Shawano, Menominee and Oconto counties were part of the 2024 record-breaking year for Wisconsin tourism, noted Wisconsin Department of Tourism Secretary Anne Sayers.
According to 2024 economic impact data, the Wisconsin tourism industry generated $25.8 billion in total economic impact, surpassing the previous record year of $25 billion set in 2023.
“Each year, the Wisconsin Department of Tourism complies an exclusive report for the economic impact of visitors to Wisconsin from a research firm called Tourism Economics,” said Michelle Eron, Shawano County tourism manager. “Direct marketing organizations such as Shawano Country Tourism receive this report to gauge the financial impact from the previous year. This report is compiled each June and reflects on direct visitor spending, number of visits, spending trends, employment impacts and state and local taxes.”
Summer is clearly the winning season when it comes to tourism in Shawano County.
“We see the summer tourism and visitor season start from the beginning of May through September,” Eron said.
In 2024, Shawano County saw a 1.6% increase in economic impact related to tourism, from $114 million to $116 million.
In Oconto County, the total economic impact increased from $140 million to $142 million, a 1.5% increase, while Menominee County’s total economic impact increased 1.1% at just over $6 million.
Direct visitor spending increased 1.5% in Oconto County, from $100.8 million to $102.38 million; 1.5% in Shawano County from $76.5 million to $77.6 million; and 1.7% in Menominee County, at about $3.4 million.
In 2024, Wisconsin’s $25.8 billion total economic impact was an increase of 3.3% from the previous year.
Additionally, this year’s report is a hat trick, as Wisconsin also welcomed a record-breaking 114.4 million visitors in 2024 — a 1.4 million increase from the previous year. That eclipses the former record of 113.2 million visitors in 2019. Additionally, the state’s tourism industry generated a record amount of state and local revenue, generating a record $1.7 billion that goes back to local communities and essential state services. The tourism industry also supported 182,000 part-time and full-time jobs across sectors in 2024, growing 2.2% from the previous year.
“Last year, Wisconsin tourism brought in more money, welcomed more visitors and generated more revenue for state and local governments than any other year. Tourism in all corners fueled this hat trick of records for an accomplishment the entire state can celebrate,” said Wisconsin Tourism Secretary Anne Sayers. “The impact of the visitor economy is felt statewide. Tourism sustains livelihoods and local businesses, uplifts communities and powers Wisconsin’s economy.”
kpasson@newmedia-wi.com
