Annual Report 2025
* Data and activities from the 2024 calendar year
Donna O’Daniels
In 2024, Visit The Northshore quite literally rebuilt while reimagining destination marketing for St. Tammany Parish. While renovating our Visitor Center, we also revitalized how we connect with travelers—launching bold new campaigns, enhancing visitor experiences and expanding partnerships, all while reinforcing our brand as Louisiana’s Easy Escape.
Tourism’s impact was undeniable: 2.8 million visitors generated a record $1.3 billion in spending, placing St. Tammany third statewide in tourism revenue. This supported nearly 14,000 jobs, $426 million in earnings and $127 million in state and local taxes—saving each household approximately $1,345.
The Shore to Be campaign continued to deliver, showcasing everything from culinary experiences and outdoor adventures to community festivals. As a result, brand awareness, repeat visitation and cross-parish spending all rose. Zartico and Longwoods International data confirmed our growth in market share and consumer engagement.
We brought the brand to life with interactive community murals, co-branded retail products and the launch of our All The Waves podcast, celebrating the people and places that make The Northshore special. A redesigned website, the new branding for Shore & Tell University, and our Every Wave Welcome initiative will help make St. Tammany more welcoming, informed and hospitable than ever.
None of this would be possible without our talented staff, dedicated board and incredible industry partners. Together, we’re creating lasting economic impact, growing community pride and positioning The Northshore for an even brighter future.
PRESIDENT & CEO VISIT THE NORTHSHORE
Who We Are
The St. Tammany Parish Tourist and Convention Commission, operating as Visit The Northshore, is a public, quasi-governmental agency established in 1976. It is overseen by a seven-member board of directors appointed by the St. Tammany Parish Council and the Parish President.
Our Vision
The vision of the St. Tammany Parish Tourist and Convention Commission is to establish St. Tammany Parish as a premier travel destination.
Our Mission
The mission of the St. Tammany Parish Tourist and Convention Commission is to market and promote St. Tammany Parish as a highly desirable destination for visitors, thereby increasing the economic impact of tourism on the area.
Visit The Northshore Team
DONNA O’DANIELS, CDME President & CEO
KATIE GUASCO, CDME Chief Marketing Officer
DEVAN RICHOUX, CPA Chief Financial Officer
TANYA LEADER, CDME Vice President of Sales & Service
ZONDRA WHITE JONES, CGMP, CDTP Senior Sales Manager
Tourist Commissioners
PATTI ELLISH Commission Chair
ALEX CAROLLO Commission Vice-Chair
MELISSA RUDDICK Commission Secretary/Treasurer
SARAH HILL, TMP Senior Marketing Manager
NICOLE DAVIS, TMP Communications Manager
ROBERTA CARROW JACKSON Multimedia Content Manager
VISITOR SERVICES REPRESENTATIVES:
Annette Shurtz
Christy Paulsell
Sheila Nolinske
Sarah Carpenter
KATIE DOMINGUE
MARK MYERS
THE HONORABLE SHARON W. HEWITT
LACEY OSBORNE
What We Do & How We Do It
Visit The Northshore is a political subdivision of the State of Louisiana, dedicated to promoting the St. Tammany Parish community. As a valuable resource for potential visitors and residents, our promise is to deliver the good life, nourish the heart, season the soul and bring communities together.
We are creating an easy and accessible escape for leisure travelers, business travelers and local residents alike. Visit The Northshore delivers world-class culinary flavors, thriving downtowns, aspirational adventures and plenty of outdoor recreation for one or many to enjoy. With a network of unified communities to explore and water always within reach, Visit The Northshore is committed to cultivating the vacation mindset.
Visit The Northshore works to strengthen and expand visitor experiences that attract travelers and groups, encourage longer stays and boost economic impact across the St. Tammany Parish. Through research and collaboration, we help identify new tourism opportunities and bring industry partners together to address key issues.
Our complementary services include media outreach, digital and print promotion, meeting and group planning support and social media marketing—all designed to increase visitation, support local jobs and grow our tourism economy.
How
We’re Funded
Visit The Northshore is primarily funded by a four percent hotel occupancy tax and receives 25% of the four percent state sales tax levied on lodging. Our organization does not receive any funding from resident taxes in St. Tammany Parish. We are firmly committed to transparency, ensuring that our funding sources, allocation of funds, operational procedures and achieved results are openly communicated and readily accessible to the public.
How We Benefit The Community
Tourism promotion is a powerful driver of economic opportunity and quality of life in St. Tammany Parish. It creates jobs, supports local businesses and fuels community development. Whether through direct employment or increased spending in local shops, restaurants and attractions, tourism touches the lives of many—likely someone in your own family or neighborhood.
Importantly, tourism promotion is primarily funded by visitors, not residents. When
guests stay in our hotels, a portion of the state-imposed lodging tax is reinvested back into the community. That revenue is distributed to key local entities: St. Tammany Corporation (45%), the Harbor Center (9%), Recreation District One (9%) and St. Tammany Parish Government (12%). These funds support economic development, public amenities and recreational opportunities— benefiting residents and strengthening our region for the future.
Our Corporate Values
This diagram illustrates Visit The Northshore’s internal and external values, reflecting our commitment to the community and to one another. These values serve as a guiding compass, shaping decisions, unifying our team and reinforcing a shared sense of purpose.
Why Tourism Matters
$1.3 Billion
The amount St. Tammany Parish generated in visitor spending in 2023, a 1% increase over 2022.
3rd out of 64 Parishes
Where St. Tammany ranks for the largest spending produced by visitors.
$1,345 in Employment Earnings Jobs $426 Million 13,907
The amount visitors contributed in state and local tax revenues for St. Tammany Parish. $127 Million
The additional amount each household would pay in taxes to maintain current services if not for the state and local taxes paid by tourists visiting St. Tammany Parish.
Source: Tourism Spending in Louisiana Parishes 2023, University of New Orleans Hospitality Research Center report for Louisiana Office of Tourism. 2024 Spending Data was not available at press time.
Research to Achieve Measurable Success
Travel USA Visitor Volume Study for 2024 by Compass Longwoods International
Visit The Northshore utilizes syndicated research to unlock valuable insights in the travel market in St. Tammany Parish.
2.8 Million
The number of visitors that came to St. Tammany Parish in 2024, up 1.8% from the year before.
Total Size of St. Tammany Parish
2024 Domestic Travel Market
Adults vs. Children
St. Tammany Parish Visitation Report
by Zartico
In 2024, we used Zartico, a data intelligence platform, to understand where visitors are from and the impact visitors have on The Northshore.
The Northshore Effect
By attracting visitors through advertising and driving spending in key areas through marketing, Visit The Northshore delivers on key St. Tammany Parish economic objectives. In fact, visitors who are familiar with our advertising campaign are more than twice as likely to think of The Northshore as a great place to live, start a business or retire.
Spending With a Big Impact
Visitor spending spiked, especially in key areas with accommodations seeing a 10% increase and attractions seeing a 5% increase
Dining Delights
Food accounts for 42% of total visitor spending, with 38% of that amount spent on sit down restaurants. That equates to $207.5 million spent by visitors in sit down restaurants.
TOTAL VISITOR SPENDING
$207.5 Million on sit down restaurants
TOTAL VISITOR
SPENDING on accommodations $208M on retail shopping $195M on attractions $52 M
Key Insights
The 5-point increase in visitor devices (13% to 18%) coupled with higher spending across accommodations ($344 to $378) and restaurants ($107 to $113) signals stronger overall destination appeal and greater economic impact per visitor.
Visitor engagement with attractions has increased, with attraction spend jumping from 46% to 69% of total attraction revenue, indicating visitors are increasingly viewing The Northshore as a destination for experiences.
Slidell is gaining prominence as a visitor hub (41% to 43% of visits), offering an opportunity to develop targeted marketing and visitor experiences in this area while continuing to cultivate the consistent strength from core markets.
of visitors who travel 50+ miles are from out-of-state. 72% of visitors are 25-54 years old 54% have an average household income of $100k+ 44% have children in the household 38%
BATON ROUGE,LA
13% of Visitors
8% of Spend
MOBILE, AL
8% of Visitors
4% of Spend
HOUSTON, TX
6% of Visitors
5% of Spend
Reaching Visitors
Impactful Campaigns
Shore To Be
The Shore to Be marketing and sales campaign maintained strong positive perceptions of St. Tammany as a desirable destination, aligning with its rebranding efforts. Attributes such as dining variety, unique culinary experiences, engaging festivals and vacation appeal were upheld in key advertising markets.
extend the Visit The Northshore brand. flow together to create one vacation each community can be seen and the you are looking to appreciate art, float Northshore icon suite ensures that everyone
Additional Icons
Additional branded icons were created to complement and extend the Visit The Northshore The Northshore is a network of eclectic communities that flow together to create one vacation destination. Through this set of icons, the personalities of each community can be seen and diverse offerings of the area can be identified. So, whether you are looking to appreciate art, your own boat, listen deeply or taste the good life, The Northshore icon suite ensures that can cultivate the vacation mindset. Each icon can be used in the
50,000 YOUTUBE VIEWS
YouTube
Additionally, new “Shore to Be” YouTube videos launched in September generated 50,000 views to date, further amplifying the campaign’s impact.
These results highlight the campaign’s effectiveness in driving awareness, visitor spending and sustained brand engagement.
Shore To Be The Best Era
In October, The Northshore hit all the right notes with the launch of Shore to Be the Best Era, a spinoff campaign designed to capture the magic of Taylor Swift’s Eras Tour in New Orleans. This innovative initiative extended our popular “Shore to Be” branding, drawing Swifties from near and far with themed events and a blog showcasing easygoing experiences.
Swifties showed their love for The Northshore in dollars!
Hotels were sold out, and the buzz didn’t stop there—we added a Carvertise campaign featuring wrapped vehicles swarming major events like the Eras concerts, a Saints game and the soonto-arrive Super Bowl. Complemented by geofenced ads, Spotify promotions and grassroots efforts like Northshore friendship bracelets and Swiftie-inspired local events, this campaign turned The Northshore into a can’t-miss part of the nearby concert experience.
ACCORDING TO ZARTICO…
• Total visitor spending soared by 69.7%
• Resident spending saw an 8.7% uptick
• Restaurant spending skyrocketed an impressive 195.9%
THE HOSPITALITY SECTOR THRIVED:
• Hotel occupancy climbed by 17%
• Average daily rate (ADR) jumping 60%
• Revenue per available room (RevPAR) leaping 88%
Reaching Visitors
Community Partnerships It Takes a Parish
In 2024, Visit The Northshore developed something special with local businesses to craft unique, Northshore-branded goodies.
• Abita Roasting Co. perked everyone up with their “Easy Escape” coffee, now delighting taste buds at their five locations.
• Swamp Girl Glass Blowing of Slidell got festive with a handcrafted ornament.
• Abita Brewery brewed something big—our co-branded beer!
• To top it off, Bridge Street Ink of Olde Towne Slidell is rolling out a stylish t-shirt.
And here’s the twist: these local treasures will be marketed with flair through social media, digital buzz and even in-person treasure hunts. Talk about making a splash across our expansive parish!
By the Parish, for the Parish
Visit The Northshore also teamed up with community leaders to paint the town—literally—with interactive murals in five towns. The first masterpiece in Slidell features vibrant umbrellas, creating a whimsical photo-op that’s as Instagram-worthy as it is iconic. These projects not only spread Northshore pride but also invite locals and visitors to connect with our communities in unforgettable ways.
To amplify the buzz even further, we launched the Easy Escape Insiders, a dynamic group of social media ambassadors who live and breathe all things Northshore. We also added a guest blogger program for the website. These passionate content creators volunteer to share their love for our region through curated posts, reels and stories, showcasing the best local events, attractions and hidden gems. Their authentic, real-time coverage has expanded our reach to new audiences, creating even more excitement around St. Tammany Parish as the ultimate “easy escape.”
Reaching Visitors
Innovation to Create an Impact
Tourism Campaign of the Year!
All The Waves
All The Waves debuted in 2024, offering authentic storytelling through local voices. The podcast seamlessly integrates with our branding strategy, ensuring each episode resonates with both locals and visitors. With creative segments like “Wave Reviews,” it provides practical tips while building pride in the community.
Within its first year, All The Waves garnered nearly 2,000 unique downloads, reaching audiences not just across the U.S. but globally, from Canada to Australia. Supported by promotional efforts on social media and local radio, the podcast has become a dynamic tool for building emotional connections and driving interest in The Northshore. Tune In
Listen in at AllTheWavesPodcast.com or tune in wherever you get your podcasts.
Redesigned to Delight
In 2024, Visit The Northshore unveiled a completely redesigned VisitTheNorthshore.com, creating a more engaging and user-friendly platform to reflect the essence of St. Tammany Parish as “Louisiana’s Easy Escape.” The redesign was driven by the need to provide visitors with an intuitive, mobile-first experience. Updated with vibrant photography, streamlined navigation and interlinked pages, the website now makes trip planning seamless while increasing engagement.
With an average session duration exceeding the industry benchmark, the new website solidifies its role as a vital tool in attracting and inspiring visitors and locals to explore The Northshore.
Web Stats
(January 1, 2024 – Dec. 31, 2024)
• Sessions: 795,008
• New Users: 565,870
• Views: 1,571,060
• Sessions per User: 0.93
• Engaged Sessions: 523,667
• Average Session Duration: 2:57
• Average Engagement Time: 47s
Capital-Sized Visibility
Visit The Northshore launched St. Tammany’s It’s a Shore Thing brand at Washington Mardi Gras, in partnership with local economic leaders.
This bold yet professional identity enhanced St. Tammany’s presence in Washington, D.C., earning a positive reception and boosting the area’s visibility with a unified mission.
564,846
2024 Highlights
(Jan. 1 – Dec. 31, 2024)
Earned Media Nuggets
• Paste: John Sizemore produced a full feature from his visit. Where To Go In Southeast Louisiana (That Isn’t New Orleans) Part One: The Northshore Reach: 1,728,145 UVM
• The Times-Picayune/The New Orleans Advocate: In St. Tammany, secret beaches, fishing spots and splash pads invite cool getaways.
Reach: 2,109,783 UVM | 75,406 print circulation
• Southern Living: The 15 Best Girlfriend Getaways On The Coast.
Reach: 15,823,211 UVM
• USA Today: 10Best: 10best.usatoday.com/awards/ travel/best-small-town-food-scene-2024
Reach: 673,425 UVM
TOTAL REACH OF 2024 CLIPS
21 M 377K
43%
Average open rate, Jan-Dec ’24
Social Stats
• Reach: 1,586,875 ↑ 76.4%
• Engagement: 38,108 ↑ 35.1%
• Link Clicks: 53,086 ↓ 8.4%
• Visits: 61,364 ↑ 111%
• Reach: 241,805 ↑ 88%
• Engagement: 4,380 ↑ 100%
• Link Clicks: 3,834 ↑ 682.4%
• Visits: 18,572 ↑ 95.9%
Film and TV Productions
12 film and TV productions took place on The Northshore in 2024. Highlights include:
• Eugene Levy for his Apple TV+ documentary series The Reluctant Traveler
• Samantha Brown for her TBS travelogue Samantha Brown’s Places to Love
• Brandy Yanchyk for her PBS documentary series Brandy Yanchyk Sees the World
TIKTOK (Partial: July 3 – Dec. 31, 2024)
• Video Views: 27,000
• Profile Views: 454
• Likes: 807
• Comments: 67
• Shares: 130
• Top Traffic Source: Search (66.2%)
Sales Department
Sales Stats
• 201 leads sent to industry partners for potential business
• SMERF market saw an 18% increase in leads YOY
• Overnight international visitation increased in 2024
• 56 international inquiries fulfilled
• Hosted eight potential clients through familiarization tours and site inspections
• 268 total direct sales appointments
• Hosted 39 sales calls to associations, meeting planners and tour & travel companies
• Attended three bridal market expos
• Hosted Tourism Industry Update Luncheon with hotel partners
• Provided sponsorships for such groups as Rendezvous South Convention, Society of Governmental Meeting Planners, Louisiana Chapter, Women’s All-Pro Tour, MSC Midnight Madness, Elite Redfish Series and Northshore Half Marathon
• Hosted our annual Hospitality Familiarization Tour for educational outreach to 28 partners
• Greeted visitors at our I-10 and I-59 Welcome Centers for the National Tour & Travel Week celebration
• Attended the Northshore Lodging Association meetings to share opportunities with partners, learn about individual brand standards and strengthen relationships
• Visit The Northshore, partnered with Tourism Tactics and Visit Baton Rouge, to promote our joint “Not Your Typical 10” itinerary to NYC and Florida-based receptive companies
• Hosted a successful UK reception at IPW in partnership with Visit Baton Rouge and Tourism Tactics by Tico. With assistance from the Louisiana Office of Tourism UK office, over 100 delegates were in attendance
• Participated in the Louisiana Office of Tourism booth at IPW to meet with various international tour and travel companies
I reached out to the sales team for venue suggestions to host a business luncheon. They provided wonderful suggestions tailored to our needs and helped us discover venue options we wouldn’t have found on our own. Our visit to The Northshore for this luncheon has resulted in us hosting other events in the area.
Louisiana Bankers Association, Baton Rouge, LA
LAUREN BROWN
Welcoming with Hospitality
Visitor Services Department
In 2024, Visit The Northshore welcomed 833 visitors and locals inside the Visitor Center at Hwy. 59 The staff distributed visitor guides, brochures, maps and information to visitors regarding area lodging, restaurants, events and attractions. The visitor center also serves as a public restroom and a popular picnic space.
Promotional Merchandise
Visit The Northshore offered over 52,000 complimentary promotional items and visitor guides to incoming conferences, meetings, reunions, weddings and sporting event participants, totaling $59,713.00 in merchandise promoting The Northshore.
Thank you to the sales team at Visit The Northshore for their outstanding support in helping make our event a success. Your assistance especially connecting us with local partners and community members was invaluable. We are grateful for your commitment to building strong ties and showcasing the spirit of The Northshore.
MARY FONTANA Tour de Lis, Cancer Association of Louisiana New Orleans, LA
I cannot even begin to thank you for ALL you did to make our Mystery Tour to The Northshore so exciting. The feedback we have received (verbal and written) from our travelers was all GLOWING! They loved it all...from the swamp tour to the Dew Drop Jazz & Social Club; from the Insta-Gator to the dance class at the Southern Hotel, there truly was something for everyone!! Some of our travelers (not on the Mystery Tour) followed along with our Facebook postings. They have now asked if we would repeat this tour because they “missed out.”
As I have said before and continue to tell others, you “get it!” Senior adult bus groups are a different animal and you fully understand and embrace it. I cannot wait to share with our tour operators about our fantastic time with you on The Northshore. Many of my colleagues follow along on Bilbrey Tours Facebook page so they saw firsthand the uniqueness of this experience.
Additionally, I know when we offer our traditional NOLA tour, we WILL be crossing over that bridge and including The Northshore again.
Looking forward to working together again in the future.
BILBREY
RHONDA
Bilbrey Tours, Abilene, TX