Athens CVB Newsletter November 2010

Athens Now:

The monthly newsletter of the Athens Convention & Visitors Bureau

In this Issue:

International Market: Progress & Purpose

M&C Updates

Holiday Hotel Savings

Hospitality Newsmakers: Hotel Indigo, Barron's, Holiday Inn

International Market: Progress & Purpose

Four years of working the international market is paying its dividends for the tourism industry in Athens. Prior to 2007, only Atlanta and Savannah were on the international travel radar. Having the world's busiest airport less than 90 miles away, plus a music scene and downtown made to order for international tastes, should open the world to Athens, with a bit of education and market positioning. To this end, the CVB's Amy Clark has worked diligently with both the state tourism team and prospective buyers from Georgia's top markets, the United Kingdom and Germany.

Athens' location lends itself perfectly to multi-city itineraries including Georgia's two major destinations, Atlanta and Savannah. By positioning Athens in the marketplace as the top of the Antebellum Trail, a thriving music hub known around the world, and a pedestrian-friendly, traditional Southern college town, Athens clearly has the hook to draw in travelers taking a turn around the Deep South.

What has Athens gained? Everyone loves a travel feature about a far off land. Within the past year, Athens has hosted press tours for both German and United Kingdom media (resulting in over $209,000 of coverage so far). In addition, Athens has been featured in a growing number of major tour operator catalogues (such as Kuoni Travel in the UK and FTI and Maier's Weltreisen in Germany) and suggested itineraries in key markets, which promote Athens to planners seeking the latest and greatest destinations "across the pond." Thirdly, the international traveler needs help narrowing the field for lodging properties. That's where the receptive operator comes in. Receptive operator contracting with Athens lodging properties has jumped from zero to 10 active contracts in 3 ½ years.

Georgia saw 9% growth year over year in the international market from 2008 to 2009. Athens is positioned perfectly to continue growth in this market and to capitalize on state initiatives for investment in product development on the world stage.

MORE: U.S. Dept. of Commerce projects 9% increase in international visitors in 2010.

If you would like further information about Athens and the international market, contact Amy Clark for details.

M & C Updates

Mark Adams was on hand in Jekyll Island earlier this month as the Georgia Recreation and Park Association announced its selection of Athens for its annual conference November 5-8, 2012. This conference will bring 600 attendees to Athens with an estimated direct spending of $472,800.

Athens Unleashed AND on Sale promotion: Three weeks of the promotion is under our belt, and we are now on the third week of sending out 200 e-postcards announcing the campaign followed by 200 follow-up calls made by 20 people from the five participating organizations. We are getting some positive responses about this fiscal year, which is the primary reason for the promotion, but we are also getting good interest in future fiscal years. A radio spot on "The Mark Richt Show," sponsored by Epting Events/Center Stage Catering, further highlights Athens as a premier conference site.

Holiday Savings!

Expecting friends or family in town for the holidays? Take advantage of current Athens ON SALE special rates at participating hotels and save up to 40%! Just a few examples: $59 at the Holiday Inn, $75 at Foundry Park Inn & Spa. View current offers here.

Hospitality Newsmakers

The Athens CVB and The Classic Center have again been recognized by meeting planners as recipients of ConventionSouth's Reader's Choice awards!
The Georgia Museum of Art won an unprecedented nine awards at the recent Southeastern Museums Conference (SEMC). Among the honors bestowed upon the museum was an Award of Excellence for the exhibition "Lord Love You: Works by R.A. Miller from the Mullis Collection" and a number of museum publications, some related to the exhibition.

November 2010