Discovering Cambridge's Tourism Potential: Key Insights from Our Destination Madison Workshop

Thank you to everyone who joined us for the Collaborative 523 Workshop featuring Destination Madison. Your thoughtful questions and enthusiasm for Cambridge's future as a destination were inspiring.

Katie and Maureen from Destination Madison shared valuable strategies for putting Cambridge on the map as a must-visit spot for travelers exploring our region.

If you couldn't make it or want to revisit the conversation, you can view the presentation slides here Tourism in Cambridge.

Five Ways to Attract More Visitors to Cambridge

The discussion revealed several practical approaches that Cambridge businesses can implement right away:

Create experiences worth the drive. Visitors are looking for more than a single stop—they want a reason to spend the afternoon or even the entire day here. By working together to create packages and itineraries, we can encourage people to explore multiple Cambridge businesses. Think about what a "perfect day in Cambridge" might look like when your business collaborates with others.

Tell a unified story. Cambridge has a story worth telling, but we need to tell it consistently. Whether you're posting on social media or creating marketing materials, using consistent hashtags and messaging helps visitors recognize and remember our community. Let's align on our branding approach so Cambridge's identity comes through clearly.

Prepare for the bus tour boom. Here's an exciting opportunity: Madison will host the American Bus Tour Association Conference in 2027, and bus tours continue to draw significant visitor numbers. Cambridge is perfectly positioned to welcome group tours, but preparation starts now. Consider how your business might accommodate larger groups and what experiences would appeal to tour operators.

Showcase your unique experiences. Events and hands-on experiences are powerful draws. Make sure your events are listed on visitmadison.com, and don't be shy about highlighting what makes your business special. Even if you offer classes or private bookings that aren't regularly scheduled, feature them on your website. Planting that seed lets both locals and visitors know you offer something memorable.

Explore partnership benefits. Destination Madison offers partnership opportunities starting at no cost, with enhanced options at $400 or $800 annually. Partners receive a listing on visitmadison.com, access to workshops and programs, and increased visibility to travelers planning trips to the Madison area.

Additional Insights

The Collaborative 523 team gathered a few additional insights from the presentation that can help shape your marketing approach:

Know your visitors and their spending power. Large numbers of visitors are coming to our area from Milwaukee, Chicago, Green Bay, and Minneapolis. However, those traveling from Chicago and Minneapolis tend to spend more during their visits. Consider this when building your targeted marketing strategies and deciding where to focus your promotional efforts.

Plan ahead—way ahead. Trip and vacation planning typically occurs 58 days out. Get ahead of the calendar and make sure people know what you'll have going on two months from now. If you're planning a special event or experience for February, start promoting it in December.

Focus on what travelers value most. Visitors to our area are seeking culinary experiences, outdoor recreation, unique experiences, things to do with kids, and fun shopping opportunities. These are the experiences that draw people to explore beyond Madison and discover communities like Cambridge.

Meet people where they are online. Facebook remains the number one tool people use to find out what's happening in an area, while Google is still king for destination research. Make sure your business has a strong presence on both platforms.

Make your website work harder for you. AI-powered search tools favor websites with FAQ sections. Increase your search relevance by asking and answering common questions visitors might have about your business, your offerings, and your hours.

Show, don't just tell. People prefer to be shown what there is to do rather than simply told what they can do. Photos are essential for storytelling about your brand and the experiences you offer. Invest in quality images that capture the atmosphere and experiences visitors can expect.

What's Next?

The conversation we started doesn't end here. Collaborative 523 is committed to supporting Cambridge businesses as we work together to welcome more visitors to our community. We encourage you to review the partner benefits sheet and consider how partnering with Destination Madison aligns with your business goals.

If you'd like to discuss next steps or have questions about becoming a Destination Madison partner, Katie has made herself available for one-on-one conversations. You can schedule time to meet with her here - Meet with Katie.

Thank you again to Destination Madison for sharing their expertise and to Keystone Grill for hosting us. Most importantly, thank you to our Cambridge business community for your continued commitment to collaboration. When we work together, we all benefit—and so does our entire community.

Special thanks to our Grow Cambridge Workshop sponsors, Enbridge and WEDC, for making this valuable learning opportunity possible.

Have questions about this workshop or future Collaborative 523 events? Reach out to us at collaborative523@gmail.com.