Ohio Tourism Division Launches Multicultural Marketing Initiative

The Ohio Department of Development’s Division of Travel and Tourism today unveiled a marketing initiative created to highlight Ohio’s abundant multicultural travel opportunities. The new initiative positions Ohio to vie for a portion of the $90 billion national minority travel market, which represents approximately 19 percent of U.S. domestic travel expenditures, according to the Travel Industry Association of America’s most recent study.



Travel among African-Americans and Hispanics continues to increase annually at rates significantly higher than the general market. From 2000 to 2002, African-American travel volume increased 4 percent, Asian-American travel grew 10 percent, and Hispanic travel increased 20 percent. All other travel during the same time period increased only 2 percent.



“The initiative we are launching will serve as a foundation on which to build future marketing campaigns targeted toward consistently speaking to the country’s growing number of minority travelers,” said Alicia Reece, Assistant State Tourism Director. “The target audience for this initiative has available disposable income and clearly demonstrates high interest in visiting friends, family, major cultural events and attractions.”



Ohio’s multicultural initiative will direct messages to Ohio’s minority populations through advertisements in print publications, on the Internet and on the radio. Advertising and other promotional efforts will drive visitors to the Division’s new Multicultural Web site featuring information on the State’s immense variety of ethnic, cultural, arts, music, dining, shopping, nightlife and sports experiences. A new 48-page booklet titled “Multicultural Excursions” will be available for distribution to travelers in July.



Estimates from the U.S. Census Bureau indicate the country’s minority population has surpassed 100 million. Ohio’s black population is the 11th largest in the country at 1.4 million, and the State’s Hispanic population is estimated to be 268,000. Ohio African-Americans represent nearly 12 percent of the ...