For more information contact:
Lisa Marshall or Valeria Davis, Wis. Department of Tourism 800/236-7529 (during business hours)
Andy Larsen, Boelter + Lincoln 414/840-0891 (after hours and weekends)
FOR IMMEDIATE RELEASE
WISCONSIN PROTECTS ITS SHARE OF TOURISM REVENUE IN 2007
Growth Seen in Meeting/Convention Sectors; Milwaukee, Dane and Sauk Counties Top $1 Billion in Traveler Spending
MADISON, Wis., (May 10, 2008) -- Traveler spending in Wisconsin remained strong and steady last year, despite rising gasoline prices, economic uncertainty and poor winter and spring weather, according to a study released today by the Wisconsin Department of Tourism. The 18th annual Economic Impact of Expenditures by Travelers on Wisconsin report estimated that travelers here spent $12.78 billion in 2007, virtually a dead heat with the returns for 2006.
The state saw growth in both the business travel and meetings and convention travel sectors. Estimated expenditures by business travelers grew .34 percent, from $2.42 to $2.43 billion, while estimated spending by meetings and convention travelers increased 5.86 percent, from $1.28 to $1.36 billion.
"The gains we've made with meetings and conventions are indicative of two things, that tourism is a diverse industry and that it is that very diversity that contributes to the state's economy," noted Tourism Secretary Kelli A. Trumble. "Whole communities and the tourism industry both have made investments in infrastructure, including new and improved convention centers, lodging properties and attractions, and we're seeing the financial wisdom of that approach."
The state's new branding initiative, led by the Department of Tourism, will help grow Wisconsin's tourism industry. The initiative pays tribute to the originality and ingenuity of the state's people. "Strong brands deliver higher returns, attract more loyal customers and provide a more predictable revenue stream, and that was precisely our intention with creating this new brand platform for the state," said Trumble.
Tourism remains among the state's largest industries. The total impact of traveler expenditures provided an estimated $1.42 billion in state government revenues as well as $638 million in local government revenues.
Shopping remained travelers' most popular category of expenditure, accounting for roughly 30 percent of overall spending at $3.94 billion. Food was the second largest category, at $3.41 billion (27 percent), followed by recreation at $2.84 billion (22 percent); lodging at $1.61 billion (13 percent); and transportation at $970 million (8 percent). The recreation category includes sightseeing, sports and event fees, cultural and historic events tickets, wagering, liquor, evening entertainment and licenses.
Traveler spending was up during summer and fall, traditionally the year's strongest seasons, rising by .2 percent (to $4.89 billion) in summer and 1.4 percent (to $3.07 billion) in fall. In contrast, traveler spending fell by .6 percent in spring (to $2.64 billion) and by 3.9 percent in winter (to $2.19 billion).
Milwaukee led the way among the state's counties, with estimated traveler spending of $1.68 billion, a gain of one percent. Also topping the one billion mark were Dane and Sauk counties, with estimated traveler expenditures of $1.18 and $1.05 billion, respectively. Rounding out the state's "Top 10" counties in traveler spending were Waukesha, Brown, Walworth, Door, Outagamie, Sheboygan and Vilas counties.
Davidson Peterson Associates, an independent marketing and economic impact research firm specializing in tourism and hospitality, conducts the annual tourism study. To see the full report, visit the Research & Travel trends page on the Department of Tourism website.
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