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State, local tourism saw recording-breaking year in 2023
Total 2023 economic impact $83M in Green Co., $29M in Lafayette Co.
Community Brief

MADISON — The Wisconsin Department of Tourism on June 11 released 2023 economic impact data, showing local tourism experienced a record-breaking 2023. Wisconsin tourism had a historic year, with $25 billion in economic impact. 

Green County saw $83 million in total economic impact, while Lafayette County generated $29 million. Green County’s mark was up about $3 million, while Lafayette was up approximately $2 million. 

The 2023 economic impact surpassed the previous statewide record of $23.7 billion set in 2022. Lafayette County also surpassed the previous record of $27 million set in 2022, marking the fourth consecutive year of tourism growth. Statewide, tourism’s historic year was fueled by economic impact growth in all 72 counties, a record number of overnight visitors for a second consecutive year, and investments tourism businesses made in goods and services. 

“All the hard work of our local businesses and community members has truly paid off,” said Allison Taylor, Economic Development and Tourism Director. “Breaking records in economic impact and visitor numbers for the second year in a row highlights the appeal of Lafayette County and underscores the importance of our ongoing efforts to promote and enhance tourism.” 

Additionally last year, Green County supported 663 jobs directly related to tourism, which was about the same as the year before. Lafayette County supported 208 part- and full-time tourism jobs across various sectors of the industry, part of the more than 178,000 jobs sustained by tourism across the state. 

Tourism in Lafayette County also generated $1.8 million in local and state tax revenue, with Green County bringing in $4.7 million. Statewide, tourism generated $1.6 billion in local and state tax revenue in 2023. Without this revenue, each Wisconsin household would pay an additional $660 to maintain the current level of government services. 

“Wisconsin tourism powers the economy and strengthens the fabric of communities of all sizes,” said Wisconsin Department of Tourism Secretary Anne Sayers. “The historic impact of tourism reached every corner of Wisconsin and in doing so, sustained livelihoods for thousands of our friends and neighbors.” 

In 2023, Wisconsin welcomed 113 million visitors, nearly 2 million more than the previous year. The number includes 45.9 million overnight visits last year — the second consecutive year of record-breaking overnight visitation. Overnight visitors, on average, spend almost three times as much as a day-trip visitor. 

To learn more about Wisconsin tourism’s record-breaking year, view the 2023 economic data, including a county-by-county breakdown, visit:


To learn more about Lafayette County tourism, visit or check out Facebook@lafayettecountywisconsin.