FACTS +
FI GUR ES
MIDWEST TRAVEL
L E I S U R E T R AV E L * I S U P, M I DW E S T T R AV E L E R S R E M A I N B I G G E S T S O U R C E
I n 2 0 1 2 , a p p r ox i m a t e l y 8 8 . 6 m i l l i o n l e i s u re p e r s o n - t r i p s * * w e re t a ke n t o Wi s c o n s i n . Th i s nu m b e r i s u p
f r o m 8 7 . 1 m i l l i o n l e i s u re p e r s o n - t r i p s i n 2 0 1 1 ( a n i n c re a s e o f 1 . 7 % ) . I n b o t h 2 0 1 1 a n d 2 0 1 2 , o n e
t h i n g re m a i n s c o n s t a n t re g a rd l e s s o f t h e t o t a l a m o u n t o f t r i p s t a ke n : t rave l t o W I i s d o m i n a t e d by
Midwest travelers. A c luster of sur rounding states (IL, MN, IA, MI and WI) accounts for the majority
o f t rave l t o t h e S t a t e. Wh e n l o o k i n g a t D ay Tr i p s i n 2 0 1 2 , a p p r ox i m a t e l y 9 3 % o f a l l p e r s o n - t r i p s c a m e
f r o m t h e s e s t a t e s. Wh e n l o o k i n g a t O ve r n i g h t Tr i p s i n 2 0 1 2 , ab o u t 8 1 % o f a l l p e r s o n - t r i p s c a m e f r o m
t h e s e s t a t e s. B e l ow i s a b re a ko u t o f t rave l f r o m t h e s e s u r r o u n d i n g s t a t e s t o Wi s c o n s i n ove r t h e p a s t
t w o ye a r s. A s w e c o n t i nu e p l a n n i n g fo r t h e f u t u re, i t w i l l re m a i n i m p o r t a n t t h a t w e fo c u s o u r e f fo r t s
o n re a ch i n g o u t t o o u r n e i g h b o r s.
MILLIONS OF
LEISURE PERSON-TRIPS
LEISURE OVERNIGHTS
IL
MN
IA
MI
WI
100
75
LEISURE DAY TRIPS
87.1
+1.7%
88.6
52.3
+3.6%
54.2
34.8
-1.1%
34.4
50
25
0
2011
2012
LEISURE DAY TRIPS: 11.9MM (22.8%)
LEISURE DAY TRIPS: 13.1MM (24.1%)
LEISURE OVERNIGHTS: 6.7MM (19.3%)
LEISURE OVERNIGHTS: 6.8MM (19.6%)
APPROXIMATE TOTAL: 18.6MM
APPROXIMATE TOTAL: 19.9MM
LEISURE DAY TRIPS: 5.1MM (9.8%)
LEISURE DAY TRIPS: 4.3MM (7.9%)
LEISURE OVERNIGHTS: 3.7MM (10.6%)
LEISURE OVERNIGHTS: 3.3MM (9.6%)
APPROXIMATE TOTAL: 8.8MM
APPROXIMATE TOTAL: 7.6MM
LEISURE DAY TRIPS: 1.1MM (2.1%)
LEISURE DAY TRIPS: 1.0MM (1.8%)
LEISURE OVERNIGHTS: 0.8MM (2.3%)
LEISURE OVERNIGHTS: 0.8MM (2.3%)
APPROXIMATE TOTAL: 1.9MM
APPROXIMATE TOTAL: 1.8MM
LEISURE DAY TRIPS: 1.2MM (2.3%)
LEISURE DAY TRIPS: 1.8MM (3.2%)
LEISURE OVERNIGHTS: 1.2MM (3.4%)
LEISURE OVERNIGHTS: 1.1MM (3.3%)
APPROXIMATE TOTAL: 2.4MM
APPROXIMATE TOTAL: 2.9MM
LEISURE DAY TRIPS: 31.1MM (59.5%)
LEISURE DAY TRIPS: 30.0MM (55.3%)
LEISURE OVERNIGHTS: 16.5MM (47.4%)
LEISURE OVERNIGHTS: 15.9MM (46.2%)
APPROXIMATE TOTAL: 47.6MM
APPROXIMATE TOTAL: 45.9MM
LEISURE DAY TRIPS: 50.4MM (96%)
LEISURE DAY TRIPS: 50.2MM (93%)
LEISURE OVERNIGHTS: 28.9MM (83%)
LEISURE OVERNIGHTS: 27.9MM (81%)
APPROXIMATE TOTAL: 79.3MM
APPROXIMATE TOTAL: 78.1MM
* L E I S U R E T R AV E L: any travel that is not done str ictly for business
* * P E R S O N - T R I P: one tr ip by one per son; for example, if a family of three takes a trip, that trip would equal three person-trips
D a ta so u r c e: L o ngwoods International
+ Co n du c t e d quar ter ly, a random cr oss-section of approximately 500K panel members is sent an e-mail invitation to par ticipate
in the sur vey. Respondents par ticipate in an extensive sur vey about the trips they have taken in the past three months.
+ I n 2012, t h is yielded findings based on 3,472 over night trips and 2,245 day trips to Wisconsin.
P R E PA R E D B Y: T H E W I S C O N S I N D E PA R T M E N T O F T O U R I S M
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FEB 2014