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% |