Tourism generates record $25.8B for Wisconsin’s economy

For the third year in a row, the impact of tourism on the state’s economy has set a record.

Figures released by the state’s Department of Tourism for 2024 show another rise in economic impact, visits, and tax revenue.

Overall, the numbers reveal that $25.8 billion dollars were generated as a result of the tourism industry, driven by 114.4 million visits throughout the state.

From those numbers, $1.7 billion in state and local taxes was brought in, a 3.2 percent increase.

Jobs in the tourism industry rose 2.2 percent to 182,000 full and part-time positions.

At the county level, both La Crosse and Vernon counties saw higher numbers from tourism in 2024.

In La Crosse County, the overall impact was up $17 million to $519 million, a 3.4 percent increase.

Just over 4,000 jobs were created from tourism in the county, up 2.2 percent.

Tax revenue was slightly higher than state figures at 3.7 percent, or $36.6 million.

Vernon County also saw growth in its numbers.

Impact was up 4.7 percent to $77 million for 2024. 523 jobs were created, an increase of 3 percent. Tax revenue was nearly double the state percentage at 6.3 percent. That translates into $4.7 million.

Jackson, Trempealeau, and Monroe counties saw slight across the board decreases in impact, employment, and revenue.