The Wisconsin Department of Tourism released 2025 economic impact data showing that Lafayette County tourism generated a record $30 million in economic impact, marking increased tourism growth for the 5th year in a row.
Lafayette County’s tourism industry not only reached a new record but also outpaced inflation in 2025. Total economic impact increased by 4.7%, exceeding the annual inflation rate of 2.7%, demonstrating real growth in visitor spending and tourism-related economic activity throughout the county. This local success contributed to a historic year for tourism across Wisconsin, which reached a new statewide milestone of $27 billion in total economic impact.
Statewide, tourism achieved another new landmark, welcoming 117.9 million visits in 2025, including all-time highs for both day and overnight trips. This boost in visitation, combined with economic contributions from all corners of the state and strategic investments in tourism promotion, led to more visitors choosing to make vacation memories and spend their dollars in Wisconsin.
In Lafayette County, tourism supported 209 full- and part-time jobs across multiple sectors and generated $1.8 million in local and state tax revenue. These numbers contribute to the more than 183,000 tourism-supported jobs and more than $1.7 billion in local and state tax revenue generated statewide. Without this tourism revenue, each Wisconsin household would pay an additional $692 annually to maintain current public services.
“These record-setting tourism numbers reflect the strength of Lafayette County as a destination and the collective efforts of our businesses, communities, volunteers, and tourism partners,” said Allison Taylor, Economic Development and Tourism Director for Lafayette County. “For the fifth consecutive year, we have seen tourism growth generate meaningful economic benefits for our communities. Visitors support our local businesses, restaurants, lodging establishments, attractions, and events while helping sustain jobs and generate tax revenue that benefits residents. Whether they come to explore our scenic landscapes, enjoy outdoor recreation, attend community festivals, or experience the charm of our historic downtowns, visitors are discovering what makes Lafayette County a special place to visit, work, and live.”
To learn more about Lafayette County, visit www.lafayettecountywi.org/explore or follow on Facebook @lafayettecountywisconsin.