An increase in visitors in the Fox Cities directly supported 4,947 jobs in the cities' tourism industry.
The Fox Cities Convention & Visitors Bureau earlier this month released data recounting 2023's visitor spending, which says its up 2.3% over the previous year.
Here's six things to know about the data, and what it means for the region:
How did 2023 stack up?
Fox Cities visitors spent $571 million in the area in 2023, a 2.3% — or $13 million — increase over 2022.
The spending pushed the total economic impact of tourism to about $748 million, according to the bureau.
What do we mean when we say 'visitor spending'?
Spending by visitors to the city is tracked in five categories: lodging, food and beverage, retail, recreation and entertainment and transportation. There was an increase in all of the categories except for lodging, which decreased by .1%.
“The growth is a testament to the Fox Cities lodging and hospitality industries and the incredible experiences available to visitors at our attractions and events,” the bureau's executive director, Pam Seidl, said.
How many jobs did visitor spending support in the Fox Cities?
Because of the increase, 4,947 jobs were directly sustained because of tourism. When you include those indirectly supported, that number increases to 6,783.
About 30% of the $571 million came in through food and beverage, with lodging and retail bringing in 21.4% and 21.2%, respectively. Recreation and entertainment accounted for 15.2% of the spending, and transportation was responsible for 12.2%.
How does this spending compare to pre-pandemic levels?
The spending is $60 million more than the cities saw in 2019, before the COVID-19 pandemic soured Wisconsinites' desire to travel for a few years.
Which events drew the most visitors in 2023?
According to Seidl, youth sports tournaments, such as volleyball, basketball, hockey, soccer, softball and basketball generate the most tourism for the Fox Cities.
“The third quarter is always our strongest, bolstered by EAA's AirVenture (in Oshkosh) and early season Packer Games, Mile of Music and Octoberfest play into this bump as well," she said. "Overall, our tourism spending is less seasonal that other Wisconsin destinations as we tend to have a variety of tourism-generating activity year-round."
The Fox Cities also has many summertime activities listed on the bureau’s website including drive-in movie theatres, baseball games and farmers markets.
Is visitor spending expected to rise next year, when the NFL Draft comes to Green Bay?
Seidl also offered insights on her prediction of a drastic growth due to the NFL Draft being hosted in Green Bay at Lambeau Field in 2025.
“We are still gathering data from other host cities, but it seems that the three to four nights during the Draft will be very strong, similar to a Packer home game weekend or EAA week,” Siedl said.
Contact Abra Richardson at arichardson@gannett.com.
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