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RESEARCH & REPORTS

Tourism is the largest industry in Greater Palm Springs, supporting 1 in 5 jobs in the region. Because tourism is such a vital part of the local economy, Visit Greater Palm Springs conducts ongoing research to support visitation to the destination.

Below, you can view our latest research reports as well as current tourism industry trends and updates. If you have any questions, please contact Gary Orfield at gorfield@gpscvb.com. If you have questions on downloading these reports, please contact Krystal Kusmieruk, kkusmieruk@gpscvb.com.

To view archived research and reports, click here

  • Visit GPS Research & Reports

    Coachella Valley Arena Project: Title Page

    ECONOMIC IMPACT OF THE PROPOSED COACHELLA VALLEY ARENA PROJECT

    Developed in conjunction with Tourism Economics, an Oxford Economics company, this study examines the benefits of ongoing operations of the proposed Coachella Valley Arena — looking ahead to a one-year period of operation in 2023 — driven by the visitor component of the arena's expected events. 


    2020 Economic Impact Study Cover

    2020 ECONOMIC IMPACT OF TOURISM IN GREATER PALM SPRINGS

    Tourism Economics prepared this comprehensive analysis detailing the far-reaching impacts arising from 2020 visitor spending in Greater Palm Springs. The results show the scope of the travel sector in terms of direct visitor spending, as well as the total economic impacts, jobs and fiscal (tax) impacts in the broader economy.


    Cover photo of GPSNext Document

    2020 GPSNEXT EXECUTIVE SUMMARY

    The 2020 GPSNEXT Executive Summary includes recommendations from the Visit GPS' original 2016 Destination Development Plan, as well as additional key components for the plan moving forward that were based on findings from the 2019 Destination NEXT study.

    Click here to view the presentation deck from the 2nd annual gpsnext meeting held in march 2020. to view the presentation deck from the 2nd annual GPSNext meeting held in March 2020.


     2019 Economic Impact Study Thumbnail

    2019 ECONOMIC IMPACT OF VISITORS IN GREATER PALM SPRINGS

    To quantify the economic significance of the tourism sector in Greater Palm Springs, Tourism Economics prepared this study, which shows the scope of the travel sector in 2019 in terms of direct visitor spending, as well as total economic impact, including employment, household income, and tax revenue in the broader economy.


     2019 Annual Report Thumbnail

    2019 ANNUAL REPORT

    Every year, Visit GPS releases a report highlighting key stats and results within each department to summarize the organization’s overall impact to Greater Palm Springs.


     Sales & Marketing Plan Cover

    2019 SALES & MARKETING PLAN

    The 2019 Sales & Marketing Plan outlines the CVB's strategy and execution of all marketing initiatives developed through research and collaboration, including key market prioritizations and detailed strategies such as co-ops, digital campaigns and increased brand awareness.


     Destination Development 2016

    2016 DESTINATION DEVELOPMENT PLAN

    Working with leading strategic agencies Minding Your Business and Convention, Sports & Leisure, the CVB created a Destination Development Plan in mid-2016 as a blueprint for short-term and long-term success, with goals for growing visitation and resultant jobs for all travel segments, from leisure to meetings.


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     Sales & Mkting_Destination Next Logo

     

    2019 DESTINATIONNEXT 

    In 2019, Visit GPS commissioned NEXT Factor to administer a DestinationNEXT study for Greater Palm Springs. The study measured destination strength and community support for tourism development to ensure the destination and nine cities are aligned and moving in the right direction.


    Consumer Image Awareness Study

    2018 CONSUMER IMAGE AWARENESS STUDY

    Visit GPS partnered with Strategic Marketing & Research Insights (SMARInsights) to identify consumer perceptions of the destination and what attitudes and viewpoints may have changed since the original study was conducted in 2011.


    Relocation Study

    2018 GREATER PALM SPRINGS RELOCATION STUDY

    Visit GPS collaborated with fuseResearch to develop, conduct and analyze a survey to assess the interest level among a targeted sample set in relocating to Greater Palm Springs for a preferred employment opportunity.


    Meetings- Image & Awareness Study

    2018 IMAGE & AWARENESS STUDY - MEETINGS

    Visit GPS commissioned Destination Analysts to conduct a Meetings Image Study that revealed important insights on how to optimize Greater Palm Springs’ brand messaging for groups and grow our meetings market.


    Economic Impact- Canadian Visitors

    2017 CANADIAN ECONOMIC IMPACT REPORT

    Visit GPS contracted Tourism Economics to undergo an in-depth analysis of Canadian visitor spending across various sectors, including lodging, food, retail and recreation, and its impact on the destination.


    2017 Economic Impact of Tourism

    2017 ECONOMIC IMPACT OF TOURISM

    To gain insight into the overall economic impact of tourism in Greater Palm Springs, Visit GPS contracted with Tourism Economics to undergo an in-depth analysis of visitor spending and its impact on the Coachella Valley. Visit GPS conducts economic research every odd year. 


    2017 Economic Impact of Tourism - Executive Summary

    2017 ECONOMIC IMPACT OF TOURISM - EXECUTIVE SUMMARY

    The Executive Summary of the 2017 Economic Impact Study features the study's key results, including total visitor spending, tax revenues and tourism-supported jobs as well as the increases in these sectors since 2015.


    The Economic Impact of a Proposed Hospitality Management Program

    THE ECONOMIC IMPACT OF A PROPOSED HOSPITALITY MANAGEMENT PROGRAM

    This study, prepared by Tourism Economics, analyzes the potential long-term economic benefits that the proposed hospitality management program at the CSUSB Palm Desert Campus would generate in Greater Palm Springs in terms of economic and fiscal impacts, including total economic output, labor income, jobs and taxes generated.


    Salton Sea Economic Impact Study

    SALTON SEA ECONOMIC IMPACT STUDY

    Visit GPS commissioned Tourism Economics to outline the potential damage to the tourism industry of Greater Palm Springs over a five-year scenario in which the degradation of the Salton Sea continues without effective remediation.


    Revitalized Salton Sea: Potential Economic Benefits

    REVITALIZED SALTON SEA

    Visit GPS commissioned Tourism Economics to analyze the potential economic benefits of a hypothetical future scenario with a revitalized Salton Sea. 


    The Economic Impact of a Fully Utilized CSUSB Palm Desert Campus

    THE ECONOMIC IMPACT OF A FULLY UTILIZED CSUSB PALM DESERT CAMPUS

    This study, prepared by Tourism Economics, analyzes the potential economic benefits the CSUSB Palm Desert Campus master plan would generate in Greater Palm Springs in terms of economic and fiscal impacts, including total economic output, labor income, jobs and taxes generated.


    Non-Primary Residences by Location of Owner

    NON-PRIMARY RESIDENCES BY LOCATION OF OWNER

    Visit GPS commissioned Lauren Schlau Consulting to analyze a net sample of 66,578 Greater Palm Springs properties, identified as both single family and condo properties (many in both categories with multiple owners) to determine the total number, percentage and actual ownership for the properties in the destination, as well as for each of the nine cities.


    2015 Visitor Intercept Study

    2015 VISITOR INTERCEPT STUDY

    In October 2014, Visit GPS contracted Custom Intercept Solutions of Minneapolis to launch a 12-month Visitor Profile and Perceptions Study, which proved beneficial to both Visit GPS and its Partners as an important resource for sales and marketing planning, as well as attracting new and increased visitation.

Industry Trends & Reports 


Research_DI Logo

July 26, 2021: Optimism about the coronavirus situation in the U.S. has plummeted and regression in safety perceptions has caused Americans to feel that ground has been lost on the progress made towards a return to normalcy. The Delta variant is also disrupting Americans’ trip plans with 25.4% having postponed an upcoming trip and 18.9% cancelling a trip specifically due to the Delta variant.

You can learn more about this latest research from Destination Analysts via this link.


girl traveling by car

July 7, 2021: U.S. Travel’s Recovery Insights Dashboard show the travel recovery continuing to brighten as virus fears recede. Travelers are back on the road, as auto trips in May matched pre-pandemic levels. Air travel took a large step forward, and trailed 2019 levels by 33% in May. Boosted by leisure travel, hotel demand recovered to within 13% of 2019 levels and short-term rental demand is now 17% above pre-pandemic levels. Over two-thirds of travelers now feel safe traveling outside of their community and 87% have travel plans within the next six months. Business travel sentiment also continues to improve, as 55% of U.S. companies that are not currently traveling plan to resume domestic business travel within the next three months. This mounting optimism is visible in forward-looking indicators, as DMO/CVB website organic search sessions surged to 23% above 2019 levels in the first half of June

U.S. Travel members may access the dashboard via this link.


Couple in Car in Desert

June 23, 2021: After more than a year of lockdowns and traveling restrictions, 43 million people are expected to be hitting the road this July 4th weekend, surpassing Memorial Day travel this year and pre-Covid-19 levels of 2019. The prediction comes from Arrivalist, the travel industry’s location intelligence platform tracking consumer road trips via its Daily Travel Index.

Arrivalist predicts road trips this Fourth of July holiday will be up 25% this year versus 2020, when many festivities were cancelled amid the Covid-19 pandemic. Travel is even expected to exceed pre-Covid-19 levels by 3.8% compared to 2019 road trip activities, an Arrivalist spokesperson said.

You can view the full article in Skift via this link.

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