Wisconsin tourism saw a record-high $25.8 billion in total economic impact in 2024, welcomed a record-breaking 114.4 million visits, and generated a record $1.7 billion in state and local revenue
Contact: GovPress@wisconsin.gov
MADISON — Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary Anne Sayers, today announced Wisconsin’s tourism industry in 2024 saw its third consecutive record-breaking year of economic impact under the Evers Administration. According to 2024 economic impact data, the tourism industry generated a record-high $25.8 billion in total economic impact, or about $70 million per day, surpassing the previous record of $25 billion set in 2023, which itself was a record year.
Additionally, this year’s report is a hat trick, as Wisconsin also welcomed a record-breaking 114.4 million visitors in 2024—a 1.4 million increase from the previous year and eclipsing the former record of 113.2 million visitors in 2019, and the state’s tourism industry generated a record amount of state and local revenue, generating a record $1.7 billion that goes back to local communities and essential state services.
“Folks, Wisconsin just scored a tourism hat trick, with a record-high economic impact for tourism for the third year in a row, a record-high number of folks visiting our state, and record-high revenue generated from this critical industry. Tourism is such an important and amazing industry for our state, and I’m proud we’re on a record-breaking roll under my administration,” said Gov. Evers.“I’m incredibly grateful for the strategic work of the Wisconsin Department of Tourism and the hardworking folks across the tourism industry who have helped put us in a strong position. We’ve made smart investments in the growth of the industry because investing in tourism is an investment in our workers, our small businesses, and our local communities—and I’ll continue supporting and advocating for tourism and the economic impact it drives.”
The tourism industry also supported 182,000 part-time and full-time jobs across sectors in 2024, growing 2.2 percent from the previous year.
“Last year, Wisconsin tourism brought in more money, welcomed more visitors, and generated more revenue for state and local governments than any other year. Tourism in all corners fueled this hat trick of records for an accomplishment the entire state can celebrate,” said Tourism Secretary Sayers. “The impact of the visitor economy is felt statewide. Tourism sustains livelihoods and local businesses, uplifts communities, and powers Wisconsin’s economy.”
The 2023-25 Biennial Budget signed by Gov. Evers included a historic $34 million investment over the biennium for the Department of Tourism to promote Wisconsin as a premier destination for leisure, business, and group travel, amounting to the largest increase in tourism marketing and advertising funds in state history. These funds ensured the department could run strategic campaigns and remain competitive with neighboring states.
In 2024, the department expanded marketing campaigns for its Travel Wisconsin brand to Marquette, Michigan, and attracted a record nearly 11 million users to TravelWisconsin.com, boosted efforts to attract meetings, sports, and motorcoach tourism through the Office of Group Travel, and capitalized on the Wisconsin season of Bravo’s “Top Chef” by running a culinary campaign that included Travel Wisconsin’s first national commercial.
To build upon this work, Gov. Evers’ 2025-27 Executive Budget proposed several investments to continue support for this essential industry, including:
- Nearly $34 million for the Department of Tourism to continue promoting Wisconsin as a premier business, cultural, and recreational destination;
- More than $500,000 and several staff positions to make the Wisconsin Office of Outdoor Recreation, created by Gov. Evers in 2019, a permanent hub for our outdoor partners, brands, and the industry;
- Creating an Office of Film and Creative Industries and providing $10 million for incentives to bring more film productions, TV shows, and creative endeavors to Wisconsin;
- $1 million to establish a new grant program to support Wisconsin’s rural creative economies; and
- $5.9 million to invest in the Wisconsin Arts Board and support nonprofit arts organizations.
Unfortunately, last month, Republicans on the state’s budget committee voted to gut more than 600 proposals from the governor’s budget, including several tourism-related proposals, including the governor’s proposal to create an Office of Film and Creative Industries and provide $10 million for incentives and creating a grant program to support rural creative economies.
In addition to making the Wisconsin Office of Outdoor Recreation a permanent hub, both the governor’s Executive and Capital budgets make significant investments in Wisconsin’s State Park System and natural resources to promote outdoor recreation, which is a more than $11 billion industry in the state. The governor’s budget proposal includes more than $15.6 million for development and maintenance projects in the state park system and reauthorizing the Knowles-Nelson Stewardship Program for the next 10 years at the highest level ever, with a $1 billion investment over the decade. The governor’s Capital Budget recommendations also include more than $164 million for improvement projects at several state parks, forests, trails, and wildlife recreation areas.
The Native Nations of Wisconsin also play a critical role in enriching the state’s tourism industry offerings and attracting travelers to the state. Because Tribal tourism data is private, the total economic impact of Tribal tourism is not wholly reflected in the economic impact report.
To learn more about Wisconsin tourism’s record-breaking year and view the 2024 economic data, including a county-by-county breakdown, visit: industry.travelwisconsin.com/research/economic-impact.
An online version of this release is available here.
