Governor Tony Evers and Tourism Secretary Anne Sayers today announced that Wisconsin’s tourism industry hit a new high in 2024, marking its third consecutive record-breaking year. The state recorded a $25.8 billion economic impact, a daily average of $70 million, surpassing last year’s $25 billion.
Wisconsin also saw a record 114.4 million visitors, up 1.4 million from the previous year, and generated $1.7 billion in state and local revenue. The industry supported 182,000 jobs, growing 2.2% over the past year.
Evers celebrated the “tourism hat trick” and praised strategic investments, including a historic $34 million tourism budget and nationwide marketing campaigns, like the one tied to Bravo’s Top Chef. The Travel Wisconsin website drew nearly 11 million users in 2024.
Looking ahead, Evers proposed new funding in his 2025-27 Executive Budget, including support for rural creative economies, outdoor recreation, and film production incentives. However, many of these proposals were recently cut by Republicans on the state’s budget committee.
Outdoor recreation remains a major focus, with proposed investments in state parks and trails and a $1 billion reauthorization of the Knowles-Nelson Stewardship Program over 10 years.
Finally, while not fully reflected in state data, Tribal tourism continues to be a vital and culturally rich part of Wisconsin’s tourism landscape.
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