Data has long been a core pillar through which Travel Wisconsin builds its approach to marketing the state as a premier travel destination. We analyze data from local, national and international sources to help inform decisions.

Wisconsin Tourism’s Economic Impact

Wisconsin tourism’s record-breaking economic impact in 2022 proves tourism is a vital part of Wisconsin’s economy. In 2022, Wisconsin tourism generated $23.7 billion in total economic impact, surpassing the previous record of $22.2 billion set in 2019.

Delivering Maximum Results

Learn how we’ve taken our data-driven approach to a new level with our industry-leading Propensity to Visit Model. This proprietary model identifies the maximum return on investment opportunity for our advertising using data from leading market research experts Longwoods International and visitation intelligence company Arrivalist, along with the support of our advertising agency of record, Hiebing.

Outdoor Recreation Research

Our Office of Outdoor Recreation has compiled reports and research related to the benefits and trends of outdoor recreation.