Power of Tourism

The Power of Tourism


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 2019, the Department funded 48 Joint Effort Marketing projects, awarding a total of more than $934,000. Visitor expenditures driven by the marketing from these projects is expected to exceed $61 million.
  • Projects receiving "Ready, Set, Go" sports marketing grants in fiscal year 2019 are expected to drive an estimated $2.3 million in visitor spending.
  • The estimated future economic impact of Meetings Mean Business grants funded in fiscal year 2019 is $6.4 million.
  • Over 600,000 travelers were served by 18 tourism information centers receiving grants from the Department’s Tourist Information Center (TIC) Grant program.