Milwaukee Tourism Surpasses $4.4 Billion Economic Impact in 2025, Helping Fuel Wisconsin’s Record-Breaking Tourism Year
Milwaukee County adds nearly $68 million in visitor spending, driven by strategic marketing initiatives like the award-winning City of Festivals campaign and marquee events including USA Fencing Summer Nationals
MILWAUKEE (June 9, 2026) – Visit Milwaukee today announced that Milwaukee County’s tourism industry generated a record $4.431 billion in total economic impact in 2025, contributing to Wisconsin’s fourth consecutive record-breaking year for tourism.
According to data released by the Wisconsin Department of Tourism, Milwaukee County welcomed $2.507 billion in direct visitor spending in 2025, supporting 27,812 jobs, generating $1.425 billion in labor income, and producing $244.9 million in state and local tax revenue.
“Milwaukee County’s tourism industry continues to deliver extraordinary value for our residents, businesses and communities. The record $4.4 billion economic impact generated in 2025 reflects the strength of our cultural assets, world-class venues, diverse neighborhoods and talented hospitality workforce,” said Milwaukee County Executive David Crowley. “Tourism supports thousands of jobs, generates critical tax revenue and helps tell Milwaukee’s story to visitors from across the country and around the world. We’re proud to partner with Visit Milwaukee and our local tourism industry to continue growing this important sector of our economy.”
The results come as Wisconsin tourism achieved another historic milestone. Statewide, tourism generated a record $27 billion in total economic impact and welcomed a record 117.9 million visits in 2025, marking back-to-back years of record visitation.
“These numbers demonstrate the strength, momentum and continued appeal of Milwaukee as a destination,” said Peggy Williams-Smith, president and CEO of Visit Milwaukee. “In 2025, visitors continued choosing Milwaukee for our festivals, sporting events, conventions, culinary experiences and authentic neighborhoods. And Milwaukee’s hospitality community continues to deliver world-class experiences that keep visitors coming back and help drive economic impact throughout our region.”
Milwaukee County remained Wisconsin’s tourism powerhouse in 2025, generating more visitor spending than any other county in the state and accounting for nearly 15% of all visitor spending statewide. Direct visitor spending increased by nearly $68 million year-over-year, while total economic impact grew by more than $110 million. 2025 also marked the first full year of operations for the expanded Baird Center, providing Milwaukee with the capacity to attract larger conventions, sporting events and meetings than ever before. The expanded facility helped strengthen Milwaukee’s position as a premier meetings and events destination, bringing thousands of attendees to the region and generating economic activity that benefited hotels, restaurants, attractions and businesses throughout Milwaukee County.
Tourism’s impact extends well beyond the businesses visitors directly patronize. As visitor dollars circulate through the economy, they support local suppliers, employees and businesses across a wide range of industries. Tourism also generated nearly $245 million in state and local taxes in Milwaukee County in 2025, helping fund essential government services while reducing the tax burden on residents.
“Tourism is one of Milwaukee’s most important economic engines, and these results demonstrate the power of investing in destination marketing, major events and visitor experiences. As someone who represents Wisconsin’s restaurant industry, I see firsthand how visitor spending supports local businesses, creates jobs and strengthens entire communities,” said Kristine Hillmer, Visit Milwaukee Board Chair and President and CEO of the Wisconsin Restaurant Association. “Milwaukee’s record-breaking economic impact is a testament to the collaboration between Visit Milwaukee, hospitality businesses, attractions, event organizers and community partners who work together to make our region a destination people want to experience.”
Visit Milwaukee helped drive Wisconsin’s booming tourism year through strategic destination marketing, convention and event sales efforts, and partnerships that attracted visitors from around the world. Visit Milwaukee’s award-winning City of Festivals campaign celebrated the city’s unparalleled festival culture and reinforced Milwaukee’s reputation as one of the nation’s premier festival destinations. The organization also launched “Milwaukee Flavor: The Cookbook,” highlighting the chefs, restaurants, makers and flavors that continue to elevate Milwaukee’s national culinary profile and attract food-focused travelers.
Building on statewide excitement surrounding the NFL Draft, Visit Milwaukee created Milwaukee Tailgate Week, transforming a major sports moment into a citywide celebration that showcased Milwaukee’s hospitality, entertainment and food scene to visitors and residents alike.
Milwaukee also continued to strengthen its position as a meetings, convention and sports destination, welcoming thousands of attendees through citywide conventions, including USA Fencing Summer Nationals, USA Wrestling competitions and Oireachtas at Baird Center, one of the largest celebrations of Irish culture in North America. These events brought thousands of athletes, performers, competitors and visitors to Milwaukee while demonstrating the city’s ability to host premier national and international events.
“Major events create more than immediate economic impact,” said Williams-Smith. “They put Milwaukee on a national stage, introduce new audiences to our destination, strengthen our reputation as a host city and generate future visitation long after the event has ended. Whether someone came for a sporting event, convention, festival, concert or weekend getaway, they experienced firsthand what makes Milwaukee special.”
Milwaukee’s success reflects broader travel trends across Wisconsin. Statewide visitation reached an all-time high in 2025, including record levels of both day-trip and overnight travel. The continued growth in visitation demonstrates strong demand for Wisconsin experiences and highlights tourism’s vital role in supporting communities throughout the state.
Tourism’s impact on Milwaukee County in 2025 included:
- Total Economic Impact: $4.431 billion (+2.5%)
- Direct Visitor Spending: $2.507 billion (+2.8%)
- Jobs Supported: 27,812
- Labor Income: $1.425 billion (+1.5%)
- State and Local Tax Revenue: $244.9 million (+1.1%)
Tourism’s impact extended throughout southeastern Wisconsin in 2025. Combined, Milwaukee, Ozaukee, Washington and Waukesha counties generated $6.858 billion in total economic impact and $3.814 billion in direct visitor spending, supporting 45,188 jobs, generating $2.187 billion in labor income and producing $376.8 million in state and local tax revenue. The combined impact underscores tourism’s important role as an economic driver throughout the four-county region.
“Wisconsin tourism continues to set records, with four consecutive years of record economic impact and the highest visitation in state history,” said Williams-Smith. “We’re proud that Milwaukee continues to be a major driver of that success. These results are a testament to the hospitality professionals, event organizers, attractions, cultural institutions, restaurants, hotels and community partners who work every day to make Milwaukee a destination people choose to visit.”
For more information about Milwaukee’s visitor economy, visit www.visitmilwaukee.org.
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 convention and leisure marketing initiatives, tourism to the Milwaukee region contributes $6.858 billion to the local economy, supporting more than 45,000 jobs. Visit Milwaukee has over 1,000 members, including hotels, 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.
NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.
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