Tourists flock to Wisconsin, setting new record

Wisconsin saw record-breaking tourism in 2022, according to the Wisconsin Department of Tourism. According to 2022 economic impact data, the tourism industry generated $23.7 billion in total economic impact, surpassing the previous record year of $22.2 billion set in 2019.

“I’m so excited to be celebrating a record-breaking year for Wisconsin’s tourism industry. 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,” Gov. Evers said in a released statement. “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.”

The Wisconsin Department of Tourism says all 72 counties experienced an increase in total tourism economic impact. The data shows tourism supported 174,600 part-time and full-time jobs last year across various sectors of the industry and generated $1.5 billion in state and local tax revenue.

State officials say historic marketing investments from the Wisconsin Department of Tourism, critical relief money allocated by Gov. Evers, and the efforts of communities across Wisconsin helped contribute to the new record. The state also say its highest-ever overnight visitation rate.

The report shows there were 111.1 million visits in Wisconsin in 2022, which was up 8.8 million visits, or 8.7 percent, over the previous year. This includes a record 45.4 million overnight visits, an increase of 13.8 percent from 2021. Overnight visitors, on average, spent nearly three times as much as day trip visitors. To learn more about Wisconsin tourism’s record-breaking year and view the 2022 economic impact data, including a county-by-county breakdown, visit: