Wisconsin’s Tourism Industry Hits Record High in 2024
La Crosse, WI – In a significant milestone for Wisconsin’s economy, the Department of Tourism announced that the state’s tourism sector generated an impressive $25.8 billion in total economic impact in 2024. Explore La Crosse Executive Director A.J. Frels credited the rise to an increasing number of visitors discovering the state’s abundant outdoor activities and natural beauty.
Frels noted, “People are enjoying the fresh air, the water, and the woods that Wisconsin has to offer.” The trend is particularly evident in La Crosse County, where direct visitor spending surged by $12 million this year. The county outpaced the state average with a 3.9% increase in tourism-related revenue, slightly ahead of the overall state growth of 3.5%. In total, tourism in La Crosse County generated a record $519 million in economic impact.
A significant 65% of visitors to the region were drawn primarily for recreational or leisure activities, reinforcing the area’s appeal as a travel destination. Frels attributed part of this growth to Explore La Crosse’s aggressive marketing strategies. “We spend our time and our dollars outside the area, marketing this region to get people to come here and spend the night,” he explained.
The booming tourism sector has also had a positive ripple effect locally, supporting over 4,000 jobs and injecting $145 million in salaries into the local economy. The successful tourism year signifies optimism for continued growth and opportunities in the region.
With Wisconsin’s natural landscapes and recreational offerings capturing the attention of tourists, state officials look forward to building on this momentum in the years to come.
This news comes as a promising outlook for local businesses and residents alike, as the tourism industry continues to thrive.
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