Consumer Research Results
The 2020 holiday season was the third time Branson's visitor research has included specific questions about "America's Christmas Tree City" and how this product development effort has impacted visitors to the region. Here are some of the highlights, averaged for the years 2018, 2019 and 2020.
24% of visitors were aware of "America's Christmas Tree City" BEFORE arriving in Branson.
An impressive 90% of visitors in November and December saw, visited or engaged in a special Christmas tree display while in the area.
49% of visitors said "America's Christmas Tree City" promise was very important or extremely important in their decision to visit.
82% agreed or strongly agreed that their Branson experience delivered on this marketing position.
15% would NOT have visited Branson without "America's Christmas Tree City" offering.
Using the visitation count for November and December with the derived impact detemined by this research and the average spending per visitor, the economic impact of "America's Christmas Tree City" on an annual basis is greater than $20 million every year.
Use this link to access more detailed results for each of the survey questions as well as the economic impact calculations.