MADISON, Wis. — June 18, 2025 – Dane County, Wisconsin, home to the vibrant city of Madison, has reported a historic surge in tourism for the year 2024, with direct visitor spending climbing to an unprecedented $1.55 billion, according to newly released data from Tourism Economics. The county welcomed 9.2 million visitors, contributing to an overall $2.65 billion economic impact for the region, making 2024 the most successful year for tourism in the county’s history.
This 3.8% year-over-year growth highlights Dane County’s growing appeal as a premier Midwest destination, celebrated for its natural beauty, rich cultural scene, and thriving culinary and recreational offerings.
Tourism: A Cornerstone of the Local Economy
According to Dane County Executive Melissa Agard, this record-breaking growth reflects the region’s evolving reputation among travelers. “These numbers reflect what we in Dane County have long known—this is a truly special place to visit, live, work, and explore,” Agard remarked. “From our lakes and parks to our world-class arts, dining, and festivals, people are choosing Dane County in record numbers.”
Tourism continues to be a critical economic engine for the county. In 2024 alone, the sector supported nearly 20,000 hospitality jobs, with 500 new positions added during the year. The growing tourism workforce not only meets increasing visitor demand but also drives income and investment into local communities across the region.
Breakdown of Spending by Sector
The growth in tourism spending was driven by increases across several key categories:
- Food and Beverage: $450 million
- Retail Purchases: $318.5 million
- Transportation: $212 million
- Recreation and Entertainment: $193 million
- Lodging: $130 million
These figures represent more than just a boost in revenue—they reflect the growing diversity of experiences attracting travelers to the area. Whether attending concerts at the Overture Center for the Arts, kayaking on Lake Mendota, biking the Capital City Trail, or savoring farm-to-table cuisine, visitors to Dane County are engaging deeply with the local economy.
Madison: A Key Anchor for Regional Tourism
At the heart of Dane County’s tourism appeal is Madison, the Wisconsin state capital and a nationally recognized hub for innovation, culture, and sustainability. The city boasts a wealth of attractions including the University of Wisconsin-Madison, Monona Terrace, and the Wisconsin State Capitol.
Events like the Wisconsin Film Festival, Art Fair on the Square, and World Dairy Expo continue to draw large crowds from across the country. Seasonal attractions, such as fall foliage tours, winter sports, and summer lakefront festivals, ensure a year-round tourism calendar.
According to Destination Madison, the region has invested heavily in elevating its national profile through targeted marketing campaigns and strategic partnerships with sports, arts, and travel platforms. As a result, Madison has seen a notable uptick in leisure travelers and group events, including meetings, conventions, and academic conferences.
Sustainable and Inclusive Tourism at the Forefront
Dane County’s tourism strategy is also increasingly focused on sustainability and community impact. Local officials continue to support initiatives that preserve natural resources, reduce carbon footprints, and encourage small business participation in the tourism supply chain. The Greater Madison Convention & Visitors Bureau has highlighted efforts to make Madison one of the most accessible and inclusive travel destinations in the Midwest.
Many of the area’s popular green spaces—including Olbrich Botanical Gardens, Governor Nelson State Park, and the UW Arboretum—are not only environmentally significant but serve as major recreational attractions for both tourists and locals.
Post-Pandemic Recovery and Forward Momentum
Dane County’s tourism surge is a testament to its resilience in the post-COVID-19 travel landscape. In the wake of global travel disruptions, the county has effectively rebounded by focusing on regional tourism, digital visitor engagement, and flexible event planning.
The numbers also align with broader trends across Wisconsin, where the state recorded $25 billion in total visitor spending in 2024, according to the Wisconsin Department of Tourism. Dane County remains among the top contributors to that figure, alongside Milwaukee, Waukesha, and Brown counties.
Looking Ahead: Opportunities for Growth
As Dane County looks ahead to 2025 and beyond, the tourism sector is expected to continue its upward trajectory. Investments in infrastructure, such as hotel developments, public transportation improvements, and downtown revitalization projects, aim to support increasing visitor volumes and improve the overall travel experience.
Planned developments, including expanded event spaces, enhanced lakefront access, and new culinary tours, are expected to further diversify Dane County’s offerings and solidify its status as a leading Midwest travel destination.
With a strong foundation built on natural beauty, innovation, and community spirit, Dane County is poised to build on its record-setting 2024 and reach new milestones in sustainable tourism development.
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