The state of Oklahoma did better than the U.S. in tourism during the COVID-19 pandemic, with Route 66 playing a major role.
The Center Square, which specializes in state- and local-level government and economic reporting, talked to David White, legislative liaison for Oklahoma Tourism and Recreation Department.
White said the Sooner State’s tourism industry did better than the U.S. in all categories.
At the beginning of the pandemic, the state’s tourism department shifted focus to highlight the many destinations right outside Oklahomans’ doors by launching the #OKHereWeGo advertising campaign.
White reports that Oklahoma state parks saw 11.5 million visitors in fiscal 2020, a 25% increase over fiscal 2019. There was also increased interest in the Oklahoma Fishing Trail, which consists of six loops across the state, highlights prime fishing opportunities and showcases Oklahoma’s diverse waterways and species. More than 3,000 new fishing licenses were ordered with $8.2 million in projected lodging revenue. With the increase in road trips during 2020, we also saw a dramatic rise in Route 66 trips, 32% overall for the year for a total of 2.8 million out-of-state visitor trips.
“By advertising to an in-state audience, we were able to encourage Oklahomans to find new and surprising attractions,” White said. “This campaign resulted in projected lodging revenue of $17.3 million. During the pandemic, people were encouraged to maintain distance. Where better to practice social distance than on a hiking trail, fishing or camping with your family?”
White added he anticipates Route 66 will continue to be a major driver in Oklahoma tourism, with the road’s centennial coming up in 2026.
It wasn’t mentioned in the story, but I have to believe Lt. Gov. Matt Pinnell played a major role in Oklahoma tourism’s success. Pinnell also serves as secretary of Oklahoma Tourism.
Since he took office in early 2019, Pinnell pledged to be more aggressive in Oklahoma’s tourism efforts and was outspoken in Route 66 playing a role.
Based on his words and deeds, Pinnell has upheld his pledges to the Mother Road. And I’m not the only one in the Route 66 community who’s made that observation, by the way.
(Image of an Oklahoma Route 66 sign in Chandler, Oklahoma, by scott.tanis via Flickr)