MADISON, Wis. (WRN) — Tourism spending in Wisconsin continues to increase.
Governor Tony Evers says Wisconsin’s tourism industry hit new highs in 2025, with a record 117.99 million visitors, up 3.5 million from the year before. Direct spending climbed nearly 5% to $17 billion, while tax revenue reached a record of $1.7 billion. Evers called it “a record-breaking year” for the state’s tourism economy.
68 of Wisconsin’s 72 counties saw a growth in tourism in 2025. Overall economic impact rose to $27 billion, the fourth straight annual record.