The following is information provided from Travel Wisconsin:
Research Highlights
– Tourism had a $20.6 billion economic impact on Wisconsin in 2017, up nearly 40% from $14.8 billion in 2011.
– This was the seventh year in a row of increases in visitor spending. Compared to 2016, tourism was up $631 million or 3.2% from $20 billion.
– The tourism industry continues to show stable, long-term growth according to recently-released economic impact figures.
– Tourism supported a total of 195,255 jobs in 2017, up from 172,000 in 2011.
– The seven-year increase in jobs is 23,255 jobs, a 13.5% increase. Compared to 2016, jobs were up 1,755 from 193,500.
– Tourism generated $1.5 billion in state and local tax revenue, and $1.2 billion federal revenue.
– Without tourism, each Wisconsin household would pay an additional $660 to maintain existing services.
– Visitor volumes topped 110 million visits, an increase of 17.5 million, compared to 92.5 million seven years ago. This is a 19% increase since 2011.
– Traveler spending on recreation experienced the fastest growth at 5.5 percent in 2017. Recreation is defined as the activities travelers choose to do while on vacation.
– The top four visitor spending categories are lodging, food, retail and recreation.
Tourism’s Halo Effect
– Tourism positively influences how people think of Wisconsin as a place to live, work, attend college, retire or buy a vacation home.
– A Longwoods International survey shows that 57% of those who saw the Department of Tourism’s ad campaign AND visited the state think Wisconsin is a good place to live vs. 21% of those who had not seen the advertising and visited the state.
Department Marketing Efforts
– The Wisconsin Department of Tourism continues to find success in promoting tourism by focusing its marketing efforts on the brand of fun, the #1 travel motivator.
– This summer’s ad campaign is officially live. It puts the spotlight on Gemutlichkeit, a German word that describes the spirit of Wisconsin and the state’s innate ability to give travelers a sense of belonging, friendship and cheer.
– Wisconsin Tourism will have Gemutlichkeit on display all summer long as a part of Bucky on Parade. Bucky on Parade features 85 life-sized Bucky Badger statues throughout Madison. It’s one of the largest public art projects in the nation. The Gemutlichkeit Bucky is on display outside the State Capitol.
– Wisconsin Tourism's effects
– The Department’s advertising campaign has a ROI of 7:1. For every $1 spent on advertising, $7 was returned to the state.
– Last year, Travel Wisconsin received 21 awards for marketing and public relations excellence, for a total of 106 awards since 2011.