Residents also recognize that tourism and the work of destination organizations help to create a place where people want to visit, live, work and invest. Both Americans and Canadians recognize the role of tourism in attracting new residents and businesses to their local area. Half of Americans (53%) and Canadians (53%) agree that tourism attracts new residents, while similar percentages of residents agree that tourism attracts new businesses to the area (Americans: 55%, Canadians: 57%). Tourism is also understood to encourage investment in the local economy with about six in ten Americans (58%) and Canadians (64%) agreeing with this sentiment. Tourism is perceived as a catalyst for community vitality both in terms of quality of life and the economy. Nearly half agree that the quality of life in their state (46%) or province (48%) improved because of increased tourism. Similarly, 47% percent of Americans and Canadians agree they have more recreational opportunities (places to go and things to do) because of tourism, a five-point increase since 2020 for the United States (42%). From an economic standpoint, the majority of Americans and Canadians recognize there are also indirect and induced impacts of tourism. Fifty-four percent of Americans and 58% of Canadians agree that the economic impact of tourists in their area helps to support industries and businesses not directly tied to tourism. Despite this strong level of agreement, three in ten (Americans: 31%, Canadians: 32%) are still neutral and don’t have a strong opinion on this. Sharing examples of how our industry benefits other businesses and industries can increase awareness of tourism’s broader contributions to our communities.
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6 | DESTINATION REPUTATION & SENTIMENT STUDY
DESTINATIONS INTERNATIONAL | 7
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