(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.

The Wisconsin Lottery offers multiple draw games for those aiming to win big.

The time has arrived: Your Wisconsin independent bookstore journey is about to begin – and don’t forget your map.

During the month of June, residents can participate in the Wisconsin Indie Bookshop Quest by shopping at independent bookstores across Wisconsin for a chance to win a variety of prizes, according to the Midwest Independent Booksellers Association.

The more bookstores you visit, the more chances you have to claim a prize. To begin, pick up a map at any participating bookstore.

More: Why Milwaukee-area independent bookstores are thriving

How does the Wisconsin Indie Bookstore Quest work?  

The monthlong event began June 1 and runs until June 30. Participants start by getting a map at any participating bookstore. A full list of participating bookstores can be found online.  

When you visit, bookstore staff will mark your map. Each store you visit gives you another entry into a raffle. More tickets can be earned by “meeting bookstore pets, attending a bookstore event and more,” the association’s website says.

Maps can then be dropped off at participating bookstores at the end of the month. Winners will be chosen through a random drawing.

What are the prizes?  

The prizes include multiple different gift cards. And if you visit 10 or more bookstores, you can earn a free audiobook.

The prizes include:  

• $300 gift card 
• $200 gift card 
• $100 gift card  
• $100 Bookshop.org gift card 
• $50 gift card – four people win 
• $25 gift card – ten people win