WONDER OF
WISCONSIN
REFRESH AND RECONNECT 2020 was a year that robbed travelers of the moments they hold most dear – the chance to connect with loved ones, to recharge and live in the moment. Well, 2021 is going to be the year where travelers take it all back. It’s the year to recognize the power of travel and the industry’s role in reviving our vibrant communities and supporting Wisconsin’s economic recovery. I have so many reasons to be optimistic for Wisconsin’s tourism industry, an industry that proved time and time again that it is made up of resilient, innovative, hospitality-minded folks who are working diligently to offer safe and unique experiences. Not only did Wisconsin’s tourism industry fare better than the national average throughout the pandemic, but early reads on 2021 traveler data show the recovery has begun. I’m confident we have what travelers are looking for as they seek out a refreshing change from the four walls they’ve been feeling stuck within and finally reconnect with family and friends. If the 1920s were known as the Roaring Twenties, this time will be known as the Traveling Twenties. Whether you’re joining the revival of the Great American Road Trip or seeking outdoor adventure, Wisconsin is the perfect place to explore by car, motorcycle, foot, boat or bike (or snowmobile, skis, the list could go on!). In fact, no matter what you’re looking for, there truly is something for everyone in every season in Wisconsin. There are a range of accommodations and activities for any traveler to unwind at their own pace. And even if you think you know Wisconsin pretty well, you’ll likely find something that catches you by surprise. Maybe a hike will lead you to a breathtaking waterfall, you’ll stumble upon a new mural in one of Wisconsin’s vibrant downtowns, you’ll spend a night in a treehouse or your tastebuds will be wowed by a chef’s fresh spin on a Wisconsin classic. Wherever you wander in Wisconsin, there’s something unexpected ready to be discovered. Get ready to soak it all in and make lasting memories. Safe travels and happy trails,
Acting Secretary Anne Sayers
LOCAL DISCOVERY Tourism is an essential, cross-sectional slice of every community in the state. It always has been, but the past year sure drove the point home as more and more people bought local and traveled closer to home. According to Longwoods International, local spending infused $2.5 billion into Wisconsin’s economy that would have been spent elsewhere on a vacation, including nearly $821 million in restaurant spending. In a time when our communities needed us most, Wisconsin stood up for Wisconsin. By placing curbside orders, purchasing gift cards, supporting businesses highlighted through Travel Wisconsin’s recovery campaigns and sweepstakes like the Fish Fry Faceoff and Great Wisconsin Getaway, Wisconsinites played “visitor” at a micro-local level in the past year, exploring their nearby communities and local businesses. The benefits of supporting local businesses are vast and can make all the difference for a business struggling to keep their doors open and employees on the payroll. Traveler spending is re-circulated back into Wisconsin’s economy and benefits other related industries, such as construction, technology, agriculture, food processing and other service industries. This spending also generates tax revenues, which help pay for our roads, schools, programs for veterans, support for the disabled and elderly, and more. Plus, traveler spending helps support shopping and historical areas, art galleries, museums and many cultural and community events.
So, as you plan your summer bucket list and beyond, don’t overlook the opportunities waiting right in your own backyard. Our local neighborhoods are bursting with unique businesses, attractions and activities that beg to be explored. Buy the work from the local artist you’ve been eyeing. Book that day at the nearby spa. Pick up a freshly made farm-to-table dinner from a local favorite and pair it with a bottle of Wisconsin-made wine, beer or spirits, and let your happy tastebuds reap the rewards of your effort to keep your dollars local.