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Representing 16% of all tourism impact in the state, Milwaukee County saw its third consecutive year of record-breaking tourism spending
This growth in impact underscores the city's expanding appeal as a premier destination for both leisure and business travelers. According to data released by the Wisconsin Department of Tourism today, direct visitor spending in Milwaukee County last year totaled $2.439 billion, which breaks down to $6.6 million in spending per day and represents a 4.1 percent year-over-year increase. Milwaukee County’s tourism and hospitality industry in 2024 supported 28,091 full-time jobs and generated $242.2 million in state and local tax revenue; in fact, each Milwaukee County household would need to pay $622 to maintain the current level of government services supported by tourism.
“Milwaukee's rich culture, diverse attractions, and world-class events continue to draw visitors from around the globe.” said Peggy Williams-Smith, President & CEO of Visit Milwaukee. “The record-breaking figures for 2024 reflect the major, tourism-driving events we saw that year as well as the incredibly innovative and collaborative marketing campaigns that our team created, and, most importantly, the hard work of our hospitality partners.” Strategic marketing investments showcased Milwaukee as the perfect destination to make travel memories and contributed to this historic growth. On top of this, the Baird Center’s new era began in May of 2024 with a packed calendar of conventions while rocketing to the top of meeting planners’ lists across the country. With a new brand launched in 2024, Visit Milwaukee positioned the city with “fresh, flavor, forward” messaging that champions it as amazing culinary destination through campaigns that included the release of its first-ever digital cookbook, as well as through Bravo’s 21st season of “Top Chef,” which generated $1.6 million in hotel and flight bookings in just a few months after the first episode aired alone. In addition to this, through its efforts with the Milwaukee Theater District, the destination marketing organization supported the second Milwaukee Theater Week; it showcased the city’s gold medal-status across a wide array of sports sponsorships and promotions; it launched a Summer Savings Pass, which drove direct spending to local businesses during peak summer visitation; and hosted successful consecutive Hotel Month and Museum Days campaigns in the first quarter of the year, regularly noted as a need period. Major events such as Connect Marketplace, the Republican National Convention, Harley-Davidson’s Homecoming Festival, and the Hy-Vee Milwaukee Mile 250, along with the city's renowned festivals and “Top Chef”-starring culinary scene, played a pivotal role in attracting visitors. “These record-breaking numbers are a testament to the power of strategic investment, strong partnerships, and the tireless work of our city’s hospitality professionals,” said Sarah Pancheri, board chair of Visit Milwaukee and president and CEO of Milwaukee World Festival, Inc. “From hosting global events to spotlighting our unique local culture, Milwaukee continues to prove it’s a great place to visit and a destination that leaves a lasting impression.” These major events and marketing efforts, plus those of Visit Milwaukee’s hospitality and tourism partners across the community, generated the following in Milwaukee County:
Statewide, all-time high visitation drove the state’s record-breaking $25.8 billion in economic impact last year. Wisconsin hosted a record-breaking 114.4 million visits in 2024, while the previous record was 113.2 million visits set in 2019. Tourism in Wisconsin supported 182,000 part- and full-time jobs across diverse sectors of the industry, and Wisconsin visitors generated a record $1.7 billion in state and local taxes. For more information on Milwaukee's visitors and what their spending contributes to the community, visit visitmilwaukee.org/tourism-insights. To learn more about statewide economic impact, click here. About Visit Milwaukee
Visit Milwaukee creates economic impact and supports a stronger, more inclusive community by promoting the Greater Milwaukee area as a premier tourism destination. Strengthened by Visit Milwaukee’s dynamic convention and leisure marketing initiatives, tourism to Milwaukee contributes $6.388 billion to the local economy, supporting nearly 44,000 hospitality employees. Visit Milwaukee has over 900 members, including hotels/motels, restaurants, attractions, services, and area businesses. The Wisconsin Center District, with its recently completed $456 million Baird Center expansion, the city of Wauwatosa, and Potawatomi Casino | Hotel are strategic partners with Visit Milwaukee, providing funding support for conventions and tourism programs. For more information call (800) 554-1448 or visit www.visitmilwaukee.org.
Contact
CLAIRE KOENIG
VP of Communications & Advocacy Visit Milwaukee P (414) 287-4255 M (414) 520-6708 E [email protected]
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