🔒Tourism industry builds customer loyalty even while closed

Throughout this COVID-19 pandemic, many industries have stepped up to support their communities.

Tourism businesses — particularly hard hit by the quarantine — have also responded in ways that offer inspiration for suspended businesses still eager to remain connected to their patrons.

Some residents may not realize how much tourism, our 8th largest employment sector, contributes to Connecticut’s economy. Our many hotels, B&Bs, restaurants, bars, wineries, breweries, arts and culture organizations, theaters, museums, casinos, parks and attractions of all sizes support a total of 123,500 jobs.

The latest economic impact study showed that the tourism industry drove $15.5 billion in business sales. Those sales generated $2.2 billion in tax revenues, including $960 million in state and local taxes — which in turn support many other services in our communities.

Unfortunately, the pandemic has now forced those same tourism businesses to shut their doors. That’s triggered furloughs, layoffs, even permanent closures. Despite their own challenges, tourism businesses are still finding ways to serve their communities. Here’s how.

Start with the right question

Even as tourism businesses were closing their physical doors in mid-March, they began asking “how can I be of service now?”

It’s not surprising that tourism businesses would prioritize the needs of their customers. That’s just part of the tourism and hospitality industry’s DNA.

But what’s truly impressive is their ingenuity in finding new ways to be of service.

Innovate new ways to serve

The key to developing new offerings is to reconsider what you do best — and rethink how you can do it differently.

Following Gov. Ned Lamont’s executive order, some lodging properties pivoted to offering housing to healthcare workers, first responders, essential workers and the homeless.

Restaurants across the state revamped their operations to offer takeout and delivery services. Others are giving free meals to front-line workers. Some have created family friendly meal kits, or are now offering groceries and supplies.

As detailed on the state’s tourism website, www.CTvisit.com, attractions have also posted many learning resources and virtual experiences for families at home. We can now watch live animal webcams from the zoo and aquariums. We can take in virtual tours of many museums. Our children can watch fun and educational videos from an array of attractions. And we can relive streaming musical and theater performances from our state’s arts and culture organizations.

Some businesses, like a few of our distilleries, have even put regular production on hold to make much-needed products like hand sanitizer.

Adapt now for what’s next

When it’s deemed safe, tourism businesses that have been able to weather this crisis will reopen their doors to a new normal.

They’ve already begun preparing for their visitors’ return — implementing enhanced safety protocols, adapting venues, spacing out exhibits and rethinking events.

And our residents are already looking forward to returning. In an April poll of Connecticut residents, nearly 65% of respondents said they were looking forward to traveling within the state as soon as possible, or within a few weeks of the stay-home order being lifted.

National research indicates that most Americans will want to travel, but opt to stay closer to home. That could serve Connecticut’s economy well, particularly considering that we’re within 500 miles of 30% of the entire U.S. population.

As we emerge from our homes, the tourism industry will play a major role in the recovery of our state. Not only will the industry put people back to work quickly, it will refresh our spirits, reconnect our communities and reignite our state pride. Yes, our tourism businesses will need our support more than ever. But we’ll also need them more than ever as well.

Randy Fiveash is the director of the Connecticut Office of Tourism.