(WLUK) — It was another record-breaking year for Wisconsin tourism.

The Wisconsin Department of Tourism reported a record-high $27 billion in total economic impact in 2025, a record-breaking 117.9 million visits, and a record more than $1.7 billion in state and local revenue.

It’s the fourth year in a row Wisconsin tourism broke records for visitors and revenue.

The $27 billion economic impact equates to about $74 million a day, surpassing the previous record of $25.8 billion set in 2024, which itself was a record year.

In 2025, Wisconsin saw 117.9 million visits—a 3.5 million increase from the previous year and eclipsing the former record of 114.4 million. The state’s tourism industry also generated a record amount of state and local revenue, generating more than $1.7 billion that goes back to local communities and essential state services. Further, according to the report, the state’s tourism industry also supported more than 183,000 part-time and full-time jobs across diverse sectors of the industry.

“Wisconsin’s tourism industry isn’t just growing, it’s booming. And the proof’s in the pudding, with four consecutive record-breaking years, including generating a record $27 billion last year alone,” said Gov. Evers. “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 folks who work each day to promote our state as the premier place to visit and explore, as well as the tour guides, waiters, restaurateurs, hoteliers, and the friendly faces in communities all across our state that keep folks coming back for one more adventure in Wisconsin year after year. My administration and I have been proud to champion this work with smart, strategic investments over the years, and we will keep uplifting this essential industry and the dedicated folks that drive it to ensure travel and tourism in Wisconsin continues to grow and thrive for future generations.”

Brown County tourism

Specifically in Brown County, where the 2025 NFL Draft was held, the tourism industry reached new heights, generating a record-breaking $1.5 billion in total economic impact.

According to newly released data, visitors made 6.7 million trips to Brown County in 2025 and spent $909.6 million at local hotels, restaurants, attractions, retailers, and other businesses. The visitor economy supported 11,519 jobs and generated $114.2 million in state and local tax revenue.

Fans wait to get into the NFL Experience for the NFL Draft, April 24, 2025. (WLUK/Marlo Lundak){ }

The results represent a 6.9% increase in total economic impact and a 7.4% increase in direct visitor spending over 2024.

Brown County visitor spending increased in every quarter of 2025, with the second quarter experiencing the largest jump. Tourism Economics found that direct visitor spending during the second quarter increased by $27.8 million over 2024, accounting for approximately 45% of Brown County’s overall visitor spending growth for the year.

While the NFL Draft provided a major boost, the report also points to strong underlying tourism fundamentals. Hotel revenue increased 9.7% year-over-year, restaurant and recreation-related sales grew nearly 7%, and both day-trip and overnight visitation continued to climb.

Among the report’s key findings:

• $1.5 billion total economic impact generated by visitors
• $909.6 million in direct visitor spending
• 6.7 million visits to Brown County
• 11,519 jobs supported by the visitor economy
• $55.2 million in local tax revenue generated
• $59 million in state tax revenue generated

Tourism’s benefits extend well beyond visitor-facing businesses. The report estimates that visitor-generated state and local taxes offset the tax burden on Brown County residents by approximately $1,030 per household.

State investments

Thanks to state investments, Travel Wisconsin has continued to expand its reach, and in 2025, the department expanded its advertising campaign to Peoria, Illinois, for a total of 14 Midwestern markets. Travel Wisconsin’s ad campaigns also resulted in big returns—for every $1 spent on advertising in summer 2025, consumers spent $148. Additionally, TravelWisconsin.com saw a staggering 11.9 million users, setting a new website traffic record and surpassing the previous year’s record.

“Wisconsin tourism is booming because it is the ideal destination for making memories. Travelers who choose to visit one more attraction, dine at one more restaurant, and stay one more night generate many more dollars for Wisconsin tourism,” said Secretary Anne Sayers. “Tourism’s impact is wide-reaching and significant. The industry powers local economies throughout the state. Visitors sustain jobs and create livelihoods. Wisconsinites save money because of the tax dollars tourism brings in. Tourism is essential for Wisconsin and all its communities.”

100 Vietnam veterans return to EAA AirVenture from a Yellow Ribbon Honor Flight to Washington, D.C., July 25, 2025. (WLUK/Mike Moon)

Highlights of Wisconsin’s travel and tourism successes in 2025 include:

• Marquee events like EAA AirVenture hit record attendance;
• Green Bay hosted the 2025 NFL Draft, amassing around 600,000 ticketed attendees and generating an estimated economic impact of nearly $105 million for the state, far exceeding expectations;
• The Beloit Sky Carp set a single-season attendance record with 112,808 fans visiting ABC Supply Stadium;
• The Northern Wisconsin State Fair in Chippewa Falls drew in a crowd of approximately 100,000 and saw its highest single-day attendance in 17 years; and
• Door County welcomed more visitors in November and December, inspired by the Wisconsin-set and filmed holiday movie “A Cherry Pie Christmas.”

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 annual economic report.

STATE POLICE SAY THEY FOUND THIS DRACO WRAPPED IN A T-SHIRT IN OREGON TOWNSHIP.
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MILWAUKEE — Leaking ceilings, cracked walls and big holes are the conditions Carolyn Ferguson has been living in for years at the home she rents from Highgrove Holdings, LLC.

READ ALSO | Milwaukee tenants, Common Ground push city leaders for more landlord accountability over nuisance violations

“It rains in here, it rains in the dining room in there,” Ferguson said.

Ferguson is one of several tenants working with community nonprofit Common Ground and the city of Milwaukee to sue her landlord over alleged neglect, code violations, vacancy and unpaid property taxes.

The mother of 17 is raising her last daughter and is fighting cancer. The condition of her home is another burden.

“I’ve got to worry about that, and worry about the surgery, and all this other stuff and I mean he’s just making it even worse for me than it is,” Ferguson said.

On Monday, during an unrelated press conference by Common Ground, Highgrove Holdings owner David Tomblin made a surprise appearance and faced questions from TMJ4 chief investigative reporter Jenna Rae. While he didn’t answer many of them, he did say the group has made progress.

Watch: Milwaukee tenants react after landlord makes first public remarks since being sued by city

Milwaukee tenants react after landlord makes first public remarks since being sued

When asked about the city of Milwaukee’s lawsuit over issues at his properties that he is not addressing, Tomblin responded.

“Well, we are addressing them, but in the proper time,” Tomblin said.

Brendyn Jones/TMJ4

Ferguson said she has not seen any of those fixes.

“He hasn’t fixed anything, like I said, out of the nine years I’ve been here, he’s had at least seven years and nothing, nothing at all,” Ferguson said.

The issues are impacting multiple generations of the Ferguson family. Carolyn’s daughter used to live at the property until she moved out after poor conditions were never addressed. More than a year later, that unit is still boarded up.

“When is he going to fix my momma’s ceiling? When is he going to do something about the roof? When are you going to do something about that basement downstairs? I would ask him a lot of questions,” Edwina Ferguson said.

Brendyn Jones/TMJ4

TMJ4 reporter Brendyn Jones called Tomblin Monday night. He picked up and requested to know the names of the tenants who were interviewed. Jones said that information would be available after the story was published, so he declined to answer questions.

While Tomblin said there will be a press conference with tenants soon, he did not commit to a date or time.

Common Ground’s Kevin Solomon said the pressure on Tomblin is working.

“It’s political, and it shows that our pressure is clearly getting under his skin. The lawsuit will play out; Common Ground will stay on it,” Solomon said.

The next court date for the lawsuit is at the end of July.

This story was reported on-air by Brendyn Jones and has been converted to this platform with the assistance of AI. Our editorial team verifies all reporting on all platforms for fairness and accuracy.

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