Packaging our Strengths
Kansas City positions itself as a preferred destination for business and leisure travel.

by Rick Hughes

Abundant challenges face the travel and tourism industry on a national and international scale. From the economy to the war, travel-related illnesses and terrorism alerts, the hospitality industry has suffered some major setbacks over the past several years. But what keeps the industry alive is the fact that people want to-- and need to--travel for business and pleasure.

The issues affecting the world travel environment also impact Kansas City. The metro area benefits from an influx over $3 billion annually from visitor spending, creating thousands of local jobs. Ask any hotel or restaurant and they'll tell you business travel was on the decline before the September 11 terrorist attacks. But there is hope on the horizon. If Kansas City correctly packages its strengths, and if the local community gets on board as destination boosters, recovery is certain.

The second wave of the War Impact Survey produced by the Travel Industry Association of America (TIA) shows that war came and went without devastating the travel and tourism industry. The survey did show that certain sectors such as airlines and outbound travel continue to be severely affected but overall travel intentions remained stable. Currently, 82 percent of Americans plan to take at least one trip this spring or summer. What became clear in the second wave of the survey is that the sluggish economy continues to have a greater effect on the travel industry than world events.

The Convention and Visitors Bureau of Greater Kansas City strives to be a destination leader for the area--not just a destination promoter. To that end, we will develop a tourism infrastructure master plan incorporating such key areas as new attractions, transportation links and signage. The organization's 2003-04 Business Plan plays to KC's strengths, examining emerging trends we can leverage in attracting visitors to the area.

For example, current marketing efforts are focused on short-term business--bringing people to Kansas City this summer for a vacation. Our largest summer television campaign to-date is saturating the airwaves in our key markets--St. Louis, Omaha, Wichita and Des Moines. To generate interest, the Bureau is giving away a Harley-Davidson V-Rod motorcycle (made in KC) to a visitor at the end of the summer. We are forming alliances with local arts organizations to promote cultural tourism, a burgeoning market for travel.

We are also focusing on the critical need for long-term business. Meeting planners are responding favorably to our message that KC is putting massive resources into building a better destination for conventions and a more memorable visitor experience. The first important step in our ability to capture conventions for future years was the green light given by KCMO voters in Nov. 2002 for a $74 mil. expansion, renovation and technology upgrade of the Kansas City Convention Center. The centerpiece of the 135,000 square-foot expansion includes a 40,000-square-foot grand ballroom/multipurpose space, enhancing the city's appeal to convention planners.

The city's rich mosaic of cultural assets is also being expanded. Plans for a downtown performing arts center and expansion of the Nelson-Atkins Museum of Art are attracting national interest. As new attractions continue to open across the metropolitan area, Kansas City's image as a premier Midwest destination continue to be elevated.

As ambitious as these efforts are, they will go nowhere in moving Kansas City forward unless our residents realize the incredible attributes of their own home town. Area residents can and should be this city's strongest sales tool. A majority of leisure travelers come to the area to visit friends and relatives. Kansas Citians should take these opportunities to showcase our unique collection of attractions and sites to their guests.

A well-informed team of hospitality workers is another powerful sales tool for our destination. We are also working with area attractions in hosting KC's first-ever “Hospitality Days,” May 24-June 8. This is a cooperative effort to encourage frontline hospitality employees to get out and explore the attractions of Kansas City by distributing 50,000 coupon books that offer special discounts for admission.

Increasing Kansas City's profile as a visitor and convention destination is a team effort that must involve the residents of the area. By effectively packaging and promoting our many strengths, Kansas City will emerge as a favored place to visit, meet and live.

Rick Hughes is President & CEO of Convention and Visitors Bureau of Greater Kansas City. He may be reached at 816.691.3815 or by e-mail at rhughes@visitkc.com.