RESEARCH
Tourism Industry Research & Reports
Explore this section for up-to-date reports on visitation, advertising effectiveness, and the economic impact of Oklahoma’s travel and tourism industry.
For research inquiries, contact:
Rylie Mansuetti
Public Information Officer
Rylie.Mansuetti@TravelOK.com
Research Summaries and Infographics
Overview of the industry’s economic impact. Includes information on traveler spending, visitation, job creation, tax revenue, and the industry’s state and local impact.
Economic Impact Study
Dean Runyan Associates – This report describes the direct economic impacts of travel to and through the state of Oklahoma and each of its counties since 2010, included is the level of travel spending and the impact this spending has on the economy in terms of earnings, employment and tax revenue. The House and Senate districts data is available only for the most recent years.
Visitation & Visitor Profile
Omnitrak – Provides insight on visitors’ markets of origin, purpose for travel, planning sources, decision timing along with a variety of trip characteristics, including destination, length, total spend and satisfaction.
TNS Global Market Research – Visitor volume, including demographics, trip purpose, mode of transportation, trip length, trip activities, transportation, accommodations, expenditures, satisfaction, and trip planning insights.
Advertising Effectiveness
Longwoods International – Measures the effectiveness of OTRD’s advertising campaign to determine the impact on interest in visiting OK, driving actual visitation and generating a positive ROI.
Attribution Analytics & ROI
Arrivalist & Adara
Archived Reports
2018
- OK-Travel-Impacts-by-House-Districts-2018
- OK-Travel-Impacts-by-Senate-Districts-2018
- OK Travel Impacts: Statewide and County Impacts 2010-2018
- OK Visitor Profile Report 2018
- 2018 Research Summary Infographic
- OK Advertising ROI & Image Research 2018
2017
- OK Advertising ROI Research 2017
- OK Travel Impacts: Statewide and County Impacts 2010-2017
- OK Travel Impacts by House Districts 2017
- OK Travel Impacts by Senate Districts 2017
- OK Visitor Profile Report 2017
- 2017 Research Summary Infographic
2016
- OK Travel Impacts by House Districts 2016
- OK Travel Impacts by Senate Districts 2016
- OK Visitor Profile Report 2016
- 2016 Research Summary Infographic
- OK Advertising Accountability Research 2016
- Longwoods 2016 Tourism Advertising Accountability Research Presentation
- OK Travel Impacts: Statewide and County Impacts 2010 – 2016
2015
- OK Travel Impacts by House Districts 2015
- OK Travel Impacts by Senate Districts 2015
- OK Visitor Profile Report 2015
- OK Image & Advertising Accountability Research 2015
- TNS CY ’15 OK Visitor Profile Report Presentation
- Dean Runyan 2015 Travel Impacts Research Presentation
- 2015 Research Summary Infographic
- OK Travel Impacts 2010-2015
2014
- 2014 Spring Campaign Wrap-Up Report
- OK Visitor Profile Report 2014
- The Impact of Travel on State Economies 2014
- OK Travel Impacts by House Districts 2014
- OK Travel Impacts by Senate Districts 2014
- OK Travel Impacts 2010-2014
2013
- Blue-green Algae Public Opinion Survey Results
- Google TravelOK.com Case Study: YouTube TrueView Ads
- 2013 Travel Is An Economic Engine
- The Economic Significance of Meetings to the U.S. Economy
- How Travel Creates Jobs
- Travel Jobs Infographic
2012
- 2012 Economic Impact Report
- 2012 Status of OTRD Advertising & Marketing
- 2012 Digital Marketing Report for Fiscal Year
- 2012 Tourism Promotion Division Monthly Update
2011
2010
- OTRD Annual Report 2010
- Outlook for Oklahoma Travel in 2010
- Tourism’s Impact on Oklahoma’s Economy
- Economic Impact of Travel on Oklahoma Counties Study – 2009-2010
- Travel: The Ultimate Economic Stimulus
2009
- OTRD Publications Research
- Conversion & Ad Effectiveness Research – November 2009
- Consumer Travel Pulse Research – September 2009
- OTRD Study of Winter Texans – Feb 2009