Butler Center study highlights tourism’s local, regional economic impact

September 4, 2024

A photo grid featuring images from the National Infantry Museum, whitewater rafting and public murals.

Expertise in the Butler Center for Research & Economic Development has confirmed what many in the Chattahoochee Valley already know—tourism in Columbus is big business. The center’s annual study, conducted on VisitColumbusGA’s behalf, reveals visitors’ crucial role in driving local spending, job creation and tax revenue.

“Thanks to [study author] Dr. [Ben] Blair and the staff at [Columbus State University’s] Butler Center for [Research & Economic Development], their annual impact analysis allows VisitColumbusGA to not only track specific travel and tourism numbers, but to report on the impact tourism has on Columbus,” stated Peter Bowden, president/CEO of VisitColumbusGA. “These are new dollars to the community, advancing the quality of life for the community.”

Columbus State is a significant contributor to regional tourism and quality of life. Its 300-plus year-round arts and culture programs, educational and outreach centers, events featuring its 13 NCAA Division II sports teams, and other university activities undergird the community’s tourism sector. In addition, more than half of its student body hail from outside the area, bringing with them their families for visits and a heightened interest in the area.

Facilities on the university's Main Campus and RiverPark Campus frequently host events, sporting competitions, meetings and conferences attracting out-of-town visitors of all ages to the community. The university often partners with VisitColumbusGA and other groups to attract groups and conferences, as well as entertain them and area residents year-round.

The Butler Center’s study shows that in FY24:

2.07 million visitors traveled to Columbus for business and conferences, conventions, meetings, local attractions or visiting family and friends.
Those visitors spent more than $377 million.
Visitors generated more than $26 million in city lodging and sales tax revenues.
The tourism sector encompasses 4,491 hospitality jobs with a $151 million-plus payroll.
Tourism generated $20 million in visitor-related county and state tax revenue to provide citizens with public services. If it were not for visitor spending, each Columbus household would have to pay an additional $639 in taxes to maintain those same level of services.
A $21.75 return on each dollar VisitColumbusGA spends to market the city.

Headshot of Fady Mansour “Our ongoing partnership with VisitColumbusGA is one of many examples of how the Butler Center promotes sustainable economic growth in the region, informs public policy and guides business decision-making,” said Dr. Fady Mansour, the center’s director, who is also the Sarah T. Butler Distinguished University Chair of Business & Finance and an associate professor in the Department of Accounting & Finance. “I appreciate Dr. Blair’s thought leadership in this area and VisitColumbusGA’s trust in the Butler Center’s expertise.”

A previous study by the Butler Center on the economic impact of hosting the 2023 IFC Kayak Freestyle World Championships in October 2023 revealed that the event created 23 jobs, generated $2.7 million in economic output, added $1.08 million in income, and contributed $167,000 to local, state and federal taxes. In a related study on occupation and award dynamics in Columbus, the Butler Center found a growing demand for hospitality management jobs, reflecting the city's active tourism industry. These findings underscore the significant economic benefits of tourism-related events and the expanding opportunities in the hospitality sector in Columbus.

The Butler Center for Research & Economic Development, based in the university’s D. Abbott Turner College of Business & Technology, serves clients ranging from nonprofit organizations and local governments to businesses and chambers of commerce. Mansor and his team collect and analyze economic data to understand local trends, then share their findings to inform local and regional decision-making.

Resources like the center’s Columbus Economic Outlook 2024 and other research endeavors have helped recruit and retain business and industry—such as Diamond Baseball Holdings’ January 2024 decision to relocate its Double-A Atlanta Braves affiliate team from Mississippi to Columbus.

Photos courtesy of VisitColumbusGA.

Media contacts:
Michael Tullier, APR, Executive Director of Strategic Communication + Marketing, 706.507.8729, mtullier@columbusstate.edu
Peter Bowden, President-CEO, VisitColumbusGA, 706.322.1613, pbowden@visitcolumbusga.com

Columbus State University News

Butler Center study highlights tourism’s local, regional economic impact