Bay Area sees prosperous tourism season

Ashland and Bayfield counties joined the rest of the state in experiencing a tourism boom last year.

Bayfield County had a record-breaking tourism season for the second year in a row. According to the Wisconsin Department of Tourism, the county surpassed its 2022 record of $90 million in tourism revenue with a 3.5 percent increase, generating $93 million.

Ashland County saw a 1% increase in total economic impact over 2022, increasing from $65 million in 2022 to $66 million last year.

These statistics contributed to Wisconsin tourism’s $25 billion economic impact. That surpassed the previous statewide record of $23.7 billion, set in 2022.

Tourism in Bayfield County supported 701 part-time and full-time jobs, part of more than 178,000 jobs sustained by tourism across the state.

Ashland County’s top industry indicators are manufacturing and healthcare, said Ashland Area Chamber of Commerce Director Mary McPhetridge.

“We are fortunate to have corporate travel here in Ashland year-round, and this year, with the lack of snow and more construction indoors, we were fortunate to see a better percentage of occupancy than we predicted, although still under 2023. We welcome tourism as one of our industry indicators,” she said.

A major component of tourism isn’t controlled by people, though.

“The weather is incredibly sensitive to tourism: when you have little or no snow, you don’t have the winter motorized sports; when you don’t have good ice, you don’t have ice fishing; when the stars align and you are blessed with a white winter and a green summer, life is even better,” she said.

In 2023, the Bayfield Chamber and Visitor Bureau saw momentum build in the second year of Art Escape; a nine-day celebration of “all things art” across Bayfield County and Madeline Island. The event generated an economic impact of $3.6 million in 2023. The BCVB also launched a winter sales promotion grant, “Snowy Traditions Start in Bayfield,” backed with JEM grant funds, resulting in an economic impact of more than $650,000 to the area for the 2023-2024 winter season.

The Madeline Island Ferry Line took approximately 6,474 trips from Bayfield to Madeline Island in 2023. Apostle Islands Cruises sold 55,154 tickets, giving people the opportunity to experience the Apostle Islands National Lakeshore.

Ashland County’s strongest quarter for tourism is the third quarter, which runs from August-October.

“It has become the ‘new summer.’ We attribute this to fall events from the Red Clay Classic, Applefest, and WhistleStop along with the interest in fall color, and the trendy waterfalls hunting,” McPhetridge said. “These activities give our fall season a huge boost prior to going into the winter. Because of the strength our fall has in tourism, we assist our State Convention and Visitor Bureau Association and State Hotel & Lodging Association in support of ‘After Labor Day’ school start. Post Labor Day, school start allows families to enjoy one more weekend together before everyone scatters. In addition, the tourism businesses are able to accommodate guests and customers as they still have staff available. This area utilizes our youth in the tourism field in all of our communities. In fact, hoteliers tell us this younger age group has shown very strong work-ethic.”