South County Tourism Council steps up efforts to advertise space | Arts & Residing

CHARLESTOWN, RI – The South County Tourism Council, which promotes up and down eleven cities on the state’s south coast, is pushing the area as a summer retreat for the return destination as pandemic fears dissipate with the winter cold.

Louis Bishop, council chairman, told The Independent last week that the council is using over $ 360,000 in federally allocated hotel tax revenue to support its mission to promote South County from New England to Washington, DC

“My goal is to attract people as a go-to-drive market,” said Bishop, emphasizing that South County is just a few hours’ drive from anywhere in the northeast – and well worth the trip.

It’s been a tough year for tourism businesses across the county. Early signs of spring, say tourism council and chamber of commerce executives, point to a strong recovery.

Many Bellwether companies such as rental agencies, boat sellers, and retailers agree.

Bischof pointed out that some data from the Tourism Council on renting private homes already shows an increase compared to 2019 and 2020. “I expect good solid numbers in this category as the season goes on,” she said.

Their results mirror national data collected by Phocuswright, a company that studies trends in the travel industry.

When consumers were asked late last year whether they were more or less confident that traveling would be safe in the New Year – compared to what they felt during the height of the pandemic – they expressed confidence.

Nearly 50% of US respondents said they felt more confident that it was safe to travel, the company reported.

That number is expected to increase as more people became vaccinated against COVD-19 and felt the need to plan summer vacations.

Raise the flag

To put South County ahead of those making summer plans, the council established by state tourism promoting laws commissioned seven digital billboards from New York to Washington, DC

It has also partnered with the WGBH in Boston for a promotional effort to open up the Massachusetts market to day-trippers, weekend getaway enthusiasts, and traditional summer vacationers.

In addition, the council has also placed online digital ads on national magazine websites and also looked at radio advertising, she said.

Bishop said the council is also using gift baskets with various advertisements and discount cards to attract people to the area. They are given to Chambers of Commerce for sponsorship, and a particular effort has been focused on fundraising for the Westerly Choir.

As one of the eleven cities in the council’s region, Westerly and its attractions like the choir can be a calling card for visitors who purchase a gift basket, she said, adding that these efforts raised about $ 4,000 for the group.

The choir comprises one third of the children aged 8 to 16 and two thirds of the adults of all ages. Adults rehearse once a week for two hours. Children rehearse for an hour twice a week and attend an eight-day music camp every August.

Outlook for the summer

“After everything we hear, people feel safe and want to come back. Hotels put safety first and people will return. There is no question about it. We’re another drive-to-market, ”said Bishop.

This is in stark contrast to her assessment of last July when South County’s hotel and other lodging numbers rose again in midsummer after falling in the spring when the pandemic and related restrictions broke the tourism industry.

At that time, South County, like Cape Cod, experienced an unexpected influx of people – after massive vacation rental cancellations in March and early April.

Vacationers just want to spend time here, perhaps a short drive from their homes, and enjoy a traditional summer vacation, Bishop said with some caution last July that “it’s still a mixed bag of subjects”.

This year, that is not their view or that of others who promote the local tourism industry.

Kristin Urbach, General Manager of the North Kingstown Chamber of Commerce, said, “Our local economy will experience a breakout after May 28 as regulations become less restrictive on social gatherings, events, restaurants and more!”

“The NK Chamber of Commerce, which also serves as the official tourism center, has been seeing an increase in inquiries related to tourism,” she said.

CBNC recently reported that COVID vaccines, flexible cancellation policies, and people yearning to break away from home are raising expectations for a booming summer travel season already emerging through reservations in the national travel industry.

A survey by the research company Toluna shows that Americans are becoming more confident about traveling every month. 27% are comfortable to travel in April and 42% in July.

Joseph Many, executive director of the South Rhode Island Chamber of Commerce, said its members are feeling good about a strong season. They are buoyant thanks to a coronavirus vaccine which helps reduce anxiety, he added.

“We are already seeing signs of life in companies. There are more people in restaurants and some of the government restrictions have eased, making for a better business climate, ”he said this week.