Tourism generated approximately $326 million of economic impact in 2011, according to a 2012 study performed for the Greater Springfield Convention and Visitors Bureau.

The sales, both direct and indirect, rose approximately $20 million over the previous 2009 study, performed by Tourism Economics, an Oxford Economics company.

“It’s not completely controlled by the CVB but also due to our great partners here locally,” said Chris Schutte, the director of the Greater Springfield CVB. “It’s a significant number.”

Schutte presented an update on the CVB to city commissioners last week.

The study said tourism accounted for $79.8 million in wages and 4,271 jobs in Clark County, including 1 of every 11 salaried positions.

Tourism also generated approximately $41.8 million in taxes, according to the study.

“If tourism was a standalone business, we’d probably be the largest business in the community,” Schutte said.

Schutte estimated bed tax revenue, which is tied to occupancy, is going to be up 8 to 10 percent, although final numbers weren’t available. He said hotel owners are optimistic the numbers will rise even further next year.

In 2012, the CVB also implemented a $25,000 marketing program for local tourism partners. The also created the “So Springfield” ad campaign, and also opened the Champion City Guide and Supply store, which will also be used as a visitor center.

“It’s been a great place to meet people and talk to them about what we’re doing in the community,” Schutte said.

Schutte said the “So Springfield”visitor’s guide was picked up over 6,000 times at Ohio Department of Transportation rest stops in Clark County this year, 2.5 times more than 2010.

The CVB’s goals for 2013 include conducting a consumer perception study to help with marketing. They plan to begin the independent study in early spring.

“One thing I’ve felt we’ve needed for awhile was a better base of data to know what impact our marketing was having and what directions we needed to go with it,” Schutte said.

The group will go to the second phase of its National Road Convention District, which Schutte described as the core area of downtown. Various venues, including the recently-opened Clark State Community Community College Hollenbeck Bayley Creative Arts and Conference Center, the Clark State Performing Arts Center, the Courtyard by Marriott Downtown Springfield, Heritage Center, the Westcott House and the Bushnell Banquet Center, have implemented a website for the district and will work to promote it next year.

They’ll also launch a front staff customer service training program and distribute a front staff guidebook to hotel staffs to help promote the city to visitors.

“If they get a question about Westcott House, they can (use) that and find two or three bullet points where they can provide valuable information for a traveler,” Schutte said.