Mar 16, 2022
Using mobile location data to identify where travellers live (i.e. where mobile device sleeps), the distance travelled by visitors to each upstate NY region (excl. NYC/Long Island) can be determined.
Looking at the average across these regions we saw the average distance travelled by out of state U.S. tourists generally (and expectedly) declined in 2020 compared to 2019. We saw that change in 2021 when data showed on average, out of state visitors were travelling further to get to upstate regions compared to 2020.
But it wasn't until February 2022 we saw an increase in distanced travelled significantly surpassing not only 2020 distance but also pre-pandemic distance data from February 2019.
All to say as we move forward in the 'since-pandemic' era, this could be a good sign of more U.S. visitors returning from further outside the state of New York again.
We will be tracking this and other meaningful metrics at the aggregate level so that you can assess your local market performance vs statewide regional experience. Look to future postings to the NYSTIA website/newsletter for added insights from your partners at Rove or reach out with questions or observations you'd like to share!
Sally Donovan
Client Relations Lead
sally.donovan@rovemarketing.ca
*Tourist Regions: Adirondacks, Capital-Saratoga, Catskills, Central New York, Chautauqua-Allegany, Finger Lakes, Greater Niagara Region, Hudson Valley, Thousand Islands.
Tourist Segments: Mobile Tracked Domestic Tourists, In-State Tourists.