Destination Marketing ROI Calculator
Calculate return on tourism marketing spend from incremental visitor revenue and economic impact.
Inputs
$
$
nights
%
Results
Marketing ROI
1,775%
Direct Visitor Revenue
$1,875,000.00
≈ 4 average U.S. homes
Total Economic Impact$3,375,000.00
Tax Revenue Generated$150,000.00
Cost per Visitor$20.00
Revenue per Marketing $$18.75
Jobs Supported31.3
How to Use This Calculator
- Enter total Marketing Spend for the campaign or period.
- Set the number of Incremental Visitors attributed to the marketing effort.
- Enter the Average Daily Spend per Visitor and Average Stay Duration in nights.
- Set the Tourism Tax Rate (%) to calculate tax revenue generated.
- Review Marketing ROI, Direct Visitor Revenue, Total Economic Impact, and Cost per Visitor.
How the result changes with Marketing Spend
| Marketing Spend | Marketing ROI | Direct Visitor Revenue |
|---|---|---|
| $5,000,900.00 | -62.5% | $1,875,000.00 |
| $17,500,650.00 | -89.3% | $1,875,000.00 |
| $32,500,350.00 | -94.2% | $1,875,000.00 |
| $45,000,100.00 | -95.8% | $1,875,000.00 |
What each input means
- Marketing Spend
- Total marketing and advertising budget.
- Incremental Visitors
- Additional visitors attributable to marketing.
- Avg Daily Spend per Visitor
- Average daily visitor spending (lodging, dining, attractions, shopping).
- Avg Stay Duration
- Average visitor stay duration.
- Tourism Tax Rate
- Combined hotel, sales, and tourism tax rate.
How this is calculated
Worked example, using the default values
- Identify Input Parameters4 parametersMarketing Spend = 100000, Incremental Visitors = 5000, Avg Daily Spend per Visitor = 150, Avg Stay Duration = 2.5 = 5 input(s) provided
- Calculate Marketing ROIMarketing ROI1775 = 1775
- Calculate Direct Visitor RevenueDirect Visitor Revenue1875000 = $1,875,000
- Calculate Total Economic ImpactTotal Economic Impact3375000 = $3,375,000
- Calculate Tax Revenue GeneratedTax Revenue Generated150000 = $150,000
Engine last updated .
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