Q&A talks with Randy Fiveash, director of the Connecticut Office of Tourism in advance of the summer tourism season.
Q: What are the latest trends in tourism?
A: One trend the Connecticut Office of Tourism is paying close attention to is the rise in mobile marketing. As our state looks for the most efficient way to encourage in-state residents and visitors from nearby cities like New York, Boston, and Philadelphia to visit Connecticut, the state has ramped up our tourism marketing efforts in the digital space through targeted advertising and visual platforms like Instagram and Pinterest as well as Facebook and Twitter.
Q: How do you judge the success of Connecticut’s Still Revolutionary campaign?
A: As we have from day one, our core goals for the tourism marketing initiative are to increase visitation and overnights, drive state pride, generate tax revenue, and create new jobs.
According to a recent state tourism economic impact study, tourism continues to be an important driver for Connecticut’s economy and growth, generating $14 billion in total sales from visitors in 2013, a 3 percent increase from 2012.
Tourism also supports more than 118,000 jobs — including 80,000 direct jobs — statewide, representing 5.3 percent of all employment in the state.
Q: What are the emerging travel habits of the future?
A: Sustainable travel is growing in popularity. Connecticut has seen a recent influx in sustainable lodging destinations; there are now 31 hotels, motels, and bed and breakfasts participating in the Connecticut Green Lodging program sponsored by the Connecticut Department of Energy & Environmental Protection (DEEP) and Connecticut Office of Tourism. Visitors are considering epicurean adventures when choosing to visit a destination.
Many visitors are motivated to choose destinations by restaurants, bars, and local food available.
Connecticut delivers on this travel habit by offering numerous trails for culinary enthusiasts. For example, the Connecticut Beer Trail includes some of the best breweries in the country — offering residents and visitors a wide range of award-winning craft breweries and brewpubs across the state.
One-of-a-kind accommodations are of interest for authentic local experiences. Unique overnight destinations are extremely attractive to visitors.
Connecticut offers distinctive bed and breakfast properties like the Woodstock Inn and Copper Beech Inn in a bucolic setting that allows urban individuals and families to enjoy a respite from hectic city life. Also, Winvian Farm offers cottages fashioned as a treehouse or inclusive of a helicopter — that’s truly a Connecticut experience.
Q: What are untapped areas of Connecticut’s tourism industry that can be explored to increase the state’s market share?
A: Connecticut’s best advantage is its ability to offer multi-layered experiences within a short drive. Individuals can enjoy both a day of hiking, biking, exploring towns or seaside villages, and then head out for a night out on the town with great food and music at one of our state’s resorts.
Connecticut coast to coast is only a few hours so it’s the perfect getaway for anyone interested in a blended experience.
Q: How can Connecticut’s gaming industry retain its competitiveness in the face of increasing regional competition?
A: Mohegan Sun in Uncasville and Foxwoods Resort Casino must continuously evolve and adapt to consumer trends and lifestyles. The state’s casinos offer a broad range of activities from live concerts and restaurants helmed by celebrity chefs to shopping and relaxing spa services.
Mohegan Sun is setting itself apart by offering luxury experiences such as helicopter flights from New York City and will introduce a new 400-room Earth Hotel tower in 2016.
Foxwoods Casino is opening Tanger Outlets on May 21, which will offer upscale branded and designer outlet retailers.
