July 15, 2025 - July 15, 2025

What happens when a destination’s marketing budget disappears? In this TTRA webinar, we’ll revisit the dramatic case of Colorado, the only U.S. state to ever eliminate its tourism marketing budget. Within two years, Colorado’s domestic market share plunged 30%, resulting in an annual loss of over $1.4 billion in tourism revenue—a cautionary tale for any destination facing funding threats.

Drawing from Longwoods International’s research and the TravelUSA study, we’ll explore practical strategies and key metrics you can use to tell your story and defend your tourism budget. Learn how to leverage compelling data to communicate tourism’s value to stakeholders and policymakers.

Gain the research, insights, and practical tools you need to effectively advocate for your tourism budget in today’s challenging landscape.

🗓️ Date: Tuesday, July 15, 2025

🕒 Time: 2:00pm ET

🎤 Presenter: Bala Raghuraman, VP of Research and Product Development at Longwoods

Bala Raghuraman
Vice President, Research and Product Development

Balakumar Raghuraman (Bala) serves as Vice President of Research & Product Development at Longwoods International, where he brings over a decade of expertise in big data analytics to the travel industry. He has previously led analytics and product innovation at Arrivalist and AirDNA, developing industry-leading insights and tools. Bala is a passionate data storyteller based in Toronto, ON

About Longwoods International

Longwoods International is a leading market research firm specializing in the travel and tourism industry across North America and beyond. By partnering with destinations, tourism boards, and industry organizations, Longwoods International provides critical insights that help shape effective marketing strategies, strengthen brand identities, and boost visitor spending. Through advanced research techniques, proven measurement frameworks, and a deep understanding of traveler behavior, the firm empowers clients to make data-driven decisions that drive sustainable tourism growth. Leveraging decades of experience and an extensive network of experts, Longwoods International plays a vital role in advancing the success and competitiveness of destinations in an increasingly dynamic global tourism landscape.

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