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THE POWER OF TOURISM IN WISCONSIN

THE POWER OF TOURISM IN WISCONSIN. PRESENTED TO: ________ PRESENTED ON: MONTH _ _, 20_ _. AGENDA. TOURISM AS A BUSINESS TOOL TOURISM’S IMPACT ON: REVENUE EMPLOYMENT TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP A BREAKDOWN OF TOURISM. TOURISM AS A BUSINESS TOOL.

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THE POWER OF TOURISM IN WISCONSIN

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  1. THE POWER OF TOURISM IN WISCONSIN PRESENTED TO: ________ PRESENTED ON: MONTH _ _, 20_ _

  2. AGENDA TOURISM AS A BUSINESS TOOL TOURISM’S IMPACT ON: REVENUE EMPLOYMENT TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP A BREAKDOWN OF TOURISM

  3. TOURISM AS A BUSINESS TOOL

  4. TRAVEL EXPENDITURES 2009-2013 OVERALL SPEND ON TOURISM IN WI IN BILLIONS OF DOLLARS

  5. TRAVEL EXPENDITURES BY SECTOR 2010-2013 SPENDING BY SECTOR IN BILLIONS OF DOLLARS

  6. ECONOMIC IMPACT OF TRAVELER EXPENDITURES Travelers Car, Rental Car, RV Meetings & Conventions, Gas, Food, Lodging, Amusement, Recreation, Entertainment, Campgrounds Community

  7. TOURISM’S IMPACT ON REVENUE

  8. DIRECT SPENDING ON TRAVEL IN THE U.S. BY DOMESTIC AND INTERNATIONAL TRAVELERS IN 2013 $888 BILLION Source: U.S. Travel Association, 2013

  9. WISCONSIN STATE AND LOCAL TAXES GENERATED (DIRECTLY + INDIRECTLY) BY TRAVELER SPENDING IN 2013 $1.4 BILLION Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

  10. FEDERAL GOVERNMENT TAX REVENUE GENERATED BY TRAVELER SPENDING IN WISCONSIN IN 2013 $1 BILLION Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

  11. ADDITIONAL ANNUAL TAXES PER HOUSEHOLD IF REVENUE GENERATED BY TOURISM TAXES DISAPPEARED $590 Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

  12. PAYOFF Include a revenue statistic from the group or area you would be talking to. LOCAL # Source:

  13. TOURISM’S IMPACT ON REVENUE • 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

  14. TOURISM’S IMPACT ON REVENUE 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

  15. TOURISM’S IMPACT ON EMPLOYMENT

  16. NUMBER OF JOBS IN WISCONSIN SUSTAINED (DIRECTLY + INDIRECTLY) BY THE TOURISM INDUSTRY 185,500 Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

  17. RATIO OF WISCONSIN JOBS SUPPORTED BY TRAVELER SPENDING 1 IN 13 Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

  18. PAYOFF Include a employment statistic from the group or area you would be talking to. LOCAL # Source:

  19. TOURISM’S IMPACT ON EMPLOYMENT 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

  20. TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP

  21. INCREMENTAL TAXES COLLECTED BY WI STATE AND LOCAL GOVERNMENTS BASED ON MEASURED SUMMER + FALL ’13 MEDIA ELEMENTS $23.3 MILLION Source: Longwoods International;2013 Advertising Evaluation; February, 2014

  22. PERCENT OF MIDWEST TRAVELERS WHO HAVE ADESTINATION THEY VACATION TO EVERY YEAR 42% Source: Wisconsin Proprietary Quantitative Research

  23. PAYOFF Include a marketing-related statistic from the group or area you would be talking to. LOCAL # Source:

  24. 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

  25. 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

  26. BREAKDOWN OF TOURISM BY SECTOR

  27. 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

  28. EXPENDITURES BY TRAVEL COMPONENT RECREATION $1.4B (13.0%) LODGING $2.8B (25.9%) RETAIL $2.3B (21.3%) TRANSPORTATION $1.6B (14.8%) FOOD + BEV. $2.7B (25.0%) Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

  29. EXPENDITURES BY MARKET SEGMENT CANADA: 0.1% OVERSEAS: 5.3% BUSINESS: 12.0% DAY: 33.2% LEISURE: 88.0% DOMESTIC: 94.0% OVERNIGHT: 66.8% Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

  30. INTERNATIONAL SPENDING UP $100 MILLION $700 MILLION $600 MILLION CANADA: $100M CANADA: $100M IN MILLIONS OF DOLLARS OVERSEAS: $600M OVERSEAS: $500M Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

  31. INCREASE IN SPENDING, REGARDLESS OF SEASON IN MILLIONS OF DOLLARS Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

  32. 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

  33. QUESTIONS

  34. APPENDIX

  35. SECTION BREAK SLIDE

  36. TITLE GOES HERE • LINE ONE • LINE TWO • LINE ONE • LINE TWO

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