Welcome to Wisconsin sign, November 10, 2018. PC: Fox 11 Online
(WTAQ-WLUK) — Last year, Wisconsin’s tourism industry saw its third consecutive record-breaking year of economic impact.
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.
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.
In specifically, Door County, it saw a $31.4 million increase in total economic activity over the previous year, a 5.1% increase.
“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 2023-25 Biennial Budget, signed by Gov. Evers, included a $34 million investment over the biennium for the Department of Tourism to promote Wisconsin as a premier destination for leisure, business, and group travel.
The tourism industry also supported 182,000 part-time and full-time jobs across sectors in 2024, growing 2.2% from the previous year.
Gov. Evers’ 2025-27 Executive Budget proposes nearly $34 million for the Department of Tourism to continue promoting Wisconsin and $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.
The governor’s budget proposal also 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.
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