Tourism generated $497 million economic impact in 2024 in Marathon County, contributing to Wisconsin record-breaking roll
The Wisconsin Department of Tourism released 2024 economic impact data, showing Marathon County tourism generated a record $497 million, which contributed to Wisconsin tourism’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, Marathon County also surpassed the previous record of $490 million set in 2023.
The boost in visitation, economic contributions from all corners of Wisconsin, including Marathon County, and strategic investments in tourism promotion drove the state’s historic year for tourism.
“Our local communities work hard to create places where people want to visit, live, work and invest. It all starts with a visit. As we showcase Marathon County, everyone benefits. Economic benefits are great, as they motivate our continued efforts to enhance life for residents and visitors alike.” - Tim White, Executive Director of Visit Wausau.
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 to 182,000. Locally, Marathon County tourism supported 3617 jobs and generated $30.2 million 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 state 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.”
Visit Wausau continues to market the area as “Wisconsin’s Basecamp” - the perfect hub for experiencing a wide array of activities and attractions across Wisconsin, with a focus on both outdoor adventures and cultural experiences. To view some of our award winning content, go to VisitWausau.com/marketing.
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