Tourism In Ross County Sees Uptick Following World Heritage Designation
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(Chillicothe) – As the area approaches mid-summer, Ross County’s tourism season is well underway. The Ross-Chillicothe Convention & Visitors Bureau plays a pivotal role before, during, and after the season through its marketing and promotion efforts. While the community may not directly see the Bureau’s activities, which are targeted at travelers outside the area to encourage overnight stays, it certainly reaps the benefits of a robust tourism industry.
Since the inscription of the Hopewell Ceremonial Earthworks to the UNESCO World Heritage list, the Ross-Chillicothe Convention & Visitors Bureau has seen increased interest in visiting the area. Data shows that interest in Chillicothe and Ross County has increased significantly from both domestic and international travelers since the beginning of 2024. The Bureau analyzed traffic on its website and found an overall increase of 1,148% in users compared to the same period in 2023. This includes a 977% increase from within the United States, and remarkable numbers of international users, such as a 256,000% increase from Singapore, a 3,445% increase from China, a 1,900% increase from Ireland, and a 1,833% increase from France. There has already been some international travel to the Hopewell Ceremonial Earthworks, and this is expected to grow in 2025.
The Ross-Chillicothe Convention & Visitors Bureau markets the community to potential visitors through advertising, public relations, social media, and other strategies, highlighting the area’s attractions, events, accommodations, dining, shopping, and amenities. The Bureau also serves as a resource for visitors, providing information on what to see and do. This has evolved from solely printed materials to a strong digital presence through its website, social media outlets, and a free mobile app. This is made possible through collaboration with community partners to maintain accurate online listings, a comprehensive community events calendar, and efforts to work alongside local businesses, government agencies, and numerous tourism stakeholders. Most recently, the Bureau collaborated with the City of Chillicothe and Ross County to implement a new comprehensive wayfinding program to assist visitors in navigating area attractions, including the newly listed World Heritage sites in Ross County.
Funding is crucial for the Bureau to complete these tasks and effectively market the community as a destination. This funding comes from the 7.25% lodging taxes collected when visitors stay in lodging facilities such as hotels, cabins, and other short-term rental properties. This tax is not paid by residents or workers. Much like a sales tax, the lodging tax is collected on overnight stays and remitted quarterly. Of the 7.25% tax collected, 3% goes to the City of Chillicothe, 3% is received by Ross County and passed to the Visitors Bureau, and 1.25% funds the Convention Facilities Authority of Ross County.
By collecting lodging taxes, the Bureau can fund its promotional and marketing activities to attract more visitors, thereby increasing overall economic activity. The City of Chillicothe can utilize its funding to maintain and improve infrastructure, public services, and road repairs, as examples which benefits both residents and visitors. Additionally, tourism supports nearly 3,000 local jobs, and by generating revenue from visitors rather than residents, lodging taxes help reduce the need for higher local taxes. This means that residents save $608 per household on their annual tax obligations.
Tourism Economics, an Oxford Economics Company, released its most recent impact study for 2023. Tourism in Ross County generated a total of $155.9 million in direct impact through the food and beverage industry, retail sales, lodging, and recreation and entertainment sectors. This represents a 3.3% growth rate year-over-year, continuing the growth trend for Ross County.
A quick glimpse into historical data quantifies the impact that the Bureau has on tourism for Ross County. The return on investment from the marketing endeavors over the past decade can be reflected by the increase in lodging tax collections. In 2014, the Bureau operated on a budget of $258,733 from lodging taxes. Through strategic planning and implementation of marketing trends, the Bureau has increased interest and demand from visitors, generating a 102% increase in lodging tax since then. In 2023, the Bureau had an operational budget of $522,671 to execute its advertising and marketing strategies.
“I’m very grateful for the community that we serve. Chillicothe and Ross County is a destination that travelers want to experience, and we have the incredible attractions, outdoor recreation, lodging facilities, restaurants, and shopping that visitors want to enjoy,” stated Melody Young, Executive Director of the Ross-Chillicothe Convention & Visitors Bureau. “We’re very proud of the growth of tourism and the impact that it has for our partners, residents, and the community in general. As a community, we are rallying behind the inscription of the UNESCO World Heritage to allow us to share the amazing tourism assets on the world stage.”
To learn more about the Ross-Chillicothe Convention & Visitors Bureau and the tourism assets in Ross County visit www.visitchillicotheohio.com or stop into the office at 230 North Plaza Blvd.
