Summer tourism critical to area

How important is the summer tourism season to the Shawano County economy?

Tourism brought $56.7 million to Shawano County in 2013, according to the state Department of Tourism, a 3.84 percent increase over 2012.

Although the state has not broken down the tourism numbers by season since 2010, summer tourism accounted for about 38 percent of the statewide total in past years.

A more accurate reflection of the summer tourism impact locally is Shawano room tax revenue. Local hotels and resorts pay a 10 percent room tax to the city. At least 70 percent of all revenue produced by room taxes must go toward tourism, according to state statutes.

The city compiles the information quarterly, and the third quarter (July through September) generally accounts for more than 40 percent of the city’s annual total. (It dropped to 36.1 percent last year due to a hotel closing.)

“With over 40 percent of the total room tax revenues generated in the third quarter, many businesses of all sizes rely on summer season tourism dollars to help carry them through the year,” said Patti Peterson, tourism manager for the Shawano Country Tourism Council. “Increased room nights mean more shoppers, diners and spectators.”

Peterson noted that tourism is vital to not only seasonal businesses but also to year-round businesses. Tourism brings in new money from outside our community into the local economy, she said, and circulates throughout local communities, helping to pay wages and other expenses.