Ohio committee hears case for bigger tourism marketing budget; America250 outlines statewide trails and events

The Arts, Athletics and Tourism Committee on its first convening heard TourismOhio officials, the Ohio Chamber of Commerce and the America250 Ohio Commission make the economic case for expanding tourism marketing and described programs to showcase Ohio to visitors and potential new residents.

TourismOhio communications and marketing chief Sarah Wickham told the committee that "When people visit Ohio, they love it. We love it. They love it," and presented statewide economic figures to underline the argument. She said tourism generated $56,000,000,000 in visitor spending in 2023, supported 436,000 jobs and produced $4,600,000,000 in state and local tax revenue. Wickham described marketing results from 2023: TourismOhio spent $3,300,000 on advertising, of which $2,100,000 was in-state (which she said generated 228,000 incremental trips and $54,000,000 in visitor spending) and $1,200,000 was spent out of state (generating 475,000 incremental trips and $163,000,000 in visitor spending).

Wickham said the agency prioritizes out-of-state markets where Ohio has a competitive advantage and uses data-driven, digital-targeted advertising. She emphasized cooperative work with local partners and industry groups, and noted TourismOhio's formal cooperative marketing program that matches partner investments and pays agency fees for selected advertising. "For every $1 invested in tourism, marketing returns $66 in visitor spending and $5 in tax revenue," she said.

Matt McLaren, director of travel and tourism policy for the Ohio Chamber of Commerce, urged a larger, more competitive marketing budget. He noted neighboring states' spending levels (for example, Michigan's Pure Michigan at about $35,000,000 and Indiana at about $20,000,000) and said Ohio's current tourism marketing budget of about $7,500,000 is small by comparison. McLaren said increasing the budget would expand cooperative programs, allow more out-of-state advertising (including in markets such as Indiana) and help turn visitors into residents, citing research that two-thirds of recent movers visited their new hometown as leisure travelers before relocating.

Committee members asked specific operational questions. Representative Dontavious Jerrells and others pressed on hotel capacity and the state's ability to attract large sporting events; Wickham said TourismOhio has limited ability to change local lodging supply but relies on partnerships with local chambers, hotel and lodging associations, and other stakeholders. Chair Melanie Miller asked how additional funds might be used; Wickham said additional dollars would be allocated with the same data-driven care as current funds and reiterated that overnight, out-of-state visitors generate the most spending.

Todd Klesman, executive director of the America250 Ohio Commission, described the commission's programs that tie into tourism goals. He listed six themed driving "trails" and other signature programs: the Ohio Air and Space Trail linking 34 museums and sites; an Ohio Creativity Trail with more than 100 sites; an "Ohio Goes to the Movies" statewide film series; and a fourth-grade history pass offering free admission for fourth-grade Ohio students at participating sites. Klesman said the commission has encouraged counties and municipalities to pass resolutions to participate, has provided modest grants (including $1,000,000 in prior fiscal year grants and planned $5,000 community grants), and cited the commission's statutory charge in the Ohio Revised Code, section 149.309, to coordinate tourism efforts.

Committee members signaled interest in a potential budget amendment to increase TourismOhio's out-of-state marketing funds; Representative McLaren (Ohio Chamber) and others said a moderate increase would allow the state to regain market share. TourismOhio declined to provide precise program allocations without knowing the amendment amount but described existing cooperative programs, marketing assets (holiday lights trail, ice cream trail, eclipse pages, seasonal festival guide, Underground Railroad Trail stops) and metrics used to evaluate campaigns.

The meeting closed with members told that the committee will meet again the following week for additional presentations and with a reminder that America250 resources and community-designation information are available on america250.ohio.org.

The session included committee introductions and questions from multiple representatives; remarks described both discussion-only items (questions about capacity, data and targeting) and policy-direction possibilities (members discussing and drafting an amendment to increase marketing funds). No formal motions or votes were recorded during the meeting.