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The Impact of Tourism

Destination marketing organizations (DMOs) like Visit Baltimore are responsible for driving visitation to communities nationwide, bringing traveler spending that promotes economic activity and creates and supports local jobs. This spending is brought by leisure travelers, convention business, group tours, and more.

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The Coronavirus Impact

Due to the COVID-19 pandemic and the subsequent economic fallout, 58% of American DMOs have had to lay off or furlough staff and, nationally, 38% of all DMO travel workers are now out of work.

family walking along Inner HarborVisit Baltimore has laid off a dozen full-time staff, more than 40 part-time staff and furloughed 12 additional employees. Unfortunately, Visit Baltimore is ineligible for the Paycheck Protection Program—and most notably the loan forgiveness the program offers—and as a civic-oriented nonprofit, it is even more difficult for the organization to qualify for other types of SBA loans, denying us the capital we need to keep hard-working Baltimoreans employed and tracking toward economic advancement. In recent years, more than 86,000 local residents were employed by the tourism and hospitality industry; in a city where 70% of the workforce lacks the higher education required to access higher-paying jobs, sadly many tourism workers are out of a job and without a safety net.

DMOs are integral to our nation’s recovery effort. Visit Baltimore needs strong support and partnership from City leaders so that we can keep up the work that helps our community, our City, our state and nation get back on its feet.

Recent Cuts to Programs & Services

Due to budget cuts brought on by the COVID crisis, Visit Baltimore was forced to cancel or limit essential programs and services in FY21, including:

  • Cutting programs serving and supporting minority communities and small businessesBrittle making class at Natasha's
  • Halting most brand marketing activities, advertising campaigns, familiarization trips and promotional events
  • Closing the New York sales office
  • Shuttering Visit Baltimore’s education and training foundation
  • Closing the Visitor Center
  • Halting national public relations efforts

How Travel & Tourism Keep America Moving

Travel Improves Communities

Investing in tourism promotion stimulates visitor demand, which in turn generates tax revenue benefiting local residents. Lawmakers and community leaders who understand the value of travel and invest in it are able to reduce the tax burden on their constituents and are in a more favorable financial position to fund essential services that make their communities stronger.

Golden West Cafe in Hampden
Collaboration Creates Strong Neighborhoods

Investing in the improvement of a destination makes it more attractive not only to visitors, but also to talent. What may begin as an effort to bolster the livability of a place can turn into a travel boom that offsets costs and creates an unexpected tourism economy with lasting value.

DMOs Drive Economic Development

Quality of life is increasingly important to relocation decisions. Destination marketing organizations are skilled storytellers that can empower and enliven efforts to entice businesses to headquarter or grow in an area.

Destination Brands Boost Civic Pride

The residents of our community are ultimately the decision-makers—their opinions matter. Residents who take pride in their community are valuable advocates, ambassadors and storytellers, serving as a trusted resource to friends and family and other potential visitors. And, we know that more than 50 percent of travelers to Baltimore come here to visit friends and family. Local pride is the keystone of our forthcoming marketing campaign, and critical to our recovery as we emerge from the COVID crisis.

Destinations are Crisis Managers

Destination marketers are unexpected—but critical—resources during a crisis situation. During the COVID pandemic, Visit Baltimore has served as a source of credible information for both visitors and residents. As Maryland heads slowly into recovery and when the time is right, VB is uniquely positioned to get the word out that Baltimore City is open for business.

Destinations are Brands Worthy of Investment

Mecca Verdell in front of the American Visionary Art Museum

Brand awareness alone does not guarantee returns. The investment in cultivating brand affinity creates an emotional bond to a destination that will differentiate it from the competition and deliver greater long-term value for residents, small businesses and visitors alike. Visit Baltimore has created a new brand that positions the City as one of America’s most diverse, welcoming and inclusive travel destinations, where Black culture and heritage are celebrated every day. The time is now to take the lead in encouraging African American travelers (a group with HUGE spending power and an inclination to discover and get to know communities of color) to consider Baltimore for their next vacation, educational school trip, family reunion or group tour.


Visit Baltimore Merch

Show off your Baltimore pride in style with t-shirts, hats and hoodies featuring the Visit Baltimore logo. Plus get your hands on our one-of-a-kind posters.