Tourism benefits significant-Carl Wilgus, Idaho Travel Director says Idaho on verge of boom in industry

COEUR d’ALENE — The trickledown benefits of tourism dollars are adding up to big business in North Idaho, said Carl Wilgus, travel director for the Gem State.

By DAVID BUFORD
Staff writer CDA Press

Wilgus said travel and tourism is the third-largest industry in the nation, next to auto sales and health care. It generates $8.6 billion each year.

"It’s a dollar that is fluid in the community and is spreading out and impacting a lot of different businesses," he said during the Coeur d’Alene Area Chamber of Commerce Upbeat Breakfast at The Coeur d’Alene Resort.

In Idaho, travel and tourism is a $2 billion industry, or 6.2 percent of the state’s $32 billion gross domestic product. It provides 34,000 jobs, and $167 million in state and public taxes. It is the third-largest industry in Idaho, next to manufacturing and agriculture.

"We benefit in that somebody else is paying to benefit the state of Idaho — it helps support state government, educate our kids, state highways and care for the elderly," he said. "That in and of itself is proof that tourism has some strong economic impacts."

Wilgus plans to target advertising dollars to what he described as family, casual explorers, urban escapists and adventurists.

A focus will be set on the surrounding states for print and Internet advertising co-ops. Marketing opportunities, such as the Ironman Coeur d’Alene on June 29, and leveraging positive public relations are also key.

For example, the recent tourism conference, which he proclaimed as the best it has ever been, educated people from across the state about the community and will help the area benefit from the exposure.

But drawing people to North Idaho from out of state is most effective when inviting family and friends to visit, he said.

Wilgus said about 47 percent of tourists to the area are friends and family of area residents.

"It’s intriguing the amount of travel that is from friends and family," said Mary Lou Reed, former state senator. "It is true that our family and friends come to visit because Coeur d’Alene is an attractive place in the summer time."

Other motivations for tourists include 32 percent who visit attractions, 16 percent for recreation and 5 percent for specific events.

He said Idaho has an even distribution of tourism through winter months in addition to a strong summer season, but he hopes to build on winter to make the state a four-season destination.

In April, the consumer sentiment index rose 7.2 percent, which was the biggest in the last two years. This is good news for tourist destinations, Wilgus said.

"The American public has had a pent-up demand to get out and spend and do some things, and hopefully that will bode well for our economy," he said. "They want to get out and enjoy what America is all about."

David Buford can be reached at 664-8176, ext. 4501, or by e-mail at [email protected]

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