Billion dollar Columbus tourism industry 'not quite back,' but on upswing, CEO says

Brian Ross
·3 min read
The Pro Bodybuilding Finalists during the Arnold Classic Finals at the Columbus Convention Center in Columbus, Ohio, on Saturday, March 5, 2022.
The Pro Bodybuilding Finalists during the Arnold Classic Finals at the Columbus Convention Center in Columbus, Ohio, on Saturday, March 5, 2022.

Brian Ross is president and CEO of Experience Columbus, the destination marketing organization for the Columbus region.

At a time when cities across the country are uniting to celebrate the value travel holds for our economy, businesses, communities and personal well-being, I want to share with you, our community, the value of tourism and what Experience Columbus is doing to represent you.

Tourism dollars are significant to our local economy. In fact, one of our strategic framework pillars at Experience Columbus is economic and human development. Tourism has historically supported 78,600 jobs in Franklin County, and in 2019, tourism generated around $7.6 billion in direct visitor spending here in Columbus. Those are no small numbers.

More: Tourism spending in Ohio rebounded in 2021 after COVID took its toll

Visitors pay $1.35 billion in local, state and federal taxes to support the arts, human services and economic development in Franklin County.

Simply put, a thriving tourism economy helps keep your taxes lower, keeps your favorite restaurants, attractions and local businesses open and makes our city a vibrant destination for locals, visitors and businesses considering Columbus.

The hardships brought on by the COVID-19 pandemic have spurred innovation and creativity throughout Columbus, and I couldn’t be prouder of the way our city has remained resilient, flexible and supportive during the challenges of the last two years.

While the tourism industry in Columbus is not quite back to the numbers we were accustomed to achieving pre-COVID, we’re happy to report that we’re on the upswing and working toward a strong recovery.

Brian Ross is president and CEO of Experience Columbus, the destination marketing organization for the Columbus region, dedicated to growing visitor spending and enhancing the visitor experience.
Brian Ross is president and CEO of Experience Columbus, the destination marketing organization for the Columbus region, dedicated to growing visitor spending and enhancing the visitor experience.

At our recent annual meeting, which took place in person for the first time in two years, we were able to report steadily rising citywide occupancy rates, bed tax dollars and partnership engagement.

More: Columbus tourism economy is recovering, but slowly

In fact, Experience Columbus is seeing an increase in meetings and conventions coming to the city, with 34 citywides scheduled in 2022 – two more than in 2019.

And as we anticipate the future of travel and tourism in Columbus, we have also committed to making the industry more equitable.

From our Diversity Apprenticeship Program, which places BIPOC (Black, Indigenous, and people of color) apprentices in organizations throughout our city (with guaranteed manager-level positions after program completion), to our CBUS Soul initiative, which spotlights local Black-owned businesses and events that highlight Black art and culture in Columbus, Experience Columbus is serious about addressing underrepresentation in the tourism industry.

Mary, an 80 year-old powerlifter, waves to the crowd during the third day of the Arnold Sports Festival at the Columbus Convention Center in Columbus, Ohio, on Saturday, March 5, 2022.
Mary, an 80 year-old powerlifter, waves to the crowd during the third day of the Arnold Sports Festival at the Columbus Convention Center in Columbus, Ohio, on Saturday, March 5, 2022.

Our neighborhoods and people are vibrant and diverse, and we believe that our industry should reflect the community we serve.

As we look to the future, two major events will bring Columbus national and global attention and will have a lasting impact on our city.

More: 'Pay equity' is the perfect gift. Employers asked to take pledge. | Opinion

The Professional Convention Management Association, the world’s largest community for business events strategists, will hold its Convening Leaders Conference in Columbus in January 2023, and the U.S. Conference of Mayors Annual Meeting will take place in June 2023.

Construction continues on Dec. 7 on the Hilton Columbus Downtown's new tower that will be 28 stories and give the hotel 1,000 rooms total with the original building across High Street, all attached to the Greater Columbus Convention Center. The hotel is set to be complete in 2022.
Construction continues on Dec. 7 on the Hilton Columbus Downtown's new tower that will be 28 stories and give the hotel 1,000 rooms total with the original building across High Street, all attached to the Greater Columbus Convention Center. The hotel is set to be complete in 2022.

We’re also thrilled that the Hilton expansion – “Tower 402” – is expected to open this year, adding 1,000 rooms to our city’s capacity and further amplifying Columbus as a competitive player in the meetings and conventions space.

More: Here's a sneak peek from atop new 28-story Hilton Downtown hotel tower

When it comes to leisure travel, research has shown that there is pent-up demand for travel – for new adventures and new places, even if it’s within your own city. Columbus is perfectly positioned to meet that demand: we’re within a day’s drive of half the U.S. population, and we offer a unique blend of neighborhoods, attractions and experiences.

So whatever your travel plans for the future look like—staycation, road trip or revenge trip abroad—know that travel matters for your well-being and for the destinations you’re visiting.

Brian Ross is president and CEO of Experience Columbus, the destination marketing organization for the Columbus region.

This article originally appeared on The Columbus Dispatch: Opinion: Columbus tourism and travel industry recovering