Louisiana lieutenant governor talks tourism successes, international and new market ideas

Louisiana's lieutenant governor addressed a crowd at Monday's Alexandria/Pineville Convention and Visitors' Bureau annual tourism luncheon, telling them his office was focused on helping increase attendance at smaller market events, bringing in more international tourists and entering into public-private agreements at state parks.

Before speaking, though, Lt. Gov. Billy Nungesser wended his way through a path that showcased things to do in central Louisiana. Smokey Bear took photos with people walking through, even grabbing one with Nungesser.

Catie Hirsh, the Alexandria Zoological Park's curator of education, greeted people with Big Red, an Argentinian red tegu. People also could wander through other displays highlighting the area's military history and things to do in Pineville. They also could take selfies in front of art walls.

The luncheon coincided with the bureau's brand refresh, said new Executive Director Katie Vanderlick. She said the bureau has recommitted to being more visible in the community with an updated website that tells people about things to do locally.

Vanderlick introduced Nungesser, who leads the Louisiana Department of Culture, Recreation and Tourism. He said officials knew the industry would be challenged as COVID-19 pandemic restrictions began dropping. Other states were doubling or tripling their tourism budgets, and everyone was trying to lure the same people to their backyards.

He said his office thought about what it is that Louisiana does better than other states. The answer?

"Throw a parade," Nungesser said.

He spoke about designing the float that entered the 2021 Macy's Thanksgiving Day Parade — "that giant gator crawling down the streets of New York" — and how its success has brought the state back to the parade for three years and increased traffic to its tourism website.

That prompted his office to successfully snag a spot in the 2023 Rose Bowl Parade, where the float won the Showmanship award.

The parades paid off, Nungesser said, and the state saw a 17% increase in Mardi Gras attendance across the state. He said a lot of those tourists were from outside the United States.

Japanese tourists went to Shreveport, while Australians could be found in Mamou for Mardi Gras events. And Nungesser said his office will be focusing on drawing more international tourists, especially because they stay longer and tend to spend more money.

Want to start a business? Virtual workshop set for Friday can offer guidance

Photo gallery: Tunica Biloxi Pow Wow in Marksville

He credits the state's residents for part of that.

"It's the people. It's you," he said. "We treat people like family."

He said he'll head to Australia in three weeks to promote the state as a vacation destination. The state also was one of three to get a three-year federal grant that pays $300,000 annually to explore three new international markets.

Louisiana will focus on Italy, Spain and India, he said.

Closer to home, he said his office is mindful of the "fortune" people spent on recreational vehicles and outdoor recreational gear during the pandemic. To capitalize on that, his office has set up a website that urges people not just to travel to Louisiana, but to explore it.

ExploreLouisiana.com is for everyone, residents and non-residents. It covers food experiences, festivals, events, regions and more.

Nungesser said his office also is focusing on bringing sporting events to smaller markets. A team from his office scours the country for events that can be brought to cities and towns across the state.

"We're finding those things that will fit in every corner of the state," he said.

The Alexandria-Pineville market is perfect for this, he said, because hotels are affordable, "and that's what they look for."

While he said the state loves the Super Bowl and Final Four events, there's so much more available. He mentioned soccer, rugby, Senior International Olympics, "things that we never looked at before."

The luncheon ended with four award presentations.

The Future Farmers of America, which will be in the area soon for its annual meeting, was recognized as the bureau's Outstanding Multi-Year Convention Partner.

The Outstanding Cenla Event award went to Dinner of the Bricks in Alexandria. The Best Hidden Gem award was presented to the Fort Buhlow Recreation Area.

And former Alexandria City Councilman Roosevelt Johnson was honored for his cleanup work around the city with the Commitment to Community award.

This article originally appeared on Alexandria Town Talk: Nungesser talks tourism successes, new markets at annual luncheon