March 18, 2004 
Duluth News-Tribune

Wisconsin tourism up slightly; Though the weather didn't cooperate, the state earned $11.7 billion from the industry in 2003.

Spending on tourism in Wisconsin showed a slight gain in 2003, up 1.24 percent, despite the lack of snow and a sluggish economy.

Gov. Jim Doyle announced spending of $11.7 billion for December 2002 through November 2003. The figure is based on research compiled by Davidson-Peterson Associates Inc. and was released Tuesday at the Governor's Conference on Tourism in Green Bay .

Broken down by season, the research shows the biggest gain during winter, when travelers spent$2.17 billion, a 3.2 percent increase from a year earlier. For the survey, winter is defined as December, January and February.

In fall 2003 -- September through November -- visitors spent $2.75 billion, up 1.35 percent. Spending during the spring and summer increased less than 1 percent.

State Secretary of Tourism Jim Holperin said the increase in winter travel spending showed that the industry's efforts to promote indoor attractions, such as museums and water parks, were paying off. The two previous winters had lower-than-average snowfalls, which hurt tourism in northern Wisconsin , where snowmobiling and skiing are popular.

The Department of Tourism also added television ads to its fall campaign for the first time in 2003.

The $11.7 billion in tourism spending includes $6 billion for wages and services and generates $2 billion in tax revenue for state and local governments, said Sarah Klavas of the tourism department.

The department previewed its new campaign, which starts running this week on TV and radio stations.

For the first time, the state is featuring faces of tourism workers, along with scenic vistas and urban attractions.

The ads feature desk clerks, waiters, bellmen and bartenders.

The radio spots talk about tourism's positive economic impact.

The $35,000 campaign is set to run for one month through a package deal with the Wisconsin Broadcast Association. Holperin said the state received a discounted rate for the spots, which otherwise might have cost $100,000.