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THE POWER OF TOURISM IN WISCONSINPRESENTED TO: ________PRESENTED ON: MONTH _ _, 20_ _

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AGENDA

TOURISM AS A BUSINESS TOOL

TOURISM’S IMPACT ON:REVENUEEMPLOYMENT

TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP

A BREAKDOWN OF TOURISM

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TOURISM AS A BUSINESS TOOL

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TRAVEL EXPENDITURES 2009-2013

OVERALL SPEND ON TOURISM IN WI

IN B

ILLI

ON

S O

F D

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S

88

90

92

94

96

98

100

102

6

7

8

9

10

11

12

2010 2011 2012 2013Visitor Spending, bls (L) Person-Stays, mls (R)

$

Wisconsin Visits and SpendingUS$ Billions

Sources: Longwoods International, OTTI, Stats Can, Tourism Economics

Millions

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TRAVEL EXPENDITURES BY SECTOR 2010-2013IN

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ECONOMIC IMPACT OF TRAVELER EXPENDITURES

Travelers

Meetings & Conventions, Gas, Food, Lodging, Amusement, Recreation, Entertainment, Campgrounds

Community

Car, Rental Car, RV

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TOURISM’S IMPACT ON REVENUE

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DIRECT SPENDING ON TRAVEL IN THE U.S. BY DOMESTIC AND INTERNATIONAL TRAVELERS IN 2013

$888 BILLIONSource: U.S. Travel Association, 2013

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WISCONSIN STATE AND LOCAL TAXES GENERATED (DIRECTLY + INDIRECTLY) BY TRAVELER SPENDING IN 2013

$1.4 BILLIONSource: Tourism Economics; The

Economic Impact of Tourism in Wisconsin; April, 2014

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$1 BILLIONFEDERAL GOVERNMENT TAX REVENUE GENERATED

BY TRAVELER SPENDING IN WISCONSIN IN 2013

Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

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$590ADDITIONAL ANNUAL TAXES PER HOUSEHOLD IF

REVENUE GENERATED BY TOURISM TAXES DISAPPEAREDSource: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

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LOCAL #PAYOFF

Include a revenue statistic from the group or area you

would be talking to.

Source:

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• TOURISM ISN’T A “NICE TO HAVE,” IT’S A “NEED TO HAVE”

• OUR STATE AND LOCAL GOVERNMENTS DEPEND ON THE REVENUE FROM TOURISM– INFRASTRUCTURE– EDUCATION– CARE FOR ELDERLY

TOURISM’S IMPACT ON REVENUE

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• TOURISM HAS A HAND IN ALL OTHER IMPORTANT SECTORS OF THE STATE’S ECONOMY

• IF WE DON’T BRING THE TRAVELERS TO OUR STATE, SOMEONE WILL BRING THEM TO THEIRS

TOURISM’S IMPACT ON REVENUE

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TOURISM’S IMPACT ON EMPLOYMENT

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185,500NUMBER OF JOBS IN WISCONSIN SUSTAINED (DIRECTLY

+ INDIRECTLY) BY THE TOURISM INDUSTRY

Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

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1 IN 13RATIO OF WISCONSIN JOBS SUPPORTED BY

TRAVELER SPENDING

Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

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LOCAL #PAYOFF

Source:

Include a employment statistic from the group or

area you would be talking to.

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• EMPLOYMENT IN TOURISM IS AN IMPORTANT PART TO “GETTING WISCONSIN BACK TO WORK”

• EMPLOYMENT IN TOURISM IS CRITICAL TO ALL SECTORS

• EMPLOYMENT IN TOURISM CAN BE A STEPPING STONE OR A LIFE-LONG CAREER

TOURISM’S IMPACT ON EMPLOYMENT

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TOURISM + MARKETING:A SYMBIOTIC RELATIONSHIP

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$23.3 MILLION

INCREMENTAL TAXES COLLECTED BY WI STATE AND LOCAL GOVERNMENTS BASED ON MEASURED

SUMMER + FALL ’13 MEDIA ELEMENTS

Source: Longwoods International;2013 Advertising Evaluation; February, 2014

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42%PERCENT OF MIDWEST TRAVELERS WHO HAVE

ADESTINATION THEY VACATION TO EVERY YEAR Source: Wisconsin Proprietary Quantitative

Research

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LOCAL #PAYOFF

Source:

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area you would be talking to.

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TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP

• TOURISM CREATES MARKETING, MARKETING CREATES TOURISM – EACH NEEDS THE OTHER

• MARKETING DRIVES AWARENESS OF THE STATE AND ITS OFFERINGS

• MARKETING DIFFERENTIATES US FROM OUR COMPETITION

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TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP

• INVESTMENT IN MARKETING IS A NECESSITY, NOT A LUXURY

• COLORADO CASE STUDY:– SEVEN YEAR HIATUS IN

MARKETING CAUSED 30% DROP IN U.S. TRAVEL MARKETSHARE

– AND LOSS OF STATE REVENUE OF $2 BILLION ANNUALLY

– PEOPLE WON’T JUST COME TO YOUR DESTINATION, THEY NEED TO BE REMINDED

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BREAKDOWN OF TOURISM BY SECTOR

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EXPENDITURES BY TRAVEL PURPOSE

BUSINESS TRAVEL$1.3(12.0%)

LEISURE TRAVEL$9.5(88.0%)

Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

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EXPENDITURES BY TRAVEL COMPONENT

RECREATION$1.4B(13.0%)

RETAIL$2.3B(21.3%)

FOOD + BEV.$2.7B(25.0%)

TRANSPORTATION$1.6B

(14.8%)

LODGING$2.8B

(25.9%)

Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

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EXPENDITURES BY MARKET SEGMENT

LEISURE: 88.0%

BUSINESS: 12.0% OVERSEAS: 5.3%

OVERNIGHT: 66.8%

DAY: 33.2%

CANADA: 0.1%

DOMESTIC: 94.0%

Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

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INTERNATIONAL SPENDING UP $100 MILLION

Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

IN

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CANADA: $100M

OVERSEAS: $500MOVERSEAS: $600M

CANADA: $100M

$600 MILLION$700 MILLION

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INCREASE IN SPENDING, REGARDLESS OF SEASONIN

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Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

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SO WHAT DOES THIS ALL MEAN?

• TOURISM HAS BEEN, AND WILL REMAIN, AN INDUSTRY CRUCIAL TO WISCONSIN’S ECONOMIC GROWTH

• SO LET’S BRING SOME MORE PEOPLE HERE ACROSS ALL FOUR SEASONS!

• FOR MORE INFORMATION ON THE IMPACT OF TOURISM, GO TO INDUSTRY.TRAVELWISCONSIN.COM

• ATTEND THE GOVERNOR’S CONFERENCE ON TOURISM• LA CROSSE, WISCONSIN• MARCH 15-17, 2015

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QUESTIONS

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APPENDIX

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SECTION BREAK SLIDE

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• LINE ONE– LINE TWO

• LINE ONE– LINE TWO

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