Madison Museum of Contemporary Art

Economic Impact

Tourism is an integral part of the Wisconsin economy. It generates millions in tax receipts, and its broad range of employment creation provides jobs that support the state’s economic health. By measuring and monitoring this impact, we can make informed decisions on funding, marketing and also carefully analyze trends, successes and future needs.

  • Wisconsin Economic Impact Research

    Travel and tourism is a significant contributor to Wisconsin’s economy and high quality of life. Tourism topped $19.3 billion in 2015, up nearly $1 billion from 2014 according to research conducted by Tourism Economics. The full details are available in the 2015 Economic Impact of Tourism in Wisconsin report.

  • County Total Economic Impact

    View total economic impact of tourism in all 72 counties. This spreadsheet includes direct visitor spending, as well as total business sales (direct visitor spending plus indirect and induced impacts). Also find total jobs, labor income and tax revenue, organized both alphabetically and ranked by business sales.

  • Key Messages for Wisconsin’s Tourism Industry

    Use these comprehensive talking points to understand and communicate the new research findings and the power of travel message. Here you will find answers to common questions about how the research is calculated, the Department’s new ROI research, tourism outlook, and trends to help guide your own communications and outreach.

  • County Economic Impact Fact Sheet

    Customize this fact sheet for your county by filling in the blanks with your county’s numbers. Once completed, it provides a snapshot of the power of travel and its impact in your county to assist with your outreach efforts.

  • Power of Tourism Fact Sheet

    Here’s another useful fact sheet providing a quick snapshot that shows why tourism is so important to Wisconsin’s economy. Use this as a reference and to help others understand the Power of Tourism.

  • Press Release Template

    Adapt this news release for your local media market to spread the word about the power of travel and the impact it has on your county or community.

  • Power of Tourism Community Letter Template

    Need to present the power of tourism in your community to your county board and other local officials? Customize this cover letter to show how local and state tourism marketing contributes to your region’s economy and quality of life.

  • National Travel and Tourism Week Toolkit

    Since 1984, the first week full in May has been recognized as National Travel and Tourism Week when cities and towns across the nation celebrate tourism’s positive impact on their communities. The US Travel Association provides tools, logos, talking points and reports to help communicate the Power of Travel in your community. In addition, new this year is an overview webinar to provide all the information you need to celebrate tourism week.

  • Project: Time Off – US Travel Association

    The US Travel Association has launched the Project: Time Off campaign, which aims to shift cultural perceptions about using vacation time – that it’s not considered frivolous, but essential to strengthening families and improving personal health. Learn the powerful facts and statistics supporting this and how you can integrate Project: Time Off into your marketing efforts.

  • Tips for Pitching

    Need some suggestions on how to pitch a National Travel and Tourism Week story to your local media? This how-to article offers a few important "insider" tips to make sure your story passes the media's "why should I cover this?" test.

  • Links to Images

    They say a picture is worth a thousand words. Use these photos to give a visual of all Wisconsin has to offer and complement your current communications.