The state of Ohio is seeking a research partner to conduct comprehensive visitation research services for the years 2025 and 2026. The selected contractor will be responsible for conducting statewide economic impact studies, detailed visitor profile analysis, assessments of advertising effectiveness, brand lift, resident sentiment, and analysis of market potential. This research will be instrumental in promoting Ohio as a premier destination for visitors, residents, students, and businesses.

Key responsibilities include quantifying the impact of Ohio's visitor economy by analyzing visitor spending and the broader economic effects on businesses, employment, personal income, and tax revenue. The research will also examine Ohio’s domestic tourism sector, including profiles of both overnight and day visitors, and evaluate the effectiveness of advertising campaigns in raising awareness, motivating travel, and generating return on investment. Additionally, the study will provide insights into Ohio’s image and competitive standing, assess the influence of advertising on economic development perceptions, and gauge resident attitudes toward tourism, including concerns and levels of support.

The contractor will also be tasked with identifying new markets that offer the greatest potential to attract additional visitors and enhance return on marketing investments. All research must be methodologically sound, well-designed, and deliver credible, actionable results to guide content creation, media strategy, and market selection efforts.