Tourism Economy Expanding In Wisconsin

Tourism dollars were up slightly in Wisconsin last year, according to a new study released by the Department of Tourism.

The study found the tourism economy grew 5 percent last year, bringing in $16.8 billion to the state. Most of that money is generated from lodging, food and beverage sales, and retail.

Department of Tourism spokeswoman Lisa Marshall says with the economy slowly picking back up, travelers are getting more comfortable with spending again. There’s also been an increase in daytrippers. Marshall says almost all of Wisconsin’s 72 counties showed some rise in tourism.

“There are some destinations that are well-known travel destinations: Vilas County, Eagle River area, Lake Geneva, Door County, Dells. Then urban areas, like La Crosse, Madison, and Milwaukee – they have really good strong meetings and convention business that helps them, as well as sports events.”

The state has also ramped up its tourism marketing in nearby states and even internationally. Last year, almost 6 percent of tourism spending came from international guests.

Marshall says Wisconsin works with other Great Lakes states to promote the region as a travel destination. Most visitors come from Germany and the United Kingdom.

“When those travelers come here, they want to see more than just one city. They usually get out and go around. I’m sure there are certain destinations they want to see in our state. [In] Milwaukee, they like to go see the Harley-Davidson Museum. Our golf in Sheboygan County is very popular. There’s a lot of interest from international travelers to see the Great River Road as well.”

The study also found that tourism generated $1.3 billion in state and local taxes.