The Wisconsin Department of Tourism released its 2025 economic impact data, revealing that tourism in Eau Claire County generated a record $480 million in total economic impact—marking a 4.0% increase over 2024’s $461 million and the
county’s fourth consecutive year of growth.
Statewide, all-time high visitation drove Wisconsin tourism’s record-breaking $27.0 billion in total economic impact in 2025 surpassing the previous statewide record of $25.8 billion from 2024. The boost in visitation, economic contributions from across Wisconsin—including Eau Claire County—and strategic investments in tourism promotion drove the state’s historic year for tourism.
“The continued growth in visitor spending reflects the incredible momentum we are seeing in Eau Claire as a must-visit destination…”
“The continued growth in visitor spending reflects the incredible momentum we are seeing in Eau Claire as a must-visit destination,” said Kenzi Havlicek, Executive Director of Visit Eau Claire. “This progress would not be possible without the collaborative spirit of our community and business partners who help create such a wonderful place to visit. From our thriving arts scene to the scenic beauty of our outdoor spaces, Eau Claire continues to draw thousands of visitors who are discovering all that makes this region so special.”
Wisconsin tourism welcomed 117.9 million visits in 2025, beating the previous record from 2024, and grew the number of part- and full-time jobs the industry supports to 183,594. Locally, Eau Claire County tourism supported 3,949 jobs and generated $31.9 million in state and local tax revenue. Statewide, that tax yield reached $1.72 billion. Without this critical revenue, each Wisconsin household would pay an additional $692 to maintain the current level of government services.
“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.” Visit Eau Claire continues to promote the region through digital campaigns, public relations efforts, and partnerships that highlight everything the area has to offer—from music festivals and museums to riverside trails and unique local experiences.
