Tourism is a vitally important component of North Carolina's balanced economy. It is a twelve-point-six billion dollar billion economic engine that powers many different industries from general retail and food service to lodging and entertainment. And tourism generates more than one billion dollars in state and local taxes annually.
Also, the tourism economic sector is the largest consumer of textiles and furniture, helping support the state's traditional industries. Since the September 11th atrocities tourism nationwide has been in decline. So, we have developed a research-based plan designed to boost North Carolina's out-of-state and in-state travel.
Research conducted in our key seven states shows that interest in travel to North Carolina remains relatively high compared to other southeastern states. Only Florida ranked ahead of us. And North Carolina had highest marks for being a safe travel destination. We did not want to begin promoting travel to North Carolina until consumers thought it was appropriate to resume marketing. Overwhelmingly, they say it is all right to promote tourism again.
With these results in hand, we took a look at our out-of-state promotional plan. Overall, the plan was solid. But we saw the need to beef up TV advertising in key markets.
Then, we took a look at our in-state program. We have had a long and successful public affairs program with the North Carolina Association of Broadcasters. Last year, if we had paid directly for all the airtime we received from these members, the program would have cost us more than six hundred thousand dollars. Again, they have stepped up to the table and are going to run these new spots we have developed that encourage residents to discover the state you're in.
In addition to these TV commercials, we're developing eight radio spots for the NCAB program. Not to be outdone, the NC Outdoor Advertising Association is providing us with one million dollars worth of outdoor advertising. These outdoor boards will tie into the Discover the State You're In theme. And, finally, the NC Press Association has told us its members are developing a print program that works in conjunction with our in-state marketing communications. I'm pleased but not surprised by this kind of support. It is the kind of public spirit I have come to expect from North Carolinians when times are tough. My thanks to them all.
Now, if you'll excuse me - my bags are packed and I'm going to discover the state I'm in.