Wisconsin tourism sees 4th consecutive record-breaking year

MADISON, Wis. (WSAW) - The tourism industry in Wisconsin is booming. According to 2025 economic impact data, Wisconsin has seen another record-breaking year when it comes to tourism.

“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. Evers. “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."

Aside from generating $27 billion in total economic impact, Wisconsin also saw a record-breaking number of visits to the state and record-high state and local revenue generated. In 2025, Wisconsin had 117.9 million visits—a 3.5 million increase from the previous year. The state’s tourism industry also generated more than $1.7 billion, which goes back to local communities and essential state services.

“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 Department of Tourism Secretary Anne 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.”

The governor’s office says events like EAA Airventure in Oshkosh and the 2025 NFL Draft in Green Bay helped contribute to the success of tourism in Wisconsin in 2025.

Many local counties also saw record-setting tourism numbers in 2025.

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