Carol Johnson, Southern Indiana Business Report
BEDFORD – Visitor spending in the 12 counties of Discover Southern Indiana generated an economic impact of $587.5 million in 2024, according to a recent tourism impact assessment by Rockport Analytics.
The report was commissioned by the Indiana Destination Development Corporation to measure tourism’s economic impact. Discover Southern Indiana is a regional tourism and marketing brand that includes Brown, Crawford, Daviess, Dubois, Greene, Lawrence, Martin, Monroe, Orange, Owen, Perry and Washington counties. Established by Radius Indiana, DSI highlights the many unique experiences in southern Indiana.
Among the region’s biggest draws are the French Lick Resort, award-winning golf courses, wineries and abundant natural resources such as Patoka Lake, West Boggs and state parks such as Spring Mill.
In the eight-county region of Radius Indiana, which includes Crawford, Daviess, Dubois, Greene, Lawrence, Martin, Orange and Washington, the economic impact from tourism was about $215 million.
Kristal Painter, COO of DSI, said tourism is more than just an experience for visitors.
“Tourism enhances the vitality of a community by improving residents’ quality of life through access to better amenities including restaurants and shops, improved infrastructure, and cultural preservation,” Painter said. “Without tourism, we wouldn’t see the tremendous growth we’ve seen throughout the entire Discover Southern Indiana region.”
Orange County, home to the historic hotels in French Lick and West Baden, the Pete Dye Course, Big Splash Adventure, French Lick Scenic Railway and Paoli Peaks, has become a mecca for tourism. Visitor spending topped $142.2 million, generating an economic impact of $76.5 million. Tourism spending increased 7% from 2023, placing it 26th among 92 counties in growth rankings, according to the report. Orange County’s per capita tourism spending ranked No. 1 in the state.
The resurgence of tourism in Orange County is the result of strategic investment, Painter said.
“The French Lick Resort will be celebrating 20 years in November. During that 20-year span, not only has the Resort continued to add amenities and experiences, but the growth that has occurred throughout the county extending down to Patoka Lake has been huge!” Painter said. “The Resort has seen a lot of success through golf, their top-rated courses continue to receive accolades which draw visitors to the destination … Having the expanded option of attractions inside and outside the Resort helps extend that stay so they can visit Wilstem Wildlife Park, a tasting train on French Lick Scenic Railway and visit the local wineries and distilleries.”
When visitors have more to do, they stay longer and that increases the economic impact that Orange County is experiencing.
Tourism is the No. 2 industry in Orange County. A total of 1,110 jobs are directly linked to tourism. Indirect jobs that support tourism number about 200. The combined wages of tourism jobs totaled $45.6 million.
In counties with a strong tourism industry, having the information about visitor spending behavior is important to future planning.
“IDDC working with Rockport Analytics to provide this data and reporting to the individual counties and the region as a whole is invaluable,” Painter said. “It helps shape future decisions based on real numbers and trends.”
Dubois County had the second highest visitor spending ($131.2 million) and economic impact ($58.4 million) among Radius counties. The county’s tourism spending growth increased 6.3% from the previous year.
Tax benefits of tourism
The economic impact of tourism also benefits a county’s tax structure, saving residents’ money. Orange County visitors supported $27.4 million in total taxes in 2024, up 6.3% from 2023.
According to the Rockport analysis, in Orange County about 12 cents of each visitor dollar went toward the payment of state and local taxes. If tourism did not exist, each of the nearly 8,000 households in Orange County would have to pay an additional $2,194 per year in taxes to maintain current levels of state and local government services.
Economic impact of tourism in Radius counties in 2024:
Crawford – $3.6M
Daviess – $40.9M
Dubois – $58.4M
Greene – $8.2M
Lawrence – $22.6M
Martin – $1.4M
Orange – $76.5M
Washington – $3.6M
Indiana tourism sees gains
Tourism gains were realized statewide and that’s good news because having strong tourism isn’t just about having nice places to visit. A state that is seen as an attractive destination has the ability to turn those visitors into residents.
Today’s young workers place a high priority on work-life balance and are drawn to communities that offer a rich quality of life. When tourism is strong, it attracts more investment dollars to add restaurants, parks and event venues. The result is not just a place where people want to visit, but a place where people want to live.
Indiana tourism by the numbers in 2024:
- 83 million visitors traveled to Indiana in 2024, a 1.9% increase from the previous year
- $16.9 billion in visitor spending, up 4.7% and fully recovered to pre-pandemic levels
- $203 spent per visitor, a continuing upward trend from previous years
