Tourism growth in Wisconsin in 2021 has not fully recovered from the pandemic

The Wisconsin Department of Tourism released its plans for 2021 on Wednesday, June 8. economic impact data which shows that the total economic impact of tourism on the state was $20.9 billion.

Statewide, overall economic impact increased by 21%, with all 72 counties reporting double-digit growth compared to 2020.

The press release said that tourism provided more than 169,700 full-time and part-time jobs in various sectors of the industry in 2021, up 7 percent from 2020. Wisconsin also received over 102.3 million visitor rides in 2021, up 12 percent from 2020.

Visitors have earned $1.4 billion in state and local taxes from tourism spending. Without these tax revenues, each family in Wisconsin would have to pay $580 to maintain the current level of government services generated by tourism. For more data, including county-by-county data and year-on-year growth, visit

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Tourism in Wisconsin has yet to fully recover until its record-breaking 2019, when the total economic impact was $22.2 billion.

Meanwhile, 2022 is off to a good start, with Travel Wisconsin’s summer campaign boasting the highest spending and broadest reach of any previous campaign in Travel Wisconsin’s history. The “Here’s to Wisconsin” campaign, launched in April, shows that Wisconsin is ready to provide exactly what travelers are looking for – joyful moments shared with friends and family in an ideal location that leaves lasting memories.


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