According to 2023 economic impact data, the Wisconsin tourism industry generated $25 billion in total economic impact, surpassing the previous record year of $23.7 billion set in 2022.
Wisconsin saw a an increase of 5.4 percent from the previous year, welcomed 113 million visits—nearly 2 million more than the previous year, and saw the highest-ever overnight visits, with nearly 46 million overnight visits last year. This is the second consecutive year of record-breaking overnight visitation. Overnight visitors, on average, spend almost three times as much as day-trip visitors.
All 72 Wisconsin counties saw economic impact growth in 2023, and the industry supported more than 178,000 part-time and full-time jobs across various sectors, which is an increase of 2 percent and generated $1.6 billion in state and local tax revenue, up 5.8 percent from 2022.
“Wisconsin tourism powers the economy and strengthens the fabric of communities of all sizes,” said Wisconsin Tourism Secretary Sayers. “The historic impact of tourism reached every corner of Wisconsin and, in doing so, sustained livelihoods for thousands of our friends and neighbors.”
Bolstered by funds provided in the 2019-21 and 2021-23 state budgets, Travel Wisconsin marketed the state as a premier travel destination in 2023, running advertising campaigns throughout the year. The campaigns, which celebrate Wisconsin’s welcoming nature and celebratory spirit, reached visitors in 12 Midwestern markets.
In addition, the 2023-25 biennial budget signed by Gov. Tony Evers invested approximately $34 million over the biennium to raise Wisconsin’s profile across the country as a premier business, cultural, and recreational destination. This is the largest increase in marketing and advertising funds for the Wisconsin Department of Tourism in state history.
For a full copy of the report and a county by county breakdown, go to: industry.travelwisconsin.com/research/economic-impact/
