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home : opinions : opinions May 24, 2016

3/25/2014 10:21:00 AM
Guest column: Tourism is the life blood of Williams

Did you ever wonder why the chamber spends so much on marketing Williams? Do you ever crave McDonald's fries after you see one of their commercials on TV? Do you know why you see the same commercial over and over again? It's because the companies buying those ads don't want you to forget their product and they want you to buy it. Destination marketing, like fast food marketed, is highly competitive.

If a destination is not marketing, it is forgotten. As you watch TV, think about how many times you see the same commercial or the same business repeatedly. It is annoying to be bombarded with ads, but it works. McDonald's is the number one fast food chain in the world. If Williams is to attract more visitors, it will have to be very visible, memorable and desirable.

The close proximity of the Grand Canyon is an advantage, but there also exists competition from neighboring communities, other national parks and every other destination in the world.

Clearly, tourism is the life-blood of this community. The U.S. Travel Association reported that tourism employment out-paced other jobs by 11 percent, recovering faster than any other industry.

Since the majority of employment in Williams is tourism related we must ensure that our residents can stay employed by encouraging more tourists to visit our community.

Furthermore, according to an Arizona Office of Tourism report, secondary impacts of tourism spending and the re-spending of travel-related revenues by businesses and employees is huge. Considering non-tourism related employment in Williams such as education, construction and landscaping, insurance, groceries, real estate, government and real estate taxes, tourism re-spending touches just about every aspect of our local economy.

Recently the National Park Service issued a press release reporting that visitors to Grand Canyon in 2012 spent $454 million in communities near the park. If Williams is to continue to attract those dollars, we will have to frequently and consistently remind visitors that Williams is here and open for business.

So, the next time you see an ad, remember the importance of keeping the product, in this case Williams, in the minds of the consumer.

Gioia Goodrum


Williams-Grand Canyon Chamber of Commerce

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Reader Comments

Posted: Saturday, March 29, 2014
Article comment by: Ron Pauly

Maybe Williams should come up with some kind of code of conduct towards tourist.
Its a small world when people get gouged. People ive met say they well make it a point to not visit again or recommend our town.

Posted: Tuesday, March 25, 2014
Article comment by: Kerry-Lynn Moede

We are lucky to have the intelligent, hard-working people we do at the Chamber. I, for one, know that when these people represent Williams, they do it well.

Thank you for your hard work and dedication.

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