WISCONSIN TRAVELER SPENDING JUMPS TO A NEW HIGH IN 2006 TO $12.8 BILLION

Over 90 percent of counties logged notable growth fueled by increase in state marketing


MADISON, Wis. (May 13, 2007) – The $875 million growth in 2006 traveler spending fueled by a bump in state marketing funds benefited most of Wisconsin’s 72 counties, according to the annual industry survey conducted by Davidson-Peterson Associates, Inc. released by the Wisconsin Department of Tourism on Sunday.


The jump in traveler spending is the biggest increase since 2000, Wisconsin Tourism officials say. In the 2005-2007 biennial budget, Governor Jim Doyle and the Wisconsin Legislature increased the Department of Tourism’s marketing by $3.8 million, producing a return-on-investment of more than $875 million.     


More than 90 percent of Wisconsin counties posted growth in traveler spending in 2006, an overall increase of 7.3 percent from 2005. Traveler spending was up close to $1 billion from $11.9 billion in 2005 to $12.8 billion in 2006.


Three counties posted more than $1 billion in traveler spending; Milwaukee, Dane and Sauk counties. Ranked in descending order, Wisconsin’s top 10 counties in traveler spending also included Waukesha, Brown, Walworth, Door, Sheboygan, Outagamie and Marathon counties. Combined, traveler spending for these 10 counties account for more than half, or 54 percent, of total 2006 traveler spending in Wisconsin.     


Overall, in 2006 Wisconsin travelers spent $4 billion shopping, $3.3 billion on food, almost $3 billion on recreation and entertainment, and  $1.6 billion on lodging. Forty-three percent of Wisconsin leisure travelers come from out of state. More than 25 percent of those out-of-state travelers come from Illinois and Minnesota.   


“Here’s proof positive that Wisconsin’s tourism industry is robust and growing,” said Tourism Secretary Kelli A. Trumble. “What makes tourism work is a perfect convergence of factors — friendly people, incredible natural resources, culture and heritage, a diverse product offering, and good value. It’s wonderful to know Wisconsin is the first choice for so many travelers.”


Wisconsin’s tourism industry has enjoyed tremendous growth since 1994, with a 123 percent increase in traveler spending over 12 years to 2006. The Department of Tourism’s Website, travelwisconsin.com, logged more than 5.5 million user sessions last year.     


State and local revenue also climbs


State tax revenue generated by tourism in 2006 went up 6.8 percent, or by more than $94 million, from $1.39 billion in 2005 to $1.48 billion. Tax revenue paid to local governments statewide also grew by 6.6 percent from $550.3 million in 2005 to $586.4 million in 2006. This totals $2.07 billion in taxes and fees that offset what


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2006 Economic Impact
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Wisconsin taxpayers would have had to pay to maintain existing government services in 2006, saving the average household $950 in additional taxes.


“Wisconsin communities are being rewarded for their hard work, hospitality, stewardship and innovative development,” Trumble said. “We know this to be true because our travelers are telling us that blend of tradition and newness is working for them.”


Wisconsin residents rely on tourism for related industry and service jobs


Perhaps the biggest winner in the past year’s tourism growth is Wisconsin’s work force.  The number of full time job equivalents funded directly and indirectly by the tourism industry rose close to 6.4 percent from 308,174 in 2005 to 327,759 in 2006 across the state. That translated into a 7.9 percent rise in income for Wisconsin residents from $6.72 billion in 2005 to $7.25 billion in 2006.


Jobs related to tourism include everything from hotel staffs to taxi drivers and the farms that supply restaurants with vegetables and the retail or specialty shops where travelers shop, Trumble said.


“Research like this is a good reminder to all of us of the huge ripple effect of tourism,” noted Trumble.  “As travelers make their way through the state, enjoying the bounty of vacation experiences, they are also making their way into area lodging, restaurants, and retail businesses. And let’s not overlook the economic benefits of meeting and conventions and sports offerings either.”     


Wisconsin’s seasonal popularity stable all year long
 
Summer remained Wisconsin’s most popular season among travelers in 2006, gleaning 37 percent, or $4.9 billion of the year’s $12.8 billion total.  Wisconsin’s second most popular season is Fall, when 24 percent of all travel occurs bringing $3 billion to the state. Spring brought 21 percent of annual travelers and $2.65 billion to the state, and winter accounted for 18 percent, or $2.27 billion, in 2006 travel expenditures.


“It’s a tremendous point of pride to know we’ve earned the loyalty of travelers 12 months a year, across all seasons,” said Trumble.  “Now, the way to maintain that loyalty is to continue to serve up a wonderful product and create an emotional connection with visitors that lasts long after they’ve returned home from their Wisconsin vacation,” said Trumble.     


To see the full report, go online to agency.travelwisconsin.com. 


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