Increase in Website Visits Discussed by Marketing Director at JCTA
In a recent update to the Buffalo City Council, Toby Carrig, Marketing Director of the Johnson County Tourism Association, revealed an increase in the number of people using the association's website who are actively considering a trip or tourism activity. This significant surge in "in-market" visitors indicates a higher number of visitors who are actively planning or considering a trip to Johnson County.
These "in-market" visitors are typically defined as users showing intent to travel or purchase tourism-related services, often by their online behavior such as searching for accommodation, dining, events, and attractions in a specific location. An increase in such visitors means the website is effectively attracting serious potential tourists, which helps the tourism association in several ways.
Firstly, it allows for the improvement of targeted marketing and outreach strategies by focusing on high-intent audiences. Secondly, it leads to an increase in tourist visits and spending, resulting from more bookings and event attendance. Lastly, it enhances data-driven decision making to tailor experiences to visitor interests, encouraging longer stays and repeat visits.
While Toby Carrig did not provide specific numbers for the increase in website usage for the current year, or any forecasts or predictions for future website usage trends, it is clear that the increase in "in-market" visitors is a positive development for the Johnson County Tourism Association.
The website, accessible at https://visitbuffalowy.com/, can also provide information for use during visitors' stays in Johnson County. Since its inception, visits to the website have consistently increased, demonstrating its effectiveness as a tool for attracting tourists and providing them with valuable information.
In his annual report, Toby Carrig stated that the Johnson County Tourism Association's website can be used for pre-trip planning, making it an essential resource for potential visitors. He did not mention any changes or updates to the website in his recent report, nor did he discuss the performance of the website beyond the last year's report, the strategies or methods used to attract "in-market" users, or any challenges or obstacles faced by the website.
Despite these omissions, the increase in "in-market" visitors is a clear indication of the website's effectiveness and its role in driving the local tourism economy. This aligns with best practices in tourism promotion where web analytics guide strategic investments in advertising and informational content to boost actual visitation and associated economic gains.
City Council members may need to consider increasing funding for technology upgrades to enhance the Johnson County Tourism Association's website, given its significant role in attracting "in-market" visitors. A more user-friendly and efficient site could improve visitor experience, encourage longer stays, and ultimately boost tourism revenue.
Leveraging technology to analyze user behavior and tailor the website content to visitor interests could further enhance the website's effectiveness in attracting tourists, aligning with best practices in contemporary tourism promotion.
