Marathon County Tourism Numbers

Wednesday, June 12th, 2024 -- 9:00 AM

The Wisconsin Department of Tourism released 2023 economic impact data, showing Marathon County tourism experienced a record-breaking 2023, generating $490 million and contributing to Wisconsin tourism’s historic $25 billion economic impact.

The statewide results mark back-to-back record years for the Wisconsin tourism industry. Marathon County has experienced record-breaking revenues for three years in a row.

The 2023 economic impact surpassed the previous statewide record of $23.7 billion set in 2022. Marathon County also surpassed the previous record of $460 million set in 2022.

Statewide, tourism’s historic year was fueled by economic impact growth in all 72 counties, a record number of overnight visitors for a second consecutive year, and investments tourism businesses made in goods and services.

“We are excited to celebrate another record-breaking year in Marathon County. It’s a testament to our communities and partners who roll out the red carpet of hospitality to visitors. We are committed to developing the ‘quality of place’ in Central Wisconsin, to showcase how awesome it is to visit, live, work, and invest here!” said Tim White, Executive Director of Visit Wausau.

Additionally, last year, Marathon County tourism supported 3,574 part- and full-time jobs across various sectors of the industry, part of the more than 178,000 jobs sustained by tourism across the state.

Tourism in Marathon County also generated $29.8 million in local and state tax revenue. Statewide, tourism generated $1.6 billion in local and state tax revenue in 2023. Without this revenue, each Wisconsin household would pay an additional $660 to maintain the current level of government services.

“Wisconsin tourism powers the economy and strengthens the fabric of communities of all sizes,” said Wisconsin Department of Tourism Secretary Anne Sayers. “The historic impact of tourism reached every corner of Wisconsin and, in doing so, sustained livelihoods for thousands of our friends and neighbors.”

In 2023, Wisconsin welcomed 113 million visits, nearly 2 million more than the previous year. This number includes 45.9 million overnight visits last year, the second consecutive year of record-breaking overnight visitation.

Overnight visitors, on average, spend almost three times as much as a day-trip visitor. View the 2023 economic impact data here, including a county-by-county breakdown. Visit Wausau is promoting our area as “Wisconsin’s Basecamp.”

The center of outdoor recreation, arts, and culture is at the heart of central Wisconsin, right here in Marathon County. Check out our new campaign featured on VisitWausau.com and our YouTube channel.

With Emmy award-winning features and content that tells the stories of our area, we are celebrating what makes Marathon County full of memory-making adventures.

Feel free to contact us with questions and/or comments.