FOR IMMEDIATE RELEASE
Winnebago County tourism generated $616 million in economic impact in 2025, contributing to Wisconsin tourism’s booming year
Oshkosh, WI (June 9, 2026) – The Wisconsin Department of Tourism released 2025 economic impact data showing Winnebago County tourism generated a record economic impact of $616 million, contributing to Wisconsin tourism’s booming year.
Winnebago County tourism broke its economic impact record set in 2024, marking four years of record-breaking tourism. Statewide, Wisconsin tourism is booming, generating a record $27 billion in economic impact in 2025. The highest-ever visitation fueled the state’s record-breaking year, which surpassed the previous high of $25.8 billion set in 2024 and extends Wisconsin tourism’s record-breaking streak to four years.
Strategic tourism promotion, record visitation and broad visitor spending across seasons and the state, including Winnebago County, brought in more dollars for Wisconsin and Wisconsinites than ever before.
“We’re thrilled to announce that 2025 has been another record-breaking year for tourism in Winnebago County. With a 7.2% increase in total economic impact reaching $616 million, and direct visitor spending rising 8.2% to $324.4 million, it’s clear that our region continues to attract more visitors than ever,” said Discover Oshkosh Executive Director Amy Albright. “This growth supports 4,532 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 hosted 117.9 million visits in 2025, including all-time highs for both day and overnight trips, for back-to-back record years for visitation. Across the state, the tourism industry supported more than 183,000 part- and full-time jobs, and locally, tourism supported 4,532 jobs in Winnebago County. Statewide, tourism generated a record amount of state and local taxes at more than $1.7 billion, helping offset costs for Wisconsinites. In Winnebago County, tourism generated $34.9 million in state and local taxes. Without the revenue generated by tourism, each Wisconsin household would pay an additional $692 to maintain the current level of government services.
“Wisconsin tourism is booming because it is the ideal destination for making memories. Travelers who choose to visit one more attraction, dine at one more restaurant and stay one more night generate many more dollars for Wisconsin tourism,” said Wisconsin Department of Tourism Secretary Anne Sayers. “Tourism’s impact is wide-reaching and significant. The industry powers local economies throughout the state. Visitors sustain jobs and create livelihoods. Wisconsinites save money because of the tax dollars tourism brings in. Tourism is essential for Wisconsin and all its communities.”
Discover Oshkosh drives visitation through strategic marketing, digital campaigns, media outreach, and partnerships that showcase the community’s events, attractions, outdoor recreation, and local businesses. To start planning your next visit and create lasting memories in Oshkosh, visit discoveroshkosh.com.
View the 2025 economic impact data here.
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About Discover Oshkosh
Discover Oshkosh (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. Discover Oshkosh 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.
