Wisconsin Tourism Sees Record-Breaking Year

Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary Anne Sayers, recently announced Wisconsin’s tourism industry saw a record-breaking year in 2022. The tourism industry generated $23.7 billion in total economic impact, surpassing the previous record year of $22.2 billion set in 2019, according to 2022 economic impact data.

The economic impact of the travel and tourism industry is felt by communities in every corner of the state and, in 2022, all 72 counties experienced an increase in total tourism economic impact. Further, last year, tourism supported 174,600 part- and full-time jobs across various sectors of the industry, and generated $1.5 billion in state and local tax revenue. A confluence of factors, such as historic marketing investments from the Wisconsin Department of Tourism, relief dollars allocated by Gov. Evers and the efforts of communities across Wisconsin, helped contribute to the new record, as well as the highest-ever overnight visitation rate.

“This is tremendous news, and a testament to the hard work of the business owners, workers, and marketing partners across the industry, and our strategic investments to bolster the industry at an especially difficult time,” said Gov. Evers. “Tourism is vital to the economic health of local communities, businesses and workers across our state, and I’m proud of our work to support this critical industry and its success over these past few years. We must continue to make key investments in Wisconsin tourism to ensure it continues to be a key part of our economy for generations.”

In 2022, there were 111.1 million visits in Wisconsin, which was up 8.8 million visits, or 8.7%, over the previous year. This includes a record 45.4 million overnight visits, an increase of 13.8% from 2021. Overnight visitors, on average, spent nearly three times as much as day trip visitors.

Since launching the “Here’s to Those Who Wisconsin” brand in 2021, Travel Wisconsin’s advertising campaigns have reached visitors in 12 Midwestern markets and resulted in more than a billion impressions. The brand highlights Wisconsin’s welcoming nature and celebratory spirit, while positioning the state as a premier travel destination to make lifelong memories.

Travel Wisconsin markets Wisconsin as an all-season destination, and the economic impact data reflects that as travel spending grew year-over-year in every quarter in 2022.