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Counties in Southeastern and Northern Wisconsin enjoyed the greatest increases in tourism spending between 2009 and 2010, according to a new study commissioned by the state Department of Tourism. Milwaukee County remains the top destination for tourist dollars in the state, although it faces stiff competition from Dane County (home to Madison) and Sauk County (home to Wisconsin Dells).

wisconsin dells Parkway (photo by wisconsin center for investigative journalism)

The study, by Maine-based research firm Davidson-Peterson Associates, is commissioned annually by the state to estimate tourism spending. The greatest increases were found in several Southeastern Wisconsin counties – Walworth (12 percent), Milwaukee (7 percent), Ozaukee (7 percent) and Waukesha (6 percent) – and in several Northern Wisconsin counties – Iron (9 percent), Langlade (7 percent) and Burnett (6 percent).

Most counties (about 70 percent) enjoyed a rise in tourism spending in 2010 as economic recovery began. Spending in Dane County, however, generally the second highest in Wisconsin, was stagnant, increasing less than 1 percent. And it was relatively tepid in Sauk County, generally the third highest, rising only 2.5 percent.

Milwaukee County pulled in the most bucks in 2010 – $1.6 billion. Dane County raked in about $1.2 billion, and Sauk County enjoyed about $1 billion in spending. Statewide, travelers dished out the most for shopping, which accounted for about 30 percent of tourist spending. It was followed by food (27 percent), recreation (22 percent) and lodging (13 percent).

downtown milwaukee (photo by adrian palomo)

Some Northern Wisconsin counties with dedicated offices for promoting themselves enjoyed large gains last year. Rustic Langlade County claims to have an abundance of trails and great trout fishing via the Wolf River. The Langlade County Community Development Corp. entices visitors to “follow the trail of life … to the county of trails.”

Vilas County bordering Lake Superior enjoyed only a modest increase in tourist lucre last year (2.5 percent), but it still pulled in $255 million last year, which was 10th highest in the state. This county is a popular destination for seasonal homes. “These are your moments,” asserts the county’s Committee on Tourism and Publicity.

Other titans of tourism include Waukesha County, 4th highest at about $617 million, Brown County, 5th highest at $498 million, Walworth County, 6th highest at $414 million, Door County, 7th highest at $382 million, Outagamie County, 8th highest at $322 million and Sheboygan County, 9th highest at $294 million.

Brown County boasts the Green Bay Packers but says it has more to offer: “Green Bay is famous for football, but it’s all the hidden treasures that make Greater Green Bay a special place to visit.”

But no county can match the confidence of Walworth’s leaders. “It’s always been the place,” are the ringing words of the Lake Geneva Area Convention and Visitors Bureau.

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