Tourism conducts regional, national, and international advertising to attract visitation to the state with a national agency of record (AOR). The budget is developed on a biennial basis, the FY20 media buy was approximately $5.6 million (Winter $674,000 Summer $4,920,609).
The Wyoming Office of Tourism (Tourism) is committed to inspiring overnight leisure travel from key markets, both domestic (U.S.A.) and international. Tourism will continue to optimize statewide economic impact by delivering innovative, effective marketing and partnership programs. This includes leveraging the momentum of the industry’s support and participation— focusing on gap areas and shoulder seasons; and attracting international visitors who tend to stay longer, spend more, and often travel off the beaten path. To support these efforts, Tourism will deploy a fully integrated marketing campaign and will continue to measure consumer conversion paths across the trip planning lifecycle. Understanding the consumer and the trip planning lifecycle allows Tourism to provide more responsive and personalized content to not only inspire visitors to travel to and within Wyoming, but also to help shift consumer behavior—dispersing visitors to lesser-known attractions and encouraging shoulder season travel.