Objectives
The goal of the Travel & Tourism marketing plan is to increase visitor spending statewide by developing several markets: domestic and out-of-state leisure, international and group, as well as niche markets like nature-based, agritourism and culture/heritage. To accomplish this, Kansas Travel and Tourism Division Consumer Marketing programs work to achieve the following objectives:
- Educate and engage consumers in the Kansas image and use this to differentiate Kansas from its competitors
- Carry the Kansas image through all contact points with the consumer and across all program areas of Kansas Travel and Tourism Division
- Build awareness of Kansas tourism opportunities among our key target audiences
- Motivate consumers to actively seek more information about the state sites, events, and activities
- Stimulate itinerary planning and increase length of stay decisions before arrival through such collateral materials as the Kansas Travel and Tourism website and the Visitors Guide
- Promote Kansas through public relations and group travel
- Create industry cooperative marketing opportunities such as print, broadcast, and electronic advertising, public relations, and group tours
- We encourage the Kansas tourism industry to participate in print, digital and broadcast marketing media initiated by Kansas Travel and Tourism. Please refer to to the criteria for participation.
