2024 Wisconsin Tourism Smashes Pre-Pandemic Record
local tourism industry accounts for over $750 million of Wisconsin’s total $25.8 billion economic impact
McKenna Scherer, photos by Andrea Paulseth |

It’s official: for the third consecutive year, Wisconsin tourism has shattered its previous economic impact record. According to figures released by the Wisconsin Department of Tourism, the badger state saw a historic $25.8 billion in economic impact – and the Chippewa Valley accounts for $756 million of that.
This year's data also revealed an all-time high number of visits: about 114.4 million. The tourism industry also sustains over 180,000 jobs – 1 in 21 jobs – according to state figures, displaying the vital role tourism plays in Wisconsin's economy.
“Tourism in all corners fueled this hat-trick of records for an accomplishment the entire state can celebrate," Wisconsin Department of Tourism Secretary, Anne Sayers, said in a recent media release. “The impact of the visitor economy is felt statewide. Tourism sustains livelihoods and local businesses, uplifts communities and powers Wisconsin’s economy.”
Eau Claire County also saw its third year in a row of record-breaking economic impact – generating $461 million in 2024 – up about 0.6% from 2023. “Locally, Eau Claire County tourism supported over 3,900 jobs and generated $31 million in state and local tax revenue,” Visit Eau Claire, the county's marketing agency, stated in a recent media release.
"From our thriving arts scene and rich cultural offerings to the scenic beauty of our outdoor spaces, Eau Claire continues to draw thousands of visitors who are discovering all that makes this region so special."
KENZI HAVLICEK
VISIT EAU CLAIRE EXECUTIVE DIRECTOR
Tourism economic impact from 2023 to 2024 for the Chippewa Valley (Eau Claire, Chippewa, and Dunn counties) and Wisconsin. (Graphic via Visit Eau Claire)
“From our thriving arts scene and rich cultural offerings to the scenic beauty of our outdoor spaces, Eau Claire continues to draw thousands of visitors who are discovering all that makes this region so special,” Visit Eau Claire Executive Director, Kenzi Havlicek, said.
Chippewa Falls Tourism Director, Sue Leonard, shared Havlicek’s sentiment toward the Chippewa Valley: “It’s clear that more and more people are discovering what we’ve always known: this is a special place,” Leonard stated in a recent media release.
Chippewa County encompasses 12 cities and villages, including Bloomer, Cadott, Chippewa Falls, Holcombe, Lake Hallie, and others. The county generated saw a 4.9% increase in positive economic impact from 2023 to 2024, totaling $193 million.
Statewide data of 2024 tourism-related economic impact by industry. (Graphic via Visit Eau Claire)
Leonard pointed to events like the Harley Owners Group Rally, State Dartball Tournament, and Wisconsin Farm Technology Days as a few of the events helping drive the county’s appeal to visitors – alongside Chippewa County’s natural beauty and community charm.
“Locally, Chippewa County tourism supported 1,440 jobs (a 2.7% increase from 2023) and generated $11.6 million in state and local tax revenue,” Go Chippewa County, the area's marketing agency, shared in a media release. “At the state level, tourism generated $1.7 billion in state and local tax revenue. Without this revenue, each Wisconsin household would pay an additional $678 (annually) to maintain the current level of government services.”
Dunn County saw an increase of 1.4% in positive economic impact from tourism, resulting in a total $102 million generated. Tourism supported jobs are also up by 1.2% in Dunn County, totaling 802 jobs in 2024.
As a whole, the Chippewa Valley generated a total economic impact of $756 million in 2024 – about $10 million more than in 2023.
Dive deeper into the state Department of Tourism's 2024 economic impact report online.
You can download a county-by-county spreadsheet and view the full 2024 Wisconsin Department of Tourism impact report online. Learn more about Visit Eau Claire and Go Chippewa County online.