Oconto County Tourism Reaches New High with $142 Million Economic Impact in 2024 Despite Growth Slowdown
OCONTO COUNTY, Wis. — June 18, 2025 – Oconto County’s tourism sector reached new financial heights in 2024, contributing a record-breaking $142 million to the local economy, according to newly released data from the Wisconsin Department of Tourism. However, while the milestone marks the county’s best year ever for visitor-related revenue, the pace of growth slowed, increasing only 1.5% from 2023 — a noticeable drop from the 4.4% growth rate the previous year.
The tourism economic impact figure encompasses visitor spending, employment income, and tax revenue, painting a comprehensive picture of how travel continues to serve as a vital contributor to the region’s economic health.
“This data validates the hard work being done by the local tourism and hospitality industry,” said Kelly Schwartz, Director of Marketing and Communications for TEDCOR (Tourism & Economic Development Corporation for the Oconto Region). “We’ve successfully promoted Oconto County as a four-season destination, especially for outdoor recreation, and that has brought in loyal travelers. But naturally, weather fluctuations pose ongoing challenges.”
Mild Winter Dampens Outdoor Travel Surge
The report notes that one of the primary reasons for the modest increase in 2024 was an unusually mild winter, which dampened snow-based tourism like snowmobiling and winter trail riding. January 2024 averaged temperatures five degrees higher than normal, with 6.5 inches less snowfall than average. February and March followed similar patterns, with snowfall totals down 8 inches and 3.5 inches, respectively.
“Oconto County has established itself as a premier destination for snowmobiling, ATV/UTV adventures, and other winter sports,” Schwartz added. “When snow doesn’t arrive as expected, it significantly impacts local lodging, rentals, and recreation-based services.”
Still, the region maintained upward momentum thanks to consistent marketing, repeat visitors, and year-round attractions, especially as the county transitioned into its spring and summer seasons.
Summer Bookings Show Strong Rebound Potential
Despite the winter lull, early signs from the 2025 summer travel season are encouraging. Lodging operators across the county are reporting substantial pre-bookings for cabins, resorts, and campgrounds. Lakefront properties near Lakewood, Mountain, and Oconto are already seeing high occupancy rates for July and August.
Tourism experts are optimistic that summer festivals, water sports, hiking trails in the Chequamegon-Nicolet National Forest, and local fairs will help the county rebound and maintain its position as one of Northeast Wisconsin’s top nature-driven travel destinations.
By the Numbers: Tourism’s Local Impact in 2024
Oconto County’s total tourism-related revenue reached $142 million, broken down across several key categories:
- Visitor Spending: $16.252 billion statewide; Oconto’s share reflected in local businesses
- Jobs Supported: 791, an increase of eight jobs (+0.9%) from 2023
- Labor Income: $19 million, a 1.8% increase from the previous year
- State and Local Tax Revenue: $8 million, a 1.5% increase from 2023
While Oconto’s growth rate lags behind previous years, these increases highlight the resilience of rural tourism economies, particularly those dependent on outdoor recreation and seasonal conditions.
Statewide Trends Reflect Broader Slowdown
Oconto County’s experience mirrors a broader trend across Wisconsin. Statewide, tourism spending increased by 3.5%, reaching $16.252 billion in 2024. However, this rate represents a deceleration compared to 5% growth in 2023 and 16.3% in 2022, when the sector was still in a strong post-pandemic recovery phase.
The Wisconsin Department of Tourism attributes this tapering to high inflation and the waning effects of COVID-era rebound travel, both of which are reshaping consumer behavior. Travelers are now opting for shorter trips, value-based experiences, and destinations closer to home.
Of the state’s 72 counties, 12 experienced declines in tourism impact, and another 12 saw growth under 1%, reinforcing that rural and snow-dependent regions like Oconto are especially sensitive to climatic and economic pressures.
Neighboring Counties Offer Regional Perspective
Oconto’s neighboring counties posted a mixed performance:
- Marinette County: Up 3.4% to $272 million
- Forest County: Down 1.6% to $25 million
- Langlade County: Up 2.4% to $84 million
- Menominee County: Up 1.1% to $6 million
- Shawano County: Up 1.6% to $116 million
- Brown County: Up 5.4% to $1.4 billion
This regional data shows that while growth is slowing in pockets of the state, larger urban counties or those less reliant on snow-based tourism are maintaining higher gains.
Future Tourism Strategy: Four Seasons, Flexibility, and Community
Looking ahead, TEDCOR and Oconto County officials are focusing on bolstering their four-season tourism strategy. The aim is to mitigate reliance on any one weather-dependent activity. Efforts include:
- Enhancing marketing for spring and fall getaways
- Promoting culinary trails, heritage tourism, and arts and crafts fairs
- Investing in multi-season infrastructure like bike trails and eco-lodges
“Oconto County is more than just a winter destination,” Schwartz emphasized. “With lakes, trails, local farms, and festivals, we’re a place people can return to all year.”
The message is clear: while winter weather may bring some unpredictability, the spirit of Oconto County’s tourism remains strong—and adaptable.
