Tourism Industry Going Strong in Vilas, Oneida Counties
State Sees Boost for Third Consecutive Year
For the third year running Wisconsin as a whole has seen another record-breaking tourism year — something Gov. Tony Evers refers to as the state's "hat trick" — with Vilas and Oneida both increasing visitor traffic in 2024 from the previous year.
Oneida received a bigger boost in tourism funds than Vilas in the 2024 report, netting a total economic impact of $394 million over the previous year's $381 million — a 3.5% increase. Vilas' boost was smaller, with $383 million in total economic impact over 2023's $380 million, or 0.6% increase.
According to 2024 economic impact data, the tourism industry across the state generated a record-high $25.8 billion in total economic impact, or about $70 million per day, surpassing the previous record of $25 billion set in 2023, which itself was a record year.
Wisconsin also welcomed a record-breaking 114.4 million visitors in 2024 — a 1.4 million increase from the previous year and eclipsing the former record of 113.2 million visitors in 2019, and 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.
Gov. Tony Evers applauded the win, saying, "Folks, Wisconsin just scored a tourism hat trick, with a record-high economic impact for tourism for the third year in a row, a record-high number of folks visiting our state, and record-high revenue generated from this critical industry. Tourism is such an important and amazing industry for our state, and I'm proud we're on a record-breaking roll under my administration."
"I'm incredibly grateful for the strategic work of the Wisconsin Department of Tourism and the hardworking folks across the tourism industry who have helped put us in a strong position. We've made smart investments in the growth of the industry because investing in tourism is an investment in our workers, our small businesses, and our local communities — and I'll continue supporting and advocating for tourism and the economic impact it drives," Evers said.
Oneida County saw direct visitor spending hit $302.8 million, a 3.7% increase over 2023, and Vilas had a 0.6% increase, seeing $302.6 million in direct visitor spending. That translated to a 3.8% boost in state and local taxes for Oneida County — $24.5 million in 2024 versus $23.6 million in 2023 — while Vilas saw a 0.9% decrease in taxes, dropping from 2023's $26.1 million to $25.9 million last year.
The tourism industry also supported 182,000 part-time and full-time jobs across all sectors in 2024, growing 2.2% from the previous year. In Vilas, employment brought about by the tourism industry took a slight hit decreasing by 1.5% from 2,138 jobs in 2023 to 2,105 jobs in 2024. Oneida saw its numbers increase, from 2,144 to 2,220, or 3.6%.
"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 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."
The 2023-25 Biennial Budget signed by Gov. Evers included a historic $34 million investment over the biennium for the Department of Tourism to promote Wisconsin as a premier destination for leisure, business, and group travel, amounting to the largest increase in tourism marketing and advertising funds in state history. These funds ensured the department could run strategic campaigns and remain competitive with neighboring states.
In 2024, the department expanded marketing campaigns for its Travel Wisconsin brand to Marquette, Michigan, and attracted a record nearly 11 million users to travelwisconsin.com, boosted efforts to attract meetings, sports, and motorcoach tourism through the Office of Group Travel, and capitalized on the Wisconsin season of Bravo's "Top Chef" by running a culinary campaign that included Travel Wisconsin's first national commercial.
Gov. Evers' office noted that 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 the economic impact report.
To learn more about Wisconsin tourism’s record-breaking year and view the 2024 economic data, including a county-by-county breakdown, visit industry.travelwisconsin.com/research/economic-impact.