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Destination Madison reports record 2024 spending; Middleton cited as $206.9 million visitor market
Summary
Destination Madison told the Nelson Tourism Commission on Jan. 20 that 2024 saw record direct visitor spending countywide ($1.55 billion) and high visitor satisfaction, and outlined marketing work that elevated Middleton in the DMO’s promotions.
Destination Madison presented its 2024 annual report to the Nelson Tourism Commission on Jan. 20, saying direct visitor spending in Dane County reached $1,550,000,000 and that the county received about 9,200,000 visitors in 2024. "In '24, we had the highest ever in direct visitor spending at $1,550,000,000 with the most visitors in the county of 9,200,000," the lead presenter said. The presentation also cited about 19,300 hospitality industry jobs in the county and a 95% visitor satisfaction score from a 2024 survey.
Why it matters: The DMO framed the numbers as evidence that continued marketing, sales and…
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