June 10, 2025

County Executive David Crowley Celebrates Historic Economic Impact in Milwaukee’s Tourism Industry

Milwaukee County's tourism industry achieved unprecedented success in 2024, with total economic impact reaching $4.321 billion

MILWAUKEE – Today, state and local officials announced that Milwaukee County's tourism industry, which represents 16% of all tourism spending in Wisconsin, achieved unprecedented success in 2024. Milwaukee County’s total economic impact reached $4.321 billion, marking a 3.7% increase over the previous year and representing the third year of record-setting impact.  

Milwaukee County Executive David Crowley praised today’s announcement, particularly because this economic activity is very impactful to Milwaukee County now that these visitors are contributing sales tax revenues, which are mitigating legacy pension costs to local taxpayers.

“Over the past year, Milwaukee County has witnessed unprecedented growth in our tourism industry. More large-scale, world-class events are driving increased tourism dollars to our region, that is in turn boosting economic activity, creating family-sustaining jobs, and bringing people together from across the country and world,” said County Executive Crowley. “As a lifelong Milwaukeean, I am so proud we are home to such a dynamic tourism industry that showcases the very best of what our community has to offer. As we look to the future, I’m excited about the additional conventions, tourism opportunities, and unique experiences we will bring to residents and visitors in the years ahead.”

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. According to Visit Milwaukee, 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.

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.  

For more information from Visit Milwaukee, please visit visitmilwaukee.org/tourism-insights.

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