Visitor Statistics
Tourism is a major force in the area's economy. The following information is offered to help aid in understanding the dynamics and demographics of the industry. The data was compiled from a variety of sources, as noted.
Traverse City visitors:
Direct Market Areas: Markets that account for the majority of visitor traffic to Traverse City
- 31% Detroit/S.E. Michigan
- 25% Western Michigan (Grand Rapids, Kalamazoo, Battle Creek)
- 10% Flint/Bay City area
- 3% Chicago
Source: Travel Michigan 2002-2004
Primary reasons why visitors come to the Traverse City area:
- 36% Beaches, waterfront, parks
- 16% Sightseeing
- 15% Amusement (family activities)
- 11% Gaming
- 10% Adventure sports
- 5% Culture
- 4% Festivals & events
Source: Travel Michigan 2002-2004
Purpose of Stay:
- 77.5% Leisure
- 22.5% Business
Source: Travel Michigan 2002-2004
Value By Satisfaction:
Traverse City holds a strong market position as it relates to value and satisfaction.
|
|
Value
Rating
|
Satisfaction
Rating
|
|
Traverse City
|
57%
|
64%
|
|
Great Lakes States
|
46%
|
44%
|
|
United States
|
47%
|
52%
|
|
Source: D.K. Shifflets
|
Visitor Profile:
- Median Age: 45
- Average Household Income: $ 61,832
Top Summer Outdoor Recreational Activities:
- Swimming
- Golf
- Hiking/biking
- Fishing
- Canoeing
Top Winter Outdoor Recreational Activities:
- Downhill Skiing
- Snowmobiling
- X-Country Skiing
Top Summer Non-Recreational Activities:
- Beaches
- Sightseeing
- Shopping
- Gambling
- Wineries
Enjoyed Most About Traverse City Area:
- The Bays/Water
- Recreational Activities
- Attitude of Locals
- Variety of Shops
- Variety of Restaurants
Would Recommend The Area to A Friend: 97%
Point of Origin of Grand Traverse Area Visitors:
|
Michigan
|
80%
|
|
Other Midwest States
|
11%
|
|
Canada
|
2%
|
|
Other
|
7%
|
|
Source: Travel Michigan, 2202-2004
|
Per Capita Daily Visitor Spending in the Traverse City Area:
The estimated per person per day expenditure of all visitors to the Traverse City area is $106.93 (as of 1992). The following is a breakdown of how the money is spent:
- Transportation 4%
- Meals 29%
- Lodging 32%
- Entertainment 15%
- Miscellaneous 20%
Estimated Fiscal Impact of Traverse City:
Tourists and the tourism industry account for significant portions of local government expenditures and revenues in the Traverse City area. In addition to the property taxes, other taxes and fees generated from the tourism industry and its employees, tourists themselves make substantial contributions through local sales taxes.
Tourism in the Traverse City area pays a considerable amount more to government in the form of taxes and fees than they require in services. (1992)
|
Local
Government
|
Expenditures
Required
|
Revenues
Generated
|
Balance
|
|
Local County Governments
|
2,976,815
|
5,215,0254
|
+2,238,439
|
|
Local School Districts
|
15,030,363
|
23,243,280
|
+8,212,918
|
|
Total
|
18,007,117
|
28,458,534
|
+10,451,357
|
The most appropriate way of viewing this data is that tourists generate roughly 39% more in governmental revenue than they require in expenditures. The additional county government revenue represents roughly 13% of the total revenue collection in the four county area (Grand Traverse, Leelanau, Antrim and Benzie). This level of subsidy by the tourism industry represents approximately $100 per resident. In other words, without the additional revenue generated by the tourism industry, each resident would have to pay, on average, $100 more in taxes and fees.
Much of the data presented here was derived from both a survey of Traverse City area visitors conducted for the Traverse City Convention & Visitors Bureau by Fishkind Associates and through the AutoProfiler, a software program that is designed to take customer address information and through the use of demographic and psycographic data develop a customer profile. Additional research was gathered from research done by D.K. Shifflets "Syndicated Information System" where each month 35,000 questionnaires, stratified demographically to match the US Census, are mailed to gather travel data. Other data is extrapolated from various marketing reports and information reported to the bureau by area lodging facilities. |