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The study conducted for the agency by Davidson-Peterson Associates, a marketing research firm based in Kennebunk, Maine, said travelers spent an estimated $12.78 billion statewide in 2007, down 0.04 percent from $12.83 billion in 2006.
Business travel spending totaled $2.43 billion, up 0.4 percent from $2.42 billion. Travel expenses related to meetings and conventions totaled $1.36 billion, up 6.3 percent from $1.28 billion.
But the report said spending by vacationers, who account for 70 percent of Wisconsin travel expenditures, declined 1.4 percent from $9.12 billion to $8.99 billion.
Tourism Secretary Kelli Trumble said new and improved convention centers, lodging properties and attractions have helped drive the increases in business and convention-related travel spending.
The slight drop in overall travel spending last year followed a 7.3 percent increase in 2006, which was the largest statewide increase since 2000.
A slowing economy began affecting travel nationwide last fall and the travel slowdown has worsened this year, said David Loeb, a hotel industry analyst with Robert W. Baird & Co.
``We're seeing moderating price increases and a lot less (hotel) occupancy,'' he said.
Trumble said she believed the new brand being used by the state, ``Originality Rules,'' would boost Wisconsin's tourism industry.
``Strong brands deliver higher returns, attract more loyal customers and provide a more predictable revenue stream,'' she said.
Milwaukee County was listed as having the highest level of travel spending at $1.68 billion, up 1 percent, followed by Dane and Sauk counties, with estimated traveler expenditures of $1.18 billion and $1.05 billion, respectively.
Rounding out the state's top 10 counties in traveler spending were Waukesha, Brown, Walworth, Door, Outagamie, Sheboygan and Vilas counties.
Information from: Milwaukee Journal Sentinel, http://www.jsonline.com
