For any of us who have spent time in a trout stream in Western Wisconsin, a study released last week came as no surprise.
A report on the Driftless Area of Wisconsin, Minnesota, Iowa and Illinois commissioned by Trout Unlimited found more than 125,000 anglers visit the region annually, pumping about $650 million directly into the local economy.
That spending leads to about $465 million in indirect benefits as the money keeps circulating, the study said.
What it amounts to is trout fishing has become big business in the region. And, it serves as a great example of what eco-tourism in general could mean to Western Wisconsin and the broader Driftless Area if properly marketed and maintained.
Canoeing, biking, hiking, bird watching and other outdoor activities already are drawing people to the region. They could be promoted better and draw even more environmentally-oriented people.
The TU study showed some interesting facts about who is coming to the region for fishing. Men and women of all ages, income and education levels fish in the area, but most are men with college, graduate or technical degrees from households that earn $60,000 to $80,000 annually.
Anglers reported spending an average of $4,000 per year in the Driftless Area, largely by staying in local hotels and eating in local restaurants.
Brad Jones, executive director of the Rochester Convention and Visitors Bureau, told the La Crosse Tribune individual communities now tout local fishing opportunities, but more could be done to promote the Driftless Area as a whole.
Duke Welter, a Trout Unlimited leader from Eau Claire, Wis., cited Lanesboro, Minn., Decorah, Iowa, and Viroqua, Wis., as places that market their trout streams well. Other places, such as Arcadia, Wis., and Spring Valley, Minn., are just starting, he told the Trib.
Marketing of trout fishing and other eco-tourism has to be targeted to be effective. It has to be geared at many urban area dwellers who want a rewarding outdoors experience and are willing and able to pay for it.
It also has to be aimed at people who will respect the very environment they are entering. Many of those people described in the TU study demographics are very knowledgeable about trout and their habitat, engage in catch and release practices and generally know that their sport will not thrive if they trash the environment and abuse sound fishing guidelines.
They also support restoration efforts of waterways. Laura Hewitt, watershed programs director of Trout Unlimited, told the Tribune the Driftless Area streams have high fertility, and when streams are restored, trout numbers respond by increasing. Thus, the sport keeps getting better.
Just more tourists is not enough when it comes to eco-tourism. You also need to attract people like most of those trout fishers. People expecting a lot of amenities, and glitzy attractions, should not try eco-tourism.
You can’t maintain the attraction of eco-tourism by simply adding numbers. In fact, going about it that way, can hurt the very environment that is the main attraction. So, you also have to walk a fine line, between attracting environmentally savvy people, and limiting overall numbers to make sure the eco remains in eco-tourism.
The TU report could be used as a guide for eco-tourism in general in Western Wisconsin the broader region. It is available online at www.tu.org/driftless.
