drives economic

impact by bringing visitors

to our community — and your business.

I’m thrilled to share our 2023 Impact Report with you! Inside, you’ll find some pretty
powerful stats. A few fun facts. And a lot of reasons to believe we’re well on our way

to reaching our goal of $2 billion in visitor spending by the end of 2025. Our goals are
ambitious, but we are steady in our strategies to drive destination development, build

brand awareness and maximize growth markets that accelerate overnight stays and

create a thriving hospitality community.


We are so grateful for your continued partnership and investment in our work.

Together, we’re inspiring a love for Madison that continues to grow in new and

innovative ways. Here’s to another successful year ahead!


Dear reader,

ELLIE WESTMAN CHIN, PRESIDENT + CEO

Those visitors spent

an average of

$4.1 million per day.

2023 Tourism Economics Impact Report

In total, those visitors

spent $1.5 billion last year!

(9.9 increase from 2022)

2023 Tourism Economics Impact Report

For every $1 invested

in group sales

(conventions/sports/events),

we drove $24

in visitor spend.

tourism economics

For every $1 invested

in leisure marketing,

we drove $22

in visitor spend.

tourism economics

Here’s a snapshot of the ways we strengthened

our destination’s reputation in 2023,

thanks to your partnership.

1.26 million users

visited our website.

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We promoted

3,658 events on

our online calendar.

The most visited page

on our site!

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For the first time,

we advertised in direct

flight markets including

Denver and NYC.

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We launched a

new visitor guide.

An inspiration guide
that provided visitors
with a new way to
plan their trip!

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We launched 3 Madison

adventure passes.

Bucky on Parade:

Anniversary Edition

Madison on Tap

Madison by Bike

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We created our

first-ever video library

with 2,000+ clips.

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And we added

6,927 new images

to our photo library.

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30% new followers

17% increase of

LinkedIn impressions

More than 30

million users saw

our social posts.

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That’s 580 laps walking
around
Lake Mendota!

Viewers spent almost
4,066 hours with us

on TikTok.

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We hosted tons of

top-tier travel writers.

300+ at the Public Relations
Society of America Travel

& Tourism Conference

Plus 39 national writers
throughout the year

1.5 million views from

520 airings in the U.S.

We were on the PBS
travel show, Samantha
Brown’s Places to Love.

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Episode airing in 2024

We brought Bravo’s

Top Chef to our city.

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By engaging in print,

broadcast & digital

opportunities

We landed 1,000+

media placements.

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We generated

$68 million by

hosting 123 events.

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And we secured

124 events for

future years.

We booked 115,421 room

nights for future years.

We added 110 new
partners to our 800+
partner family.

We hosted 13

partner events.

And we celebrated

our 50th Anniversary.

Complete with the

return of the Destination
Madison awards

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Cheers to next year!

partnership@visitmadison.com | (608) 255-2537

From our team to yours.