Department of Tourism

Agency Performance Dashboard

AGENCY DESCRIPTION

The Department of Tourism markets Wisconsin as the Midwest's premier travel destination for fun.

DASHBOARD ARCHIVES

RELATED LINKS

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.

Economic Development

Increase the economic impact of visitor spending on Wisconsin's economy

Metric Definition

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.

Generate earned media to promote travel opportunities in Wisconsin

Metric Definition

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.

Increase visitor spending from international markets

Metric Definition

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 economic impact of meetings, conventions, and sporting events

Metric Definition

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.

Reform and Innovation

Fans who like Travel Wisconsin Facebook page

Metric Definition

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.

Increase visits to travelwisconsin.com

Metric Definition

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.

Efficient and Effective Services

Customer service training

Metric Definition

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.

Community tourism assessments

Metric Definition

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.

Customer/Taxpayer Satisfaction

Decrease time spent by grant applicants on preparing and submitting grants

Metric Definition

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.

ABOUT

Agency performance dashboards include cabinet agencies and are updated quarterly during the state fiscal year (July 1-June 30).

CONTACT INFORMATION

Department of Administration
101 E. Wilson St. Madison, WI 53703
Phone: 608-266-1741
Email: WIAgencyPerformance@wisconsin.gov

Copyright © State of Wisconsin