Wisconsin’s tourism industry reached unprecedented heights in 2024, marking its third consecutive year of record-setting growth. According to the Wisconsin Department of Tourism, the state welcomed 114.4 million visitors, up 1.4 million from 2023. The resulting economic impact totaled $25.8 billion, surpassing the previous year’s record of $25 billion.

The industry also generated a record $1.7 billion in state and local tax revenue, helping offset household taxes by an estimated $678 per household. Tourism also supported 182,000 jobs in 2024, an increase of 2.2% over the previous year.

State officials attribute the continued growth to strategic marketing, increased investments in tourism infrastructure, and a rising interest in Wisconsin’s cultural and outdoor attractions.