Wisconsin tourism sets fourth straight record year, generating $27 billion in economic impact
Travel Wisconsin campaigns and major events helped drive the fourth straight record year, with visitors supporting 183,594 jobs, officials said.
- On Tuesday, Governor Tony Evers and the Wisconsin Department of Tourism announced the state's tourism industry generated a record $27 billion in total economic impact in 2025, with 117.9 million visits.
- State investments in advertising campaigns fueled growth, while marquee events like the 2025 NFL Draft in Green Bay drew approximately 600,000 attendees and generated nearly $105 million in economic impact.
- Tourism supported 183,594 jobs statewide while generating more than $1.7 billion in state and local tax revenue; lodging expenses comprised 27.1% of direct visitor spending at $4.6 billion.
- Brown County tourism reached record heights with $1.5 billion in total economic impact from 6.7 million visits, generating $114.2 million in state and local tax revenue for the region.
- International visitation declined sharply, particularly from Canada, though the state's 2025-27 budget allocates $31 million for tourism marketing to sustain industry momentum amid shifting travel patterns.
14 Articles
14 Articles
Tourism brings in big bucks to Wisconsin in 2025
Big events in Wisconsin last year helped set records for tourism for the state, according to new figures released on Tuesday. Data from Governor Tony Evers and the Department of Tourism showed that the total economic impact from tourism reached nearly $27 billion for 2025, up 4.4 percent from the year before. The increase in money comes from an increase in visitors. In 2025, Wisconsin saw 117.9 million visits, up from 114.4 in 2024. Part …
Wisconsin tourism sets fourth straight record year, generating $27 billion in economic impact
Wisconsin's tourism industry reached new heights in 2025, generating a record $27 billion in economic impact and attracting a record 117.9 million visits, according to figures released Tuesday by Gov. Tony Evers and the Wisconsin Department of Tourism.
Coverage Details
Bias Distribution
- 84% of the sources are Center
Factuality
To view factuality data please Upgrade to Premium
