Orlando is to host US trade show IPW in 2015, with the Florida city hopeful it will reap the tourism benefits now being called the “IPW effect”.
Speaking at IPW in Chicago this week, US Travel Association president and chief executive Roger Dow highlighted the economic value created by the annual event.
A recent report by Rockport Analytics found the value of last year’s event, held in Las Vegas, to be an estimated visitor spend of $1.6 billion on goods and services over the next three years, with a direct economic impact on the city's economy of $891 million.
“The brand exposure the city gets as a result of the show creates an additional 1 million visitors for the city. We call it the IPW effect,” Dow said.
“It delivers more to the city than the Super Bowl by many times. In fact, IPW keeps giving and giving for years to come.”
The positive effects of hosting the event have already been noticed by the city of Chicago, the host of this year’s event. As a result, authorities have upped their goal of achieving 50 million visitors by 2020 to 55 million.
Benefits of the show for US tourism as a whole include the attraction of 8.8 million additional international visitors, an increase in total international visitor spend of $28 billion and $4.7 billion in direct bookings to US destinations over a three year period. That all equates to a $16 billion contribution to US GDP, supporting 114,900 jobs annually.
In addition, the US as a whole looks on track to achieve 2021 growth targets ahead of schedule.
Dow underlined the role of fledgling destination marketing organisation Brand USA in delivering those increases.
“It’s evidence that the US government is beginning to understand what so many countries have understood for decades,” he said. “Brand USA has done some terrific things.”
He stressed that the renewal of Brand USA is a “top priority” for the association, with a bill expected to be introduced to the house this week regarding the matter.
“There’s a lot of support for that,” he said.
Meanwhile, Orlando promised IPW delegates that next year’s event will showcase the city’s range of new attractions, hotels, retail, dining and entertainment venues.
The trade show will include custom tours and evening events at Walt Disney World Resort, Universal Orlando Resort and SeaWorld Orlando.
The destination has significantly evolved since it last hosted IPW five years ago, according to its tourism body.
“From The Wizarding World of Harry Potter and a $200-million-dollar retail, dining and entertainment complex steps from the Orange County Convention Center to a brand new Shamu show and New Fantasyland, attendees won't want to miss what's in store for IPW 2015,” it said.