Research  //  Strategy

Cincinnati USA

Cincinnati, Ohio

Despite stable and consistent tourism growth in the Greater Cincinnati region, local partners saw the need to  ensure sustainable, coordinated future growth by engaging stakeholders and tapping into emerging regional and national market opportunities. Resonance Consultancy was engaged to map out how to get there.

The Solution

Resonance Consultancy recommended the creation of a 10- to 20-year destination development plan to sustainably grow the travel and tourism industry in the region. Working with Tourism Economics, Resonance assisted the regional partners in developing a destination asset assessment and conducted an analysis of product and service gaps and opportunities. Our process included…

Stakeholder Engagement

Resonance conducted 53 one-on-one and group interviews with regional travel and tourism industry stakeholders and a workshop with 32 regional tourism and economic development staff members, identifying key threats and opportunities to the future growth of tourism in Cincinnati.

Benchmarking and Competitive Analysis

Resonance analyzed U.S. Census data for the past four years for nearby states and other important feeder markets to calculate the most significant future market opportunities.

Market Research To better understand the aspirations, preferences and intentions of U.S. leisure travelers, Resonance conducted a national survey of 3,300 U.S. households that had traveled overnight on vacation within the past year. Then, to capitalize on market growth opportunities and minimize threats, we identified development strategies that built on Cincinnati’s current competitive strengths.

The Result

Cincinnati USA: Most Entertaining!

Based on the research and analysis conducted for this project, there was a clear opportunity for Cincinnati USA to leverage and develop its established competitive advantages in fun attractions and amusements, a top motivator for both current and growth market segments. And by developing more of its growing culinary and culture experiences—two other important types of attractions for key growth markets—Cincinnati USA could define and create a strong market position for itself as the “most entertaining destination” in the region. This positioning not only resonated with prospective visitors, but had the added benefit of shaping an identity for the region as an attractive and exciting place to live.

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