How to Tap Into the Growing Tourist Market

With travel outside the United States still soft, you might find more out-of-town folks visiting your area than ever before. Even if you don't operate in a typical tourist destination, such as the mountains or beach, you can build your business with vacationers if you make the right local contacts and build a little unique, regional appeal into your menu and concept.

The money is there. Tourists in the United States are expected to spend $568 billion in 2004, according to the Travel Industry Association of America (TIA). That's up from $544 billion in 2003, but it will be another couple of years before the level of spending reaches the amount of money spent by domestic and international travelers in this country before the September 11 attacks on America, the SARS outbreak and the Gulf War.

Once travelers reach their destination, dining out is their most popular activity, according to the National Restaurant Association. The NRA also reports that table-service restaurants derive one-third of their annual sales from tourists. Would you visit New Orleans without sampling Cajun cooking? Consider New York deli, Maine lobster, and Tex-Mex cooking. Eating is a big part of the travel experience, as anyone who has visited Paris or Rome will attest.

These figures underline the fact that tourism is one of the world's largest industries and is a market you should address in your business plan. With a little planning and marketing, you can bring some of those travelers and their money into your restaurant.