Canadian Tourism/Trade Expansion

Residents of Superior, Douglas County, and northern Wisconsin have chosen tourism development as one of their economic development strategies.  The state's long-time commitment to the promotion of the Wisconsin tourism industry is fully supported by northern Wisconsin residents.  It is apparent that the expansion of the state tourism promotional budget has been instrumental in attracting more visitors to Wisconsin - particularly from overseas.  In this regard, state support in complementing the efforts being undertaken by northwest Wisconsin to attract visitors from Canada would be considered timely and effective.

The tourism industry constitutes a vital part of the region's economic base.  According to Job Service, one out of every four jobs in northwest Wisconsin is directly or indirectly related to the tourism industry.  The Tourism Research and Resource Center at the University of Wisconsin-Extension estimated that in 1988, the Hospitality-Recreation-Tourism (HRT) sectors accounted for 22.8 percent of the employment in Bayfield County, 16 percent in Douglas County, 9.4 percent in Ashland County, and 19.5 percent in Iron County.  Give the importance of the tourism industry in northwest Wisconsin, area residents fully support the expansion of the state's tourism promotional budget.  The state has taken a positive step in its pursuit of the tourism dollar and this has greatly assisted the area's ability to compete with surrounding states in attracting tourists.

Increased tourism spending in northwest Wisconsin can also be attributed to Canadian tourists.  Canadian officials estimate that approximately 2,000 Canadians cross the Pigeon River border weekly.  Studies on cross-border shopping indicate a 133 percent increase in the number of customs declaration reports filed by Canadians at this border crossing, between 1986 and 1989.  While Superior serves as the gateway to Wisconsin for the Canadian tourists, Bayfield, Ashland, and Iron counties possess attractions and accommodations that provide unique opportunities to the Canadian travelers.

The Joint Effort Marketing (J.E.M.) program has been a vital program for area Chambers of Commerce and other tourism promotion organizations in northern Wisconsin.  To jointly promote the special events and local area attractions, the four counties along the south shore of Lake Superior - Douglas, Ashland, Bayfield, and Iron - have prepared and submitted a J.E.M. proposal to the Division of Tourism.  This proposal details strategies to attract greater numbers of Canadian tourists.  As part of this effort, planning is underway for a northern Wisconsin familiarization tour to Thunder Bay, Ontario, Canada.  The citizens of northern Wisconsin request state funding for the implementation of the J.E.M. proposal.

The recently signed Free Trade Agreement between the United States and Canada has created a potential for export diversification and development between the two countries.  The state has already stepped up its activities in terms of export market development as evidenced by the recently completed trade missions to Winnipeg and Toronto.  Northwest Wisconsin stands ready to explore the Canadian market and fully exploit the comparative advantages this region can offer.  While export development and expansion activities certainly merit statewide support, it would also be appropriate that these same activities include statewide involvement.  The port facilities at Superior, coupled with the products and natural resources of the surrounding area, lend themselves to the strategy of export development.  Statewide support and involvement is crucial for the various ongoing export development efforts aimed at the Canadian market.