Wisconsin Sees Another Booming Year for Tourism

Friday, June 12th, 2026 -- 8:00 AM

Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary Anne Sayers, announced Wisconsin’s tourism industry is booming with the fourth year in a row of record-breaking economic impact under.

According to 2025 economic impact data, the tourism industry generated a record-high $27 billion in total economic impact, or about $74 million a day, surpassing the previous record of $25.8 billion set in 2024, which itself was a record year.

This is the fourth consecutive year the state’s tourism industry has seen record-breaking economic impact. Not only was 2025 another record-breaking year for total economic impact, but 2025 continued the state’s “hat trick,” with another record-breaking number of visits to the state and record-high state and local revenue generated.

In 2025, Wisconsin saw 117.9 million visits, a 3.5 million increase from the previous year and eclipsing the former record of 114.4 million. The state’s tourism industry also generated a record amount of state and local revenue, generating more than $1.7 billion that goes back to local communities and essential state services

Further, according to the report, the state’s tourism industry also supported more than 183,000 part-time and full-time jobs across diverse sectors of the industry. The Department of Tourism, under its Travel Wisconsin brand, markets the state as a premier travel destination, inspiring visitors to discover the unique beauty and experiences that Wisconsin has to offer.

Thanks to historic investments, Travel Wisconsin has continued to expand its reach, and in 2025, the department expanded its advertising campaign to Peoria, Illinois, for a total of 14 Midwestern markets.

Travel Wisconsin’s ad campaigns also resulted in big returns, for every $1 spent on advertising in summer 2025, consumers spent $148. Additionally, TravelWisconsin.com saw a staggering 11.9 million users, setting a new website traffic record and surpassing the previous year’s record.

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