Metro Region Visitor Profile Kevin Hanstad August 25, 2010
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Document Objective Metro Region Visitor Profile Data Charts
Table of Contents 2 2
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The purpose of this document is to identify the demographic and
behavioral profile of the people visiting Minneapolis. The source
of data for this exercise is a report entitled The Economic Impact
of Expenditures By Travelers On Minnesotas Metro Region and The
Profile of Travelers, published in January 2009. This report
resulted from a study commissioned by Explore Minnesota, the
University of Minnesota Tourism Center and the Metro Tourism
Committee. The research was conducted by Davidson- Peterson
Associates of Kennebunk, Maine. The data for the study was
collected from June 2007 through May 2008 and represents those
visitors to the entire Minneapolis-St. Paul metropolitan area.
Document Objective 3
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The Metro Region visitor profile is: Male or Female (50% / 50%)
30 to 59 years of age (67%) Income between $35,000 and $125,000
(63%) Caucasian (90%) Traveling on vacation or for personal reasons
(70%) Shop, especially at the Mall of America (60% / 33%) Visit
family or friends (27%) Enjoy the dining and nightlife (69% / 19%)
Participate in outdoor activities (27%) See the city sites (21%)
Visit museums (20%) Attend a fair or festival (19%) Party of two to
three people, most often without children (70%) Most likely to stay
in a hotel for three to four nights (67%) Uses the Internet or
word-of-mouth when making travel plans (62% / 41%) Spends $135 per
day per person 4 Visitor Profile Source: The Economic Impact of
Expenditures By Travelers On Minnesotas Metro Region and The
Profile of Travelers, January 2009
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The Metro Region visitor profile presented on the previous page
was derived from the data charted on the following pages. The full
report from which this data was sourced is available for review.
Data Charts 5
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Metro Visitor Profile: Age and Gender 6 6 Average Age: 44.8
Years Two-thirds of visitors are between the ages of 30 and 59.
Gender is evenly split. AgeGender
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Metro Visitor Profile: Income and Ethnicity 7 7 Two-thirds of
visitors earn between $35,000 and $125,000. Almost all are white.
Median Income: $74,000 IncomeEthnicity
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Metro Visitor Profile: Residence 8 8 One-third of visitors are
from Minnesota. One out of five are from the Minneapolis-St. Paul
area.
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Metro Visitor Profile: Trip Purpose and Length of Stay 9 9
Almost three-fourths of visits are vacation or personal. Average
length of stay is 3.5 nights. Wedding, funeral, medical, etc. Trip
PurposeLength of Stay Average Nights: 3.5
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Metro Visitor Profile: Travel Party Composition 10 Average
travel party size is 2.6 people. Seven out of ten travel parties do
not include children. Travel Party SizeChildren in Travel Party
Average Travel Party Size: 2.6
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Metro Visitor Profile: Lodging 11 Two-thirds of visitors stay
in a hotel, motel or historic inn.
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Metro Visitor Profile: Activities 12 Dining out and shopping at
the Mall of America are popular activities.
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Metro Visitor Profile: Activities 13 Visiting friends or
relatives and attending fairs/festivals are other primary reasons
for visiting the Metro Region.
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Metro Visitor Profile: Activities 14 About a quarter of
visitors take part in outdoor activities.
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Metro Visitor Profile: Number of Trips and Planning 15 Metro
visitors take trips in Minnesota about once a year, and use the
Internet and word-of-mouth as their primary planning sources.
Minnesota Trips in Last 5 YearsTravel Planning Sources Median
Trips: 4.0
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Metro Visitor Profile: Number of Visits 16 17.9 million
person-visits were made to the Metro Region during the 12-month
period from June 2007 to May 2008. One-quarter of those were day
trips. 73% 27% Person-visit = one person on a day trip or one
person staying overnight in one accommodation for one or more
nights
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Metro Visitor Profile: Expenditures 17 Visitors spent $6.2
billion in the Metro Region during this same 12-month period.
73%
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Metro Visitor Profile: Expenditures 18 Estimated Average
Visitor Expenditures Per Person Per Day 73%
