When you think about tourism in New Orleans, you often think of the financial impact of the devastation of Hurricane Katrina. However, in just nine years since the storm, tourism in New Orleans is thriving, with the Big Easy ranked No. 9 in the CVent Top 50 U.S. Meeting Destinations List for 2014.
The travel industry in America supports 14.9 million jobs and generates $2.1 trillion in the American economy. This is one in every nine jobs. It is no wonder that tourism — especially repeat tourism — is vital.
To put it into perspective, tourism in New Orleans supports more than 70,000 jobs and $6 billion for the economy, drawing about 9 million visitors per year. With 123 hotels and 24,500-plus sleeping rooms in the city, tourist safety is paramount for hospitality stakeholders. Yet the news shows violence and unrest that makes travelers wonder if the city is safe.
New Orleans is now fighting back with initiatives such as community and police outreach, social media and marketing.
Crimes negatively impact a destination's reputation. Controlling crime and guaranteeing safety is necessary to positively impact the perception of the public. In rebuilding New Orleans' tourist industry, initiatives are in place to address the "perception" of tourist safety, which is often swayed by media coverage of events of violence.
Being proactive on local radio and television shows by highlighting safety initiatives is important. A designated media representative is vital in brand messaging. The development of marketing materials and social media sites are part of today's marketing campaigns.
Cities such as Orlando and New Orleans have also established special crime prevention units to protect tourists. Personnel must be specially trained in issues of interest to tourists, be extroverted when interfacing with the visitors, and be able to work with local associations and bureaus.
Patterned after the New York Police Department's traffic enforcement agents, civilian patrols that augment the local police are being rolled out in New Orleans.
Funding for the 50 uniformed civilians that comprise the "NOLA Patrol," is from the hotel industry. A portion of the city's hotel tax — 0.25 percent — is devoted for services in the French Quarter. Estimates are up to $200,000 each month under agreement with the New Orleans Convention & Visitors Bureau and the City Council.
Involving the police as active stakeholders for the tourist and convention bureaus is key in developing community coalitions to fight negative tourist stereotypes.
Over the July 4 weekend at the Essence Festival, the Crime Prevention Unit of the New Orleans Police Department was visible in the tourist areas on Bourbon Street, handing out flyers on tourist safety to business owners for further distribution, as well to tourists visiting the city.
Educating the tourist public on their role in securing their own safety is important and should not be overlooked.
