Wisconsin tourism hits record $27 billion in 2025
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Wisconsin: State tourism officials reported that in 2025 the industry generated a record $27 billion in total economic impact and welcomed 117.9 million visits, officials said Tuesday. The report, issued by the Wisconsin Department of Tourism with data from Tourism Economics, shows a one-year increase in visits and revenue compared with 2024. Green Bay and Door County saw record local impacts, with Brown County reporting roughly $1.5 billion in visitor-driven impact and $909.6 million in direct spending linked to the 2025 NFL Draft; Door County reported $685.8 million. Officials said the sector supported more than 183,000 jobs and generated over $1.7 billion in state and local tax revenue this year.
Prepared by Emily Rhodes and reviewed by editorial team.
Timeline of Events
- 2022: Wisconsin records a rise in tourism, beginning a streak of annual records.
- 2023: Visitor totals and economic impact continue increasing statewide.
- 2024: State previously posted about 114.4 million visits, a then-record year.
- 2025: Major events including Green Bay NFL Draft and EAA AirVenture contribute to 117.9 million visits and $27 billion impact.
- 2026 (reporting): State Department of Tourism and Tourism Economics release 2025 data to media and counties.
Why This Matters to You
Wisconsin's booming tourism means more money for local businesses and more jobs in your community. If you're in the hospitality or retail sector, this could mean a busier season and potentially higher earnings. Check out local job postings if you're considering a career shift.
The Bottom Line
Wisconsin's tourism industry is on a roll, pumping $27 billion into the state's economy in 2025. It's not just about cheese and Packers games anymore. This growth supports over 183,000 jobs and generates significant tax revenue. Worth forwarding if you know someone considering a move to the Badger State.
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Local businesses, hospitality and tourism workers, and municipal budgets benefited from increased visitor spending, record attendance at major events, and more than $1.7 billion in state and local tax revenue returned to communities.
The reviewed articles did not identify specific groups that suffered; coverage focused on economic gains, job support and tax revenue increases without reporting measurable harms.
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Wisconsin tourism hits record $27 billion in 2025
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