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The Voice of Business,
Industry & the Professions Since 1942
North Carolina's largest
business group proudly serves as the state chamber of commerce
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Letter
from Phil Kirk
 Tourists
Keep Coming
Too
many North Carolinians are not aware of the growing importance of the
travel and tourism industry in our state.
Do you know that North Carolina is now the sixth most visited state?
Last year we had 49,291,000 visitors and were outranked only by
California, Florida, Texas, Pennsylvania, and New York.
Do you know the top activity of our visitors?
Shopping, 23 percent; attending social/family events, 18 percent;
beach activities, 12 percent; outdoor, 9 percent; and historical
places/museums, 7.8 percent.
Do you know the industry generated more than $12.6 billion annually in
tourism related expenditures, and as much as $25 billion in indirect
spending? The industry
generated more than $1.1 billion in state and local tax revenues, and
employs nearly 200,000 citizens.
North Carolina also boasts an active film industry. We ranked third in the 2003 Film Industry Revenues with
$200.8 million, and we rank only behind film industry giants California
and New York.
We have a vibrant, progressive tourism industry in our state, but our
positive results are at least partially the result of an effective
public – private partnership.
The North Carolina Division of Tourism and Film is a part of the
Department of Commerce. It
is headed by Lynn Minges, the Executive Director.
The mission of the Division “is to unify and lead the state’s travel
and film industries in developing North Carolina as a major destination
for leisure travel, group tours, conventions and film production.”
“The Division will develop and execute effective marketing programs to
accomplish these goals for the benefit of the travel industry, the
economy, and the citizens of North Carolina.”
Many initiatives are being co-ordinated by the Division such as
increasing our numbers by focusing on North Carolina’s natural scenic
beauty and unique heritage. The
Department of Agriculture also has an initiative on developing
agritourism in our state.
Volunteer advisory boards guide these activities. Carol Lohr, Executive Director of Crystal Coast Tourism
Authority in Morehead City, chairs the North Carolina Travel and Tourism
Board on which I serve. Bob
Seligson, Executive Director of the North Carolina Medical Society,
chairs the North Carolina Film Council. The North Carolina Travel and
Tourism Coalition plays the key role in the legislature of lobbying for
the industry. NCCBI is a charter member of this effective coalition.
Major challenges face the tourism and film industry – some of which we
have no control over, such as weather and foreign competition.
However, we have many pluses – quality of life, great natural beauty,
variety of attractions, good infrastructure, friendly people, a
cooperative educational system, and others.
We cannot rest on our past successes.
We need to secure the passage of targeted economic incentives to
further improve our revenues in tourism and film-making. The next session of the General Assembly will be asked to
give us these needed tools. Success
will result in more investments, more jobs, more visitors, and more tax
revenues.
Seventeen other states spend more money in their budgets for tourism
than does North Carolina. We
spend $11.3 million in tax funds, compared to Hawaii at $56.3 million,
Illinois at $46.2 million, and Pennsylvania at $29.6 million.
While that amount of investment has risen slowly, it is still not enough
“to do the job.” That’s
why it’s imperative to continue to strengthen and co-ordinate
advertising and marketing dollars from both the private and public
sector.
Tourism is an integral part of economic development, and it is
gratifying that more and more decision-makers realize this important
fact . . . one we have been preaching for years!
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