TRAVEL TRACKER: A Glimpse of Wisconsin's Campers

Whether "roughing it" in one's own backyard with a makeshift tent or setting up camp at an established campground, camping has been a favored leisure activity enjoyed by generations. It appears that the opportunity to spend time with family and friends in a campsite setting has stood the test of time, remaining the number one outdoor vacation activity in America according to Travel Industry Association of America (TIA).

Today, the sheer volume of RVs on Wisconsin's highway system points to the popularity of camping in Wisconsin - and that doesn't include the many tent campers who aren't as easily spotted. From the wilderness and rustic-style campgrounds that offer quiet serenity to those that resemble small communities with all the conveniences of home, Wisconsin's 1,050 licensed public and private campgrounds can satisfy the appetites of any enthusiast. In order to gather demographic and marketing information on this large market of Wisconsin travelers, the Department conducted a co-op research study in conjunction with the Wisconsin Association of Campground Owners (WACO) and the Department of Natural Resources.

Twenty-eight WACO-affiliated campgrounds, 6 state parks, and a number of private or county-owned randomly distributed self-addressed, postage paid surveys as travelers registered at their campsite during the period of June through November 2004. A total of 783 camping parties participated in the study. The dots on the map at right signify the locations of participating campgrounds. In addition, surveys were color-coded so that data could be analyzed regionally.

Results

The following information profiles campers during the summer and fall of 2004.

• The majority of respondents came from three midwestern states; 72% were Wisconsin residents, 11% came from Illinois, and 10% from Minnesota.

• Milwaukee, Madison, Green Bay, Twin Cities, Wausau-Rhinelander, Chicago and La Crosse-Eau Claire emerged as the dominant market areas where respondents lived.
• The average age of the camper was 47.
• 56% did not have children under the age of 18 living at home.
• Over half had incomes between $21,000-$60,000, 21% had incomes between $61,000-$80,000 and 22% had incomes over $81,000.
• Favored leisure activities in addition to camping included hiking, relaxing, swimming, reading, walking, golfing and sightseeing.
• 25% planned their trip within seven days; 23% within a month; 28% between one and three months and 25% four or more months.
• Travelers obtained camping information from the Internet (55%) followed by word-of-mouth, RV directory, brochures, WACO directory and state tourism publications.
• The average party size was four people. Six out of ten camping parties were comprised of family members, 23% a combination of family and friends, and 8% of friends only.
• Overall travel budget was $335 per group per trip.

Tent versus RV Camping

Over 68% of respondents were RV campers. The figure above shows the type of camping favored by respondents and the many types of towable and motorized RV's found in Wisconsin campgrounds. The results from the survey show that towable trailers such as pop-ups and 5th wheels outnumbered motorhomes.

In order to better market to Wisconsin campers, see the table below for a breakdown on the demographics, preferences and attributes of RV versus tent campers.