Marathon County Tourism Generates $490 Million in Total Economic Impact in 2025

Wednesday, June 10th, 2026 -- 9:01 AM

Marathon County tourism generated nearly $490 million in total economic impact in 2025, helping contribute to Wisconsin's record-setting $27 billion visitor economy.

Wisconsin welcomed a record 117.9 million visits in 2025, supporting more than 183,000 jobs statewide and generating more than $1.7 billion in state and local taxes. The Wisconsin Department of Tourism and Tourism Economics reported that Wisconsin's tourism economy has now achieved four consecutive record years, with growth outpacing inflation and visitors spending broadly across all seasons.

Marathon County's tourism economy continues to be driven by a combination of outdoor recreation, sports tourism, arts and culture, and year-round experiences that have helped establish Greater Wausau as "Wisconsin's Basecamp."

"Tourism is about much more than attracting visitors," said Tim White, executive director of Visit Wausau. "It supports local businesses, creates jobs, enhances quality of life and helps make Marathon County a place where people want to live, work and invest. We are seeing tremendous momentum as our communities continue to embrace outdoor recreation as an economic driver."That momentum has translated into statewide recognition. 

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