People are really enjoying the Great Lakes, fishing, cranberry bogs and more in Wisconsin.
So much so that Wisconsin broke tourism records for the fourth straight year, recording $27 billion in economic activity in 2025.
A record number of visitors also explored Wisconsin, with 117.9 million visits. Revenue created for the state and local businesses was more than $1.7 billion.
The record set in 2024 was $25.8 billion.
“Wisconsin’s tourism industry isn’t just growing, it’s booming. And the proof’s in the pudding, with four consecutive record-breaking years, including generating a record $27 billion last year alone,” Gov. Tony Evers said in a statement.
Travel Wisconsin has increased its advertising efforts like advertising in Peoria, Illinois, and in 14 Midwest markets total. TravelWisconsin.com had 11.9 users, a web traffic record in 2025.
Some events credited with an increase in visitors and revenue include EAA AirVenture in Oshkosh, which had record attendance last year; Green Bay hosting the 2025 NFL Draft; the minor league baseball team, the Beloit Sky Carp, setting an attendance record and the Northern Wisconsin State Fair drawing a record crowd.
