In 2013, travelers spent more than $10 billion dollars in Wisconsin. Where did all that money go? Turns out, a lot of different places. Lodging topped the list at 25.8%, followed closely by food and beverages at 25.2%. Retail came in a close third at 21%, followed by recreation at 12.9%.

Altogether, restaurants and retail captured nearly half of all visitor spending, more than hotels and recreation combined. It’s clear that travelers coming to Wisconsin spread their dollars throughout the local economy, shopping on Main Street, eating at diners and restaurants, and visiting pubs and taverns in the evening. Few industries spread the wealth so thoroughly as tourism.