MADISON, Wis. – June 2025: Wisconsin’s tourism industry has reached historic heights, setting new records for both economic impact and total visits in 2024, according to figures released by the Wisconsin Department of Tourism. Governor Tony Evers announced the milestone achievement, highlighting tourism’s growing role in strengthening the state’s economy and enriching local communities.
The state generated $25.8 billion in total economic impact last year, surpassing the previous high of $25 billion set in 2023. Additionally, 114.4 million visits were recorded across the state, outpacing the pre-pandemic high of 113.2 million in 2019. These figures underscore three consecutive years of record-breaking performance for the Badger State’s tourism economy.
Repeat Visitors Drive Growth
One of the key contributors to this surge is a strong base of repeat visitors, according to Craig Trost, Communications Director for Travel Wisconsin.
“They are the backbone of our tourism economy,” said Trost. “Our visitors don’t just come once—they return to explore new regions and experiences, from bustling cities to serene lake towns.”
The Department of Tourism defines a visit as any trip over 50 miles from a person’s home, which includes both interstate and intrastate travel. This means even Wisconsinites traveling within the state are counted, illustrating the importance of local exploration and short-haul getaways.
Direct Benefits to Residents and Communities
The robust tourism industry also provided substantial financial relief to residents. In 2024, the visitor economy generated $1.7 billion in state and local taxes, effectively offsetting $678 per household in taxes.
Governor Evers emphasized the broader impact of these results:
“Tourism is not just about travel—it’s a critical industry for Wisconsin’s economic success. I’m proud of the strategic work by the Wisconsin Department of Tourism and the dedication of hospitality workers, local businesses, and community leaders.”
Evers added that investments in tourism equate to investments in small businesses, workers, and quality of life across the state.
State Investment Fuels Marketing and Outreach
The success is partly attributed to $34 million in state funding included in the last two-year budget to promote Wisconsin as a top-tier travel destination. This investment enabled Travel Wisconsin to launch targeted marketing campaigns in key Midwest markets and beyond, increasing the state’s competitiveness among regional destinations.
“These additional funds were absolutely critical in our ability to reach new visitors,” said Trost, noting a rise in cross-state tourism from neighboring Illinois, Minnesota, and Michigan.
Job Creation and Employment Growth
In addition to its financial benefits, Wisconsin’s tourism industry continues to be a major employer, supporting 182,000 full- and part-time jobs in 2024—a 2.2% increase over the previous year. Tourism employment spans accommodations, restaurants, retail, transportation, and outdoor adventure industries, touching every corner of the state.
Rural Tourism Shines: Spotlight on Adams County
While larger hubs like Milwaukee, Madison, Wisconsin Dells, and Door County continue to attract millions of visitors, rural destinations saw some of the most significant percentage increases in economic impact. Adams County, located in central Wisconsin, experienced a remarkable 6.8% increase in tourism-generated economic activity—from $250 million in 2023 to $267 million in 2024.
Megan Steckelberg, President and CEO of Visit Adams County, attributes the growth to the area’s appeal as a natural retreat:
“With more than 20 lakes, scenic trails, and local charm, visitors come here for ATV rides, rock climbing, boutique shopping, and most of all, to relax and disconnect.”
She noted that many urban dwellers are now seeking peaceful, nature-based experiences, away from the hustle of city life. However, Steckelberg also acknowledged that climate variability, such as less snowfall in winter, has challenged offseason tourism in recent years.
Not All Counties Saw Growth
Despite the overall positive trend, not all of Wisconsin’s 72 counties saw gains. According to state data, Ashland, Clark, Forest, Grant, Iowa, Iron, Juneau, Lafayette, Monroe, Taylor, and Trempealeau Counties experienced declines in tourism-related economic impact. Experts suggest these variations could be attributed to factors like weather patterns, infrastructure limitations, or marketing disparities.
A Roadmap for the Future
Looking ahead, the Wisconsin Department of Tourism plans to build on current momentum by promoting sustainable tourism practices, enhancing seasonal travel opportunities, and supporting the growth of underserved rural regions.
“We’re thrilled by the upward trajectory, but we know there’s more work to do,” Trost stated. “We’ll continue to adapt, invest, and support all 72 counties to ensure tourism remains a vibrant, inclusive, and sustainable engine of growth.”
Plan Your Wisconsin Adventure
With thriving cities, lush forests, pristine lakes, and vibrant festivals, Wisconsin continues to rank among the Midwest’s top travel destinations. Whether you’re exploring the cliffs of Devil’s Lake, boating in Lake Geneva, or shopping local in Spring Green, there’s something for every kind of traveler.
