Image Credit: Focal Flame Photography
Wisconsin’s eight-county Madison Region, consisting of Columbia, Dane, Dodge, Green, Iowa, Jefferson, Rock, and Sauk Counties, is known for their strength in advanced manufacturing, agriculture, food and beverage, bioscience, healthcare, and information communications technology. Just as important to their economy, but often overlooked, is the impact of tourism. According to the Wisconsin Department of Tourism, the tourism industry had a $22.2 billion impact on the state’s economy in 2019.
“Tourism is one of Wisconsin’s top industries and destinations like Madison truly offer travelers something for everyone,” said Department of Tourism Acting Secretary Anne Sayers. “We’re grateful to be seeing positive signs of recovery throughout the state and can’t wait for more travelers to enjoy the Madison area as they look to get revenge on missed vacations and reconnect with friends and family while discovering the unexpected.”
“Tourism is one of Wisconsin’s top industries and destinations like Madison truly offer travelers something for everyone,” said Department of Tourism Acting Secretary Anne Sayers. “We’re grateful to be seeing positive signs of recovery throughout the state and can’t wait for more travelers to enjoy the Madison area as they look to get revenge on missed vacations and reconnect with friends and family while discovering the unexpected.”
Madison’s convention and visitors bureau, Destination Madison, is also looking forward with a plan to support the industry through reopening and a return to pre-pandemic levels of activity. “In 2019 tourism contributed $1.4 billion in visitor spending to the greater Madison area, supporting over 22,000 jobs,” said Ellie Westman Chin, President and CEO of Destination Madison. “Unfortunately, due to the COVID-19 pandemic, the tourism impact has declined tremendously. Tourism recovery is economic recovery, and we have an aggressive recovery plan, working in conjunction with our partners and community stakeholders, to revitalize our destination and safely welcome back visitors to support the hospitality industry.”
Echoing those sentiments, Madison Region Economic Partnership (MadREP) President and CEO Jason M. Fields added, “as consumer confidence in travel returns, we expect cautious travelers to seek out destinations within driving distance that offer ample outdoor activities.” The Region is within easy driving distance of upper Midwest population centers like Chicago and Minneapolis and boasts numerous lakes, trails, and state parks, as well as the world-famous bluffs and waterparks of the Wisconsin Dells.
“Tourism plays a critical role in Sauk County’s economy and beyond,” explained Romy Snyder, President/CEO of the Wisconsin Dells Visitor and Convention Bureau. “The Wisconsin Dells area
accounts for nearly 10% of the tourism spending in the state of Wisconsin; direct visitor spending in Sauk County alone reached over $1.145 billion in 2019. We know 2020 may look a little different, but Sauk County is positioned well to recover in 2021. With the abundance of available outdoor and recreational activities, in an easy drive-to location, visitors can feel safe exploring some of the state’s most unique landscapes while supporting local businesses and the tourism recovery as a whole.”
