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President's Report
Home for the Holidays with our "Invisible Tourists"
“There’s no place like home for the holidays.” For most people, that lyric is just a sentiment. For the Kansas tourism industry, it is a powerful economic engine.
We often focus our marketing efforts on leisure travelers—the ones booking hotel blocks and planning vacations or weekend getaways. But during the holiday season, a different wave of visitors arrives. They largely sleep in spare bedrooms and on pull-out couches. They don't always show up in our occupancy reports, but their impact on our communities is undeniable.
This is the "Visiting Friends and Relatives" (VFR) market. These "invisible tourists" visit year-round, but they are especially prevalent during the holiday season.
While they may not primarily stay in our hotels, they are filling our restaurants for family gatherings. They are attending our holiday lighting ceremonies, festivals and events. And spending money in our local shops.
Research shows that VFR travelers often stay longer and spend just as much on dining, shopping and entertainment as traditional leisure tourists. More importantly, they are high influenced by the local host. When family comes to town, the local resident usually decides the itinerary. So our locals become our most influential travel planners.
This season reminds us that marketing to our locals is marketing to visitors. By ensuring our residents are informed and excited about what is happening in their own backyard, we turn them into our most effective ambassadors.
This month, as you gather with your own loved ones, your neighbors are playing host to thousands of visiting friends and family. Let’s celebrate these "invisible tourists" and the locals who welcome them, ensuring that when they come home to Kansas, they find a vibrant, thriving community that makes them proud.
Happy Holidays to you and yours.
Alan Carr
with Visit Kansas City Kansas
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