Travelwisconsin.com, the Web site for the Wisconsin Department of Tourism, is on pace for a record number of visits in 2003. Through the end of October, nearly 2.5 million people have had user sessions on the site setting a pace to break the 3-million visitor mark by the end of the year.

That surge in activity reflects a growing industry trend towards online travel planning and reservations. One travel and hospitality agency (Yesawich, Pepperdine, Brown, and Russell) estimates that nearly three-fourths of leisure travelers with online access routinely use the Internet as an information resource.

To meet the increased demand of online travel information seekers, the Department of Tourism has been adding some new resources to their Web site. This fall, the department went online with its popular "Fall Sampler" travel guide. In addition to the traditional hardcopy version that's routinely sent to customers through the mail, online visitors were able to "page" through the audio- and video-enhanced guide while exploring travelwisconsin.com. In a sign of the growing importance of the Internet for travel planning, nearly 75% of surveyed customers who "read" the on-line travel guide gave it top ratings.

During a redesign of the site in early 2003, the department also added a series of panoramic photos of some of the state's top travel destinations and a personal profile option customers can use to receive e-newsletters and guides tailored to their interests. There is also an option to subscribe to a variety of department publications and screen travel videos.

Still, even with a growing emphasis on the Internet, staff at the Department of Tourism's 10 Wisconsin Travel Information Centers still help thousands of visitors daily. Through the end of October, just under one million customers have received travel planning assistance and information at the state's travel centers. The biggest jumps in customer visits were seen at the travel information centers located on Hwy. 41 in Marinette (28%) and Hwy. 35 in Grant County (10%).

"What it all means is that although travel trends are changing, we have to remain flexible in our approach to customer service," Department of Tourism Secretary Jim Holperin said. "Whether a customer comes via the Internet or I-90 our mission is still the same. To make sure we let them know Wisconsin is a great place to visit."

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Media Contact: Lisa Marshall +1 608-267-3773 lmarshall@travelwisconsin.com