitors identified recreation as the primary reason for their trip to the Genesee Valley. Outdoor activities figure prominently: nine of ten have participated in hiking or walking, over half said they have gone paddling, tubing or swimming in the region’s waterways and lakes, and nearly half have picnicked. Around a quarter of visitor survey respondents have bicycled on our region’s trails and roadways, and a similar number have gone camping here.
Trail Towns have a special opportunity to develop the amenities and services to attract this outdoor recreation market segment, and give them reasons to stay longer, spend more money at local businesses, and come back.
Genesee Valley visitors care about our place
Three quarters of out-of-town visitors who responded to our 2021 Genesee Valley visitor survey have been here before. Our region enjoys both a strong core of loyal visitors, in part because the Genesee Valley attracts over half of its out-of-town visitors from Western New York. Many visitor survey respondents consider themselves to be almost locals, thinking of the Genesee Valley as their backyard.
Scenic beauty, outdoor recreation, uncrowded, and rural, small town character top the list of characteristics that Genesee Valley visitors say motivated their decisions to visit.
Locals recreate here, too, and identify outdoor recreation as an even stronger decision-making factor than out-of-town visitors. Among survey respondents, 37% identified outdoor recreation as the primary reason for their most recent outing, with hiking, walking, picnicking, water sports, bicycling and fishing at the top of their favorite outdoor recreation experiences.
“Geotravelers” seeking sustainable tourism spend more money and stay longer
Through the Trail Town initiative, LGV continues our focus on supporting local businesses, and connecting local producers of food, beverage, crafts and experiences with visitors and their dollars. One way we do this is through identifying, marketing to, and aligning our offerings with the preferences of “geotravelers,” who are concerned with sustaining and enhancing the character of the places they visit.
We are both targeting higher-income travelers in our marketing and communication, and emphasizing the best of local offerings. One Montana study showed that our approach is likely to work. Visitors who purchased “made in Montana” products, bought items at local farmers’ markets, and used local guides spent $185 more per trip than those visitors who did not purchase those local products and services.
Investing in outdoor recreation tourism is investing in our own quality of life
As “gateways” to the Genesee Valley’s rich array of outdoor destinations and experiences, Trail Towns have an important role to play in defining a quality visitor experience. In turn, a vibrant tourism industry improves the quality of life for local residents and fuels economic growth by making our communities more attractive to potential employees and businesses.