Tacvb Morse Off 03 1 22 09
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Transcript of Tacvb Morse Off 03 1 22 09
How to Preserve Your Tourism Budget in Slow Economic Times
Tennessee Assoc. of CVB’sJanuary 22, 2009, Nashville, TN
Stephen C. Morse, Ph.D.Director & Economist Tourism Institute
University of TennesseeKnoxville, TN
Ph: (865) 974‐6249: email: [email protected]
3 Topics To Discuss Today
1) Economic Health of U.S. & Tennessee
2) How is tourism different than other government spending?
3) Tips for telling how tourism generates new taxes for your area
Today’s U.S. & Tennessee’s Economic Health
U.S. Economy has Slowed
• Slowest growth since 19863rd & 4th Qtr. Negative U.S. Economic Growth
Tennessee Sales Tax Revenues
•TN sales tax collections•lowest levels in 12 years
Tennessee County Tax Revenues
• Decreasing tax revenues for each Tennessee County
Source: U.S. Dept. of Commerce3
Special Challenges in 2009 for the Tennessee Tourism Industry
Tourist spending will be down in 2009
Tax revenues from hotel occupancy taxes will be down in 2009
County “General Fund” tax revenues will be down in 2009
TN County Newspaper Headlines
• County Tax Revenues Fall Short
• Budget Shortfall Worries Commissioners
• County Workers Face Layoffs
• City Officials Mull Spending Cuts
• Hotel Bed Tax to Cover Economic Development Projects
• Tourism Budget Cut to Save Road Paving Project
• Tourism Promotion & Marketing Budget Eyed for County Deficit
In this slow economy…Tennessee City & County governments are searching
for new tax revenues
Benefits of Tourism to Your Community
• Diversifies the economy• Generates many support businesses• Brings in “new money” creating growth• Generates additional tax revenue helping to
fund community services and infrastructure• Creates jobs & new business growth• Promotes business development – today’s
visitor may be tomorrows investor• Improves appearance of a community
7
During a Normal Economy, Equally Emphasize Both Private & Public Economic Benefits of Tourism
Private Sector Benefits of
Tourist Spending
Public Sector Benefits of
Tourist Spending
Econ. Dev. Effect
State Taxes Generated
Local Taxes Generated
New Business Creation
Job Creation & Employee Payroll
Profits
During a Slowing Economy, More Emphasis on Public Sector Benefits of
Tourism as a Tax Generator
Private Sector Benefits of
Tourist Spending
Public Sector Benefits of Tourist
Spending
NEWEMPHASIS
Tourism is a Net Tax Revenue Generator for Other Govt. Programs
& Services
Tourist Spending in Your Local Area
Generates Additional Local Tax Revenues
Additional Taxes Fund Other Non‐Tourism Programs & Services
What Makes Tourism a Different Program & Investment?
• Unlike other government programs that only take in tax revenues to operate…
• Tourism programs attract tourists to spend money in an area, and ultimately generates additional new tax revenues for an area
Impacts of Travel on Your
County
Tourist Spending
Employ‐ment
Local Taxes
State Taxes
Payroll
Example: Impacts of Tourism on Wilson County, TN, 2007
Source: TN Dept. of Tourist Dev. & TIA
Spending:$97.59 Million
Payroll:
$18.64 Million
Employment:
880 Jobs
State Taxes:
$5.75 Million
Local Taxes:
$2.86 Million
Many officials in your county may not have a complete definition of
“Tourism”
• Some officials think tourism is just hotels
• Some think it’s restaurants
• Some think it’s attractions and events
• Some may thin tourism does not exist at all!
Five Blind Men and the ElephantTask: Describe the elephant based on what part of the elephant you are feeling
It’s a snake
It’s a horse
It’s a big leaf
It’s an anteater
It’s a tree trunk
It’s hotels & lodging
It’s restaurants & food service
It’s attractions, entertainment &
retail
It’s travel & transp.
It’s marketing destinations & conventions
Tourism Industry
Reality – tourism is not one sector, but all sectors combined as a system
Tourism Industry
Hotels & Lodging
Restaurants & Food Service
Attractions, Entertainment, Retail
Travel & Transportation
Conventions & Visitor Bureaus
19
Average Tourist Spending in Tennessee, 2007
Foodservice32.5%
Transportation27.3%
Lodging17.3%
Retail 11.8%
Entertainment & Rec.11.0%
Source: TN Dept. of Tourist Dev. & TIA
Tourists Generates Many Taxes (Example)
Tourist Spending Area
5% Hotel Occupancy
Tax
7% TN State Sales
Tax
2.5% Local County Sales
Tax
Lodging
Restaurant & Food Service
Transportation& Fuel
Shopping & Retail
Attractions & Amusements
Tax Relief Generated by Tourism: County Tourism Economic
Fact Sheets
• Tax Relief: Defines how much tourism benefits each household in your county in terms of less taxes paid per household
Tourism Taxes Generated in Wilson County, TN
2006 Tourism spending in Wilson Co. generated:
• $5.4 million in TN State Taxes
• $2.67 million in local Wilson Co. taxes
Source: TN Dept. of Tourist Development & TIA
Taxes & Wilson County, TN
On an average day in Wilson County:
• Tourist spending generated $7,319 daily in local county taxes
• Tourist spending generated $14,793 daily in TN State taxes
Tax Relief Example: Wilson County, TN, 2006
As a result of taxes generated by tourist activity in Wilson County:
Each household pays $201 less in local and State taxesEach household pays $67 less in local county taxesEach household pays $134 less in State taxes
Be Dramatic – Present the Big Check
Check Payable to: Each Wilson Co. Household
Amount: $201
For: Tax Relief ofState & Local taxes generated by tourists
To Protect Your 2009 Tourism Budget:
Show local officials that tourism budgets used in promotion & advertising…Is a good investment that generates additional and new tax revenuesUT Tourism Institute at www.utk.edu/tourism
Your County’s Fact Sheet Available at:
• UT Tourism Institute’s Web Page at:
www.utk.edu/tourism
Spring Meeting & SE TTRA Symposium
Montgomery, Alabama | March 23 – 25, 2009
www.southeasttourism.org/spring
“The Heart of the Economic Matter”
• Roger Dow, United States Tourism Association
• Bob Stewart, former commissioner of Kentucky
• David Bohan, BOHAN• Dr. Suzanne Cook, U.S. Tourism Association
• Dr. David Bronner, Retirement Systems of Ala.
Thank you for inviting meQuestions? Comments?
Stephen C. Morse, Ph.D.
Director & Economist Tourism Institute
University of TennesseeKnoxville, TN
PH: (865) 974‐6249Email: [email protected]