(WLUK) — 2025 was another record-breaking year for Wisconsin tourism.
The Wisconsin Department of Tourism reported Tuesday historic numbers for total economic impact ($27 billion), visits (117.9 million) and state and local revenue (over $1.7 billion). It’s the fourth year in a row Wisconsin tourism broke records for visitors and revenue.
2025 was another record-breaking year for Wisconsin tourism. (WLUK)
“Wisconsin is on the top of folks’ vacation plans because of the variety of experiences that we offer. There’s just so much to be discovered, and folks want to pack in a lot of activity during their trip. That’s something Wisconsin can promise,” Wisconsin Department of Tourism Secretary Anne Sayers said.
The $27 billion economic impact equates to about $74 million a day, surpassing the previous record of $25.8 billion set in 2024. Last year, Wisconsin saw 117.9 million visits, eclipsing the former record of 114.4 million set in 2024. The state’s tourism industry also generated a record amount of state and local revenue, with more than $1.7 billion going back to local communities and essential state services.
“We should be really, really proud of being able to break these records, and it’s certainly the result of the hardworking folks on the front lines of hospitality every single day, delivering that quality experience to the tourists,” Sayers said.
According to the report, the Wisconsin tourism industry also supported more than 183,000 part-time and full-time jobs across diverse sectors of the industry.
“Wisconsin’s tourism industry isn’t just growing, it’s booming. And the proof’s in the pudding, with four consecutive record-breaking years, including generating a record $27 billion last year alone,” said Gov. Tony Evers in a news release. “These numbers are a big deal for our state, our economy and the countless hardworking folks in the industry who make it all happen — the folks who work each day to promote our state as the premier place to visit and explore, as well as the tour guides, waiters, restaurateurs, hoteliers and the friendly faces in communities all across our state that keep folks coming back for one more adventure in Wisconsin year after year.”
My administration and I have been proud to champion this work with smart, strategic investments over the years, and we will keep uplifting this essential industry and the dedicated folks that drive it to ensure travel and tourism in Wisconsin continues to grow and thrive for future generations.
Below is a breakdown of tourism numbers for specific communities and counties in Northeast Wisconsin.
Brown County
Brown County’s tourism industry reached new heights last year, largely thanks to Green Bay hosting the 2025 NFL Draft. According to officials, Brown County generated a record-breaking $1.5 billion in total economic impact.
Data shows visitors made 6.7 million trips to Brown County in 2025 and spent $909.6 million at hotels, restaurants, attractions, retailers and other businesses. The visitor economy supported 11,519 jobs and generated $114.2 million in state and local tax revenue. The results represent a 6.9% increase in total economic impact and a 7.4% increase in direct visitor spending over 2024.
Brown County visitor spending increased in every quarter of 2025, with the second quarter experiencing the largest jump. Tourism Economics found direct visitor spending during the second quarter increased by $27.8 million over 2024, accounting for approximately 45% of Brown County’s overall visitor spending growth for the year.
While the NFL Draft provided a major boost, the report also pointed to strong underlying tourism fundamentals. Hotel revenue increased 9.7% year-over-year, restaurant and recreation-related sales grew nearly 7% and both day-trip and overnight visitation continued to climb.
Fans wait to get into the NFL Experience for the NFL Draft, April 24, 2025. (WLUK/Marlo Lundak){ }
Despite not hosting the NFL Draft this year, Discover Green Bay said other events will help fill the hole in 2026.
“We had two sold-out shows for the Luke Combs concert just last month. We have the Wisconsin-Notre Dame game coming up. We have a bunch of conventions and sporting events. WIAA is coming back. There’s a lot to look forward to in 2026 and beyond,” Discover Green Bay Vice President of Marketing & Communications Nick Meisner said.
Among the report’s key findings:
$1.5 billion total economic impact generated by visitors$909.6 million in direct visitor spending6.7 million visits to Brown County11,519 jobs supported by the visitor economy$55.2 million in local tax revenue generated$59 million in state tax revenue generated
Tourism’s benefits extended well beyond visitor-facing businesses. The report estimated visitor-generated state and local taxes offset the tax burden on Brown County residents by approximately $1,030 per household.
On Tuesday, Victory Cruise Line’s first cruise ship of the season arrived in downtown Green Bay. In total, six cruise ships with 785 passengers will be visiting the area this year. Visitors can check out Lambeau Field, the National Railroad Museum and the Green Bay Botanical Garden — not to mention area restaurants, shops and bars.
“It shows those passengers our community and time after time again, when we’ve brought cruise ships in, we have heard that Green Bay is one of their favorite destinations and that they want to come back and explore more of the community,” Meisner said.
A $327,000 economic impact is expected from the 2026 cruise ships.
Winnebago County
Winnebago County also broke its economic impact record set in 2024, marking four years of historic tourism. In 2025, the county generated $616 million in economic impact (7.2% increase), direct visitor spending rose to $324.4 million (8.2% increase) and sparked $34.9 million in state and local taxes.
100 Vietnam veterans return to EAA AirVenture from a Yellow Ribbon Honor Flight to Washington, D.C., July 25, 2025. (WLUK/Mike Moon)
“It’s clear that our region continues to attract more visitors than ever,” said Discover Oshkosh Executive Director Amy Albright in a news release. “This growth supports 4,532 local jobs — showing how vital tourism is to our community’s prosperity. We’re excited to build on this momentum and keep welcoming people to experience all that Oshkosh and Winnebago County has to offer.”
Fox Cities
Visitors to the Fox Cities spent $626.5 million in 2025. That’s a 3.9% increase over 2024 and $115.5 million higher than in 2019. Tourism generated a total economic impact of $814.8 million and $68.4 million in state and local tax revenues. It also supported 6,951 jobs.
“We are thrilled to see our regional tourism industry continue to climb and serve as a powerhouse for local economic growth. Every dollar spent by visitors ripples through our communities, proving that a thriving tourism industry directly fosters a more prosperous Fox Cities for everyone,” said Pam Seidl, executive director of the Fox Cities Convention & Visitors Bureau, in a news release.
Door County
Door County had a record year in 2025 with $685.8 million in total economic impact — a 5.3% increase, or $34.6 million. Direct visitor spending reached $551.6 million, with an additional $134.2 million generated through indirect and induced impacts. The visitor economy supported 3,575 local jobs in 2025, along with $55.7 million in state and local tax revenue.
Novel Bay Booksellers is one of more than a dozen businesses featured in the holiday film “A Cherry Pie Christmas.” The film’s popularity is drawing visitors to the Door County businesses. (WLUK)
“Tourism continues to be one of Door County’s most important economic engines, supporting local businesses, creating jobs and generating wages for workers and their families, which benefits the entire community,” said Jon Jarosh, interim president/CEO of Destination Door County, in a news release. “This continued growth reflects the strength of our tourism industry, the hospitality of our residents and the dedication of the businesses and organizations that make Door County such a desirable place to visit all year.”
Manitowoc County
It was also a record-breaking year for Manitowoc County, which recorded a $240 million economic impact. Tourism generated $14.8 million in state and local taxes and supported 1,746 jobs.
“Since inception in 2022, Visit Manitowoc has been hard at work developing and implementing data-proven marketing and advertising efforts that showcase Manitowoc as a great place to make travel memories,” a news release states.
State investments
Thanks to state investments, Travel Wisconsin has continued to expand its reach, and in 2025, the department grew its advertising campaign to Peoria, Illinois, for a total of 14 Midwestern markets. Travel Wisconsin’s ad campaigns also resulted in big returns, according to officials. For every $1 spent on advertising in summer 2025, consumers spent $148. Additionally, TravelWisconsin.com saw 11.9 million users, setting a new website traffic record.
“Wisconsin tourism is booming because it is the ideal destination for making memories. Travelers who choose to visit one more attraction, dine at one more restaurant and stay one more night generate many more dollars for Wisconsin tourism,” said Sayers.
Tourism’s impact is wide-reaching and significant. The industry powers local economies throughout the state. Visitors sustain jobs and create livelihoods. Wisconsinites save money because of the tax dollars tourism brings in. Tourism is essential for Wisconsin and all its communities.
Highlights of Wisconsin’s travel and tourism successes in 2025 include:
Marquee events like EAA AirVenture hit record attendanceGreen Bay hosted the 2025 NFL Draft, amassing around 600,000 ticketed attendees and generating an estimated economic impact of nearly $105 million for the state, far exceeding expectationsThe Beloit Sky Carp set a single-season attendance record with 112,808 fans visiting ABC Supply StadiumThe Northern Wisconsin State Fair in Chippewa Falls drew a crowd of approximately 100,000 and saw its highest single-day attendance in 17 yearsDoor County welcomed more visitors in November and December, inspired by the Wisconsin-set and filmed holiday movie “A Cherry Pie Christmas”
The Native Nations of Wisconsin also play a critical role in enriching the state’s tourism industry offerings and attracting travelers to the state, authorities said. Because Tribal tourism data is private, the total economic impact of Tribal tourism is not wholly reflected in the annual economic report.