PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED THE POWER OF TOURISM IN WISCONSIN PRESENTED TO: ________ PRESENTED ON: MONTH _ _, 20_ _

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED AGENDA TOURISM AS A BUSINESS TOOL TOURISM’S IMPACT ON: REVENUE EMPLOYMENT TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP A BREAKDOWN OF TOURISM

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TOURISM AS A BUSINESS TOOL

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TRAVEL EXPENDITURES OVERALL SPEND ON TOURISM IN WI IN BILLIONS OF DOLLARS

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TRAVEL EXPENDITURES BY SECTOR IN BILLIONS OF DOLLARS SPENDING BY SECTOR

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED ECONOMIC IMPACT OF TRAVELER EXPENDITURES Travelers Meetings & Conventions, Gas, Food, Lodging, Amusement, Recreation, Entertainment, Campgrounds Community Car, Rental Car, RV

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TOURISM’S IMPACT ON REVENUE

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED DIRECT SPENDING ON TRAVEL IN THE U.S. BY DOMESTIC AND INTERNATIONAL TRAVELERS IN 2013 $888 BILLION Source: U.S. Travel Association, 2013

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED WISCONSIN STATE AND LOCAL TAXES GENERATED (DIRECTLY + INDIRECTLY) BY TRAVELER SPENDING IN 2013 $1.4 BILLION Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED $1 BILLION FEDERAL GOVERNMENT TAX REVENUE GENERATED BY TRAVELER SPENDING IN WISCONSIN IN 2013 Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED $590 ADDITIONAL ANNUAL TAXES PER HOUSEHOLD IF REVENUE GENERATED BY TOURISM TAXES DISAPPEARED Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED LOCAL # PAYOFF Include a revenue statistic from the group or area you would be talking to. Source:

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TOURISM ISN’T A “NICE TO HAVE,” IT’S A “NEED TO HAVE” OUR STATE AND LOCAL GOVERNMENTS DEPEND ON THE REVENUE FROM TOURISM – INFRASTRUCTURE – EDUCATION – CARE FOR ELDERLY TOURISM’S IMPACT ON REVENUE

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TOURISM HAS A HAND IN ALL OTHER IMPORTANT SECTORS OF THE STATE’S ECONOMY IF WE DON’T BRING THE TRAVELERS TO OUR STATE, SOMEONE WILL BRING THEM TO THEIRS TOURISM’S IMPACT ON REVENUE

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TOURISM’S IMPACT ON EMPLOYMENT

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED 185,500 NUMBER OF JOBS IN WISCONSIN SUSTAINED (DIRECTLY + INDIRECTLY) BY THE TOURISM INDUSTRY Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED 1 IN 13 RATIO OF WISCONSIN JOBS SUPPORTED BY TRAVELER SPENDING Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED LOCAL # PAYOFF Source: Include a employment statistic from the group or area you would be talking to.

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED EMPLOYMENT IN TOURISM IS AN IMPORTANT PART TO “GETTING WISCONSIN BACK TO WORK” EMPLOYMENT IN TOURISM IS CRITICAL TO ALL SECTORS EMPLOYMENT IN TOURISM CAN BE A STEPPING STONE OR A LIFE-LONG CAREER TOURISM’S IMPACT ON EMPLOYMENT

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED $23.3 MILLION INCREMENTAL TAXES COLLECTED BY WI STATE AND LOCAL GOVERNMENTS BASED ON MEASURED SUMMER + FALL ’13 MEDIA ELEMENTS Source: Longwoods International; 2013 Advertising Evaluation; February, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED 42% PERCENT OF MIDWEST TRAVELERS WHO HAVE A DESTINATION THEY VACATION TO EVERY YEAR Source: Wisconsin Proprietary Quantitative Research

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED LOCAL # PAYOFF Source: Include a marketing-related statistic from the group or area you would be talking to.

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP TOURISM CREATES MARKETING, MARKETING CREATES TOURISM – EACH NEEDS THE OTHER MARKETING DRIVES AWARENESS OF THE STATE AND ITS OFFERINGS MARKETING DIFFERENTIATES US FROM OUR COMPETITION

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED TOURISM + MARKETING: A SYMBIOTIC RELATIONSHIP INVESTMENT IN MARKETING IS A NECESSITY, NOT A LUXURY COLORADO CASE STUDY: – SEVEN YEAR HIATUS IN MARKETING CAUSED 30% DROP IN U.S. TRAVEL MARKETSHARE – AND LOSS OF STATE REVENUE OF $2 BILLION ANNUALLY – PEOPLE WON’T JUST COME TO YOUR DESTINATION, THEY NEED TO BE REMINDED

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED BREAKDOWN OF TOURISM BY SECTOR

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED EXPENDITURES BY TRAVEL PURPOSE BUSINESS TRAVEL $1.3 (12.0%) LEISURE TRAVEL $9.5 (88.0%) Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED EXPENDITURES BY TRAVEL COMPONENT RECREATION $1.4B (13.0%) RETAIL $2.3B (21.3%) FOOD + BEV. $2.7B (25.0%) TRANSPORTATION $1.6B (14.8%) LODGING $2.8B (25.9%) Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED EXPENDITURES BY MARKET SEGMENT LEISURE: 88.0% BUSINESS: 12.0% OVERSEAS: 5.3% OVERNIGHT: 66.8% DAY: 33.2% CANADA: 0.1% DOMESTIC: 94.0% Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED INTERNATIONAL SPENDING UP $100 MILLION Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014 IN MILLIONS OF DOLLARS CANADA: $100M OVERSEAS: $500M OVERSEAS: $600M CANADA: $100M $600 MILLION $700 MILLION

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED INCREASE IN SPENDING, REGARDLESS OF SEASON IN MILLIONS OF DOLLARS Source: Tourism Economics; The Economic Impact of Tourism in Wisconsin; April, 2014

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED SO WHAT DOES THIS ALL MEAN? TOURISM HAS BEEN, AND WILL REMAIN, AN INDUSTRY CRUCIAL TO WISCONSIN’S ECONOMIC GROWTH SO LET’S BRING SOME MORE PEOPLE HERE ACROSS ALL FOUR SEASONS! FOR MORE INFORMATION ON THE IMPACT OF TOURISM, GO TO INDUSTRY.TRAVELWISCONSIN.COM ATTEND THE GOVERNOR’S CONFERENCE ON TOURISM LA CROSSE, WISCONSIN MARCH 15-17, 2015

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED QUESTIONS

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED APPENDIX

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED SECTION BREAK SLIDE

PRESENTED TO: TO BE DETERMINED PRESENTED ON: TO BE DETERMINED LINE ONE – LINE TWO LINE ONE – LINE TWO TITLE GOES HERE