New Orleans Tourism Marketing Corporation

New Orleans Tourism Marketing Corporation
Name	New Orleans Tourism Marketing Corporation
Type	Nonprofit destination marketing organization
Founded	1999
Headquarters	New Orleans, Louisiana
Region served	Greater New Orleans
Leader title	President & CEO
Leader name	(see Organization and Governance)

New Orleans Tourism Marketing Corporation is a nonprofit destination marketing organization responsible for promoting New Orleans as a leisure, convention, and cultural travel destination. The corporation works with local institutions such as the Mardi Gras krewes, French Quarter stakeholders, and the New Orleans Ernest N. Morial Convention Center to attract visitors to events like Jazz Fest, Mardi Gras, and Southeast Tourism Society initiatives. It coordinates with municipal bodies including the New Orleans City Council, state agencies such as the Louisiana Department of Culture, Recreation and Tourism, and private partners like major hoteliers, cultural institutions, and academic centers.

History

The corporation was formed against the backdrop of post-Hurricane Katrina recovery and longstanding efforts to professionalize destination marketing in Orleans Parish. Early collaborations involved the New Orleans Convention and Visitors Bureau, the Louisiana Office of Tourism, and civic organizations including the New Orleans Regional Chamber. Throughout the 2000s the organization aligned with major institutions such as the Audubon Nature Institute, The Historic New Orleans Collection, and Tulane University to rebuild visitor confidence and capacity. During the 2010s it expanded programming tied to commemorations at sites like Jackson Square, partnerships with performance venues such as the Saenger Theatre, and campaigns timed to anniversaries of events like the World War II–era heritage commemorations hosted at the National World War II Museum.

Organization and Governance

The organization's board has included representatives from hospitality companies such as Hilton Worldwide, Marriott International, and independent operators in the Bywater and Garden District. Governance structures incorporate public appointees from the Office of the Mayor of New Orleans and liaisons to the Orleans Parish School Board for youth-oriented programming. Executive leadership has worked alongside legal counsel familiar with statutes like the Louisiana Public Records Act and finance committees coordinating with the Louisiana State Bond Commission for funding of capital projects. Financial oversight engages accounting firms experienced with nonprofit audits and compliance with state and municipal ordinances governing tax-increment financing and hotel occupancy tax allocations collected at properties including the Lafayette Square area hotels.

Marketing and Promotional Activities

Promotional strategies have leveraged cultural touchstones such as Louis Armstrong, Fats Domino, Tremé, and institutions like the Preservation Hall to create itineraries marketed to audiences in Texas, Florida, California, and international markets including France, Germany, and Japan. Campaigns emphasize assets including the French Quarter Festival, culinary scenes tied to chefs associated with Emeril Lagasse and Ruth Fertel, and heritage trails connecting sites like the New Orleans African American Museum and St. Louis Cathedral. Digital outreach has used platforms and partners such as the New York Times, Travel + Leisure, Condé Nast Traveler, and trade shows like the International Pow Wow to reach meeting planners for the American Society of Association Executives. Joint promotions have highlighted cruise itineraries from the Port of New Orleans and conference packages at the Morial Convention Center.

Economic Impact and Partnerships

Studies commissioned in cooperation with entities such as the University of New Orleans, Tulane University School of Public Health and Tropical Medicine, and regional economic bodies reported visitor spending impacts on sectors including hotels, restaurants, and cultural venues like the Ogden Museum of Southern Art and Contemporary Arts Center. Partnerships with labor organizations representing hospitality workers, including local chapters of UNITE HERE, and collaborations with the New Orleans Tourism Advisory Board have shaped workforce development programs and training pipelines tied to hospitality curricula at institutions like Delgado Community College. The corporation has worked with regional transportation authorities including the New Orleans Regional Transit Authority and the Port of New Orleans to align visitor flows and event logistics.

Events and Campaigns

Major campaigns supported citywide events such as Mardi Gras, New Orleans Jazz & Heritage Festival, and the French Quarter Festival. The organization developed seasonal campaigns around culinary weeks spotlighting restaurants like those in the Marigny and Warehouse District, concerts at the House of Blues, and film promotion linked to the Sundance Film Festival satellite screenings and productions utilizing local crews represented by the IATSE. It has also backed niche programs such as heritage tours of Treme and cemetery walking tours highlighting sites like St. Louis Cemetery No. 1.

Controversies and Criticism

The corporation has faced critiques similar to other destination marketing entities: debates over allocation of hotel tax revenue involving the New Orleans City Council, concerns from preservationists associated with Vieux Carré groups about commercialization of the French Quarter, and disputes with labor organizations including SEIU and UNITE HERE over worker protections. Critics have pointed to tensions between large-scale events promoted for tourism, such as expanded Formula E or proposed convention center expansions reviewed by the Louisiana Gaming Control Board, and neighborhood quality-of-life advocates in areas like the Bywater and Lower Ninth Ward. Transparency advocates have referenced state public records requirements under statutes like the Louisiana Public Records Act when challenging contract disclosures and procurement practices.

Category:Tourism in New Orleans