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San Diego North Convention & Visitors Bureau
Inquiry Conversion Study

Through advertising and promotion, the Bureau generated more than 246,000 visitor inquiries in 2007. This translates to over $35.9 million in total visitor spending.

Nearly 63% of visitors who inquired at the San Diego North Convention & Visitors Bureau actually visited the San Diego North area.

Of those inquirers who received the San Diego North Travel Planning and Conference Guide: 73% brought it with them when they came to San Diego North, and 69% said it influenced their decision to come.

In addition to the San Diego North Convention & Visitors Bureau, most visitors gather their general vacation information from the following sources: travel guide books, Internet, brochures, AAA magazines and tour books, and word of mouth.

Seventy-four percent (74%) of all the visitors to San Diego North took less than five months to plan their trip; their average length of stay was six nights. Females planned the majority of the trips. Seventy-two percent (72%) visited one to two times in the last 12 months.

The average visitor is 45-64 years old and married, with an income of $45,000-$79,999. The average party size is three.

Visitor spending averages $1,911 per trip. Percentages of visitor spending by categories are: accommodations - 36%, restaurants - 23%, entertainment - 16%, retail - 15% and transportation - 10%.

The top attractions enjoyed by visitors include the San Diego Zoo, SeaWorld, San Diego Zoo's Wild Animal Park, Birch Aquarium, LEGOLAND, Flower Fields, Quail Botanical Gardens and the Del Mar Fairgrounds. The top activities enjoyed by visitors include sightseeing, shopping and beaches.

Thirty percent (30%) of visitors heard about the San Diego North Convention & Visitors Bureau through AAA magazines and tour books, followed by Good Housekeeping Magazine, the Internet, the CA Visitors Guide and Sunset Magazine.

All nineteen San Diego North cities and communities were visited and impacted by visitors inquiring at the San Diego North Convention & Visitors Bureau last year.

The San Diego North Convention & Visitors Bureau has nine full-time and one part-time staff, a 24-member board of directors, and a membership base of over 210. It is currently funded by the City of San Diego, the County of San Diego, and the cities of Carlsbad, Escondido, Encinitas, Oceanside, Poway, San Marcos, Solana Beach and Vista.