PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED THE POWER OF TOURISM IN WISCONSIN PRESENTED TO: ________ PRESENTED ON: MONTH _ _, 20_ _
Feb 06, 2016
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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
OLL
AR
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
BIL
LIO
NS O
F D
OLL
AR
S SPENDING BY SECTOR
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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:
Include a marketing-related statistic from the group or
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
MIL
LIO
NS
OF
D
OLL
AR
S
CANADA: $100M
OVERSEAS: $500MOVERSEAS: $600M
CANADA: $100M
$600 MILLION$700 MILLION
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INCREASE IN SPENDING, REGARDLESS OF SEASONIN
M
ILLI
ON
S
OF
D
OLL
AR
S
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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