Shawano, Menominee and Oconto counties were part of the 2023 record-breaking year for Wisconsin tourism, noted Wisconsin Department of Tourism Secretary Anne Sayers.
According to 2023 economic impact data, the Wisconsin tourism industry generated $25 billion in total economic impact, surpassing the previous record year of $23.7 billion set in 2022.
In Oconto County, the total economic impact increased from $134 million to $140 million, a 4.4% increase.
Shawano County saw a 2.7% increase, from $111 million to $114 million, while Menominee County’s total economic impact increased 10.3% from $5 million to $6 million.
“Wisconsin has so much to offer, from waterslides to watersports, hiking trails to contrails and world-champion sports teams to world-champion cheese, so it’s no wonder we’ve seen yet another record-breaking year for Wisconsin tourism for the second year in a row,” Gov. Tony Evers said. “These numbers show what an important role our tourism economy plays in our state’s economic success.
“And this didn’t happen by chance. This happens because of the hardworking folks in this critical industry who work day in and day out to make sure visitors enjoy their time here and come back year after year.”
In 2023, Wisconsin saw a $25 billion total economic impact, an increase of 5.4% from the previous year, welcomed 113 million visits — nearly two million more than the previous year, and saw the highest-ever overnight visits, with nearly 46 million overnight visits last year.
This is the second consecutive year of record-breaking overnight visitation. What’s more, overnight visitors, on average, spend almost three times as much as day-trip visitors. In total, in 2023, all 72 Wisconsin counties saw economic impact growth, and the industry supported more than 178,000 part-time and full-time jobs across various sectors, which is an increase of 2% and generated $1.6 billion in state and local tax revenue, up 5.8% from 2022.
Direct visitor spending increased 3.8% in Oconto County, from $97.1 million to $100.8 million; 1.3% in Shawano County from $75.5 million to $76.5 million; and 13.3% in Menominee County, from $3 million to $3.4 million.
“Wisconsin tourism powers the economy and strengthens the fabric of communities of all sizes,” Sayers said. “The historic impact of tourism reached every corner of Wisconsin and, in doing so, sustained livelihoods for thousands of our friends and neighbors.”
The Native Nations of Wisconsin also play a critical role in enriching the state’s tourism industry offerings and attracting travelers to the state. Because tribal tourism data is private, the total economic impact of tribal tourism is not wholly reflected in this report.
Wisconsin tourism sees another record-breaking year
