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 email@example.com. If you have questions on downloading these reports, please contact Krystal Kusmieruk, firstname.lastname@example.org.
To view archived research and reports, click here.
Visit GPS Research & Reports
NON-PRIMARY RESIDENCES BY LOCATION OF OWNER: NOVEMBER 2021
The study estimates remote home ownership in the Coachella Valley, tracking non-owner occupied homes by the location of their primary mailing address. To view this study, click here.
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 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.
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 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
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.
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.
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.
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.
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.
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.
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.
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
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
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
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
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
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
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
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
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
December 8, 2021: MMGY Global’s latest survey of U.S. adults revealed that 45% of respondents who are familiar with the Omicron variant are less likely to travel in the next three months because of related concerns. Interestingly, unvaccinated travelers’ intentions appear to be far less impacted than those of the vaccinated. The survey found 39% of vaccinated adults familiar with Omicron say news of the variant has no impact on their likelihood to travel in the next three months, while the majority (71%) of those who are unvaccinated say this news does not impact their likelihood to travel.
You can view the full report summary via this link.
November 3, 2021: Latest research updates from U.S. Travel include:
- Travel spending improved to 9% below 2019 levels in September, after falling for the first time since January in August
- As travel demand softened somewhat after the summer travel season, travel prices declined from a high of 6% above 2019 levels in July to 4.4% in September—even as motor fuel prices remain high
- Hotel booking windows are starting to extend somewhat in October—bookings greater than one month out are now just 3% below 2019 levels and bookings within one week are 6% above
- Two-thirds of business travel suppliers and planners reported their companies allow non-essential domestic business travel, up from 61% in September
- Overseas travel to the U.S. weakened last month, from -76% in August to -79% in September (compared to Sept. 2019)
U.S. Travel member may access the organization’s recover dashboard via this link.
October 31, 2021: Recent findings from Destination Analysts’ Coronavirus Travel Sentiment Index include:
- Many Americans are looking at lifestyle changes, primarily centered on transforming their relationships with themselves, their family and work.
- Using travel as a means to deeply connect with their friends and family, traveling more sustainably and with a greater environmental consciousness, and a greater focus on outdoor activities.
- Americans continue to regain normalcy lost to the Delta-variant surge.
- 83.8% of American travelers currently have trip plans, with 53.0% traveling at least once in the next three months.
- Business and convention/group meetings travel is rebounding.
- Despite the strong desire for travel, Americans are more conscious about their spending.
- Travel advertising has a significant opportunity to be more inclusionary. Just 36.1% say they see people they identify with commonly featured in travel advertising and only 38.1% feel travel advertising is designed with people like them in mind.
You can learn more via this link to Destination Analysts.
October 10, 2021: The latest Smith Travel Research (STR) data for Greater Palm Springs continued the trend of record breaking average daily rates (ADR) for the fifth straight month (May, June, July, August & September 2021) as well as nearly matching 2019 occupancy levels in those same months. Records have also been reached at Palm Springs International Airport as well with record passengers in June, July, August & September.
You can view more research from Visit Greater Palm Springs via this link.