2011 Visitor Spending Up in St. Croix County

2011 visitor spending in St. Croix County increased 7.18 percent to $74.4 million according to an annual analysis released May 4th by the Wisconsin Department of Tourism. Statewide, travelers spent an estimated $10 billion in 2011 that resulted in $16 billion in total business sales for a 1-year increase of 7.6 percent.

Visitor spending supported 1,584 direct jobs in St. Croix County, representing a 2.33 percent decline from 2010. Across the state, an estimated 181,000 jobs, either direct, indirect, or induced are supported by tourism. This represents 7.8 percent of all employment in Wisconsin last year.

In the Greater St. Croix Valley region of Polk, St. Croix, Pierce, and Dunn counties, visitor spending in 2011 was estimated at $206.4 million compared to $197.8 million in 2011 (+4.35 increase). Expenditures in Polk decreased $700,000 over the previous year (–1.07%) while they rose $1.6 million in Pierce (+7.29% increase) and $2.7 million in Dunn (+7.3% increase). The Greater St. Croix Valley is located between the 13-county Twin Cities metro area and its 3.3 million residents and the Eau Claire metro area comprised of Eau Claire and Chippewa counties. Both St. Croix and Pierce are included in the 13-county metro area and Dunn County is designated as a 1-county micropolitan area. Most visitors to the Greater St. Croix Valley enjoy day trips to the four counties but return to their homes without incurring expenses on lodging.

2011 visitor spending in the 10-county region of west central and northwest Wisconsin accounts for an estimated $597.1 million and 11,283 jobs. Spending in the 10-county region for 2011 reflects an increase of 8.17 percent from 2010 estimates. The $597.1 million in spending from visitors across the 10-county region is about 6 percent of the state’s total.

Milwaukee is the state’s top county for visitor spending in 2011 with receipts estimated at $1.57 billion. Dane and Sauk counties both topped $800 million from visitors in 2011. Dane had receipts of $893.7 million and Sauk had $809.6 million.

The study also estimated local, state, and federal taxes linked to visitor spending. In 2011, visitors generated $1.3 billion in state and local revenue in the state and $950 million in federal taxes. Those totals equate to nearly $565 per household. In St. Croix County, $9.9 million in state and local tax receipts were linked to visitor spending in 2011 (+3.57% increase) and another $6.3 million in federal taxes (+0.50% increase). In Polk, $7.6 million in state and local taxes were collected from visitors along with $4.3 million in federal taxes. In Pierce, $2.9 million was collected in state and local taxes plus $1.7 in federal taxes. In Dunn, visitors paid $5.3 million in state and local taxes plus $3.2 in federal taxes.

Tourism is one of Wisconsin’s top three industries along with manufacturing and agriculture.

For additional information or to read the 2011 Visitor Spending Report, go to http://media.travelwisconsin.com (May 4th story: Wisconsin Tourism Economy Up in 2011).