Destination 2020
Destination 2020 Presentation will be updated and reposted shortly.
DESTINATION 2020: A Visioning Process
Conducted in 2007 and funded by Spirit of Greater Madison and the GMCVB, Destination 2020 is the GMCVB's first in-depth strategic research process, designed to provide a forum for local industry and civic leaders' input on tourism and visitor habits and, secure statistically valid, quantitative data on leisure and business travelers' profiles, experiences and expectations. The objective of the study is to provide sound data from which the GMCVB could draw valid conclusions and use as a source for marketing investment and strategic directional decisions. The study also provides the community-at-large an excellent source of information for future product development and marketing questions or ideas.
The study and process were led by Don Anderson, PhD., of Purdue University and Destination Consultancy Group (DCG).
Our "Destination 2020 Presentation" is a public presentation based on a compilation of quantitative data collected from workshops and interviews with over 200 Madison and Dane County tourism industry and civic leaders and 1500 visitor surveys.
The "Survey Results" document contains the statistical data from the visitor surveys and does not include the local workshop/interview data. Visitor surveys include input from past and potential visitors whose names were captured via opt-in email communications.
For a complete list of local participants in the study, please refer to the "Destination 2020 Participants" list.
