YEAH, WE'LL CHEERS TO THAT. For the fourth year in a row, the state of Wisconsin is seeing the continued growth of its tourism scenes – seeing a total $27 billion in total economic impact in 2025. (Chippewa Falls Oktoberfest 2025, pictured)

For the fourth consecutive year, the state of Wisconsin celebrates record-breaking economic impact from tourism – with 2025 generating $27 billion in total economic impact, up 4.4% over last year.

In a 23-page report released in June, entitled “Economic Impact of Visitors in Wisconsin,” data affirms what previous years’ numbers have pointed to: Tourism is absolutely an economic pillar in America’s Dairyland.

The report’s key findings included a breakdown of that $27 billion economic impact, which was reached thanks to over 117 million visits to Wisconsin; $17 billion in direct visitor spending (some $46 million spent by visitors per day in 2025, on average); $1.7 billion in state and local taxes (offsetting resident taxes by $692/household); and supporting over 183,000 jobs (1 in 21 Wisconsin jobs in 2025).

Visual breakdown of 2025 direct visitor spending across the state. (View full economic report online)

The fourth record-breaking year for Wisconsin’s positive tourism impact comes “despite continued pressure on household budgets from several years of high inflation and a slowing labor market,” the report states.

Leading the way in 2025 visitor spending was the recreation sector, increasing 6.4% year-over-year, the report found, followed by food and beverage sending.

While international visits to Wisconsin fell in 2025 – “a particularly steep decline in Canadian visitation weighing on the segment, consistent with national trends,” according to the report – direct visitor spending increased year-over-year in every quarter, with the key summer months surpassing $5.4 billion alone.

Direct tourism jobs – from lodging to recreation, food and beverage and beyond – accounted for over 4% of all jobs in the state, in 2025.

Chippewa County Joins State In Fourth Consecutive Record-Breaking Year

As shared by Go Chippewa County on June 9, Chippewa County alone contributed $205 million – a new record for the county, up about 6% year-over-year – toward the state’s overall positive economic impact numbers.

That breaks down to roughly $12 million generated in state and local taxes, Go Chippewa County’s media release shared. Ellie Peabody, tourism director with Chippewa Falls Area Chamber of Commerce points to outdoor recreation, community events and local businesses as its drivers.

“Chippewa County is a place where visitors come to make lasting memories,” Peabody said. “Reaching a record $205 million in economic impact reflects not only our hard work but also the work of our community businesses and attractions.”

Eau Claire County Hits Record $480 Million In Tourism Economic Impact

Visit Eau Claire’s own June 9 media release announced the county’s whopping $480 million in total economic impact – a 4% increase over 2024’s $461 million – also marking its fourth consecutive year of growth.

“Locally, Eau Claire County tourism supported 3,949 jobs and generated $31.9 million in state and local tax revenue,” the release stated.

Kenzi Havlicek, Visit Eau Claire’s executive director, said the latest record year a reflects Eau Claire’s “incredible momentum” in terms of visitor attraction. She called out the area’s arts scene and natural beauty – alongside community collaboration – as factors of that momentum.

Dunn County Is One Of Four Counties That Saw Decrease In Impact

Dunn County saw about $100 million in total economic impact in 2025 – down about 2.3% since 2024 – supporting 781 jobs and raking in $58.3 million in direct visitor spending to its local businesses.

Dunn County was one of just four counties – Washburn County, down -2.1%; Vernon County, down 0.8%; Jackson County, down -0.9% – that saw a decrease in year-over-year tourism economic impact.

“While the overall economic impact number was slightly lower in 2024, tourism remains an important part of our local economy,” the Menomonie Chamber of Commerce shared on Facebook.

Notably, 2025 figures were impacted by a roughly 3% decrease in direct visitor spending and about 20 less tourism-supported jobs. However, total labor income related to tourism-supported jobs increased about 1.4%.

The chamber said factors including fewer overnight stays, changes in visitor spending habits, weather-related influences which impacted its outdoor recreation events and “increased competition from nearby destinations with larger events, new attractions, or bigger tourism budgets” as contributors to this year’s lower numbers.

Dive into the 2025 "Economic Impact of Visitors in Wisconsin" report online • Visit Travel Wisconsin's website for county-by-county data and more information