It’s not a national holiday, but Sept. 27 is World Tourism Day, an annual event sanctioned by the U.N. World Tourism Organization, which deserves to be celebrated.
With tension in the world at a historic high, it’s important to look beyond borders and celebrate the opportunities travel and tourism provides for world peace and the greater understanding of diverse peoples and cultures.
World Tourism Day acknowledges the positive impact of travel. Nationwide, the industry directly employees 7.5 million Americans and generates about $109 billion in tax revenues. Tourism expenditures within the U.S. total $700 billion.
Locally, we welcomed more than 6 million visitors in 2006, who contributed about $2.6 billion to the area economy. Our local tourism industry employs about 64,000 people and contributes $415 million in taxes.
World Tourism Day provides a platform that looks beyond borders and focuses on the common
interests and benefits that travel provides. According to the Travel Industry Association, those who have visited the U.S. are 74 percent more likely to have a favorable impression of our country. Travel creates a strong opportunity to strengthen America’s image abroad. And beyond the benefits of jobs and tax revenues, travel creates added benefits for local communities such as urban revitalization, historic preservation, protection of natural resources and an improved quality of life for all residents.
From a tourism standpoint, it’s best to ignore the cynics who are bearish on the future of Milwaukee.
The reality is that the Milwaukee area is steadily improving its reputation as a tourism destination, from a regional, national, and yes, even international level. Billions of dollars have been invested in the past decade in our tourism infrastructure from the "big ticket" items such as Miller Park, the Midwest Airlines Center, the Calatrava addition to the Milwaukee Art Museum, the Potawatomi Bingo Casino expansion and Discovery World to other important developments with smaller price tags such as the Riverwalk, the Milwaukee Public Market, renovations of hotels and local attractions and new and exciting dining options.
And we’re not resting on our laurels – next year we’ll also have the world’s only Harley-Davidson Museum, a new attraction that is already creating significant buzz in the tourism industry.
Local tourism provides us an opportunity to show people from near and far what defines Milwaukee and what makes our destination unique. We enhance Milwaukee’s image by bringing convention delegates and leisure travelers to our city.
While World Tourism Day encourages us all to explore and "hit the road," Milwaukee provides a friendly, affordable and accessible urban experience. If you don’t believe me, book your "world" tour right here in Milwaukee with these travel tips:
- Experience a bit of old Bavaria right here on Old World Third Street. Sample a sausage at Usinger’s, enjoy a cold one at the Old German Beer Hall or fill up on some traditional Teutonic fare at Mader’s.
- Sun, sand and surf? Carve out a little piece of paradise on some of our Lake Michigan beaches.
- South of the border flavor can be enjoyed by a short jog to our Fifth Ward, home to some of the area’s finest Latin cuisine.
- Rome, the Eternal City, has St. Peter’s, but Milwaukee has an architectural jewel in St. Josaphat’s and other houses of worship.
- The romance of the Venice canals can be experienced on a cruise on the Milwaukee River.
- Paris may have the Louvre and the Mona Lisa, but it doesn’t have a museum designed by Santiago Calatrava.
- An African Safari is an unforgettable experience, but a trip to the Milwaukee County Zoo is an affordable excursion for the entire family.
- Viewing Big Ben and afternoon tea time is an English time-honored tradition. But how about a spot of tea at George Watts in the shadows of the Allen-Bradley clocktower, the largest four-faced clock in the world.
You get the idea! So hit the road, whether it’s exploring attractions in our own back yard or satisfying your own wanderlust to travel stateside or abroad and spread the message of goodwill wherever your journeys take you. Safe travels.
Doug Neilson is the president and chief executive officer of Visit Milwaukee.
