TOURISM TODAY
March/April 2002
In this issue:
Department serves 3.5 million customers
In 2001, the Department of Tourism provided travel information to 3.5 million customers, up nearly 19 percent from 2.9 million in 2000. Travel information services included contacts with customers via phone, travelwisconsin.com, Wisconsin Travel Information Centers, direct mail programs, email and standard mail.
Customer Service:
The Wisconsin Travel Information Centers (WTIC) served more than 1.2 million travelers in 2001. There were 112,000 calls to 1-800/432-TRIP, 15,000 U.S. mail inquiries, and 5,300 email inquiries. 2.1 million publications were distributed through the WTICs, consumer/sport shows, the Department's toll free number and Web site, and statewide tourism organizations.
Travelwisconsin.com:
Travelwisconsin.com had over 1.8 million visits, up 48 percent from 2000. The Department's Web site attracted more than 330,000 new users since the launch of the redesigned site in March 2001 through December. The most popular sections of the site were the destination and Seasonal Focus pages, publication ordering, accommodations and recreation/attractions search results, maps, and links. Fifty-nine thousand customers ordered publications via the Department's Web site compared to 51,000 in 2000.
Travelwisconsin.com attracted the most visitors during the summer months, with July seeing the most activity and November the least. Most users found the site through various search engines and the State of Wisconsin's Web site (wisconsin.gov).
Direct Marketing:
The Department directly delivered guides and information to more than 110,000 customers. Subscriptions to the Department's email newsletters were up 58 percent, from 19,000 in 2000 to 45,000 in 2001. Thirty-four thousand customers contacted the Department via advertising reader response cards.
The Department of Tourism extends its thanks to the following sponsors and partners for supporting the 2002 Governor's Conference on Tourism. Their commitment enables us to provide a top-quality event.
Conference Sponsors:
PLATINUM Level: Ho-Chunk Nation
SILVER Level: Potawatomi Bingo Casino and Lee Travel &Leisure including The Capital Times, Wisconsin State Journal, the Journal Times and the La Crosse Crescent
BRONZE Level: Advertising Boelter & Lincoln, Chicago Tribune, Fish & Schulkamp, Johnson Bank - Hayward, Milwaukee Journal Sentinel, Inc., Marcus Hotels & Resorts, Midwest Express Airlines, Midwest Living Magazine, Oneida Nation and Oneida Bingo & Casino, Wisconsin Innkeepers Association and Wisconsin Association of Convention & Visitors Bureaus
RUBY Host: La Crosse Area CVB in cooperation with Onalaska, Tomah and Sparta
EMERALD Host: The City Brewery
AMETHYST Host: DWP, Inc., Philip Morris Companies, Trails Media, Inc., Wisconsin Sports Development Corporation and the Assn. of Wisconsin Wineries
Travel Tracker will appear as a featured excerpt in Tourism Today and Marketour, and as a monthly electronic bulletin. To subscribe to the e-bulletins, go to http://agency.travelwisconsin.com/subscribe.
The Recreational Cyclist
Adventure vacations, which include mountain biking, off-road and on-road touring, have grown in popularity in the last five years. According to the Travel Industry of America, more than 27 million travelers have taken biking vacations in the past five years, making it one of the most popular outdoor vacations in America, third only to camping and hiking.
A study conducted by the Department of Tourism on the Elroy-Sparta State Trail, La Crosse River Trail, 400 State Trail, and Great River Trail provides evidence that cycling visitors stay an average of three nights in paid lodging accommodations, dine in area restaurants, shop in local stores, and visit area attractions and museums.
More key findings:
Most of the cyclists surveyed resided in Wisconsin, Illinois, Minnesota and Iowa and were experiencing the trails for the first time.
Cyclists were most likely from the baby-boom generation, with an average age of 45. They typically traveled in a foursome with a combination of family and/or friends, yet most traveled without children under the age of 18 in their groups.
Almost two-thirds of the cyclists made the trip specifically to bike on area trails. For trail information they relied primarily on Wisconsin tourism publications, recommendations from family and friends, State Park guides, and the Internet.
77% of the cyclists were on an overnight trip away from home, staying an average of 3 nights in the area. Recreational cyclists reported their lodging choices included hotel/motels, tent camping, RV camping, or B&Bs. These overnight visitors were older and relied on Wisconsin tourism publications and the Internet for trail information. ·
Day visitors traveled more with children and were predominately Wisconsin residents.
Wisconsin's biking enthusiasts were long-range planners with 26% planning their trip at least a month in advance, 28% planning it one to three months in advance and 12% planning it four or more months out.
For the complete report and marketing recommendations, contact Sue Hamilton at 608/ 266-6792.
National Tourism Week celebrations planned for May 4-12
The 19th annual National Tourism Week is scheduled for May 4 -12. National Tourism Week celebrates the accomplishments of the hospitality industry and the substantial dollar impact tourism has on the nation's economy.
This celebration has taken on additional significance as the impact of travel and tourism on our country became even more apparent after the tragedy of September 11. National Tourism Week also presents an opportunity for local communities to plan celebrations and thank travelers for their support.
The Wisconsin Travel Information Centers will show their appreciation to the travelers who continue to make tourism a viable industry in Wisconsin with special activities throughout the week. Also, as part of National Tourism Week, the Department will provide each Wisconsin fourth grade classroom with curriculum materials to stimulate opportunities for students to learn more about their home state. This year's packet will highlight the state's 2002 Year of the Trails.
filmwisconsin.org gets a new look
Filmwisconsin.org, the official Web site of the Wisconsin Film Office, is launching its new design March 15, 2002. Designed by Milwaukee's Ascedia, Inc., the site has an updated look with improved functionality and navigation. A few of the site's features include a location image library; the ability to search the Film Office database of Wisconsin's film and video service providers; a listing of Wisconsin's films and stars; news; crew calls; and the opportunity for the Wisconsin film industry to submit their business information to the Film Office. Filmwisconsin.org debuted in 1998. The Wisconsin Film Office assists in promoting Wisconsin as a location for on-site filmmaking and facilitating the production of film and video projects in the state.
New Spring/Summer Recreation Guide debuts on busy sport show circuit
The new spring/summer recreation guide has been printed and delivered - just in time for the Department's busy schedule of winter sport shows.
The 2002 Wisconsin Spring/Summer Event & Recreation Guide lists nearly 500 events, plus information on everything from ATV trails, bird watching, and farm vacations to houseboat vacations, factory tours, and lighthouses. Outdoor enthusiasts will find information on waterfalls, horseback riding, camping, canoeing and kayaking, charter sailing, and fee fishing. For the first time, the guide also includes information on guided biking adventures, hot air ballooning, outdoor skills and naturalist programs, and canoe and kayak outfitters.
Three hundred thousand copies of the guide were printed In addition to its role on the sport show circuit, the guide is the most requested title in the Department's travel centers and fulfillment operations.
Three Trek bikes planned for spring promotions
The Department will run several spring promotions that put biking and Wisconsin trails in the spotlight. The promotions will be featured in a variety of mediums including newspaper, radio, internet and email.
The first promotion is an online giveaway that will be featured on travelwisconsin.com and highlighted in the spring email newsletter sent to 45,000 subscribers. The promotion will run March 15 - April 14. Prizes include a Trek Mountain 820 and a lodging package highlighting a trail in the State.
A second promotion is scheduled for National Tourism Week. WILL radio in Kenosha and WKPO radio in Beloit will broadcast live from two Wisconsin Travel Information Centers. Each radio promotion will feature a Trek Mountain 820 and a trail vacation package as grand prizes. Other prizes include products donated by Coca-Cola.
The third promotion will run in The Chicago Tribune at the end of May and will also feature a trail package and Trek Mountain 820.
Direct mail launches spring and summer planning for travelers
Customers who requested the Spring/Summer Event and Recreation Guide within the past two years have received a package in the mail with the new 2002 Spring Sampler and the 2002 Spring/Summer Event and Recreation Guide. The guides, a personalized letter from Governor McCallum and the 2002 Lodging Directory were delivered to 54,000 customers. The package included a reply postcard to allow customers to sign up for email newsletters. This direct marketing approach is one of the many strategies the Department is using to promote awareness of Wisconsin as an ideal spring and summer vacation destination. For more information regarding the Department's Direct Mail Marketing program, contact Lisa Moling at 608/261-8203.
Governor travels north to discuss lack of snow
In February, Governor Scott McCallum, Secretary Moose Speros and Department of Commerce Secretary, Phil Albert attended listening sessions in Hayward, Siren, Superior, Minocqua and Rhinelander to address the impact the lack of snow is having on area tourism. The sessions were an opportunity for Gov. McCallum to meet with area residents and express his concern regarding the issue.
"It was important for the Governor to let those directly affected by the lack of snow in the north know that state government is aware of the situation," Sec. Speros said. "We were all impressed by the area's perseverance and positive attitude to rebound and look forward to spring and summer."
Thank you to those who helped to organize the sessions, and to everyone who attended.
International visitors enjoy the Northwoods
In February, Northern Wisconsin welcomed six travel consultants and one travel writer from the United Kingdom for a familiarization tour. The Great Lakes of North America and Icelandair sponsored the six-day tour of Northern Wisconsin and Minnesota that included stops in Hudson, Osceola, St. Croix Falls, Hayward, Cable, Bayfield, Ashland and the Apostle Islands. Led by Ruth Goetz, Department of Tourism Travel Consultant, the visitors enjoyed a whirlwind trip filled with activities from snowshoeing and skiing to shopping and sightseeing.
WTICs to begin requesting materials by email
The Wisconsin Travel Information Centers (WTIC) will now utilize email whenever possible to request area guides and brochures of industry partners. The shift will make the request process more cost-effective and streamlined and ensure the WTICs stay well-stocked with area materials. The 12 WTICS rely on industry partner promotional materials to help visitors plan Wisconsin getaways. For more information about the Department's literature approval program and procedures, contact Will Kuehn at 608/266-5382.