THE FUN TIMES POWER EDITION
Tourism: Big Impacts for Wisconsin Communities BY STEPHANIE KLETT Secretary, Wisconsin Department of Tourism
W
hen you’re having fun, we’re having fun. This theme from our advertising campaign reflects the value Wisconsin places on its visitors. It’s a sentiment deeply rooted in our Midwestern hospitality and sincere desire to make sure each visitor has a memorable vacation. We call it Gemutlichkeit, a feeling of warmth, friendship and good cheer. And there’s no shortage of it in Wisconsin. But, fun and hospitality are also big business in communities of every size across the state. The fun travelers experience in Wisconsin results in a strong economy and quality of life. Last year, the millions of people who traveled to and within Wisconsin had a $20.6 billion impact on the state’s economy and supported 195,255 jobs. And, tourism continues to grow in Wisconsin. In fact, the total seven-year growth of tourism activity is up more than $5.8 billion, a nearly 40 percent increase from $14.8 billion in 2011. But, tourism also creates something that can’t be quantified – it generates a positive impression for Wisconsin, which is critical for economic development. Our research shows that travelers who have visited Wisconsin in the past two years rate the state much higher in attributes such as a good place to live, start a business, attend college, or purchase a retirement home than those who have not visited the state. Tourism is working hard for Wisconsin. It’s a tremendous credit to the tourism industry in all 72 counties and the innovative work they do to create exciting vacation experiences. As I travel this month in recognition of National Travel & Tourism Week, I get a first-hand look at the great things happening
across the state, whether it’s new hotels and attractions, Main Street redevelopments, or annual events that attract visitors from all over the world. I also have the chance to meet the individuals and small businesses that are passionate about tourism and have chosen it as their life’s work. The Department of Tourism along with your local community created this mailing to better demonstrate the impact of tourism on the state and your area. We also wanted to take this opportunity to encourage you to venture out and enjoy all the fantastic experiences we offer – whether it’s on the other side of the state or in your own backyard. We’ve put together some fun ideas and resources to help you get started planning your adventure. The tourism industry will make sure that your decision to roam our back roads, visit our urban centers or enjoy a summer festival was the best decision you’ve ever made.
Did You Know? A 2017 research study showed that 57 percent of those surveyed who saw the Travel Wisconsin ad campaign and visited the state strongly agree that the state is a good place to live vs. 21 percent of those who had not seen the advertising and had never visited the state.
Power of Tourism in Wisconsin Categories of Travel Spending
Tourism by the Numbers
Retail, restaurants, transportation and recreation all benefit from tourism activity. In fact, tourism supports 35 percent of all recreation jobs and 23 percent of all food and beverage jobs in Wisconsin.
Tourism had a $20.6 billion economic impact on Wisconsin in 2017, up 3.2 percent from $20 billion in 2016. The total seven-year growth of tourism activity is more than $5.8 billion, a nearly 40 percent increase.
transportation $1.71 billion 13%
Visitor growth topped 110 million last year, a seven-year increase of 17.5 million.
recreation $1.72 billion 14%
Tourism supports 195,255 jobs in Wisconsin, an addition of 23,255 jobs since 2011. The tourism economy generated $1.5 billion in state and local revenue.
retail $2.51 billion 20%
Tourism Means Jobs During National Travel & Tourism Week, we celebrate the many thousands of people in Wisconsin who are gainfully employed in the travel and hospitality industry, from lodging properties, restaurants and attractions to recreation outfitters, visitor centers and more. We like to call them goodwill ambassadors because they are the face of our tourism industry, providing the customer service and memorable experience that keep travelers coming year after year. The work they do is behind what makes Wisconsin a such a great place to live, work, play and visit. Largely comprised of small businesses, travel and hospitality jobs can’t be outsourced or exported. Employment opportunities in the tourism industry run the gamut from great jobs for students to fulfilling careers for highly paid executives, making the industry one of Wisconsin’s largest employers. In fact, entrepreneurs are quick to recognize the opportunities that tourism presents, opening inns, restaurants, gift shops, recreation outfitters and dozens of other service businesses. Jobs in business services, printing, construction, transportation, marketing and real estate, to name a few, also reap the benefit of a healthy tourism industry. Our state’s seven-year growth in tourism activity added 25,255 jobs to the economy, a 13.5 percent increase in employment opportunities for Wisconsin residents. Interested in pursuing a career in tourism? Look no further than our state’s first-rate educational programs. The Wisconsin Technical College System offers associate degrees in Hospitality Management, Recreation Management, Culinary Arts, Meeting and Event Management among others. And, the University of Wisconsin-Stout offers a B.S. in Hotel, Restaurant and Tourism Management and B.S. in Golf Enterprise Management. To make sure we are delivering on our promise of a warm, welcoming and friendly vacation, the Department of Tourism offers customized customer service training to its tourism partners. To date, more than 18,500 people have received our customized customer service training – just another reason why visitors want to come back again and again.
lodging $3.44 billion 27%
food & beverage $3.31 billion 26%
Travel expenditures 2011-2017 The tourism economy has continued to grow since 2011, up 40 percent in seven years. $25 $20 $15
$14.80
$16.00
$16.80
$17.50
2012
2013
$18.50
$19.30
$20.00
$20.60
2015
2016
2017
$10 $5 $0 2010
2011
2014
tourism expenditures in billions
How Tourism Dollars are Circulated Through the State’s Economy Traveler spending is re-circulated back into Wisconsin’s economy and benefits other related industries, such as construction, technology, agriculture, food processing and other service industries. This spending also generates tax revenues, which help pay for our roads, schools, programs for veterans, the disabled and elderly and more. Plus, traveler spending helps support shopping and historical areas, art galleries, museums and many cultural and community events.
Did You Know? Without tourism, residents would pay an additional $660 in taxes. Those same dollars can buy the following travel experiences: Twelve season passes to Noah’s Ark Waterpark Six 11-day Summerfest Power Passes and two parking passes
Did You Know? Wisconsin ranks No. 1 in fun, family atmosphere, uniqueness, affordability and outdoor recreation among its Midwest competitors.
Greens fee and a caddy for two golfers at Erin Hills Golf Course A six-hour sailing trip in the Apostle Islands for four
Did You Know? Did You Know? The $20.6 billion impact from tourism is slightly larger than the amount spent nationally on Valentine’s Day.
Your Vacation Planning Starts Here Visit TRAVELWISCONSIN.COM. Our Trip Ideas page and Fun Finder will help you discover a one-of-a-kind Wisconsin getaway. Order our FREE SPRING-SUMMER EVENT GUIDE. More than 500 events help you plan your perfect summer vacation. Check out our entire library of free travel guides on TravelWisconsin.com. Know your destination? If you need detailed maps and directories for lodging, attractions or local events, go right to the source! LOCAL CHAMBERS OF COMMERCE AND CONVENTION & VISITORS BUREAUS are ready and waiting to help you finalize all your vacation details.
The 110 million visits to Wisconsin is five times the attendance at ALL NBA games for the 2016-17 season.
Power of Tourism in Wisconsin The Power of the Vacation
Can’t Miss Events
This summer fill your calendar with your bucket list, not your to-do list! It’s proven that travel is valuable and necessary for strengthening personal relationships, inspiring creative thinking, improving professional performance and promoting better health. Here are four reasons why you need to take a vacation this year.
JUNE 1-3 Dairyfest, Marshfield
1. Improved Relationships with family and friends. On vacation, you’re away from the stressors of everyday life and able to tune in and connect with what is most important. It’s about making memories that last a lifetime with the people you love. Did you know that 2 out of 3 adults ages 55 and older remember family vacations from as early as five years old? 2. Health and Wellness. A new health study reveals that vacation has a strong impact on stress and can provide shortterm improvements in overall well-being. People who take their vacations are healthier, happier, more mentally alert and physically fit. A variety of studies show that vacations cut the risk of heart attack, cancer and other health conditions.
3. Business Productivity and Creativity. When a person takes a walk on the beach or hikes a trail, the ideas start flowing. When do you ever hear someone say they discovered their best idea or found inspiration from sitting in their cubicle? But send a person on vacation and see what happens. 4. Education. When you travel, you get an education. You learn geography, history and culture, and you meet new people. When this happens, it usually makes you more curious about the world around you. You’ve heard of the 3 R’s, but here’s one more to consider: Reading, Writing, Arithmetic and Roaming. Don’t let the world pass you by.
JUNE 8-10 Walleye Weekend, Fond du Lac JUNE 14-17 Prairie Villa Rendezvous, Prairie du Chien JUNE 22-23 Ellsworth Cheese Curd Festival, Ellsworth JUNE 27-JULY 8 Summerfest, Milwaukee JULY 6-7 Eaux Claires Music Festival, Eau Claire JULY 14-15 Art Fair on the Square, Madison JULY 19-21 Lumberjack World Championships, Hayward JULY 23-29 EAA AirVenture, Oshkosh AUGUST 2-12 Wisconsin State Fair, West Allis AUGUST 17-19 National Championship Musky Open, Eagle River AUGUST 24-25 Lake Superior Dragon Boat Festival, Superior SEPTEMBER 1-3 Ho-Chunk Pow-Wow, Black River Falls
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Attractions for Your Bucket List
1. Big Manitou Falls, Superior 2. Circus World Museum, Baraboo 3. Elroy-Sparta State Trail, Kendall 4. Dane County Farmers Market, Madison 5. Discovery World, Milwaukee 6. Freshwater Fishing Hall of Fame, Hayward 7. House on the Rock, Spring Green 8. Lambeau Field & Packers Hall of Fame, Green Bay 9. La Crosse Queen Cruises, La Crosse 10. Leigh Yawkey Woodson Art Museum, Wausau 11. Lumberjack Steam Train & Camp Five Museum, Laona 12. Mars Cheese Castle, Kenosha 13. The Highground Veterans Memorial Park, Neillsville 14. New Glarus Brewery, New Glarus 15. Original Wisconsin Ducks, Wisconsin Dells 16. Peninsula Players Theater, Fish Creek 17. Road America, Elkhart Lake 18. Wisconsin Maritime Museum, Manitowoc 19. Wisconsin Canoe Heritage Museum, Spooner 20. World’s Largest Penny, Woodruff
Explore Wisconsin’s National Treasures Travelers looking for outdoor adventure, exploration and discovery need not head any further than Wisconsin. The state is filled with National Park Service, National Forest Service and other federally designated areas where quiet waters await paddlers, peaceful forests beckon hikers and scenic byways show off their splendor.
Calling to the explorer in all of us, the Apostle Islands National Lakeshore is known worldwide for its breathtaking sandstone cliffs and accessible sea caves. This chain of 21 islands off the shores of Bayfield is ideal for exploring historic lighthouses, old-growth forests, windswept beaches and offers numerous kayaking and hiking opportunities Think rocks, rock? The Niagara Escarpment is a 440-million-year-old cliff that extends from Wisconsin to Niagara Falls. Rich with fossils, forestland, rare plant species, caves and waterfalls, this rock corridor also has petroglyphs, pictographs and effigy mounds. One of just 80 – and our state’s only – national scenic byways, Wisconsin’s Great River Road National Scenic Byway encompasses 250 miles along the Mississippi. The byway, named “The Prettiest Drive in America” by readers of Huffington Post, offers breathtaking views best enjoyed while meandering through 33 quaint river towns. For even more waterfront views, head to the St. Croix National Scenic Riverway, established to preserve the area’s natural resources. The lush landscape provides the perfect backdrop for camping, biking, fishing and countless other outdoor activities. The Ice Age National Scenic Trail is a 1,200-mile tour of Wisconsin’s glacial history. One of only eight scenic trails in the country, it offers hikers striking vistas along lakes and streams, remnant prairies and former lumber camps. The trail ambles from Potawatomi State Park, through the Kettle
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Morraine State Forest, to Devil’s Lake State Park and Antigo Falls and ending at Interstate State Park. Don’t put away those hiking boots – try the North Country National Scenic Trail. The 4,000-mile trail travels through seven northern states, including Wisconsin, where it clips the northwest corner of the state for 200 miles, passing through Douglas, Bayfield, Ashland and Iron counties. Cave of the Mounds is a designated National Natural Landmark, nicknamed the “jewel box” of America’s major caves for its delicate formations. The main cave began forming more than a million years ago and was accidently discovered in 1939 when quarry workers removing limestone blasted into rock, revealing the cavern. Today, the cave is open for tours, where it’s a comfortable 50-degrees year-round. Established in the 1930s, the Chequamegon-Nicolet National Forest sprawls across an astounding 1.5 million acres, with units across Wisconsin’s northwestern and northeastern regions. The forest comprises most of the federally protected land in Wisconsin with its dense woodlands and sparkling waterways perfect for observe black bears, ruffed grouse and loons in their natural habitat. Speaking of natural habitats, Horicon Marsh National Wildlife Refuge is the largest freshwater cattail marsh in the nation. It’s best known as a migratory stop for vast flocks of Canada geese, but it’s more than just geese—upwards of 300 species of birds have been spotted here.
ABOUT THE WISCONSIN DEPARTMENT OF TOURISM: Our mission is to market the state as the Midwest’s premier travel destination for fun. By executing industry-leading marketing programs, providing reliable travel information and establishing strategic partnerships, we play a significant role in delivering exceptional customer service and generating greater economic impact and jobs for Wisconsin.