Greater Kokomo Visitors Bureau study reveals a major impact from travelers

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The latest economic impact study reveals that Kokomo’s tourism industry is thriving, driving significant growth and benefiting the entire Howard County community. Visitor travel and spending have risen substantially, positioning the tourism sector as a key contributor to local economic prosperity.

Commissioned by the Greater Kokomo Visitors Bureau and completed in August 2024, Certec Inc. conducted a study on the Economic Impact of the Kokomo/Howard County Tourism and Travel Industry, examining data from 2023 and comparing to the last study period of 2019.

The study found that visitors to Kokomo and Howard County contributed $252 million to Howard County’s economy in 2023. Of that, direct expenditures by visitors accounted for $181 million. That’s a 17.3 percent increase from the 2019 study period, when direct visitor spending totaled $107 million.

The spending came from over 1.7 million destination and pass-through travelers in Howard County in 2023, the study reports. In 2019, the study found, the community had 1.3 million total visitors. Primary expenditures went toward food and beverage, sporting events, shopping, outdoor recreation, and lodging purchases. 

While the community’s ability to attract a diverse range of visitors, from business and corporate travelers to those visiting friends and family, sports tourism has become a key driver of hotel demand.

A notable boost in the surge of visitor travel and spending from 2019 to 2023 is the opening of Championship Park in 2021. The sports complex has played a pivotal role in attracting visitors for youth sports tournaments. 

Photo/sportsplanningguide.com

“This new influx of sports-related tourism has had a direct impact on the local economy, spurring growth across many sectors, including restaurants, retail and lodging,” said Sherry Matlock, manager of the Visitors Bureau. “With business travel also on the rise, new hotels have opened recently in Kokomo, with more under construction to meet the growing demand.”

Economic benefits begin when a traveler to Howard County, either an Indiana resident or an out-of-state visitor, spends money in the county. The typical purchases of visitors include goods and services such as lodging, food and beverages, gasoline, souvenirs, admission fees, entertainment, or other retail goods. 

These direct expenditures create a ripple-like effect through the economy, including the creation of jobs.

According to the study, a total of 1,960 jobs in Howard County resulted from the tourism industry in 2023 — up from 1,576 jobs in 2019. Tourism-generated jobs provided $43 million in wages in 2023 to Howard County workers, up from $29 million in 2019.

“The flow of visitor spending throughout the community helps foster growth across a wide range of local businesses,” Matlock said. “From retail and restaurants to lodging and attractions, visitor spending fuels the local economy, creating jobs and supporting the continued development of Kokomo’s vibrant community.”

The Greater Kokomo Visitors Bureau commissions economic impact studies every three to four years to track and quantify the impact of visitor travel and visitor spending in Howard County.

“These studies help us gain valuable insights that guide our efforts to promote the region, create compelling experiences, and regularly evaluate visitor spending trends,” Matlock said. “Visitor spending is great for the community. It boosts local business, and its economic impact contributes to the community’s overall economic growth. This data helps us strategically invest in marketing, events, and partnerships that continue to grow Howard County as a destination for travelers.”

Certec Inc. is a Lexington, Ky.-based firm specializing in destination research and market analysis. Data was collected through tourism business surveys and on-site visitor surveys conducted earlier this year. 

The Greater Kokomo Visitors Bureau works to attract and enhance visitor travel to Kokomo and Howard County by promoting the area’s diverse attractions, amenities, venues, and rich historical significance. It plays a key role in facilitating group tours, meetings and sports tournaments, while providing promotional assistance to festivals and community events.

Additionally, it creates community marketing materials to help both visitors and residents make the most of their time in the area, ensuring they are informed and engaged with everything the Kokomo area has to offer.