Wisconsin’s tourism industry is booming, with a record $27 billion in total economic impact in 2025. This marks the fourth consecutive year of record-breaking tourism in the state.

Local Impact

In Brown County, where the 2025 NFL Draft was held, the tourism industry reached new heights, generating a record-breaking $1.5 billion in total economic impact. Visitors made 6.7 million trips to Brown County in 2025 and spent $909.6 million at local hotels, restaurants, attractions, retailers, and other businesses.

The visitor economy supported 11,519 jobs and generated $114.2 million in state and local tax revenue. The results represent a 6.9% increase in total economic impact and a 7.4% increase in direct visitor spending over 2024.

Statewide Success

According to the Wisconsin Department of Tourism, the state saw 117.9 million visits in 2025, a 3.5 million increase from the previous year. The state’s tourism industry also generated a record amount of state and local revenue, with more than $1.7 billion going back to local communities and essential state services.

The tourism industry supported more than 183,000 part-time and full-time jobs across diverse sectors of the industry. Governor Evers stated, “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.”

Secretary Anne Sayers added, “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.”

Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.