Capitol Skyline at Sunset
© TNT Creative Studios


Visitor spending increases 6%, Surpasses $1.1 Billion


(Madison, WI) Visitors to Dane County spent over 1.15 billion dollars in 2015 according to economic impact data released by the Wisconsin Department of Tourism. Dane County experienced a 6.2% increase in tourism dollars spent in our region as compared to last year. The Greater Madison Convention & Visitor’s Bureau (GMCVB) and Madison Area Sports Commission (MASC) want to acknowledge the key role of tourism as an economic driver. The latest data provided by the Wisconsin Department of Tourism clearly shows that travel and tourism brings additional dollars to the Greater Madison economy. All 2015 measures of the Madison area’s tourism industry indicate continued and healthy growth in the volume of visitors coming to the destination.

“The exceptional growth in 2015 visitor spending reflects the strategic and focused efforts our CVB and MASC teams devoted to growing our area’s economy. It was a banner year for our industry and the remarkable numbers underscore the importance of the visitor industry.” said Deb Archer, President and CEO of the Greater Madison Convention & Visitors Bureau (GMCVB) and Madison Area Sports Commission (MASC). New events such as Wizard World Comic Con and USA Climbing, returning events like Family Motor Coach Association, strong attendance at Epic User Group meetings, IRONMAN Wisconsin, World Dairy Expo and WIAA 100th State Boys Basketball Championships are just some of the examples of how our work contributes to the local economy, Archer noted.

 “This data confirms that tourism is strong and growing stronger in our area. The City of Madison believes in this key sector of our economy. I appreciate the work of staff at the Greater Madison Convention and Visitors Bureau (GMCVB), and the Monona Terrace Community and Convention Center, and the City will continue to invest in their efforts. We also look forward to maximizing the visitor value in other City projects such as the Judge Doyle Square development proposal.” said Mayor Paul Soglin.

Travel is big business in Dane County. The data shows total business sales at a robust $1.98 billion in Dane County in 2015. Those dollars spent reflect an economic indicator of equal import-- in Dane County; more than 21,000 (full time equivalent) jobs are supported directly by tourism according to Tourism Economics, the company commissioned by the state Department of Tourism.

In celebration of National Travel and Tourism week May 1-7, 2016, the Greater Madison Convention & Visitors Bureau (GMCVB) and Madison Area Sports Commission (MASC) are honored to play a key role in supporting the more than 21,000 Dane County jobs supported by tourism. Promoting tourism in Madison since 1972, the GMCVB continues to work strategically to expand upon the nearly $2 billion dollars in total business sales in Dane County every year. Launched in 2010 by the GMCVB, the MASC is charged with serving the unique needs of the sport tourism business. Celebrating its 5th anniversary, MASC is responsible for bringing more than $45 million into the local economy since its inception. For the most up-to-date information, visit us online at or

Judy FrankelJudy Frankel

Director of PR & Communications