Wisconsin Tourism Dollars Up in 2021

MADISON, Wis. (June 8, 2022) – The Wisconsin Department of Tourism released its 2021 economic impact data today, showing Wisconsin tourism generated $20.9 billion in total economic impact. Statewide, total economic impact increased 21 percent, with all 72 counties reporting double-digit growth over 2020.  In 2021, tourism supported more than 169,700 full and part-time jobs across diverse sectors of the industry, up 7 percent over 2020. Wisconsin also hosted over 102.3 million visitor trips in 2021, up 12 percent from 2020. Visitors generated $1.4 billion in state and local taxes because of tourism spending. Without this tax revenue, each Wisconsin household would need to pay $580 to maintain the current level of government services generated by tourism. For more data, including individual county figures and year over year growth, visit industry.travelwisconsin.com.

Wisconsin tourism continues to recover but has not fully recovered to Wisconsin tourism’s record setting year of 2019, which saw $22.2 billion in total economic impact. Meanwhile, 2022 is off to a strong start, with Travel Wisconsin’s summer campaign boasting its biggest spend and deepest reach than in any previous campaign in Travel Wisconsin’s history.  County by Cunty

Total Tourism Impacts
Wisconsin and Counties – Alphabetical
  Total Business Sales Direct Visitor Spending Employment Total Labor Income State and Local Taxes
  Millions % Millions % Total % Millions % Millions %
County 2020 2021 Change 2020 2021 Change 2020 2021 Change 2020 2021 Change 2020 2021 Change
Wisconsin $17,267 $20,929 21.2% $9,803.6 $12,856.3 31.1% 157,332 169,707 7.9% $5,143.9 $5,798.3 12.7% $1,165.4 $1,388.2 19.1%
Adams County $192 $223 16.0% $137.8 $164.5 19.3% 1,458 1,577 8.2% $40.3 $46.6 15.7% $14.7 $16.3 11.0%
Ashland County $53 $60 15.1% $34.7 $40.0 15.5% 537 590 9.9% $14.3 $16.3 14.2% $4.4 $5.0 12.6%
Barron County $136 $162 18.9% $87.8 $109.5 24.7% 1,234 1,350 9.4% $34.9 $40.7 16.8% $9.2 $10.6 14.9%
Bayfield County $68 $84 22.4% $52.6 $63.0 19.7% 596 706 18.3% $11.5 $14.2 23.8% $6.3 $7.2 13.7%
Brown County $891 $1,098 23.2% $476.1 $632.7 32.9% 9,148 9,863 7.8% $446.9 $494.2 10.6% $71.7 $85.8 19.6%
Buffalo County $20 $26 29.5% $12.1 $17.4 44.4% 190 224 17.5% $4.6 $5.5 20.3% $1.3 $1.6 28.6%
Burnett County $33 $40 23.5% $21.2 $26.5 25.4% 321 374 16.2% $7.0 $8.8 26.3% $2.5 $2.9 19.1%
Calumet County $52 $61 15.5% $24.7 $31.1 25.8% 548 583 6.3% $15.7 $17.9 14.4% $3.2 $3.6 12.9%
Chippewa County $141 $159 12.7% $89.1 $103.8 16.5% 1,374 1,445 5.2% $37.2 $42.2 13.4% $9.3 $10.1 9.1%
Clark County $49 $55 12.4% $28.1 $33.8 20.5% 330 347 5.1% $7.1 $7.6 7.8% $2.8 $3.0 8.8%
Columbia County $156 $184 17.9% $98.9 $120.8 22.1% 1,574 1,737 10.3% $40.5 $49.0 21.0% $12.7 $15.7 23.2%
Crawford County $55 $67 22.1% $35.4 $45.5 28.5% 585 661 13.0% $12.7 $15.0 18.2% $4.6 $5.5 19.6%
Dane County $1,624 $1,968 21.2% $783.3 $1,049.7 34.0% 15,808 16,545 4.7% $578.3 $635.5 9.9% $106.1 $127.6 20.3%
Dodge County $135 $153 14.1% $65.6 $81.9 24.9% 1,305 1,393 6.7% $35.0 $38.2 9.3% $7.8 $8.9 13.9%
Door County $397 $531 33.7% $304.2 $423.0 39.1% 2,744 3,323 21.1% $80.4 $102.5 27.5% $32.5 $42.7 31.2%
Douglas County $124 $149 20.4% $82.5 $103.6 25.6% 1,088 1,240 14.0% $28.2 $33.7 19.6% $9.3 $11.0 18.5%
Dunn County $73 $85 16.3% $38.2 $48.5 27.0% 690 747 8.2% $17.8 $20.1 12.5% $4.8 $5.6 17.0%
Eau Claire County $317 $381 20.0% $178.1 $229.4 28.8% 3,469 3,728 7.4% $99.7 $112.9 13.2% $22.7 $27.4 21.2%
Florence County $7 $9 23.4% $4.9 $5.7 16.8% 79 87 10.4% $1.6 $1.8 16.6% $0.5 $0.6 9.4%
Fond du Lac County $205 $241 17.7% $108.5 $137.8 27.0% 2,210 2,298 4.0% $62.8 $68.7 9.3% $14.0 $16.0 14.5%
Forest County $18 $22 23.6% $11.3 $13.8 21.8% 187 210 12.1% $3.0 $3.6 21.2% $1.5 $1.7 13.3%
Grant County $84 $95 13.5% $47.0 $56.8 21.0% 862 976 13.2% $23.7 $27.4 15.3% $5.3 $6.3 18.2%
Green County $64 $72 13.1% $33.8 $40.9 21.2% 657 676 2.9% $19.2 $20.9 8.9% $4.0 $4.4 9.8%
Green Lake County $44 $52 18.5% $24.4 $31.2 27.7% 545 561 3.1% $12.4 $14.7 19.0% $3.6 $4.2 14.9%
Iowa County $53 $67 25.1% $33.2 $44.7 34.6% 384 429 11.5% $11.3 $12.8 13.2% $2.8 $3.4 20.3%
Iron County $27 $33 21.5% $20.0 $24.3 21.7% 221 270 22.2% $4.1 $5.3 30.6% $2.1 $2.6 22.0%
Jackson County $48 $59 23.0% $29.5 $39.5 33.8% 408 468 14.7% $9.2 $10.5 14.6% $3.4 $4.1 22.4%
Jefferson County $154 $179 16.4% $84.2 $105.5 25.3% 1,479 1,590 7.6% $42.6 $46.4 8.7% $9.4 $10.8 14.8%
Juneau County $88 $106 20.6% $60.1 $75.9 26.3% 677 743 9.8% $15.7 $18.4 17.3% $6.1 $7.0 14.3%
Kenosha County $315 $373 18.4% $183.7 $231.9 26.2% 2,825 3,084 9.2% $86.9 $99.6 14.6% $20.1 $23.3 16.0%
Kewaunee County $37 $43 16.3% $22.0 $27.7 25.8% 336 375 11.7% $6.2 $6.7 8.8% $2.5 $2.9 17.8%
La Crosse County $350 $433 23.5% $196.9 $262.6 33.4% 3,450 3,852 11.7% $102.5 $126.5 23.5% $25.5 $31.8 24.7%
Lafayette County $20 $23 17.6% $10.3 $13.7 32.5% 173 181 4.7% $3.4 $3.8 11.4% $1.3 $1.4 14.2%
Langlade County $62 $71 14.0% $40.9 $48.8 19.2% 414 441 6.5% $11.2 $12.2 8.9% $3.8 $4.1 8.7%
Lincoln County $83 $96 16.0% $51.9 $62.8 21.2% 631 659 4.3% $16.8 $17.9 6.4% $5.1 $5.5 7.6%
Manitowoc County $164 $194 18.2% $86.4 $112.2 29.8% 1,601 1,739 8.6% $48.0 $52.4 9.3% $11.3 $13.2 17.6%
Marathon County $352 $403 14.5% $181.9 $219.2 20.5% 3,371 3,473 3.0% $103.6 $116.9 12.9% $23.3 $25.8 10.6%
Marinette County $203 $232 14.3% $141.5 $167.0 18.0% 1,395 1,483 6.3% $34.4 $38.4 11.7% $13.3 $14.4 8.7%
Marquette County $33 $38 16.2% $21.7 $25.4 17.2% 271 307 13.1% $5.2 $6.2 18.9% $2.4 $2.7 12.4%
Menominee County $4 $5 14.0% $2.0 $2.5 28.2% 42 44 4.2% $0.6 $0.6 3.1% $0.3 $0.3 11.1%
Milwaukee County $2,806 $3,352 19.5% $1,331.9 $1,774.2 33.2% 23,946 25,092 4.8% $1,015.5 $1,100.0 8.3% $161.4 $188.4 16.7%
Monroe County $115 $146 27.5% $71.0 $97.0 36.6% 920 1,062 15.5% $26.4 $30.4 15.3% $7.9 $9.8 23.6%
Oconto County $109 $123 13.2% $75.6 $88.7 17.4% 705 732 3.9% $15.3 $16.8 9.6% $6.7 $7.0 5.2%
Oneida County $281 $332 18.0% $210.8 $254.3 20.6% 1,946 2,129 9.4% $53.7 $62.6 16.5% $19.2 $21.3 10.9%
Outagamie County $479 $581 21.2% $231.1 $312.2 35.1% 4,916 5,206 5.9% $154.3 $174.5 13.1% $30.8 $37.6 22.3%
Ozaukee County $175 $209 19.3% $80.6 $107.9 33.9% 1,786 1,940 8.6% $60.2 $66.3 10.2% $10.0 $12.2 21.4%
Pepin County $11 $13 21.8% $6.2 $8.3 34.1% 95 114 19.6% $2.1 $2.5 16.6% $0.7 $0.9 29.9%
Pierce County $47 $55 14.9% $24.4 $31.4 29.0% 389 426 9.5% $10.5 $11.5 9.8% $2.8 $3.3 17.9%
Polk County $125 $140 12.7% $82.7 $96.3 16.4% 1,000 1,097 9.7% $24.4 $28.8 17.7% $8.1 $8.9 10.5%
Portage County $190 $217 14.2% $97.9 $118.5 21.0% 1,753 1,830 4.3% $45.0 $49.8 10.5% $12.5 $14.0 11.9%
Price County $28 $33 17.8% $14.8 $18.0 21.0% 276 286 3.8% $6.3 $7.2 14.1% $1.9 $2.1 9.5%
Racine County $379 $427 12.7% $189.7 $231.2 21.9% 3,455 3,588 3.9% $115.7 $129.2 11.7% $21.7 $24.4 12.3%
Richland County $31 $36 14.3% $18.1 $22.2 22.6% 297 317 6.7% $7.1 $7.8 9.5% $2.0 $2.3 12.2%
Rock County $335 $393 17.4% $189.9 $237.0 24.8% 3,474 3,716 7.0% $101.2 $114.2 12.9% $23.5 $26.8 14.1%
Rusk County $38 $42 12.8% $24.7 $28.2 14.0% 366 412 12.5% $8.0 $9.7 21.4% $2.6 $2.9 11.6%
St. Croix County $158 $188 18.7% $90.4 $113.3 25.4% 1,747 1,836 5.1% $48.3 $54.1 12.2% $11.3 $12.8 12.4%
Sauk County $1,236 $1,779 44.0% $960.7 $1,485.5 54.6% 9,517 11,234 18.0% $223.8 $278.3 24.4% $101.9 $136.7 34.2%
Sawyer County $111 $131 17.6% $82.7 $95.9 15.9% 879 956 8.7% $23.4 $28.2 20.4% $8.7 $9.6 9.5%
Shawano County $86 $98 14.7% $54.1 $65.4 20.8% 763 801 5.0% $20.0 $22.4 11.8% $5.8 $6.4 10.2%
Sheboygan County $316 $389 22.9% $171.0 $229.2 34.0% 2,893 3,144 8.7% $84.4 $95.9 13.7% $22.8 $28.4 24.4%
Taylor County $43 $49 14.5% $25.6 $31.3 22.0% 276 311 12.7% $7.1 $8.3 17.3% $2.3 $2.7 13.8%
Trempealeau County $52 $60 15.9% $27.4 $34.8 27.2% 362 403 11.4% $8.1 $9.0 10.4% $2.7 $3.2 17.2%
Vernon County $57 $66 16.5% $36.6 $44.8 22.6% 457 528 15.5% $11.7 $13.3 14.0% $3.7 $4.2 15.6%
Vilas County $291 $339 16.4% $231.1 $268.7 16.3% 1,928 2,163 12.2% $46.3 $55.7 20.4% $22.0 $24.4 10.6%
Walworth County $613 $790 29.0% $437.9 $594.5 35.8% 5,895 6,846 16.1% $183.1 $223.4 22.1% $52.3 $65.9 26.1%
Washburn County $39 $48 24.0% $24.6 $31.0 26.3% 434 483 11.2% $11.6 $13.4 15.7% $2.9 $3.3 15.2%
Washington County $212 $252 18.7% $97.3 $129.3 32.9% 2,023 2,232 10.3% $62.1 $69.6 12.2% $11.7 $14.2 21.5%
Waukesha County $1,204 $1,420 17.9% $573.9 $740.1 29.0% 11,891 12,245 3.0% $402.5 $439.6 9.2% $69.9 $81.4 16.5%
Waupaca County $128 $146 14.1% $78.8 $94.7 20.1% 1,109 1,183 6.7% $24.9 $28.4 14.2% $8.8 $9.9 12.2%
Waushara County $96 $110 15.4% $70.0 $82.6 18.0% 756 846 11.9% $15.2 $18.4 21.1% $7.0 $7.8 11.3%
Winnebago County $392 $458 17.1% $175.3 $229.1 30.7% 3,811 4,040 6.0% $127.3 $145.7 14.4% $22.4 $27.0 20.9%
Wood County $155 $173 11.9% $70.7 $86.1 21.9% 2,046 2,130 4.1% $62.4 $70.6 13.1% $9.9 $11.1 12.4%