WISCONSIN — Wisconsin tourism generated $25 billion in 2023, marking another record-breaking year, Gov. Tony Evers and the Wisconsin Department of Tourism announced Tuesday.

The 2023 total surpassed the previous record set in 2022 of $23.7 billion. That’s a 5.4% increase from 2022 to 2023.

What You Need To Know

  • Wisconsin tourism generated $25 billion in 2023, marking another record-breaking year

  • The 2023 total surpassed the previous record set in 2022 of $23.7 billion. That’s a 5.4% increase from 2022 to 2023

  • Wisconsin had 113 million visits in 2023, which is nearly two million more than the year prior

  • In total, visitors spent $15.7 billion in 2023

“Wisconsin has so much to offer, from waterslides to watersports, hiking trails to contrails, and world-champion sports teams to world-champion cheese, so it’s no wonder we’ve seen yet another record-breaking year for Wisconsin tourism for the second year in a row,” said Evers in a press release. “These numbers show what an important role our tourism economy plays in our state’s economic success.”

Wisconsin had 113 million visits in 2023, which is nearly two million more than the year prior. It also had the highest ever overnight visits, totalling 46 million last year. The administration said this is significant because, on average, overnight visitors spend almost three times as much as day-trip visitors.

In total, visitors spent $15.7 billion in 2023.

Monroe County had the biggest percent change in overall economic impact, with an 11.2% increase from 2022 to 2023. That was followed by Menominee County at 10.3% and Green Lake County at 10.1%.

The impact spans across all 72 counties in Wisconsin. It supported more than 178,000 part-time and full-time jobs in the state last year, an increase of 2%.

“Wisconsin tourism powers the economy and strengthens the fabric of communities of all sizes,” said Wisconsin Tourism Secretary 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 state and local tax revenue, tourism generated $1.6 billion, which was up by 5.8% from 2022.

Evers invested about $34 million from the 2023-25 biennial budget in promoting Wisconsin across the country, which is the largest increase in marketing and advertising funds for the Department of Tourism in the state’s history.

Last month, Evers also requested the release of $10 million from funding approved in the Opportunity Attraction and Promotion Fund to continue efforts for recruiting and hosting large-scale events, such as the Republican National Convention.

Here are the counties that had the biggest economic impact for tourism in 2023:

  • Milwaukee County: $4.167 billion 
  • Dane County: $2.561 billion 
  • Sauk County: $1.964 billion 
  • Waukesha County: $1.685 billion 
  • Brown County: $1.335 billion
  • Walworth County: $954 million 
  • Outagamie County: $724 million 
  • Door County: $620 million 
  • Winnebago County: $553 million 
  • Racine County: $525 million 
  • La Crosse County: $502 million 

In Waupaca County, the total impact from 2023 tourism was $167 million. That’s up by 4.5% from 2022. Outdoor activities make up much of the county’s tourism revenue. The area around Waupaca known as the Chain O’Lakes.

“It’s really important, especially in certain areas,” Waupaca County Economic Development Corporation's executive director Jeff Mikorski said. “The Chain O’Lakes is a great example of where the majority of their economy is tourist related.”

He said a new website is being used to help draw more visitors to the county.

“We’re elated that we got an increase in the tourism numbers, and we hope to see it grow further in the coming years,” Mikorski said.

Related Stories