Story originally printed in the La Crosse Tribune or online at www.lacrossetribune.com
Published - Sunday, May 11, 2008
Wis. study shows leisure travel down, business travel up
MILWAUKEE — Leisure travelers spent slightly less in the state last year while there was a slight gain in business travel and a larger increase in convention spending, according to the Wisconsin Department of Tourism.
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.
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