Monroe County Tourism Saw Booming Year in 2025

Monroe County Tourism Saw Booming Year in 2025

Within Monroe County, WI, tourism generated $170.4 million in economic impact in 2025, contributing to Wisconsin tourism’s booming year

Sparta, WI (June 09, 2026) – The Wisconsin Department of Tourism released 2025 economic impact data showing that Monroe County tourism generated a record $170.4 million in economic impact, contributing to Wisconsin tourism’s booming year.

In the last five years, tourism’s economic impact in Monroe County has grown by 16.68%, helping the county climb three spots in the rankings for Total Economic Impact!  Wisconsin tourism is booming, generating a record $27 billion in economic impact in 2025. The highest-ever visitation fueled the state’s record-breaking year, surpassing the previous high of $25.8 billion set in 2024 and extending Wisconsin tourism’s record-breaking streak to four years.

Strategic tourism promotion, record visitation and broad visitor spending across seasons and the state, including Monroe County, brought in more dollars for Wisconsin and Wisconsinites than ever before.

Wisconsin tourism hosted 117.9 million visits in 2025, including all-time highs for both day and overnight trips, for back-to-back record years for visitation. Across the state, the tourism industry supported more than 183,000 part- and full-time jobs, and locally, tourism supported 1,067 jobs in Monroe County. Statewide, tourism generated a record $1.7 billion in state and local taxes, helping offset costs for Wisconsinites. In Monroe County, tourism generated $10.7 million in state and local taxes. Without the revenue generated by tourism, each Wisconsin household would pay an additional $692 to maintain the current level of government services.

“Wisconsin tourism is booming because it is the ideal destination for making memories. Travelers who choose to visit one more attraction, dine at one more restaurant and stay one more night generate many more dollars for Wisconsin tourism,” said Wisconsin Department of Tourism Secretary Anne Sayers. “Tourism’s impact is wide-reaching and significant. The industry powers local economies throughout the state. Visitors sustain jobs and create livelihoods. Wisconsinites save money because of the tax dollars tourism brings in. Tourism is essential for Wisconsin and all its communities.”

In 2025, Explore Monroe County and Visit Tomah (Tomah Chamber & Visitor Center) ran synergistic marketing campaigns that generated a combined 1.26 million social media views and attracted more than 51,000 new visitors to their websites. Their digital advertising efforts delivered 2.2 million impressions, while complementary tactics, including audio streaming ads, sweepstakes, digital billboards, and e-newsletters, added another 379,000 impressions, extending the campaigns’ overall reach.

Media Contacts:

Tina Thompson, President & CEO
Tomah Chamber & Visitor Center
P:608-372-2166, tthompson@tomahwisconsin.com
https://visittomah.com

Adrian Lockington, Executive Assistant
Monroe County Administration
P:608.269.8006. Adrian.Lockington@co.monroe.wi.us
https://exploremonroecounty.org