Madison, Wis. – Governor Tony Evers and the Wisconsin Agricultural Tourism Association unveiled the state’s first comprehensive agricultural tourism impact study on Thursday. The study, which examined 2025 visitor data from a sample of 240 agricultural tourism sites across Wisconsin, found that the sector contributed $765 million to the state’s economy.
Visitor numbers and spending
More than 4.3 million people visited farms, pumpkin patches, corn mazes, flower fields and other agritourism destinations during the year. Those visitors spent money not only on admission fees and farm‑related activities but also at surrounding businesses, including restaurants, lodging properties, retailers, gas stations and other tourism‑related enterprises.
Benefits to small towns
Officials emphasized that the economic boost is felt most strongly in Wisconsin’s small towns, where many of the featured agritourism sites are located. By drawing visitors from across the state and neighboring regions, these attractions help sustain local jobs and generate tax revenue that supports community services.
Study methodology
The impact analysis relied on data collected from a representative sample of 240 agritourism destinations, ranging from family‑run farms to larger commercial operations. Researchers measured direct visitor spending and applied economic multipliers to estimate indirect benefits, such as increased demand for local supplies and the ripple effect of employee wages spent within the community.
Governor Evers’ perspective
Governor Evers praised the findings, noting that agricultural tourism aligns with Wisconsin’s long‑standing tradition of family‑focused, faith‑grounded communities. “Our farms are not just places of production; they are gathering spots where families can experience the beauty of God‑created land while supporting local businesses,” he said. The governor highlighted the administration’s commitment to promoting policies that protect family farms and encourage responsible tourism.
Looking ahead
The administration plans to use the study’s results to guide future investments in infrastructure, marketing and support programs for agritourism operators. By enhancing road access, expanding broadband connectivity and offering grant opportunities, the state aims to sustain the sector’s growth and ensure that more families can enjoy wholesome, countryside experiences.
Community response
Local business owners and farm operators welcomed the report. “We’ve seen a steady stream of families coming to our pumpkin patch, and this study confirms the positive impact on our town’s restaurants and shops,” said a farmer from Dane County. Similar sentiments were echoed by owners of bed‑and‑breakfasts and boutique retailers who rely on seasonal visitor traffic.
Overall, the study underscores the vital role agricultural tourism plays in preserving Wisconsin’s rural heritage while delivering tangible economic benefits to families and communities across the state.
Original reporting: NBC15 WMTV (Gray) – local — read the source article.
