Plans, Research & Reports

2023 Marketing Plan
Our Sales and Marketing efforts are continually evolving. We strive to continue to be accountable and measurable. Learn about our plan and initiatives for 2023. 


2022 SoIN Image & Halo Effect Research
We partnered with Longwoods International, a premier research firm in the tourism industry to conduct an image and halo effect study. Longwoods was engaged to conduct a program of research designed to provide Southern Indiana with data and insights into travelers’ perceptions of Southern Indiana. The study specifically profiled key travel motivators, the image of SoIN that are important to travelers, strengths and weaknesses versus competitors, image versus product delivery, awareness of SoIN's advertising and the "halo effect" of SoIN's advertising. 


2022 Visitor Guide Conversion Study
We reached out to over 5,000 people that requested our 2021 visitor guide last year and sent them a survey. We sent the survey to only the people we had email addresses for that requested a survey last year. We asked them a handful of questions but the main one being, "Upon receiving our visitor guide, did you travel to Southern Indiana?" See the results by clicking the link below. 


2022 Marketing Plan
Our Sales and Marketing efforts are continually evolving. We strive to continue to be accountable and measurable. Learn about our plans and initiatives for 2022.


2021 Annual Report
Our annual report covers lodging, financial, marketing, sales, and services performance. To better understand SoIN Tourism by the numbers, read this report. 


Southern Indiana Conference Center Feasibility Study, Phase I, January 2022
Market analysis and feasibility study for a proposed conference center in Southern Indiana. This report provides an analysis of the economic, demographic, and market characteristics of Clark and Floyd Counties, as well as the broader region; outlines current trends within the conference and convention industries; identifies and analyzes key characteristics of regional and comparable facilities; summarizes key observations from interviews with stakeholders, and provides preliminary facility programming recommendations. 


2021 Google Analytics
To understand how our website traffic works and to see our numbers you can view this report. We continue to make strides year over year and continue to increase website traffic and hit other key performance indicators on a yearly basis when it comes to our website.


2021 Resident Sentiment Study
Longwoods International’s Resident Sentiment Research looks at public perceptions from all sides, including the positives and negatives of economic development, environmental impacts, overtourism, quality of life, and other areas. This research will provide destinations with a unique opportunity to create a well-informed engagement strategy with locals on the subject of tourism in their communities. By understanding where public opinion lies from both positive and negative perspectives, destinations can work more effectively with local partners to increase support for tourism development efforts.


Persona Survey
We conducted this survey to learn more about our consumer newsletter subscribers who are not residents of Clark-Floyd Counties. The survey data will allow us to better market to our consumers as well as better create personas for our marketing plan. View this data to see our audience's characteristics, the types of people we are reaching with our messaging, and the visitors interested in our region.


2020 Google Analytics
To understand how our website traffic works and to see our numbers you can view this report. We continue to make strides year over year and continue to increase website traffic and hit other key performance indicators on a yearly basis when it comes to our website.


2020 Annual Report
Our annual report covers lodging, financial, marketing, sales, and services performance. To better understand SoIN Tourism by the numbers, read this report. 


Overnight Visitation Report
In order to better understand overnight and day visitation to Clark and Floyd counties, we conducted research focusing on where visitors are coming from that are staying overnight and coming for day trips, percentage of overnight visitors and day visitors, length of stay, type of trip and days of the week our visitors are traveling. 


2019 Google Analytics
To understand how our website traffic works and to see our numbers you can view this report. We continue to make strides year over year and continue to increase website traffic and hit other key performance indicators on a yearly basis when it comes to our website. 

Southern Indiana