Tourism Trends and Analysis: The Wisconsin Visitor

The majority of visitors to Wisconsin come from the major markets of Chicago and Northern Illinois, Minnesota, predominately from the Twin Cities, Iowa and a significant number from within Wisconsin. Because of the state's abundant variety of recreational opportunities, accommodations, attractions and outstanding dining facilities, the tourism industry caters to a broad spectrum of all travelers. Some 1996 visitor characteristics that are worth noting include:

• A majority of visitors travel by auto.

• There is a somewhat increasing frequency of slightly younger travelers using motorcoach, and an increase in males.

• 36% visit friends and family.

• About 93% of leisure travelers are strictly leisure and an additional 7% are on a combination of business and leisure - a trend worth enhancing through business/leisure promotion.

• The single largest category of recreational spending is food, followed closely by shopping.

• Satisfaction rates among leisure travelers is high with over 90% stating they would recommend a Wisconsin vacation to a friend or family member.

• Aspects most enjoyed were scenery and relaxation/getaway - Brand Image.

• Over 90% of visitors indicate that they will return to Wisconsin for another vacation in the next several years.

• The majority of the summer and fall vacationers are most likely to return in the months of July through October - Cross-promote fall in summer and summer during fall vacations.

• About ½ of vacationers plan about 1 month prior to travel - the other 50% plan within 2-9 months.

• Planning is driven by availability of good weather and scheduling around travel groups work and domestic schedules.
  
• With the aging of the Baby Boom generation, slightly more than 1/2 of our visitors do not have children under 18 living in their homes. This trend is projected to continue until 2010.

• Summer and fall vacation group make-up is about 35% families, 35% couples and 15% friends.

• Vacations typically last from 2 - 4 days with the majority of that time spent in the same area.

• Most important informational materials for "Planning" a trip are AAA Trip-Tics, state maps and atlases and state and local publications and Internet sites.

• Areas for Improvement: Better variety of food choices, availability of Indoor activities to compensate for weather and better roads where needed.