Wisconsin’s tourism industry continues to thrive, reaching unprecedented levels of success. The state’s Department of Tourism recently announced that Wisconsin has set a new milestone in 2025, attracting over 117 million visits and generating a $27 billion economic impact, marking the fourth consecutive year of record-breaking growth.
Governor Tony Evers expressed his enthusiasm, noting in a press release, “These numbers are a big deal for our state, our economy, and the countless hardworking folks in the industry who make it all happen.”
The impact of this tourism boom was felt across various local events. Oshkosh’s EAA Airventure surpassed previous attendance records by drawing in over 700,000 visitors, exceeding the prior year’s attendance by 18,000. In Chippewa Falls, the Northern Wisconsin State Fair experienced its highest single-day attendance in nearly two decades.
Door County, a popular destination within the state, saw a significant increase in spending, rising by more than 5% according to Jon Jarosh, interim president/CEO of Destination Door County. During an interview with WPR’s “Wisconsin Today,” Jarosh emphasized the area’s appeal, stating, “We’re close to so many Wisconsinites, and yet when people are here, they feel like they’re really farther away than they might be.”
Natural Attractions and Cultural Events Draw Visitors
Outdoor recreation remains a leading factor in attracting visitors to Wisconsin. In March, the state’s Office of Outdoor Recreation reported a record $12 billion economic contribution from the industry in 2024, with popular activities such as riding motorcycles and ATVs, boating, hunting, hiking, and cycling.
Cultural events also play a significant role, as noted by Tanner Knorr, director of the Tourism Research Institute at the University of Wisconsin-La Crosse, who described them as a “huge selling point for the state.” The Eaux Claires music festival, curated by Bon Iver’s Justin Vernon, is set to return after an eight-year break, having previously attracted 25,000 attendees annually from 2016 to 2018.
Door County also experienced a surge in winter tourism due to the filming of the holiday movie “A Cherry Pie Christmas.” Meanwhile, Wauwatosa’s new attraction, Mama Rose—a giant troll sculpture by Thomas Dambo—is drawing crowds, with a similar installation planned for Mount Pleasant next year. A visitor from Ohio remarked to WPR, “I’ll definitely be back” to see it.
Impact of High Gas Prices on Tourism Trends
The future of Wisconsin’s tourism success remains uncertain amidst rising gas prices, which hover around $4 per gallon. However, this might encourage more state residents to vacation locally. Jarosh is optimistic, stating, “Door County historically has not seen as big of a drop-off when gas prices… have been higher because of our proximity to so many Wisconsinites.”
Knorr also highlighted the potential benefits, suggesting it could be “really favorable” for the state economy if residents choose local destinations. “Being a tourist is more so a mindset,” Knorr explained. “It’s going somewhere to experience a place for the first time, to experience a new perspective on life, even if that’s a town away.”
