The Wisconsin Department of Tourism released 2025 economic impact data, showing that tourism in the eight counties along the Wisconsin Great River Road tourism generated $980 million, which contributed to Wisconsin tourism’s fourth consecutive record-breaking year.
“Tourism is more than economic impact data—it is an investment in western Wisconsin’s future…”
-Tracy Fishnick
Statewide, all-time high visitation drove Wisconsin tourism’s $27 billion in total economic impact last year. The 2025 economic impact, an increase of 4.4%, surpassed the previous statewide record of $25.8 billion from 2024. The boost in visitation, economic contributions from all corners of Wisconsin, including the Great River Road region, and strategic investments in tourism promotion drove the state’s historic year for tourism.
“Tourism is more than economic impact data—it is an investment in western Wisconsin’s future,” said Tracy Fishnick, chairperson of the Wisconsin Great River Road Promotion and Marketing Committee. “Every visitor to the Wisconsin Great River Road region supports local businesses and our workforce while discovering the unique quality of life along the Mississippi River Parkway. Whether they return as travelers, students, entrepreneurs, or residents, tourism serves as the front door for economic development.”
Wisconsin tourism welcomed 117.9 million visits in 2025 for back-to-back record years for visitation and grew the number of part and full-time jobs the industry supports to 183,594. Locally, in Crawford County, tourism supported 646 jobs and generated $5.7 million in state and local tax revenue. In La Crosse County, tourism supported 3,986 jobs and generated $36.94 million in state and local tax revenue. And in Pierce County, tourism supported 436 jobs and generated $3.8 million in local tax revenue. At the state level, tourism generated more than $1.7 billion in state and local tax revenue. Without this revenue, each Wisconsin household would pay an additional $692 to maintain the current level of government services.
Robert Moses, Executive Director of the Prairie du Chien Chamber of Commerce/Tourism and Travel Wisconsin Welcome Center, sees high visitor volume that continues to have brisk traffic from Iowa, Illinois, Minnesota and points west. “Wisconsin is a magnet and we love being a major gateway. Visitors get a real bang for their buck here – lots of events, outdoor recreation and attractions or…just unplug!”
“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 Wisconsin Department of Tourism 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.”
