The Department of Tourism markets Wisconsin as the Midwest's premier travel destination for fun.
Website: http://www.travelwisconsin.com
Goal Met Key
goal met,
goal not met,
goal in progress.
As determined by comparison of current data and target.
Trend Key
trending in favorable direction,
trend is holding,
trending in unfavorable direction.
The total of of direct, indirect and induced visitor spending.
| Goal Met | Current | Previous | Target | Trend |
|---|---|---|---|---|
| $20 billion | $19.3 billion (2015) | $20 billion |
Reporting Cycle: Annual (calendar year)
Additional Details: Spending is defined as follows: direct (visitor spending on recreation, lodging, restaurants, and attractions); indirect (expenditures to business sectors that support tourism - food wholesalers, farmers, publishing); and induced (benefits to the economy as tourism employees spend money earned in the local economy). Research is conducted by Longwoods International and Tourism Economics and will be available next quarter for 2016.
Value of media coverage earned based on cost to buy an ad in the same space.
| Goal Met | Current | Previous | Target | Trend |
|---|---|---|---|---|
| $28.3 million | $50.3 million | $62 million |
Reporting Cycle: Quarterly (January 1, 2017 - March 31, 2017)
Additional Details: Target is annual. This has an impact on the state economy, job creation, and elevates our budget to be competitive with other states. There are seasonal fluctuations in media coverage.
Economic impact/visitor spending of international and Canadian visitors.
| Goal Met | Current | Previous | Target | Trend |
|---|---|---|---|---|
| N/A | $550 million (2015) | $1 billion |
Reporting Cycle: Annual (calendar year)
Additional Details: Research is conducted by Longwoods International and Tourism Economics and available next quarter for 2016.
Increase the number of sales leads generated through shows attended.
| Goal Met | Current | Previous | Target | Trend |
|---|---|---|---|---|
| 79 | 68 | 100 |
Reporting Cycle: Annual (calendar year)
Additional Details: This is a tourism industry cooperative effort with the destination interested in hosting meetings, conventions, and sporting events. There are fluctuations depending on show season.
Number of fans who like the Travel Wisconsin Facebook Page.
| Goal Met | Current | Previous | Target | Trend |
|---|---|---|---|---|
| 447,323 | 443,138 | 450,000 |
Reporting Cycle: Quarterly (January 1, 2017 - March 31, 2017)
Additional Details: Social media is an effective communication channel and consumers expect brands to provide information in this manner. There are seasonal fluctuations and are dependent on marketing plans.
People who visit travelwisconsin.com for events, articles, and seasonal reports.
| Goal Met | Current | Previous | Target | Trend |
|---|---|---|---|---|
| 1.9 million | 2 million | 1.6 million |
Reporting Cycle: Quarterly (January 1, 2017 - March 31, 2017)
Additional Details: Traditional marketing along with innovative email, digital, and content marketing are driving traffic to our website to get more information. There are seasonal fluctuations. This number is up from the same period last year.
Number of industry people trained in customer service.
| Goal Met | Current | Previous | Target | Trend |
|---|---|---|---|---|
| 1,173 | 465 | 481 |
Reporting Cycle: Quarterly (January 1, 2017 - March 31, 2017)
Additional Details: Exceptional customer service enhances the visitor experience in Wisconsin. People trained come from many economic sectors including health care, finance and insurance.
Number of completed destination assessments.
| Goal Met | Current | Previous | Target | Trend |
|---|---|---|---|---|
| 2 | 0 | 1 |
Reporting Cycle: Quarterly (January 1, 2017 - March 31, 2017)
Additional Details: Through a strategic planning process, tourism amenities are identified and development projects planned.
Reduce grant processing time for grant applicants by 25%.
| Goal Met | Current | Previous | Target | Trend |
|---|---|---|---|---|
| 14.5 Hours | 15 Hours | 14.5 Hours |
Reporting Cycle: Quarterly (January 1, 2017 - March 31, 2017)
Additional Details: A new system for online grant submission launched in July 2015. Tourism awards grants for new and existing events, sales promotions, destination marketing, sports, meetings and convention promotion, and for the Tourism Information Center.