MADISON, Wis. (Civic Media) – Wisconsin Tourism had a record breaking year in 2023, bringing in 25 billion dollars in profits, an increase of 5.4 percent from 2022. This is the second year in a row Wisconsin Tourism recorded record-breaking numbers.
Travel Wisconsin Communications Director Craig Trost credits an increase in overnight visitors as the driving force behind bigger tourism profits. In 2023, 49.5 million tourists stayed overnight in Wisconsin, over half a million more than the year before. Overnight visitors spend three times more than the average day-tripper.
“The more people we bring into Wisconsin the bigger the economic impact,” said Trost. “Driving those overnight visitors up was a really important strategy for ourselves and our destination partners.”
Milwaukee County was the most profitable in 2023, bringing in over 4 billion dollars. Dane County, Door County, and the Wisconsin Dells were also popular destinations last year. But, the big takeaway for Trost was the economic growth demonstrated by every county in Wisconsin.
“We had a historic year because every single one of our 72 countries helped drive that economic impact,” Trost said.
Wisconsin Tourism continues to be one of the largest contributors to Wisconsin’s economy. Without the funds brought in by tourism, the average taxpaying household in Wisconsin would have to pay an additional $660 a year. Tourism is also a major employer; one in 21 jobs in Wisconsin are in the tourism industry.
Travel Wisconsin was able to run a successful advertising campaign last year thanks to Governor Tony Evers 2023-25 budget, which included the largest increase in marketing and advertising funds for the Wisconsin Department of Tourism in state history. Travel Wisconsin marketed the state as a destination for business and recreation, highlighting natural and cultural attractions.
With the trajectory Wisconsin’s tourism industry is demonstrating, 2024 has the potential to set new records.
“We’ve got a lot more [tourists] coming, and we hope to have more in the future,” said Trost.
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