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Reno Tahoe USA 2013 Visitor Profile Survey


The Reno-Sparks Convention and Visitors Authority today released the results of a year-long survey of visitors to Washoe County. The vast majority of people who travel to Reno Tahoe USA are loyal the region, according the 2013 Visitor Profile Survey: 74 percent of the individuals polled had been to the destination at least twice in the last year, and an overwhelming 88 percent had previously visited Reno Tahoe within the last two years. Additionally, 82 percent of respondents gave a positive rating of their visit, and 73 percent said they will definitely, or will very likely, return. New data for 2013 also show an increase in family travel, up 8 percent from the 2011 poll.
“The 2013 visitor information is very promising,” said RSCVA President and CEO Christopher Baum. “It not only shows that the region is doing a phenomenal job of retaining loyal customers, but it also proves that the message of Reno Tahoe as a family friendly destination is drawing a new group of multigenerational visitors who are finding value, variety and excitement throughout the area.”
Results of the survey show visitors to Reno Tahoe USA in 2013 stayed longer, traveled in larger groups, and spent more money than respondents to the 2011 Visitor Profile Survey. The 79 percent who said they stayed at least one night in Reno Tahoe during 2013 reported an average length of stay of 4.32 nights, an increase of 0.83 nights from 2011.  
Of those surveyed, 89 percent treated at least a portion of their trip as a vacation, 48 percent did some gambling during their visit, and 60 percent said they enjoyed shopping while in Reno Tahoe. The most defined increases in activity, compared to the 2011 survey, were found in the 40 percent of respondents who said they attended special events, specific entertainment and live sporting events, as well as the 28 percent who said they conducted business or went to a convention while visiting. Both of those segments showed a 7 percent increase over 2011.  
The 2013 Visitor Profile Survey confirms that most visitors to Reno Tahoe live in the Western U.S. (53%), while 24 percent hail from southern states. The survey shows that 55 percent of visitors traveled by car, while 38 percent traveled by air. The survey also represents an 8 percent increase in visitors utilizing, reinforcing RSCVA marketing programs intended to drive traffic to the website.
The overall impact reported by those surveyed showed that, on average, visitors spent $685 each day of their visit, a 9 percent increase from 2011. 
EMC Research, Inc. conducted the internet-based survey of 2,000 individuals who visited Washoe County in 2013. All visitors surveyed were at least 21-years-old and reside in the United States or Western Canada. To be included in the survey, individuals must have visited the Reno, Sparks, Incline Village or Crystal Bay area the month prior to participating in the survey. The overall margin of error for the survey results is ±2.2%.

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