State bullish on future of Indiana tourism
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As a subscriber you can listen to articles at work, in the car, or while you work out. Subscribe NowFrom the shores of Lake Michigan to the banks of the Ohio River, tourism in Indiana has grown into big business, generating an estimated $3 billion in federal, state and local taxes, according to a 2023 Rockport analytic study.
Visitor spending has increased 7% since the COVID-19 pandemic, Indiana’s spring tourism campaign has generated 176.5 million paid media impressions.
Amy Howell, interim CEO of the Indiana Destination Development Corp., says the economic impact of tourism is always the key focus, but the state is also shifting gears a little bit.
“We’re looking at up skilling our workers. We’re looking at supporting our existing businesses and fueling main streets and regionalization,” Howell told Inside INdiana Business Host Gerry Dick. “So we already promote regionally, but…we look at it as tourism is the welcome mat for people to come to the state. So if it starts with a visit, then people might want to live here or work here, or start a business here.”
Howell says some of Indiana’s newer attractions are creating a boost for tourism, including Indiana Dunes National Park and the recently reopened Indianapolis Motor Speedway Museum.
She also noted that agritourism, as well as tourism around Indiana’s rural areas remains a key focus for the IDDC as well.
“That’s where our main streets are, and we need to help those businesses gain attractions, like Huber winery in southern Indiana, the orchard, the winery, the vineyard, now the Starlight Distillery,” she said. “I mean, what a phenomenal place for families, for couples, for events, etc. in a rural area.”
Amy Vaughan, a former tourism director in Indiana and a clinical associate professor at Indiana University Indianapolis, says in order for Indiana to continue growing tourism, collaboration is key.
“We’ve always been outspent by our neighboring states—Kentucky, Michigan, Illinois. That’s always been a challenge,” Vaughn said. “I think we have always punched above our weight in terms of collaboration and partnerships among the tourism industry. So I think the more ways that we can continue to collaborate, that, I think, is a point of differentiation for us.”
Howell pointed to the recently launched nonstop flight from Indianapolis to Dublin, Ireland as a key example of collaboration being a boon for tourism and economic development in Indiana.
“We collaborate with partners all across our state, and that includes economic development, chambers, you name it,” Howell said. “We just want the word out of how great Indiana is, and that’s really what the key is. It’s the people. It’s our Hoosier hospitality.”