FOR IMMEDIATE RELEASE
Media Contact:
Amy Albright, Oshkosh Convention & Visitors Bureau
920-303-9200, amy@discoveroshkosh.com
Winnebago County Tourism Saw Recording-Breaking Year in 2024
Tourism generated $574 million dollars in economic impact in 2024 in Winnebago County, contributing to Wisconsin record-breaking roll
Oshkosh, WI (June 10, 2025) - The Wisconsin Department of Tourism released 2024 economic impact data, showing Winnebago County tourism generated a record $574 million in economic impact, which contributed to Wisconsin's third consecutive record-breaking year.
Statewide, all-time high visitation drove Wisconsin tourism's record-breaking $25.8 billion in total economic impact last year. The 2024 economic impact surpassed the previous statewide record of $25 billion from 2023. Locally, Winnebago County also surpassed the previous record of $553 million set in 2023.
The boost in visitation, economic contributions from all corners of Wisconsin, including Winnebago County, and strategic investments in tourism promotion drove the state's historic year for tourism.
“We’re thrilled to announce that 2024 has been a record-breaking year for tourism in Winnebago County. With a 4% increase in total economic impact reaching $574 million, and direct visitor spending up 4.1% to $299 million, it’s clear that our region continues to attract more visitors than ever," said Discover Oshkosh Executive Director Amy Albright. "This growth supports nearly 4,400 local jobs—showing how vital tourism is to our community’s prosperity. We’re excited to build on this momentum and keep welcoming people to experience all that Oshkosh and Winnebago County has to offer.”
Wisconsin tourism welcomed 114.4 million visits in 2024, beating the previous record from 2019 by more than a million, and grew the number of part- and full-time jobs the industry supports 182,000. Locally Winnebago County tourism supported 4,370 jobs (up 1.7%) and generated $32.9 million (up 2.9%) in state and local tax revenue. At the state level, tourism generated $1.7 billion in state and local tax revenue. Without this revenue, each Wisconsin household would pay an additional $678 to maintain the current level of government services.
"Last year, Wisconsin tourism brought in more money, welcomed more visitors and generated more revenue for state and local governments than any other year. Tourism in all corners fueled this hat-trick of records for an accomplishment the entire stare can celebrate," said Wisconsin Department of Tourism Secretary Anne Sayers. "The impact of the visitor economy is felt statewide. Tourism sustains livelihoods and local businesses, uplifts communities and powers Wisconsin's economy."
View the 2024 economic impact data here.
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About the Oshkosh Convention & Visitors Bureau
The Oshkosh Convention & Visitors Bureau is the official destination marketing organization for the greater Oshkosh area, committed to support and enhance the economic impact of tourism through events, service, sales and marketing. The OCVB is a private, not-for-profit organization funded through room tax dollars from the Oshkosh area. Learn more at discoveroshkosh.com.
About the Wisconsin Department of Tourism
The mission of the Wisconsin Department of Tourism is to inspire travelers to visit Wisconsin. Because we believe in the power of exploration and travel, we work to market the state as a premier travel destination. By executing industry-leading marketing programs and establishing strategic partnerships, the Department plays a significant role in generating greater economic impact for Wisconsin through tourism. Learn more at industry.travelwisconsin.com.
