Record Breaking Year for Wisconsin's Tourism Industry

Wednesday, June 7th, 2023 -- 11:00 AM

Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary Anne Sayers, announced Wisconsin’s tourism industry saw a record-breaking year in 2022.

According to 2022 economic impact data, the tourism industry generated $23.7 billion in total economic impact, surpassing the previous record year of $22.2 billion set in 2019. The economic impact of the travel and tourism industry is felt by communities in every corner of the state, and in 2022, all 72 counties experienced an increase in total tourism economic impact.

Further, last year, tourism supported 174,600 part-time and full-time jobs across various sectors of the industry and generated $1.5 billion in state and local tax revenue. Historic marketing investments from the Wisconsin Department of Tourism, critical relief dollars allocated by Gov. Evers, and the efforts of communities across Wisconsin helped contribute to the new record, as well as the highest-ever overnight visitation rate.

In 2022, there were 111.1 million visits in Wisconsin, which was up 8.8 million visits, or 8.7 percent, over the previous year. This includes a record 45.4 million overnight visits, an increase of 13.8 percent from 2021. Overnight visitors, on average, spent nearly three times as much as day trip visitors.

To learn more about Wisconsin tourism’s record-breaking year and view the 2022 economic impact data, including a county-by-county breakdown, visit: industry.travelwisconsin.com/research.

Since launching the “Here’s to Those Who Wisconsin” brand in 2021, Travel Wisconsin’s advertising campaigns have reached visitors in 12 Midwestern markets and resulted in more than one billion impressions.

The brand highlights Wisconsin’s welcoming nature and celebratory spirit while positioning Wisconsin as a premier travel destination to make lifelong memories. Travel Wisconsin markets Wisconsin as an all-seasons destination, and the economic impact data reflects that as travel spending grew year-over-year in every quarter in 2022.

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 this report.

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