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FOR IMMEDIATE RELEASE

Annual economic study shows travelers love to shop, eat and play in Wisconsin

Madison, Wis., (May 8, 2005) -- Travelers spent about $11.8 billion in Wisconsin in 2004 with more than half of that amount going toward shopping and food purchases. A summary of last year's traveler spending in Wisconsin was released this week by the Wisconsin Department of Tourism.

Travelers spent 31 percent, or $3.7 billion, shopping in Wisconsin and another 25 percent, or $2.9 billion on food, according to study conducted by Davidson-Peterson Associates. Another 25 percent of the total, or $2.9 billion, was spent on indoor and outdoor recreation. Top traveler recreational expenditures included casino gambling, events, sports tickets and evening entertainment. Travelers also spent 12 percent, or $1.47 billion, on lodging in 2004; but only 7 percent, or $780 million, on transportation within Wisconsin.

"It's clear that Wisconsin's tourism industry is strong," Governor Doyle said. "Travelers are confirming what citizens in Wisconsin have always known, that life in Wisconsin is second to none. The natural beauty, recreational opportunities, and welcoming spirit of Wisconsin make our state an essential stop every tourist season."

The 2004 economic impact of traveler spending included the creation of 309,000 full-time job equivalents and more than $6.65 billion in income for Wisconsin residents through the jobs, salaries and other travel-related commerce. Of the total spent in 2004, about $1.36 billion is counted as state revenue and $556,000 went directly to local governments as revenue.

Summer remains the state's peak season, with more than $4.26 billion, or 36 percent of the total spent in 2004 by travelers from June through August. Fall is the state's second most popular season, with travelers spending $2.78 billion, or 24 percent of the total, from September to November. Spring follows a close third, generating $2.53 billion, or 21 percent, from March to May. Winter travelers spent just more than $2.2 billion, or 19 percent, in 2004 from December to February.

"These continuing studies document the importance of tourism as a key segment of Wisconsin's economy," Tourism Secretary Holperin said, "and helps explain why Governor Doyle recommended investing an additional $3.8 million into marketing our state's travel attractions over the next two years. Marketing Wisconsin is an investment in a proven product, which just happens to be the entire state of Wisconsin."

The total number of travelers spending at least one night in the state totaled 39.1 million, an increase of 1.5 percent from 2003. Of the total, 44 percent of visitors stayed overnight with family or friends and 39 percent stayed in a hotel, motel, resort or bed & breakfast inn. Campers comprised 14 percent of overnight stays in 2004, while another 3 percent of travelers stayed in cabins, cottages or condominiums.

Total spending by travelers who stayed in paid lodging accounted for 53 percent, or $6.2 billion, of the $11.8 billion. People who made day trips not involving lodging spent only 7 percent, or $779 million.

Wisconsin's top 15 counties for traveler expenditures in 2004 were Milwaukee, Dane, Sauk, Waukesha, Brown, Walworth, Door, Outagamie, Sheboygan, Rock, Racine, Vilas, Winnebago, Marathon and La Crosse counties. These 15 counties combined attracted close to 63 percent of all traveler spending in 2004. The strongest growth in these 15 counties occurred in Brown and Marathon counties.

Wisconsin's Top 15 Counties by Expenditure

The complete state and county-by-county reports are available on http://agency.travelwisconsin.com.

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