Madison Museum of Contemporary Art

Market Research

Good market research is like good detective work, with these studies giving you a good look at how different generations of travelers behave, and how their behavior play out by season and activity.

AARP Generational Travel: Boomers

The American Association of Retired Persons (AARP) has recently published a number of research studies regarding the travel habits of Baby Boomers. Read a summary of some of the most actionable items from that research.

US Travel Association

The US Travel Association's latest report, the Power of Travel Promotion, provides great insight on how travel promotion stengthens economic vitality.

Midwest Travel: Facts & Figures

Of the more than 105 million person-trips taken to Wisconsin in 2015, approximately 96.9 million were leisure trips. This report provides a is a breakout of travel from surrounding states to Wisconsin over the past two years.