U.S. Travel Association's IPW Event's Economic Impact Four Times Greater Than Super Bowl

February 3, 2014

The estimated economic impact of U.S. Travel Association’s IPW, formerly known as International Pow Wow, is four times that of the Super Bowl.

Bringing 6,000 travel buyers, suppliers and media to a host city for three days filled with upwards of 90,000 one-on-one business appointments, the three-day event packs an economic wallop that extends far into the future.

A comparison of the economic impact of the 2013 IPW event held  in Las Vegas with a similar study of the 2012 Super Bowl in Indianapolis shows that, while the Super Bowl attracted more attendees and visitors, the measurable impact of IPW is longer - three years as opposed to four days - and significantly larger across key economic categories.

For the host city, IPW produced more than four times as many direct expenditures; delivered more than five times the amount of GDP value-added direct impact; and generated greater tax revenues across the local, state and federal levels.

“It’s the gift that keeps on giving,” said Malcolm Smith, vice president of U.S. Travel and general manager of IPW, during a conference call unveiling the news.

For the U.S. host city, the report - conducted by research consulting firm Rockport Analytics, LLC - found that IPW, with the Las Vegas event as its focus, will result in:

  • A 1.06 million increase in the total number of international visitors over the next three years;
  •  
  •  
  • An increase in tourism spending of $1.6 billion; and
  •  
  •  
  • A direct economic benefit of $891 million.

For the United States, travel initiated by IPW 2013 will:

  • Attract 8.8 million additional international visitors;
  • Increase total international visitor spending by $28 billion;
  • Add $4.7 billion in direct bookings to U.S. destinations over the next three years;
  • Directly contribute $16 billion to U.S. GDP;

“We always knew that IPW delivers super-sized economic benefits to the U.S. host city and the United States. We now know those effects are Super Bowl-sized,” said U.S. Travel Association President and CEO Roger Dow.

He added, “Better still, a city’s investment in IPW is the gift that keeps giving, paying dividends over three years, as advanced travel bookings bear fruit in the form of more international visitors and visitor spending in the host city and throughout the country.”

Rockport Analytics’ period of analysis matches the travel booking cycle, recognizing that travel is booked up to three years in advance. The firm’s earlier study of the 2012 Super Bowl determined that the game’s duration of significant economic impact lasted four days.

“IPW is a catalyst for a significant amount of inbound travel into the U.S. and into the (host) city,” Smith said.

He added that shows are booked in host cities until 2020. This year’s event is on tap April 5-9 in Chicago, with the following cities booked in the following years: 2015, Orlando; 2016, Miami; 2017, Washington, D.C.; 2018, Denver; 2019, Anaheim; and 2020 back in Las Vegas. 

Add new comment

Partner Voices
One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here. New Wave Experiences Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024. Enhanced Technology Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space. Refreshing New Design & Fine Art The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights. Sustainable Spectacles Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles. The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.