Room Tax Revenues Point to Tourism Upswing

The city of Oxnard is seeing an increase in tourism, officials with the Greater Oxnard & Harbors Tourism Bureau said, based on greater hotel sales tax revenues coming in this year than last.

The transient occupancy tax, or TOT, increased in both July and August over the same period in 1995, said Carol Lavender, the bureau’s executive director.

Occupancy tax revenues increased 8.17% in July over the previous year, and the figure for August was 15.15% higher. In terms of dollars, that amounted to $162,972 collected in July and $198,574 in August, officials said.

July hotel occupancy rates were at 70%, with August showing a 72% rate.

“The success is a combination of good weather, a strong advertising and public relations program and teamwork between the hotels and the bureau,” Lavender said.

The bureau commissioned a survey of visitors several months ago to measure the impact of its advertising efforts and expenditures during fiscal 1995. The survey, conducted by InfoVision Systems, indicated that 70% of the respondents visited Oxnard more than once.

The survey also showed that the bureau’s advertising campaign made a strong impact on would-be tourists.

“The increase in the TOT shows we’re moving forward,” Lavender said. “It’s exciting to see tourism build once again in Oxnard.”