VGPS RESEARCH

Looking Ahead 2025

Visit Greater Palm Springs recently held a successful in market kick-off meeting with Downs & St. Germain Research to initiate a year-long Visitor Intercept Study, which will take place throughout 2025. Conducting this study is a part of our ongoing commitment to enhancing the visitor experience and strengthening our strategic initiatives. This study will provide valuable insights to better understand our visitor demographics and their spending patterns, travel motivations, seasonality of visits, transportation and lodging preferences, attractions visited, and destination experience. We look forward to sharing more on this as we move forward.     

Annual Recap 2024

In 2024, VGPS made significant strides in understanding and enhancing our economic landscape. We finalized planning for our Visitor Intercept Study in December and launched Phase 1 of this study at the first of the year. 

Each of the following studies contributes to our ongoing efforts to optimize economic development, enhance our community impact, and inform strategic decisions that support our region’s long-term prosperity. 

Tourism Economic Impact Study (Completed Each Year Since 2019)

VGPS commissioned Tourism Economics for the 2023 Tourism Economic Impact Study. While we saw an increase in both visitor volume and spending, the growth wasn’t as rapid as what we observed during the COVID-19 boom.  

The study indicates that while the industry is still experiencing growth, the rate at which it’s expanding seems to be leveling out. Below are some key findings from that study:   

• Visitors to Greater Palm Springs spent $7.4 billion in 2023, an increase of 4.5% over the prior year. 
• The direct visitor spending impact of $7.4 billion generated a total economic impact of $9.0 billion in Greater Palm Springs in 2023 including indirect and induced impacts. This total economic impact sustained nearly 51,000 jobs and generated $851 million in state and local tax revenues in 2023 
• The area welcomed 14.4 million visitors, a 2.1% increase over 2022. 

Click  HERE to view the full version of the report.  

Please note: The economic impact studies analyze data over the course of a full year. The 2024 data collection will begin soon, and the we expect findings to be released in Q2. 

STVR Economic Impact Study: (Completed Each Year Since 2019)

A significant share of visitors to the Coachella Valley stay in short-term vacation rentals (STVRs), and their spending drives much of the local jobs and income. To quantify the economic significance of the short-term vacation rentals in Greater Palm Springs, VGPS commissioned Tourism Economics for the 2023 STVR Economic Impact Study.

Some key highlights of the study are outlined below: 

• Just under 1.3 million visitors staying in STVR accommodations accounted for 19% of total overnight visitor volume in the Coachella Valley. 
• STVR visitor spending was $938 million in (CY) 2023, accounting for 21% of total overnight visitor spending, excluding second homes, in the region. 
• Direct spending generated $1.1 billion in total business sales, including indirect and induced impacts. This total economic impact sustained 4,514 jobs and generated $136 million in state and local tax revenues in 2023. 

The full version of that report can be found  HERE.   

Amateur Sports Complex Feasibility Study

VGPS commissioned Conventions, Sports & Leisure International (CSL) to conduct a feasibility study of a potential new Amateur Sports Complex. The purpose of the study was to assist Visit Greater Palm Springs and other stakeholders in evaluating key market, program, financial, economic and ownership/management aspects of a potential new Amateur Sports Complex in the Greater Palm Springs / Coachella Valley area. The report outlines the findings associated with the analysis. The full report should be reviewed in its entirety to gain an understanding of analysis methods, limitations, and implications.  

The full version of that report can be found HERE. 

Economic Impact of Acrisure Arena

Acrisure Arena is an 11,000-seat multipurpose live entertainment venue built for AHL hockey, live music, and events. The arena opened in December 2022. During the first year of operations, the arena attracted attendees from around not just the region but also the country, which drove significant economic activity that supported businesses, households, and government finances in Greater Palm Springs. In an effort measure that economic impact, VGPS commissioned Tourism Economics to conduct the 2023 Economic Impact Study of the Arena. Below are some key findings from that study: 

• Acrisure Arena welcomed 850,400 attendees across 117 events in calendar year 2023, the first full year of operations. 

• Acrisure Arena’s direct spending impact of $99.2 million generated $138.6 million in total business sales in the local economy and supported 1,867 part-time and full-time jobs and generated $19.9 million in total state and local taxes. 

Click  HERE to view the full version of the report.  

Analysis of Destination Marketing in Greater Palm Springs: (Completed Every Two Years)

Because Tourism Business Improvement Districts (TBIDs) are an increasingly important source of marketing funding that enable the cities to compete effectively with regional destinations, Visit Greater Palm Springs partnered with Tourism Economics to conduct a TBID Benefits Study. Below are some key findings from that study.  

• VGPS group sales generated $157 million in lodging revenue in 2023.  

• In 2023 VGPS leisure marketing activities drove $382 million in lodging revenue.  

• Larger hotels and resorts benefitted most from VGPS activities, with 60% of leisure marketing benefits, 100% of group sales benefits, and 72% of overall benefits.  

• Short-term vacation rental properties increased their share of generated benefits to 35% of leisure marketing and 25% overall. 

• The benefits accrued to TBID properties versus non-TBID properties increased to 87% overall in 2023. 

The full version of that report can be found HERE.   

Current and Past Research & Reports

As a reminder, you can explore prior VGPS research and the latest industry trends and  updates on our website’s Research & Reports page. This dedicated section serves as a  valuable resource, offering industry insights, market shifts, and innovative practices, allowing stakeholders the ability to strategically adapt their offerings, marketing strategies, and infrastructure to meet consumer demands in our ever-evolving global market. 

For more information about Visit GPS research, please contact: 
Rebecca Kirkpatrick 
Analytics Manager 
rebecca@visitgreaterps.com | 760.969.1325