Wisconsin Tourism Sets Economic and Tax Revenue Records

Wisconsin's tourism industry achieved record economic impact in 2024, generating $25.8 billion and attracting 114.4 million visitors, both all-time highs. The sector delivered $1.7 billion in tax revenue, supporting state and local services. Employment in tourism-related jobs grew to 182,000, a 2.2% increase from the prior year. Dane County, including Madison, reported $1.55 billion in direct visitor spending and over 19,000 tourism-supported jobs, outpacing state averages. Growth was driven by expanded marketing, national media exposure such as Madison's feature on 'Top Chef,' and a $34 million state tourism budget. Governor Tony Evers has proposed continued and expanded funding for tourism promotion, outdoor recreation, and the creative industries to maintain momentum.