DEMONSTRATING THE VALUE OF TOURISM It starts with a visit .
In addition to telling the story of Baltimore as a wonderful destination for travelers , it ’ s just as valuable to continually convey the importance of tourism to the local community as that connection is not always immediately understood .
During the Baltimore Convention & Tourism Board retreat in summer 2022 , the Board defined two key priorities for Visit Baltimore , one of which was to clearly define and convey our value proposition , highlighting the importance of the work we do every day .
In the simplest terms , a value proposition is a statement that summarizes what we promise to deliver to customers . It defines what we do , what we stand for , how we operate , who our audiences are and why we ’ re worthy of their attention . In the case of a city , it ’ s also important that our value proposition be aligned with our mayor ’ s core pillars to ensure we are all working towards the same positive outcomes , including building public safety and equitably supporting youth and communities .
OUR VALUE PROPOSITION :
The tourism industry offers improved quality of life to the citizens of Baltimore City through an amazing visitor experience that drives tax revenue to positively impact our residents and their communities .
When people visit our community and spend money , the tax burden is shared by non-residents , businesses have customers and thrive , visitors with positive experiences share them with others and those who are “ wowed ” return . This leads to a city that is alive with activity where businesses and workers seek out Baltimore as a new home , tech and innovation expands , jobs are created , investment ramps up and infrastructure improves . Media catches the buzz and residents are proud and excited to invite others to experience Baltimore for themselves .
In terms of quantifiable value , Visit Baltimore has consistently generated local taxes that exceed its annual budget . Working with Tourism Economics , an Oxford Economics company , we have been able to quantify our return on investment . For the total budget spent by Visit Baltimore in 2019 , the city received $ 23 in direct impact , or $ 23 dollars for every single dollar spent .
10 VISIT BALTIMORE