For the travelers that helped Wisconsin achieve a $631 million increase in tourism economic impact in 2017, it’s all about the fun and memories. For the state’s tourism industry, it’s big business. And for taxpayers and residents, it’s all about jobs and tax revenue those visitors generate. A study conducted by Tourism Economics shows the impact of tourism on the state’s economy reached $20.6 billion in 2017, an increase of 3.2 percent from the previous year and a nearly 40% increase since 2011.
Locally, travelers to Lincoln County spent $87.5 million in 2017. Among the contributing factors for local tourism growth are the great events that happen in Merrill including the Wisconsin River Pro Rodeo, the Lincoln County Fair, the Tractor Pull, Pork in the Park Ribfest and Lincoln Lager Barleyfest. Plus, all the small local and regional events and our great natural resources.
Among the contributing factors for local tourism growth was a destination marketing campaign that focused on area’s unique natural resources, abundant events and recent hotel developments.
“Tourism plays a critical role in our community and continues to grow, and from an economic standpoint, the numbers reflect that,” said Debbe Kinsey, Chamber CEO. “Last year’s numbers are very encouraging and we hope to capitalize on this momentum in the coming summer season with a strong promotional campaign that defines our brand and targets potential visitors with a message that resonates.”
Statewide, traveler spending generated $1.5 billion in state and local revenue and $1.2 billion in federal taxes.
“It’s a tremendous credit to the tourism industry in all 72 counties and the work they do to create fun vacation experiences, market their destinations, and provide great customer service that makes travelers want to return to Wisconsin each year,” Tourism Secretary Stephanie Klett said.
Research shows that tourism advertising goes beyond just promoting vacations; it also positively influences the state’s overall image as a great place to live, find a job, open a business, attend college or retire.
Klett added, “We’ve found success in marketing Wisconsin under the brand of fun and our tourism industry is leveraging the brand in their own advertising efforts. These results let us know what we are doing is working and that investing in tourism not only benefits the economy, it also influences the way people think about Wisconsin.”
The Department of Tourism works with international research firms Tourism Economics and Longwoods International.