Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary Anne Sayers, announced in a press release today that Wisconsin’s tourism industry saw another record-breaking year in 2023. According to 2023 economic impact data, the tourism industry generated $25 billion in total economic impact, surpassing the previous record year of $23.7 billion in 2022 by 5.4%.
In 2023, Wisconsin welcomed 113 million visits — nearly 2 million more than the previous year — and saw the highest-ever overnight visits — nearly 46 million. This is the second consecutive year of record-breaking overnight visitation. Overnight visitors on average spend almost three times as much as day-trip visitors.
Madison and Dane County saw direct visitor spending reach $1.5 billion in 2023 for the first time in history, driven by a record 9.9% growth in spending. Dane County added nearly 900 jobs to the hospitality industry for a 4.8% growth. Overall, visitors spent, on average, $4.1 million per day in Dane County last year. The report also showed that Dane County exceeded the Wisconsin growth average in all reported categories.
Madison and Dane County saw increases across all key sectors in 2023, with each topping previous record highs. Food and Beverage led the way with $434 million, up 10.5% from 2023. Lodging was $363 million for a 10.4% increase. Retail was at $308.5 million, up 6.8%. Recreation and Entertainment increased to $182 million for a 14.5% gain. Transportation (ground and air) topped $206 million for a 9% jump.
All 72 Wisconsin counties saw economic impact growth in 2023. More than 178,000 part-time and full-time jobs were supported across various sectors, an increase of 2%, and $1.6 billion in state and local tax revenue were generated, up 5.8% from 2022.
Travel Wisconsin marketed the state as a premier travel destination in 2023, running advertising campaigns throughout the year that reached visitors in 12 Midwestern markets.
To learn more about Wisconsin tourism’s record-breaking year and view the 2023 economic data, including a county-by-county breakdown, click here.
