Wausau launches Escape campaign to boost local tourism amid economic uncertainty

The Wausau Room Tax Commission convened on April 28, 2025, to address pressing issues affecting local tourism and economic trends. A significant focus of the meeting was the anticipated decline in travel intentions, as highlighted by recent research from MMGY and Oxford Economics. The findings indicate a 4% decrease in travel intentions over the next year, with many respondents planning to adjust their travel habits due to economic uncertainty.

Key insights from the survey revealed that 80% of participants expect to change their travel behavior, with 33% opting for closer destinations and 24% choosing more affordable transportation options. This shift poses challenges for local tourism, particularly in attracting international visitors, which is projected to decline significantly.

In response to these trends, the commission discussed proactive strategies to promote Wausau as an appealing travel destination. A new marketing campaign titled "Escape to Wausau" aims to highlight the region's accessibility and value. This initiative builds on previous successful campaigns and includes partnerships with local lodging providers to create midweek travel packages that cater to families, groups, and outdoor enthusiasts.

The commission also reviewed the economic impact of recent events, noting positive feedback from visitors and the potential for increased local spending. While the exact economic numbers are still pending, initial reports suggest that the recent shuttle services filled with travelers from outside the area contributed positively to the local economy.

Additionally, the commission discussed the room tax funding for 2025, estimating revenues of approximately $1.05 million. Current funding requests include support for local events such as the Taste and Glow and Mung Festival, which are seen as vital for sustaining community engagement and tourism.

As Wausau navigates these economic challenges, the commission remains committed to enhancing the region's appeal and ensuring that local businesses benefit from increased tourism. The next steps will involve finalizing funding allocations and continuing to adapt marketing strategies to meet changing consumer preferences.