The Widget 'include' is not enabled please contact your administrator.The Widget 'include' is not enabled please contact your administrator.The Widget 'include' is not enabled please contact your administrator.

Industry Research

In April 2014, the Wisconsin Department of Tourism released results from an annual study by Tourism Economics, an Oxford Economics Company that measures tourism's impact on total business sales, employment and taxes.

And the results were impressive.

Tourism is a billion-dollar industry for Dane County. The economic benefit that visitors bring to our area translates into a healthy economy that affects resident income, taxes, job creation and continued enhancement of the quality of life we all enjoy.

A few facts:

  • On average, 14 million people visit Dane County every year
  • In 2014, visitors spent $1.9 billion in new money at hotels, restaurants and retailers plus recreation and transportation
  • This spending supports 20,405 full-time equivalent jobs in Dane County

Read our 2014 Year in Review to learn more about where we've been--and how we plan to continue making tourism a key economic driver for our area.

Decision to Attend: Convention and Event Attendee Research

In February 2015, the International Association of Exhibitions and Events™ (IAEE), Professional Convention Management Association (PCMA) and The EXPERIENCE Institute® released the first in a series of reports on research about the factors that influence travelers to attend conventions and exhibitions. As a proud sponsor, we are pleased to share the Decision to Attend Study—Phase One report, which includes da

  • One-half of attendees combine attending a meeting with a vacation opportunity, resulting in additional room nights.
  • Another half of attendees bring someone with them, multiplying overall spend.
  • Three-quarters of attendees take advantage of destination offerings by 'getting out and about', with Gen Y Millennials leading the pack at 85 percent.
  • Eight in 10 will recommend the destination, exhibition and/or event to others, if the experience is positive.
  • Three-quarters of attendees will consider returning to the destination for leisure travel, if the experience is positive.

Read the full report.


State of the American Traveler: Leisure Research

In January 2015, Destination Analysts released its State of the American Traveler report, which showed America’s love affair with leisure travel remains strong, and expectations are that we will continue the pattern of stability seen in recent years. Read this report to learn more about spending statistics, technology trends and more.


Facts and Data

When we know where people visit--and why they visit--the Greater Madison Convention and Visitors Bureau can begin to build on what we know and work to bring even greater economic impact to our area.

Recent research indicates that the primary purpose of Madison-area visits include:

         • University of Wisconsin-Madison
         • Monona Terrace® Community and Convention Center
         • Alliant Energy Center
         • State Capitol

This same research indicates that the top three activities during visits include:

         • Dining (65%)
         • Shopping (47.7%)
         • Sightseeing (32.5%)

Download a report about what areas and activities make an impact on visitors--and our area economy.