Hidden in Plain Sight

Ohio’s Earthworks—now recognized as a UNESCO World Heritage Site—are among the most significant ancient monuments in the world. Yet, a recent public opinion survey conducted by The Ohio State University’s Newark Earthworks Center and CHRR at The Ohio State University reveals a striking truth: awareness and engagement with these sites vary dramatically between Ohioans and their neighbors.

While most Ohioans have heard of and visited at least one Earthworks site, awareness drops sharply just across state lines. For example:

• 78% of Ohioans have heard of the Newark Earthworks, compared to just 54% of border state residents.
• 44% of Ohioans have visited that site, while only 26% of border state residents have.
• Familiarity with the UNESCO designation, the Octagon Earthworks opening, and the Major Lunar Standstill is consistently lower among border state residents—by as much as 30 percentage points.

Why This Matters for Tourism

These gaps represent a major opportunity for Ohio’s tourism industry. Border state residents—who live within easy driving distance—are curious but underinformed. With targeted outreach, these nearby travelers could become some of the Earthworks’ most frequent and enthusiastic visitors.

At the same time, the strong interest among Ohioans—80% say they’re likely to visit soon—shows that in-state tourism is primed for growth, especially with the right messaging and experiences.

A Call to Action for Ohio’s Tourism Leaders

This survey is more than a snapshot—it’s a strategic tool for shaping the future of heritage tourism in Ohio. We call on tourism boards, cultural institutions, and policymakers to:

1. Leverage these insights to design campaigns that resonate with both Ohioans and nearby out-of-state audiences.
2. Collaborate with the Newark Earthworks Center to ensure authentic storytelling and respectful interpretation.
3. Invest in future surveys with CHRR at The Ohio State University to track awareness, visitation trends, and the impact of marketing efforts over time.

Ohio’s Earthworks are no longer hidden—but they are still waiting to be fully discovered. With smart investment and continued research, we can turn curiosity into connection—and connection into lasting tourism impact.