Tourism is big business in La Crosse County 

The La Crosse area saw a spending increase of approximately $12 million from tourism in 2024 over the previous year according to Explore La Crosse Executive Director AJ Frels.  

Figures released this week from the state’s Department of Tourism on the impact that tourism had in Wisconsin in 2024. The numbers were broken down to the county level.

Statewide, there was about a 3.5-percent increase in spending for 2024. It was enough to set records for economic impact, tax revenue, and visits.  

Tourism generated $25.8 billion dollars in Wisconsin.  

Frels said they finished a bit higher than the state with a 3.9-percent increase in spending last year. “We’re absolutely thrilled to see the increase.” 

Citing numbers, he said it’s important for people to know what tourism means to the La Crosse area.  

“There were over 4,000 jobs that are tied to tourism, and it generated $145 million in salaries and wages in La Crosse County. Also, state and local taxes…tourism put out and generates $36 million in state and local taxes, right here at home in La Crosse County. So, it’s a big business,” said Frels.  

Many visitors come from the Upper Midwest States of Iowa, Illinois, Minnesota, South Dakota, or in-state, Frels said. He called it “a drive-in market” referring to how travelers arrive in La Crosse.  

About 65-percent come for leisure travel and outdoor activities which are plentiful in the La Crosse area. The remaining 35-percent visit here for conventions, meetings, or sporting events.   

“It’s a great playground for outdoor enthusiasts and lends itself to many, many ways for people to come and enjoy themselves.  

“What has changed? We’re finding that the younger crowd is really looking for those activities and being active and going out and doing things. We’ve also found that they want to come and use the equipment they own. And when I say that I mean if they have a kayak, or canoe, or bicycle or so forth, we’re leaning into those activities.” 

What’s ahead for 2025

Frels stated that there is some industry concern regarding international travel. He said La Crosse isn’t really a big destination for drawing international travelers. However, the uncertainty about going abroad for people living in the US may give a boost to domestic tourism.  

“Those folks that maybe live in the United States and aren’t interested in traveling themselves and going outside our borders may stay and travel more within the borders and we may see a stronger increase for domestic travel. So, it’s going to be an interesting year to see how it all plays out.” 

Overall, Frels said 2025 looks good.  

One thing that always stays strong regardless of what’s happening is youth sports, he said. He referenced the recent WIAA State Track Meet.  

“You will do everything in your power to get that child to that event. And not only will you get that participant to that event, but it will bring family members, which boosts the spend per visitor or spend per stay tremendously for that direct visitor impact.” 

Looking ahead, Frels said a new event bringing a boost to area tourism happens in late September.  

Explore La Crosse and the City of La Crescent brought the USA Cycling Gravel National Championships here for the next two years. This year it falls on September 20. 

The event coincides with the annual Applefest celebration in La Crescent. 

Frels said the USA Cycling organizers were “over the moon” with the conditions of the roads in the La Crescent. They referred to them as “the champagne of gravel.” 

Anywhere from 750-1,000 cyclists plan to race around the La Crescent area. USA Cycling said they’re expecting another 2,000-2,500 people to attend the races. 

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