BALTIMORE (August 9, 2012) – The Maryland Office of Tourism today unveiled details of a multi-channel effort to provide visitors with compelling information about travel in the state. Using both high- and low-tech media, including a new print publication showcasing Maryland’s Scenic Byways, a Civil War Trails mobile application and an innovative broadcast advertising campaign, the tourism office is reaching visitors on multiple platforms with valuable, actionable information about Maryland’s many features and attractions. Maryland’s ongoing efforts to boost tourism have resulted in a steady upward trend in visitor volume since 2007 and a 26 percent increase in the last five years.
“Tourism continues to be a major contributor to the strength of Maryland’s economy and we are attracting visitors at a pace that outperforms neighboring states and the nation,” said Governor Martin O’Malley. “The continued growth of the tourism industry in Maryland is a sign that we are moving forward– creating jobs, finding new opportunities to grow and sharing with the world all that our State has to offer, including 18 Scenic Byways and numerous Civil War sites.”
Today’s announcement included details of the 64-page Scenic Byways Guide and Map book, a collaborative effort with the Maryland Department of Transportation’s State Highway Administration, the Maryland Office of Tourism and the National Scenic Byways Program. The book features information and colorful images of each of Maryland’s 18 byways, spanning nearly 2,500 miles of routes and views throughout the state.
“Driving tours are extremely popular among travelers in Maryland and this publication will guide them through some of the most picturesque and historic landmarks in the state,” said State Highway Administrator Melinda B. Peters. “Among the highlights of the guide are the Star-Spangled Banner Trail, which revisits the days of the War of 1812, and the Harriet Tubman Underground Railroad, which commemorates Tubman’s role in leading dozens of African-Americans from slavery to safety.”
The publication, which also includes practical, user-friendly details such as restaurants, accommodations, gas stations and ATMs on each trail, will be available at state welcome centers, county visitor centers and by ordering at 866-MD-WELCOME or visitmaryland.org.
The Office of Tourism also shared details of a new Civil War mobile application, designed to create an engaging Maryland Civil War Trails experience on mobile devices. The app will help visitors explore the state’s rich Civil War history and connect them with events, programs, businesses and services located on or near Civil War Trail routes and sites. The app will make its debut on September 4 at the Frederick County World Premier of The Heart of the Civil War, a film that illuminates the border state experiences of mid-Maryland throughout the Civil War.
Underscoring the success of the Byways program and other strategic promotional efforts by the state, Maryland recently reported an 18.3 percent increase in visitation from 2007, representing an additional 5 million visitors from 2007 to 2011, according to a national survey of U.S. travelers conducted by D.K. Shifflet and Associates, a leading tourism industry research firm. Maryland also welcomed 32.2 million domestic travelers in 2011, and experienced growth in all segments, including business and leisure trips, as well as day trips and overnights. These numbers outperform national and regional trends as the United States saw 23 million visitors last year, which constitutes 1.1 percent increase.
“Visitors continue to choose Maryland as a vacation destination because we have something for everyone and we are finding new ways to connect travelers with the information they need to plan and enjoy their stay here,” said Margot Amelia, Executive Director for the Maryland Office of Tourism. “We have worked very hard to highlight the state through strategic promotional efforts using traditional and social media and have received a positive response in the form of increased visitation, hotel room demand and employment.”
In an effort to tell the Maryland story to new visitors, the Office of Tourism is launching its first broadcast advertising campaign in several years. The television spots, which debut on August 13, will appear over the air and on cable in Washington, Baltimore and Philadelphia. The campaign was created and executed by Baltimore-based advertising agency TBC.
About Maryland Tourism
The Maryland Office of Tourism is an agency of the Division of Tourism, Film and the Arts within the Maryland Department of Business and Economic Development. Recently reported data shows that the state welcomed 32.2 million domestic visitors in 2011. Visitors in 2010 spent nearly $13.1 billion on travel-related expenses – generating close to $1.9 billion in state and local taxes and providing 130,000 jobs to Maryland residents. Visitor spending data for 2011 will be available later this year.
About Maryland’s Scenic Byways
The State Highway Administration’s Maryland Scenic Byways Program administers Federal Highway Administration (FHWA) funds for planning, interpretation, promotion, enhancements and preservation projects along 18 scenic byways. The program’s mission is to enhance the quality of life and pride in local communities as well as the visitor appeal by identifying and promoting as well as encouraging the responsible management and preservation of the state’s most scenic, cultural and historic roads and surrounding resources. SHA maintains and operates 16,000 lane miles of state, US and interstate highways across Maryland.
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