COLUMBUS, Ind. – The Columbus Area Visitors Center announced Monday the results of a comprehensive brand health study conducted by nationally respected tourism research firm Longwoods International. The study, which analyzed consumer perceptions, advertising effectiveness, and the economic image of Columbus, highlights the city’s growing strength as a compelling destination and a vibrant place to live, work, and invest.
Conducted in March 2025, the research surveyed 1,000 leisure travelers across six key regional markets: Chicago, Louisville, Indianapolis, Cincinnati, St. Louis, and Detroit. The study focused on the awareness and impact of the Columbus tourism advertising campaign from April to October 2024, comparing Columbus’s image to competitors Bentonville (Arkansas) and Fort Wayne.
The research surveyed qualified leisure travelers from several regional markets to evaluate the effectiveness of Columbus, Indiana’s recent tourism advertising campaign. The study explored traveler awareness, campaign impact, and overall destination image, including how the perception of Columbus compares to similar cities.
Key Findings:
- Strong Campaign Awareness and Positive Perception – A significant portion of travelers recalled seeing Columbus’s recent tourism advertising, particularly across digital and social media channels. The campaign helped elevate the city’s profile and reinforced its unique character
- Competitive Brand Strengths – Columbus performed well in image comparisons with similar destinations, standing out for its architecture, public art, and welcoming atmosphere, as travelers responded positively to its historic charm and cultural appeal
- Continued Travel Interest – The study also revealed strong intent among travelers to visit Columbus soon, underscoring the campaign’s impact on destination interest
- Tourism Campaign’s “Halo Effect” Boosts Broader Economic Image – The study confirmed that exposure to Columbus’s tourism advertising had a measurable positive impact on the city’s broader image and those who saw the campaign were more likely to rate Columbus highly as a place to live, start a career, retire, or start a business
“This research affirms the power of tourism marketing to elevate not just visitation, but the overall perception of Columbus as a dynamic, livable community,” said Misty Weisensteiner, Executive Director of the Columbus Area Visitors Center. “We are proud to see Columbus recognized for its architecture, creativity, and hospitality, and we’re excited to strengthen our brand and economic vitality.”
