Travel and tourism report: visitation dips slightly but visitor days and spending hold steady

Tom Berger, a county travel and tourism official presenting the quarterly update, said visitation through September fell from 633,000 to 615,000 year‑to‑date but that visitor days increased to about 1,700,000, producing an average stay of about 2.8 nights. Berger said average hotel daily rate was about $108 and estimated annual visitor spending around $165,000,000, with local and state tax revenue exceeding $8,000,000 and direct travel employment near 1,020 jobs.

Berger highlighted marketing campaigns focusing on local artisans and events (Craft is King, Icons and Outlaws) and cited a $25,000 digital campaign that generated thousands of visits and room nights, producing an estimated $1.4 million in economic impact from that campaign alone. He also noted events and visitor‑center activity, plans for future conferences, and outreach to a defense contractor exploring a local facility.

Commissioners asked about winter tourism efforts and placements at trade shows; Berger said digital campaigns and targeted outreach to snowmobile and winter audiences are underway. Commissioners thanked the tourism staff for sustained work and the positive economic indicators.