Power of Tourism

The Power of Tourism


Tourism is important to the Wisconsin economy and critical to the state's economic health.  The tourism industry generates millions of dollars in tax receipts and creates a broad range of employment opportunities. Learn more about Tourism's economic impact.

Bookmark this page or download this handy infographic, just in case there’s ever a question in your mind about tourism’s impact on the vitality of Wisconsin’s economy.

Tourism Works for Wisconsin

  • Tourism had a $22.2 billion impact on the state’s economy in 2019.
  • Wisconsin’s tourism industry achieves a Return on Investment of 8 to 1: $8 in tax revenue per $1 promotional spend.
  •  In 2019, 113.2 million visitors spent $13.7 billion in Wisconsin.
  •  The tourism economy generated $1.6 billion in state and local revenue taxes. Without tourism, each Wisconsin household would pay an additional $687 to replace traveler taxes to maintain existing services.
  • Tourism directly and indirectly supports more than 202,000 jobs in Wisconsin. One out of every 18 jobs in Wisconsin is supported by visitor spending.
  • Visitor spending grew to $13.7 billion in Wisconsin in 2019. 

Tourism Grant Programs

  • In fiscal year 2020, the Department funded 52 Joint Effort Marketing projects, awarding a total of more than $1,154,000. Visitor expenditures driven by the marketing from these projects is expected to exceed $65 million.
  • Projects receiving "Ready, Set, Go" sports marketing grants in fiscal year 2020 are expected to drive an estimated $4.6 million in visitor spending.  The estimated future economic impact of Meetings Mean Business grants funded in fiscal year 2020 is $28.8 million.
  • Over 835,000 travelers were served by 19 tourism information centers receiving grants from the Department’s Tourist Information Center (TIC) Grant program.