Destination: Idaho

Idaho is no longer some place unheard of by most in America. Or the world, for that matter.

“The world is discovering that Idaho is now much more than just potatoes,” said Clint Schroeder, president and corporate publisher of Hagadone Communications and Hagadone Newspaper and Media Groups. 

Numbers back him up. 

Idaho’s tourism industry attracts about 37 million people a year. It generates about $438.6 million in tax revenue, and it is the third-largest industry, behind agriculture and technology. It employs about 55,000 people and in fiscal year 2023, created $5.8 billion in direct spending. 

“That is definitely not pocket change,” Schroeder said Wednesday. 

Schroeder delivered a 30-minute talk on the increasingly important role of the state’s tourism sector to about 75 legislators and others at the Hagadone Event Center. It was the last day of the Idaho Legislative Tour organized by the Coeur d’Alene Regional Chamber and Idaho Chamber Alliance. 

Schroeder said Idaho tourism saw five-year average growth of 13.3% from 2018 to 2023 and was a billion-dollar economic engine that touched every corner of the state and almost every business. 

In fiscal year 2023, North Idaho was responsible for $1.25 billion in travel spending, 13,110 jobs and $463 million in earnings. 

Statewide, skiing, golfing and boating pull in guests, along with hiking, biking and fishing. World-class accommodations like The Coeur d'Alene Resort attract people year-round.

Silverwood Theme Park, Silver Mountain and Schweitzer ski resorts, The Coeur d’Alene Resort Golf Course and the Coeur d’Alene Tribe’s Circling Raven Golf Course have commanded attention.

“All the things travelers like to do when they get away, Idaho has to offer,” Schroeder said. 

He cited visionaries including the late Duane Hagadone and Silverwood founder Gary Norton for leading the way.

“We have such a vibrant tourism tapestry in the state of Idaho,” Schroeder said.

While some complain tourists drive up costs for locals, he said tourism revenue is equivalent to $649 in tax relief per Idahoan household.

“That's a huge benefit to many of our residents," he said. 

Idaho has established itself as a go-to state.

“We're no longer the place people stop on their way to or from their destination because we have become, for many, the destination,” he said. 

Schroeder said the Hagadone Corporation has responded to growth by investing in capital projects and comprehensive planning, and in turn creating work and recreational opportunities.

For example, Lake Coeur d'Alene Cruises now has seven watercrafts. Cruises across Lake Coeur d'Alene from The Resort to the North Pole during the Christmas holidays are routinely packed. 

Each year, the company sets the bar even higher.

“Those are the kinds of things we can’t take for granted,” Schroeder said. 

The Hagadone Corporation’s 15-story “Sherman Tower” on First Street and Sherman Avenue will feature 139 rooms, a 6,000-square-foot restaurant with a seasonal rooftop bar and nearly 4,000 square feet of retail and office space.  

Construction is scheduled to being next year with a goal to open in 2027. 

Schroeder said Coeur d’Alene gained recognition when it was on the front page of the Wall Street Journal in 2021. It was described as having one of the nation's hottest housing markets and was a great place to live. 

Prior to that, many had never heard of Coeur d'Alene — let alone know how to pronoun it.

"Some still can't," Schroeder joked.

He said Coeur d'Alene's downtown has risen to the challenge with unique shops that create a vibrant, inviting atmosphere and keep people coming back.

“We have a great story to tell.” he said. 

Idaho, Schroeder said, isn't just a place for people to visit.

"It becomes part of who they are," he said. "Visitors leave with so many memories and experiences that are unique to our area."

But he said steps must be taken — with the help of legislators — to build and maintain infrastructure, reduce environmental impacts and protect the state’s natural beauty and resources. He said the Coeur d’Alene Tribe was a prime example of that in how it has safeguarded Lake Coeur d’Alene and its lands.

“I believe as we move forward, growth, innovation and a commitment to sustainability by investing in our infrastructure and promoting these unique attractions has to be priority No. 1," Schroeder said.