1. The Valley Winter Visitors and Local Market Report 2004 - 2005
FAST FACTS
Valley Markets and Tourism Research Center UTPA © 2005

2. Study Methodology Place: La Plaza, Valle Vista and Sunrise Malls
Dates: March 3rd - March 13th, 2005
Participants: Local residents
280 Mexican Nationals
120 Winter Texans
121 Other Tourists
Interviewers: 201 UTPA and UTB/TSC Students
Valley Markets and Tourism Research Center UTPA © 2005

3. Winter Texans
Valley Markets and Tourism Research Center UTPA © 2005

4. The Average Winter Texan…
is married
is 68.4 years old
has an average household income of $47,800
has 13.9 years of education
retired more than one year ago
Valley Markets and Tourism Research Center UTPA © 2005

5. Winter Texan Valley Stay
Stayed 3.7 months
Arrived in the Valley by car
Had come to the Valley for 10 years
Came for the climate and for a winter vacation
Lived in their own RV or mobile home
Visited flea markets, the beach and Mexico
Planed to return to the Valley.
Valley Markets and Tourism Research Center UTPA © 2005

6. Winter Texan Economic Impact 2004-2005
127,000 Winter Texans (63,500 households)
Spent and average of $6614 per household
Spent a total of $420 million while in the Valley
Valley Markets and Tourism Research Center UTPA © 2005

7. WT Count/Dollar Contribution 1986-2005
Valley Markets and Tourism Research Center UTPA © 2005

8. Mexican Nationals
Valley Markets and Tourism Research Center UTPA © 2005

9. The Average Mexican National…
is married
is 41.5 years old
is from Reynosa, Matamoros or Monterrey
is employed in retail, professional and business services or education
has an average monthly household income of 34,877 pesos
Valley Markets and Tourism Research Center UTPA © 2005

10. Mexican National Valley Visit
Came to the Valley by car
Came with 2.8 adults and 1.8 children
Came to shop
Stayed one day or less
Stayed with friends or relatives or in a hotel, if they stayed overnight
Averaged 55 trips to the Valley in 2004
Visited the beach and the zoo
Spent an average of $5,300/household in the Valley during 2004.
Valley Markets and Tourism Research Center UTPA © 2005

11. Other Tourists
Valley Markets and Tourism Research Center UTPA © 2005

12. The Average Tourist… is married is Hispanic is 34.3 years old
works full-time
has an annual household income of $44,950
has 14 years of education
resides in Texas
Valley Markets and Tourism Research Center UTPA © 2005

13. Other Tourists Valley Visit
Came to the Valley to visit family and friends or for a winter vacation
Had made 4.1 trips to the Valley in the past
Went to the beach and Mexico while in the Valley
Planed to return to the Valley
Valley Markets and Tourism Research Center UTPA © 2005

14. The Average Local Resident…
is married
is Hispanic
is 32.6 years old
has 13.3 years of education
works full-time
has an average annual household income of $39,232
The most popular local activities are the beach, the zoo, flea markets and festivals.
Valley Markets and Tourism Research Center UTPA © 2005

15. Special Interest Topics Examined in the Study
Valley Markets and Tourism Research Center UTPA © 2005

16. Valley Issues That Need Improvement . . .
Winter Texans: Trash, traffic and traffic law enforcement, crime and roads and road construction
Mexican Nationals: ‘Nothing needs improvement’
and bridge crossing
Other Tourists: Roads and road construction and traffic
and traffic law enforcement
Local Residents: Roads and road construction, traffic and
traffic law enforcement
Valley Markets and Tourism Research Center UTPA © 2005

17. Change in Visits to Mexico in the Past Six Months
Winter Texans:
26.1 percent had changed visits to Mexico because of safety/security concerns or improved Mexico conditions
Local Residents:
32.2 percent had changed visits to Mexico, primarily because of concerns for safety/security
Valley Markets and Tourism Research Center UTPA © 2005

18. New National Retails Stores Wanted
Local Residents:
Fifty or more residents would like to see a Macys, Foley’s, Kohl’s and or outlet stores in the Valley
Mexican Nationals:
Most often mentioned stores wanted were Macy’s
and Foley’s
Winter Texans:
The most often mentioned store wanted was Kohl’s
Valley Markets and Tourism Research Center UTPA © 2005

19. Expected Attendance at NFL Games
Mexican Nationals: percent would attend one or more games
Local Residents: percent would attend one or
more games
Valley Markets and Tourism Research Center UTPA © 2005

20. Opinions about U.S. Border Entry/Exit Policies
Winter Texans: percent approve; 5 percent disapprove
17 percent believe policies should be stricter
Mexican Nationals: 38 percent approved; 4 percent disapprove
15 percent believed the policies are too strict
9 percent believed the policies are tedious
Other Tourists: percent approve; 3 percent disapprove
Local Residents: percent approve; 4 percent disapprove
20 percent believe policies should be stricter
Valley Markets and Tourism Research Center UTPA © 2005

21. Mexican Nationals’ Expected Response to a Change in U. S
Mexican Nationals’ Expected Response to a Change in U.S. Exit Policy That Would Require a Stop at Customs When Leaving the U.S.
44.2 percent would not come to the U.S. or would come less often
29.7 percent would not change their visits to the U.S.
Valley Markets and Tourism Research Center UTPA © 2005

22. Want a copy?
Copies of the complete report are available for $50. Contact: The Valley Markets and Tourism Research Center The University of Texas-Pan American College of Business Administration Edinburg, Texas Phone: Fax:
Valley Markets and Tourism Research Center UTPA © 2005