ANNUAL IMPACT REPORT 2025
It is our pleasure to welcome you to the Annual Impact Report for the Knox County Convention & Visitors Bureau (KCCVB). This report details the significant work accomplished this year and highlights the profound, positive ripple effect that tourism has on our beloved community.
Our actions throughout the year were rooted in our core principles, driving every decision and initiative: Vision: Our aspiration is to promote the power of travel to support our communities and inspire visitors. We believe that every visitor trip contributes to a richer, more vibrant Knox County. Mission: The Knox County Convention & Visitors Bureau is the destination marketing organization (DMO) responsible for promoting Knox County as an attractive travel destination and enhancing its public image as a dynamic place to live, work, and visit. Through the impact of travel, our team works diligently to strengthen the local economic position, enrich community development, and promote opportunities for people to connect with their passions.
Responsibility: The KCCVB is responsible for the promotion and publicizing of Knox County with the goal to bring the patronage and business of tourists, and cultural, educational, professional, and sports organizations into the County, for the benefit of residents of the County and of the business community.
MAKING AN IMPACT
As you review the pages that follow, you will see how these principles translated into real-world results—from driving economic activity to showcasing the unique assets of our towns and cities. The accomplishments highlighted in this report would not be possible without the strong partnership of our local businesses, organizations, and engaged residents. Thank you for your continued support. Together, we are harnessing the power of tourism to build a stronger, more dynamic future for Knox County.
OLIVIA TOTH EXECUTIVE DIRECTOR
Olivia Toth
Knox County CVB “Why Not” 2025 Print Advertisment Campaign. OTA RUBY Award Recipient
Along the trail or around a table, we’ve saved a spot for you.
ECONOMIC IMPACT METHODOLOGY
The development of visitor economy impact modeling begins with a comprehensive demand side analysis. Visit survey data provides estimates on the volume of visitors by type and their spending in specific industries (e.g. loding, restaurants, retail, recreation and entertainment, transportation).
DIRECT INDIRECT INDUCED
Direct visitor purchases in retail, lodging, transportation, entertainment and dining.
Visitor spending create direct economic value within a defined set of sectors. This supports a proportion of spending, jobs, wages and taxes within each sector.
Travel business purchase goods and services creating supply chain effects.
Businesses providing direct services to visitors purchase goods and services, generating additional impacts called indirect impacts or supply-chain effects.
Employees spend wages generated by visitor activity in the local economy.
Additional business activity is generated as employees spend incomes locally that are earned due to visitor activity. This is called induced impact or income effect.
STATE KEY FINDINGS
In 2024, 241.9 million visitors spent $43.7 billion in the Ohio economy, year-over-year increases of 1.5% and 2.1% respectively. Visitor activity generated a total economic impact of $71.9 billion.
241.9M $43.7B $71.9B $19.1B 532K $4.7B
VISITORS TO OHIO
VISITOR SPENDING
Visitors spent $120 million per day, on average in Ohio.,
TOTAL ECONOMIC IMPACT
TOTAL PERSONAL INCOME
This is the equivalent of nearly $2,300 per household in Ohio, on average.
TOTAL JOBS SUPPORTED
The visitor economy directly sustains 5.0% of all jobs in Ohio. These employees could fill Cleveland’s Huntington Bank Stadium nearly eight times over.
STATE AND LOCAL TAXES
Total state and local taxes generated by visitor spending reduced the tax burden by $981 per household in Ohio
SOURCE:
IN THE HEART OF IT ALL...
Timing matters. With more than 80% of trips planned less than two months in advance, our seasonal campaigns need to launch just before and continue throughout each season.
Activity mix boosts satisfaction. Visitors who do three or more activities during a trip report significantly higher satisfaction, so our messaging should always highlight a mix of options.
Family travel is a growth opportunity. Nearly 40% of overnight trips include children, and these visitors stay longer and spend more. Friends and family are an important target segment. Nearly half of trips are to visit friends and relatives, but over half of these visitors still stay in hotels. However, 1 in 4 of these visitors doesn’t participate in any activities while they’re here. Changing that—by inspiring them to explore, dine, and experience more—represents a significant opportunity for growth.
Ohio’s population size is a BIG asset. Ohio is the 7th most populous state in the ENTIRE country with 11.7 million residents—that’s a LOT of potential brand ambassadors, and with a slightly larger budget this biennium, we’re able to resume targeted search, social, and digital advertising in-state to spotlight our seasonal guides and content— ensuring that Ohioans, their friends, and family, never lack inspiration for a memorable Ohio weekend!
OVERNIGHT TOURISM IMPACT & FACTS
Visitor spending has increased in Knox County since 2021, putting more money into the local economy and supporting local businesses. Our mix of communities and amenities aligns with travel interests to support increased visitation and spending. This year we have took a more analyzed focus on understanding our overnight visitor.
GENERATING VISITOR SPENDING
Knox County Convention & Visitors Bureau’s promotion and marketing, locally, state-wide and beyond, is effective at inspiring interest in the Knox County area, growing tourism and supporting local businesses and partners.
PLACER AI TRENDS
Overnight Visitors to Knox County contributed a direct impact of $54.4 million (+3.0 YoY) in the last 12 months. 250k overnight visitors (+7.4% YoY) accounted for nearly 650k visit nights (+9.2% YoY)
250k OVERNIGHT TRIPS
YoY
VISIT NIGHTS
Overnight trips counts the total number of separate overnight trips (i.e. trips that include 1 or more overnight stays) made to the selected region within the selected timeframe, including multiple visits by the same person (so long as the multiple visits are in separate months; Multiple visits by the same person within a given month will be counted as 1 visit). Overnight Trips are counted for visitors whose home location is at least 10 miles away TOTAL VISITORS’ SPEND $54.4M
YoY
Visit Nights counts the total number of Overnight stays made by people visiting the selected region within the selected timeframe. Visit Nights are counted for visitors whose home location is at least 10 miles away (changeable via the Filters)
YoY
Calculated by multiplying Foot-Traffic based tourist visitations by local credit-card based transactions (average transaction size, across all spend categories).
OVERNIGHT TRIPS BY STATE
As expected, Ohio significantly leads all states in both metrics, recording 0.13 million (130K) Overnight Trips and 0.32 million (320K) Visit Nights. Michigan, Pennsylvania and Indiana are three target markets for the state’s marketing initiatives and key driving markets that show interest in our area and amenities from a Central Ohio/regional standpoint.
OVERNIGHT TRIPS BY REGIONAL MARKET
This chart displays a breakdown of Overnight Trips, Visit Nights, and Total Visitor's Spend to Knox County, Ohio, categorized by the visitors' CBSA (Core Based Statistical Area) of origin. The top five originating CBSAs for Overnight Trips are all located in Ohio, with Cleveland-Elyria (34.0K) Columbus, OH (15.7K), Cincinnati, OH-KY-IN (12.7K), Akron, OH (11.8K), and Toledo, OH (10.6K).
STATE PARTNERS
The KCCVB works with several state-wide organizations on initatives that help charge the industry forward. From orgnizationsl strategies to trail planning, collaborating with these partners informs our marketing efforts in support of Knox County.
OHIO, THE HEART OF IT ALL
Ohio, The Heart of it All is the State Agency within the Department of Development that markets Ohio’s tourism experiences to travelers, potential residents, prospective businesses and more. By aligning our efforts with their initiatives, we can create a powerful narrative and brand that reaches far and wide.
OHIO TRAVEL ASSOCIATION
OHIO TO ERIE TRAIL
The Ohio to Erie Trail (OTET) is the 326 mile trail that links the Ohio River to Lake Erie, primarily on rail trails and canal paths. Knox County sits in the middle of this trail connection and is a popular stop on the 326-mile journey. We work with its team through data sharing, collaboration and promotion.
OHIO ASSOCIATION OF CONVENTION & VISITORS BUREAUS
The Ohio Travel Association (OTA) is the leading voice and shepherd of the travel industry. Our membership provides top notch industry education, advocacy tools, statewide recognition and strategic planning resources. Members of Ohio Association of Convention & Visitors Bureau (OACVB) are armed with networking, education and government affairs resources necessary for destination marketing organizations.
MID-OHIO REGIONAL PLANNING
Knox County is part of the 15-country region that Mid-Ohio Regional Planning (MORPC) assists. KCCVB has been a part of its Trail Town Strategic Development project and holds a seat on its Central Ohio Greenways Board and the Trail Towns Committee.
LOCAL PARTNERS
COMMUNITIES
DEDICATED COMMUNITY LANDING PAGE EVENT PROMOTION AND ADVERTISING BLOGS & SOCIAL CONTENT MARKETING & BRAND DEVELOPMENT
Locally, the KCCVB’s priority is to work closely with partners who share the commitment to drive economic and community development forward.
ECONOMIC DEVELOPMENT
The KCCVB partners with organizations like the Knox County Area Development Foundation and Knox Chamber of Commerce to better understand workforce development, local business growth and how our work can help assist with any challenges they see in the community. Their partnership with us is vital in enforcing and highlighting the attractive amenities Knox County offers to all residents, businesses and visitors.
BUSINESSES & ORGANIZATIONS
The KCCVB serves beyond the visitor when we work closely with business owners or organizations. We offer branding consults, marketing coaching and indivualized partner meetings to help understand their goals and move their business or organization forward.
AMENITY RELATED PARTNERS
Large parks, big stages and unique amenties require a special partnership with the KCCVB where we provide them a platform on our website and promote their events through advertisng and social media channels. Our community assets are what makes Knox County a place vistiors and residents want to explore.
EXPERIENCE MOUNT VERNON X ARTS PARTNERS GUIDE
OHIO MAGAZINE
The KCCVB, Experience Mount Vernon and the Mount Vernon Arts Partners have created a partnership over the last three years to market the arts scene and seasonal events as “Mount Vernon Presents”. The Ohio Magazine 4-page insert was an opportunity presented by the KCCVB to create a physical guide to the season that was not only included in Ohio Magazine 2025 Spring Issue, but also a printed version to be distributed throughout Mount Vernon and the county. This advertising opportunity was a $10K investment from the KCCVB, and below you can see the digital results from this campaign. The Mount Vernon Presents campaign was also marketed through a blog post that generated over 4K views and the Mount Vernon page on the KCCVB has generated over 41K views year to date.
DIGITAL RESULTS
DOW N T OWN
MOUNT VERNON - OH ESTD 1805
A MIDDLE-EARTH MARCH THROUGH MOUNT VERNON
EVENT OVERVIEW (2025)
The Downtown Mount Vernon Merchants leverage their robust social following and passion to promote and support local downtown shopping and initiatives. The Merchants generate local buzz and execute marketing for their events by utilizing their Facebook page and strategic partners like Experience Mount Vernon and Knox County CVB. The figures below capture the overall unique visitors in Downtown Mount Vernon on the day of the event. This data is intended to give Merchants, potential event vendors and event planners a snapshot of the foot-traffic impact a downtown Mount Vernon event can have on any day or the week.
SEPTEMBER 20TH 5.25K VS. AVERAGE SATURDAY IN 2024-2025 +26%
TOTAL DAILY DOWNTOWN VISITATION
SOURCE:
DAILY DOWNTOWN VISITATION
INDIVIDUAL DIGITAL PASS CHECK-IN’S
INDIVIDUAL DIGITAL PASS USERS
MIDDLE EARTH MARCH 2.9K 98MIN
PEAK VISITATION AT 12PM
MIDDLE EARTH MARCH DOWNTOWN VISITOR AVG DWELL TIME 50 TO BOOKSTORES ACROSS OHIO TARGETED EMAILS FACEBOOK VIEWS 44.6K ON MIDDLE EARTH BLOG ON KNOX CVB DIGITAL PASS NUMBERS 706 62 8AM 7PM
happ sp k
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CYCLING WITHOUT AGE
KNOX OHIO
Investing in a Cycling Without Age (CWA) program in Knox County offers a wealth of social, health, and community benefits, particularly for its older citizens and those with limited mobility. The program, which operates locally as Happy Spokes in Knox County, uses specialized trishaws (three-wheeled bikes) piloted by trained volunteers to provide free rides.
BRANDING & PROGRAM PLANNING
The KCCVB, along with United Way, Knox Public Health, Knox Mobility Management, and Knox DD are collaborative building this program for Mount Vernon and Knox County. The KCCVB has lead the branding efforts to ensure our messaging and strategy, for the program, benefit both local and visitor. With our branded packaged and funding proposal presentation the volunteer team has been able to secure three trishaws ($45K+) for our local community. Plans to fully launch the program are projected for 2026.
KNOX COUNTY BIKETOBERFEST
The KCCVB was approached by Outdoor Pursuits in September 2024 and pitched the idea of launching this new event. Outdoor Pursuits is a well known and trusted outdoor adventure non-profit in Central Ohio. Known for their unique cycling events, they had heavy interest from their riders to bring a Fall event to Knox County.
COORDINATION & COLLABORATION
The KCCVB lead planning meetings with local partners to act as a planning liaison to Outdoor Pursuits. Partners included were the City of Mount Vernon, Mount Vernon Arts Consortium, ArielFoundation Park, Ohio to Erie Trail, Kokosing Gap Trail, Experience Mount Vernon and more.
AM250-OH KNOX COUNTY PLANNING COMMITTEE
Ohio’s celebration of U.S. Semiquincentennial (also referred to as America 250-Ohio) has already begun. The Knox County Convention and Visitors Bureau has been charged to plan, encourage, develop, and coordinate the commemoration of the 250th anniversary of the founding of the United States and the impact of Ohioans (Knox County) in the nation’s past, present, and future.
BRANDING & STORYTELLING
The KCCVB, along with Experience Mount Vernon and planning committee members are working on storytelling and beautification efforts in Mount Vernon and all the villages. This cohesive branding across the county will help our AM250-OH efforts stand out and enhance our Main Street corridors.
2026 INITIATIVES
ALIGN WITH STATEWIDE EFFORTS AND PROMOTIONS
KNOX COUNTY
JAN-DEC 2026
OHIO
JOIN US IN 2026 TO CELEBRATE AMERICA’S SEMIQUINCENTENNIAL!
KNOX COUNTY IS ALL IN TO CELEBRATE
OHIO’S RICH HISTORY AND UNIQUE CONTRIBUTIONS TO THE U.S. FOR THE LAST 250 YEARS.
FROM PICNICS TO PLAYS, MUSICALS TO MOVIES, HISTORY TALES TO HISTORY TRAILS; YOU’LL DISCOVER WHY KNOX COUNTY IS, AND ALWAYS WILL BE, IN THE HEART OF IT ALL.
SIGN UP FOR OUR NEWSLETTER & DON’T MISS THE BIG CELEBRATIONS!
VISIT OUR FEATURED CREATIVITY TRAIL STOP
ARIELFOUNDATION PARK
DID YOU KNOW THAT
CHEWING GUM
WAS FIRST PATENTED BY A DENTIST IN MOUNT VERNON IN THE LATE 1800S?
DID YOU KNOW THAT AWARD-WINNING ACTOR AND HOLLYWOOD HEARTTHROB, PAUL NEWMAN STUDIED AT KENYON COLLEGE?
MARKETING STRATEGY RESULTS
With a marketing strategy created annually, The Knox County Convention & Visitors Bureau develops marketing materials, print and digital advertisements, website content and more. This strategy informs our marketing investments for the year ahead and gives us a road map to work with partners and creatively highlight the best Knox County has to offer.
ADVERTISMENTS (QR CODES)
Print advertisements for Knox County spanned across medians: magazines, advertorials, flyers and speciality publications. With 15+ different print ads in 2025, our campaigns saw nearly 200 QR code scans. Our most successful print ad, with over 50 scans, was our full page in the Experience Columbus Visitor Guide, to promote our “Why Not?” campaign. This publication has over 185,000 digital impressions and 200,000 copies distributed throughout Ohio and beyond.
BLOG
The KCCVB produced 18 new blogs this year, a 200% increase YoY. Our blog content is used to elevate our campaigns, local events and storytelling. The most successful blog and ad campaign was promoting the Mental health Awareness Month (May) with our Go Wild, Be Well Campaign, with over half a million impressions on Facebook and over 1.8K page sessions.
DISTRIBUTION
The KCCVB works with three distribution channels to move our Visitor Guide across and beyond Ohio. Knox County Visitor Guide is located in all Ohio Travel Information Centers, tradeshows in four out-of-state markets and regional destination partners. Trade shows are chosen to align with amenties we have locally and are reviewed annually based on website and social traffic that is most popular.
+200 QR CODE SCANS ACROSS PRINT ADS
17 PRINT ADS
+28K BLOG PAGE SESSIONS
18 NEW BLOGS ON WEBSITE
11 TRAVEL AND TRADESHOWS
50K PRINTED GUIDES
EVENTS
The KCCVB launched a new Partners in Tourism Connect (PITC) initiative; gathering local attractions, lodging and economic development partners quarterly. Partners are given a chance to connect, discuss new ideas, learn from the KCCVB or information gather. The KCCVB also had the chance to be a sponsor of the Rails-to-Trails Conservancy National Trail Summit in Cleveland, Ohio. The KCCVB was 1 out of the 7 CVB’s represented across 400 attendees from 40 different states.
SOCIAL PLATFORMS
The KCCVB uses Facebook and Instagram as its primary platforms. Our follower demographics are 70% female / 30% male and range from 35-55 years of age. We leverage large partner events to create digital advertisements and saw a combined 200K impressions on the Music & Arts Festival and Knox County Fair. This kind of interaction informs us our follower is interested in large events and finds our page a valuable resource.
VISITOR GUIDE
Bi-annually the KCCVB prints 50,000 Visitor Guides to distribute in Ohio and beyond. The 2024-2025 Visitor Guide Magazine added new community sections to spotlight how each village and city is unique to the visitor experience. Curious explorers will find three new itineraries for family fun, multi-day trips and trail lovers. This year’s guide had new photos highlighting the Kokosing Gap Trail, Flappers Bar & Grille and the Kokosing State Scenic River.
WEBSITE
The KCCVB website continues to thrive as we see significant growth related to on-site actions, indicating high user interest and engagement. Site Search and Form Submissions each saw growth well over 380%. The total audience expanded with users increasing by 20.7% and the average session duration grew by 6.5%, suggesting users are spending more time on the site.
20+ KNOX COUNTY LOCALS FEATURED
60+ PARTNER QR SCANS
2:03
MIN
INVESTMENTS
The KCCVB is dedicated to providing our partners with resources that help drive their business, event, point of interest or organization. Our biggest investments will continue to be our most impactful.
WEBSITE
MOBILE FRIENDLY
IMPROVED NAVIGATION
COMMUNITY PAGES
EDITORIAL FEATURES
ITINERARIES
COUNTY EVENT CALENDAR
ANALYTICS DASHBOARD
LEAD DEVELOPMENT
VISITOR INSIGHTS
TOTAL VISITORS
UNIQUE VISITORS
BENCHMARKING
VISITOR DEMOGRAPHICS
TARGETED MARKETING
INFORMED STRATEGIES
PARTNER EDUCATION
PARTNER INSIGHTS
VISITOR GUIDE
COMMUNITY PAGES
FEATURED AMENITIES
IMPROVED STORYTELLING
GUIDED ITINERARIES
PHOTO LIBRARY
PARTNERSHIPS (COMMUNITY + ORGANIZATIONS)
BLOG CONTENT
FOCUSED CAMPAIGNS
CO-BRANDING
PLANS & STRATEGIES
COMMUNITY SIGNAGE
COORDINATED MESSAGES
STRATEGIC PLANNING
2025-30 STRATEGY
STAFFING NEEDS
STAKEHOLDER FEEDBACK
GOAL ALIGNMENT
FOCUS GROUPS
BRANDING
COHESIVE BRANDING
COMMUNITY SIGNAGE
CO-BRANDING
COMMUNICATION PLANS
COORDINATED MESSAGES
AWARDS & RECOGNITION
The KCCVB is the curator of experiences in Knox County. Through our print, digital and other marketing efforts, we tell the story of the unexplored and unexpected of Knox County. And sometimes, that storytelling is recognized by top marketers and industry leaders for its creativity, execution and hand-crafted messaging.
OHIO TRAVEL ASSOCIATION
2025 RUBY Awards
RUBY Award, Print Advertising
RUBY Award, Annual Report
Finalist, Blog
Finalist, Print Media
2024 RUBY Awards
RUBY Award, Print Advertising
RUBY Award, Website
Finalist, Visitor Guide Magazine
2023 RUBY Awards
Finalist, Overall Marketing Campaign
2022 RUBY Awards
Citation of Excellence, Spirit of Community (TrailAPALOOZA)
Finalist, Visitor Guide Magazine
2021 Ohio Travel Industry Emerging Leader
OHIO ASSOCIATION OF CONVENTION & VISITOR BUREAUS
2022 STAR Awards
First Place, Speciality Marketing (TrailAPALOOZA)
EXPERIENCE MOUNT VERNON
2024 Experience Mount Vernon Investors Breakfast
Community Spirit Award
2022 Experience Mount Vernon Investors Breakfast
Non-Profit of the Year
KNOX COUNTY CHAMBER OF COMMERCE
2022 Knox County Chamber of Commerce Annual Dinner
Finalist, Leadership Knox Distinguished Alumni Award
WEBSITE
2024 PRSA Central Ohio, PRism Awards
Website Redesign
2023 AVA International Digital Awards
Gold Level, Tourism Website
MIDWESTERN TRAVELER MAGAZINE
2025 Best in Ohio Awards
First Place, Visitor Guide Magazine
