Wisconsin Shatters Tourism Records Again with $25 Billion Revenue in 2023

Counties across the state saw soaring tourism numbers as more people traveled to Wisconsin.

Published June 20, 2024

In a remarkable display of growth, Wisconsin’s tourism industry has once again broken state records, reaching an unprecedented $25 billion in revenue for 2023. This achievement marks the second consecutive year of record-breaking tourism revenue, following the $23.7 billion earned in 2022.

The data shows that not only is Wisconsin attracting a significant number of visitors, but these visitors are also spending more time and money in the state, according to WSAW-TV.

Over 178,000 part-time and full-time jobs across various sectors were supported by the tourism industry in 2023, representing a 2% increase from the previous year. The tourism industry generated $1.6 billion in state and local tax revenue, a 5.8% increase from 2022.

Thanks to the city's largest-ever cruise season, growing sports tourism, and a robust lineup of festivals, Milwaukee’s continued success helped drive Wisconsin to a record year for statewide tourism in 2022. pic.twitter.com/VJAW5TFs17
— Visit Milwaukee (@visitmilwaukee) June 6, 2023

Marathon County, for example, had its third consecutive record-breaking tourism year, generating $490 million in revenue. Despite some areas of the state being impacted by a lack of snow, the tourism industry remained resilient. Tim White, Executive Director of Visit Wausau, described the area as “weather-proof,” emphasizing the variety of indoor and outdoor activities available year-round.

Wisconsin’s emphasis on outdoor recreation has been a significant draw for visitors. The state’s diverse offerings, from urban amenities to scenic outdoor locations, have attracted people from all over the state and beyond. The goal is to not only attract visitors but also to make them consider making Wisconsin their home.