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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.