MEMPHIS&SHELBYCOUNTYTOURISMOVERVIEW

INFORMATIONPROVIDEDBYMEMPHISTOURISM

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WHOWEAREMemphisTourismactivelygrowstheMemphisandShelbyCountyeconomybyattractingvisitors,conventionsandevents,promotingMemphisasaone-of-a-kindglobaldestinationthatdefinesSouthernhospitalitythroughextraordinaryexperiences.

Justin2017,wegenerated4.1%growthintotalannualvisitationover2016,andwedrove5.0%growthindirectspending.Domesticvisitorsalonespentover$3.5billiondirectlyinourlocaleconomyin2017.

ThisdirectspendinginMemphisandShelbyCountycurrentlysupportsover60,000tourism-relatedjobs inthelargermetropolitanarea,generatingmorethan1.51trilliondollarsinwages,whichwilllikelybereinvestedinourlocalcommunities.

NotonlydoesMemphisTourismbuildthelocaleconomy,wealsoupliftourcommunity'spositiveimagethroughconventiondevelopment,majoreventsanddestinationmarketing.

WearetheofficialdestinationmarketingandtourismorganizationforMemphisandShelbyCounty,andwe’reproudtopromoteMemphisandShelbyCountyaroundtheworld.

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VISITATIONSTATS

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$3.5BILLIONDIRECTDOMESTICTRAVELSPENDING

U.S.TRAVELASSOCIATION,2017

5.0%4.1%VISITATION

GROWTHIN2017

SPENDINGGROWTHIN2017

11.7MILLION

VISITORSIN2017

January February March April May June July August September October November December

VISITATIONPATTERNS2015to2017

TOURISMJOBS

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48.9KSHELBYCOUNTYHOSPITALITY&LEISUREJOBS

BUREAUOFLABORSTATISTICS,2017

8.2%WAGESGROWTHIN2017INSHELBYCOBUREAUOFLABORSTATISTICS,2017

$1.13BSHELBYCOUNTYHOSPITALITY&LEISUREWAGES

BUREAUOFLABORSTATISTICS,2017

67.9KMEMPHISMSAHOSPITALITY&LEISUREJOBS

BUREAUOFLABORSTATISTICS,2017

$1.51BMEMPHISMSAHOSPITALITY&LEISUREWAGES

BUREAUOFLABORSTATISTICS,2017

2.5%HOSPITALITY&LEISUREJOBSGROWTHIN2017

BUREAUOFLABORSTATISTICS,2017

ORIGINMARKETS

INFORMATIONPROVIDEDBYMEMPHISTOURISM

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Chicago

St.Louis

Dallas

LittleRockNashville

Atlanta

Jonesboro Birmingham

Washington,DC

NewYorkCity

Australia

TheUnitedKingdomCanada

INTERNATIONAL DOMESTIC

TheUnitedKingdom,CanadaandAustralia continuetobeourtop-performinginternationaloriginmarkets,whileDallas/FortWorth;Atlanta;Chicago;Washington,D.C;andNewYorkCity areourtopfivenationaloriginmarketssofarin2017.Ourtop-performingregionalovernightoriginmarketsincludeLittleRock;Nashville;SaintLouis;Jonesboro,AR; andBirmingham.

Internationaltravelersstaythelongestandspendthemost inMemphisandShelbyCounty.AccordingtoVisaVue Traveldata,only43percentofourdomesticvisitorsin2017werefromourregion.Themajorityofourdomesticvisitorswerefromournationaloriginmarkets,whicharemorethan350milesawayfromMemphisandShelbyCounty.Additionally,accordingtoVisaVue Travel,nationalvisitorsspentover$55MmoreinMemphisandShelbyCountythanregionalvisitors—andthat’sonlycountingtransactionsthatVisaVue Traveltracks.ThesearejustafewreasonswhyitpaystopromoteMemphisandShelbyCountyallovertheworld.

VISITORFACTS

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$514AVERAGENIGHTLYSPENDING

FOROVERNIGHTTRAVELPARTIES

67percent ofvisitorsareexperiencingMemphisandShelbyCountyasfirst-timevisitors.Overthepasttenyears,thisshareofouraudiencehasmorethandoubled,clearlyillustratingtheimpactofMemphisTourism’sstrategies.

Repeatvisitationhasalsoincreased.Onaverage,repeatvisitorsnowreporttaking5.84tripstoMemphisandShelbyCountyinthepasttwoyears,whichisanincreaseof over31percentinthepasttenyears.

64percent ofMemphisandShelbyCountyvisitorsstayovernight—andovernightleisurevisitorsmakesignificantcontributionstoourlocaleconomy.

Onaverage,overnighttravelpartiesspendapproximately$514nightlyduringtheirtrip.Ourhotelguestsspendslightlymorethanthat,averaging$584nightlypertravelparty.Ontheotherhand,daytriptravelpartiestypicallyspend$254duringtheirvisit.

Onaverage,overnightMemphisandShelbyCountyleisurevisitorsreportstaying2.7nights inourcity.

2.92ANNUALTRIPSTOSHELBYCOUNTY

BYREPEATVISITORS

First-TimeVisitors67%

RepeatVisitors33%

2.7AVERAGELENGTHOFSTAY

FOROVERNIGHTTRAVELPARTIES

REGIONALTRIPMOTIVATORS

MusicLegacy

BealeStreet

LiveMusic

Family

History

Outdoors

NATIONALTRIPMOTIVATORS

MusicLegacy

BealeStreet

LiveMusic

Family

History

Outdoors

TRIPMOTIVATORS

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WhileourmusicplaysavitalroleinmotivatingthetraveldecisionsofMemphisandShelbyCountyvisitors, oncetheyarriveinMemphisandShelbyCounty,oneofthemostremarkableaspectsoftheirtripisthefood.

Justover20percentofthe1.7KMemphisandShelbyCountyvisitorsinterviewedbyMemphisTourismthispastsummersaid“food”or“BBQ”werethesinglewordsthatsummeduptheirfavoritethingabouttheirtrip.

Clearly, ourculinarysceneisoneofthemostmemorablefeaturesofourdestination.

Music-Motivated

INTERNATIONALVisitors

80%Music-

MotivatedNATIONALVisitors

65%

Basedontheseresearchfindings,amongothers,MemphisTourismisnowusinggeolocation-drivendataandnewmarketingtechnologytotargetspecificidealaudienceswithmoreprecisionthaneverbefore,sowecandrivehighervisitation.

56%MUSIC

65%MUSIC

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MEMPHISTOURISM

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OURBRANDS

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MEMPHISTOURISM

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