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Maryland and National Park System Announce Research on Chesapeake Bay as Major Tourism Driver
Tourism Offerings Strengthen Through Chesapeake Bay Storytellers Program
BALTIMORE, MD (April 27, 2023) – The Maryland Department of Commerce Office of Tourism Development has released the results of a study on the Chesapeake Bay as a major factor in visitor travel. The study was done to gain a comprehensive understanding of the role the Chesapeake Bay plays in vacation planning by identifying familiarity with the Chesapeake Bay and related attractions, such as heritage tours, beaches, waterfront towns, unique scenic drives, wildlife programs, and culinary experiences.
“By understanding what attracts travelers to Maryland, we can be more strategic in our support of tourism-related businesses on and around the Chesapeake Bay,” said Maryland Commerce Secretary Kevin Anderson. “Findings from this study can be leveraged to identify potential visitors and create meaningful and compelling campaigns to attract people to the region.”
The study was conducted in partnership with the National Park Service and finalized by Rockport Analytics. Key findings from the research include:
- Maryland welcomed 8.9 million visitors to the Chesapeake Bay region in 2021
- Visitor spending totaled $4.2 billion
- Visitor spending helped support 59,683 jobs, with a total of $1.94 billion in paid wages and salaries
- Visitor spending saved each household more than $266 in state & local taxes in Maryland
The study comes two years after the Maryland Office of Tourism Development and National Park Service Chesapeake Bay Gateways Network first conducted intensive educational and tourism training for Chesapeake Bay business operators through a program called “Chesapeake Bay Storytellers.” Graduates of the program serve as tourism ambassadors to the entire region.
“With more than 11,000 miles of coastline and endless tourism offerings, the Chesapeake Bay proves to be a powerful draw and economic driver for tourism in Maryland,” said Liz Fitzsimmons, managing director of the Office of Tourism Development. “The Chesapeake Bay Storytellers bring even greater value to visitors by sharing their meaningful and compelling experiences.”
A second class of Chesapeake Bay Storytellers graduated April 26, 2023. Participants received six weeks of coursework and experiential training on Chesapeake Bay heritage, industries, history, ecology, and recreation. The course fosters an ongoing network among Chesapeake Bay businesses.
“The National Park Service is proud to fund research and training beneficial to watershed communities, local businesses, and visitors through Chesapeake Gateways,” said Wendy O'Sullivan, superintendent of the National Park Service Chesapeake Bay Gateways Network. "The Chesapeake Bay Consumer Research and the newly expanded Chesapeake Bay Storytellers training program will increase opportunities for visitors to have authentic Chesapeake experiences throughout the watershed.”
To learn more about Chesapeake Bay Storyteller tours and excursions, visit our website. To view the full report, click here.
For media only: to arrange an interview with a Chesapeake Bay Storyteller, please contact Claire Aubel at 443-928-4346 or [email protected].
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About Maryland Department of Commerce Office of Tourism
The Maryland Office of Tourism is an agency within the Maryland Department of Commerce. Visitors to the state spent $16.4 billion on travel-related expenses in 2021. The Maryland tourism industry also generated $2.1 billion in state and local taxes, essentially saving each Maryland household $923 in annual taxes, and directly supported Marylanders with nearly 113,000 jobs. For more information, go to www.visitmaryland.org.
National Park Service Chesapeake Bay Gateways Network
Established by Congress in 1998, Chesapeake Gateways is a network of places and their partners, providing opportunities to enjoy, learn about and help conserve the Chesapeake Bay and its watershed managed by the National Park Service. Included in the network are assorted natural, cultural, historical and recreational sites, trails, museums, parks, refuges and interpretive and orientation facilities. For more information, go to https://www.nps.gov/chba/