Issue link: https://digital.copcomm.com/i/1541144
B M & T ••• November/December 2025 ••• www.blackmeetingsandtourism.com 23 BENNISH D. BROWN, PRESIDENT/CEO, DESTINATION AUGUSTA I think we all would agree that the geopolitical "noise", unfriend- ly rhetoric and uncertainties, the changing policies and overall news headlines from our country con- tribute greatly to some of the declines and changes we're seeing in travel and intent to travel to the US. While the data indicates a reduc- tion in visitation, it is not necessarily reflective of what is happening in all destinations. In Augusta, we are see- ing continued growth in tourism visi- tation for 2025 over the previous year, and we have seen growth in vis- itor spending during the year to include group business, conventions, sporting events and leisure travel. However, one anomaly for us was Hurricane Helene that hit Augusta on September 27, 2024, and left dev- astation across our city. While it destroyed a huge swathe of our city and unfortunately resulted in some loss of lives, the huge infrastructure work, including rebuilding our power grid, brought in utility crews from across the southeast and beyond. Our hotel revenue for Q4 2024 and Q1 2025 saw triple-digit increases over the previous year's time periods. We continue to focus on being intentional and aggressive with our marketing, more so than by adjusting any policies. We have updated our messaging, continue to elevate our authentic assets, and remain focused on highlighting the diversity of our local residents and their voices in promoting our destination. We are also specifically leaning into the notoriety and recognition of the God Father of Soul – James Brown, and deploying a campaign that refers to Augusta as "The Feel Good City". This is a campaign that targets group and leisure travelers. We are also in the very early stages of partnering with a peer destination in our state (Macon, GA) because of so many similarities in our history, music cul- ture and culinary scene. We are craft- ing joint itineraries to attract the motorcoach market, and we feel the itineraries could also be attractive to individual leisure travelers. We don't yet have an analysis of this effort because it just started. We are in agreement and align- ment with our hotel partners that tourism to Augusta in 2026 will be relatively "flat", but will show slight growth. We think the numbers will return to what we originally expected as "normal" numbers in 2025, which reflected approximately 5% growth over 2024. CHANTEL FRANCOIS, PRESIDENT, VISIT EAST POINT Visitation to the U.S. for meetings and tourism is sig- nificantly down due to a combina- tion of factors. First, lingering eco- nomic uncertainty and inflation have made international travel more expen- sive, especially with high airfare and hotel costs. Second, visa processing delays and stricter entry requirements continue to deter travelers from key international markets. Third, geopoliti- cal tensions and safety concerns in some regions have impacted global travel sentiment overall. Additionally, since the pandemic, virtual meetings and hybrid event formats have become more common, reducing the need for in-person inter- national business travel. Competing destinations, especially in Europe and Asia, have also been more aggressive in promoting tourism through incentives and simplified entry processes. In short, the decline reflects a mix of economic, logistical, and behavioral changes in how people now approach $360 million in impact, reinforcing that this sector is an anchor for long-term growth. We have invested heavily in meetings marketing through our "Tampa Bay Effect" and "Meet Vibrantly" campaigns, designed to showcase our convention facilities and unique culture. Our "Meeting the Moment" program cele- brates groups that leave a positive mark in the community. We also partner with hotels, attractions, and the airport to enhance the visitor experience while maintaining award-winning service stan- dards that build meeting professionals confidence. We look to consistent billion-dollar hotel revenue years, record-setting months, booked room nights, and eco- nomic impact as key markers. Recog- nition such as repeat bookings, and meeting professional testimonials fur- ther confirm our success. Yes. Looking ahead to 2026, Visit Tampa Bay is poised for one of its strongest years yet, welcoming a series of major citywide events—including Sigma Gamma Rho Sorority, Inc., the Ancient Egyptian Arabic Order of the Mystic Shrine (AEAONMS), and Connect Marketplace, among others. These groups represent not only significant vis- itor impact but also the growing confi- dence national associations place in Tampa Bay. Backed by continued invest- ment, innovative partnerships, and rising recognition across the meetings industry, 2026 is set to exceed past performance and elevate Tampa Bay's standing as a premier destination for transformative meetings and unforgettable visitor expe- riences.