A third straight record-breaking year of tourism in 2024 generated $25.8 billion in total economic impact for Wisconsin, according to data released in June.
With the first half of 2025 looking economically sluggish, the state’s tourism industry could be hard pressed to produce a fourth consecutive year of record growth in 2025, but the good news about 2024 was touted by Gov. Tony Evers and Wisconsin Department of Tourism Secretary Anne Sayers.
The overall economic impact was reflected in another record-breaking number of visitors who chose to — to channel a past tourism slogan — escape to Wisconsin. The state welcomed 114.4 million visitors in 2024, a 1.4 million increase from the previous year.
That was enough to generate $1.7 billion in state and local revenue.
Given the records set in economic impact, visitors and tax revenue, Evers said Wisconsin scored a tourism “hat trick.” Sayers said tourism in all corners fueled the record-breaking trifecta.
“The impact of the visitor economy is felt statewide,” Sayers said in a statement. “Tourism sustains livelihoods and local businesses, uplifts communities and powers Wisconsin’s economy.”
Direct visitor spending also set a new record of $1.55 million in Dane County, which in 2024 exceeded Wisconsin’s growth average in all categories. A record 9.2 million Dane County visitors spent an average of $4.2 million per day, and the county’s hospitality industry added 500 jobs last year.
