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
Photos courtesy of Cap Times: Ruthie Hauge
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.