Destination Madison reports $1.55 billion in visitor spending for 2024; seeks continued room‑tax funding
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Summary
Ellie Westman Chin, CEO of Destination Madison, presented 2024 economic impact figures — $1.55 billion in visitor spending and support for about 19,000 jobs — and asked the Common Council to maintain room‑tax funding to sustain marketing and group sales efforts.
Ellie Westman Chin, chief executive officer of Destination Madison, presented the organization’s 2024 performance and a mid‑year update during the Sept. 2 Common Council meeting.
Westman Chin said tourism and related activities supported roughly 19,000 jobs in Madison and Dane County in 2024 and served approximately 9.2 million visitors. Those visitors spent about $1.55 billion in the community in 2024, she said, and daily visitor spending averaged roughly $4.2 million per day. Sectors showing increases from 2023 included food and beverage ($450 million) and accommodations ($376 million), Westman Chin said.
She described Destination Madison’s governance — a 26‑member board, executive committee and a six‑member room‑tax commission appointed by the mayor — and explained the local room‑tax structure. Westman Chin said hotels collect a 10% room tax; under state statute the city retains 30% of that collection and the remaining 70% is overseen by the room‑tax commission for tourism promotion and development.
Westman Chin outlined 2025 priorities: growing group business (conventions, meetings and sporting events), expanding leisure marketing into target markets such as Chicago and Minneapolis, creating signature destination stories, establishing a visitor sentiment survey and completing a sustainability plan for Destination Madison’s three‑year strategic plan. She said Destination Madison had already contracted more than 109,000 future room nights through July 2025 and projected a potential economic impact of over $58 million from group business already booked.
During Q&A, Alder Evers asked whether the organization had a single top ask of the Council. Westman Chin replied that continued funding from the room tax was her priority, noting growing competition from larger neighboring markets and the importance of consistent city support to maintain sales, marketing and events programming.
Ending: Westman Chin closed by listing Destination Madison’s four strategic pillars: sustained economic growth and support, value‑based branding, partnership resiliency and destination development; she said the group is developing a three‑year strategic plan that will come to the board for approval.
