County Executive David Crowley Celebrates Another Historic Year for Milwaukee’s Tourism Industry
Milwaukee County’s tourism industry achieved new success in 2025, with total economic impact reaching $ 4.431 billion
MILWAUKEE – County Executive David Crowley is praising today’s news 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 County Executive 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.”
“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.
For more information about Milwaukee’s visitor economy, visit www.visitmilwaukee.org.
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