Wisconsin Pins Hopes on Strong Summer Travel

After an unusually warm winter hit Wisconsin's tourism industry hard, local communities are optimistic that the upcoming summer season will bring a much-needed rebound. According to a recent travel sentiment survey by market research firm Longwoods International, 92 percent of Americans plan to travel in the next six months, with 30 percent intending to spend more money than last summer and 56 percent planning to spend about the same.

This positive outlook is especially encouraging for Northwoods tourism groups, which faced significant revenue losses during the snowless months of December and January. The region reported an estimated $6.5 million drop in revenue, prompting a request for state assistance. In response, Governor Tony Evers and U.S. Senator Tammy Baldwin helped clarify that businesses impacted by the warm winter could apply for disaster loans through the U.S. Small Business Administration (SBA).

Krystal Westfahl, president of the Let’s Minocqua Visitors Bureau, highlighted the importance of these SBA loans for sustaining newer businesses through the tough winter. "The SBA loans really have bridged that gap for many of our businesses," she said. "They were able to get low-interest, long-term loans and stay afloat. We didn’t lose any businesses, which was our biggest concern." With summer approaching, the Minocqua area is already seeing early travelers, and local lodging bookings are filling up quickly.

In a bid to boost summer tourism, Governor Evers and state Tourism Secretary Anne Sayers visited the Packers Hall of Fame at Lambeau Field ahead of Memorial Day weekend. During the tour, Evers emphasized the tourism industry's vital role in Wisconsin's economy, supporting over 100,000 jobs and generating approximately $23 billion in economic impact in 2022. The visit also served as a platform for Evers to urge the state Legislature’s Joint Finance Committee to release $10 million in budgeted funds to promote Wisconsin as a premier destination for large-scale events.

With communities gearing up for the summer influx, Wisconsin's tourism sector looks to bounce back strongly, turning the tide after a challenging winter season.