Plans, Research & Reports
Annual Report
SoIN Tourism continues to enhance the visitor economy in Clark and Floyd counties. Click the link below to see the 2024 annual report and understand SoIN Tourism by the numbers.
Marketing Plan
SoIN Tourism’s primary objective is to attract visitors to our community for weekend getaways, group tours, sports tournaments, business meetings, and other excursions. Each year, we develop a comprehensive marketing plan to guide our efforts in promoting our area. Click the link below to learn about our 2025 plan and initiatives.
Strategic Plan
SoIN Tourism has outlined three strategic goals for 2024–2026: Champion Destination Enhancing Development, Advocate for Destination Experience Upgrades, and Continue to Build Awareness, Appreciation & Support for the Visitor Industry and SoIN Tourism. Click the link below to read the full plan.
Resident Sentiment Survey
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 provides 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.
2022 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.
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.
Southern Indiana Conference Center Feasibility Study
Market analysis and feasibility study for a proposed conference center in Southern Indiana.
Phase I of the 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.
Phase II of the study included a site analysis of four sites based on 28 criteria that are critical to the development and operational effectiveness of a conference center.
Phase III of the study provides an overview of funding strategies available to SoIN Tourism and its partners for the conference center project; a summary of various public-private partnership structures and models; drawings and schemes for the Clarksville and Jeffersonville sites, along with preliminary cost estimates and hypothetical capital stacks; an assessment of the project's various risks along with strategies for mitigating those risks; and recommendations for both the site and management structure of the facility. It also provides a recommendation for the preferred site and an initial funding strategy.
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.
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.
