June 12, 2025
Tourism generated a $77 million economic impact in 2024 in Vernon County, contributing to Wisconsin record-breaking roll
VIROQUA, Wis. – The Wisconsin Department of Tourism released 2024 economic impact data, showing Vernon County tourism generated a record $77 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, Vernon County also surpassed the previous record of $73 million set in 2023.
A boost in visitation, strong economic contributions from communities across Wisconsin—including Vernon County—and strategic investments in tourism promotion all helped drive the state’s historic tourism year.
“It is exciting to see a record-breaking year in Vernon County and in the state of Wisconsin,” said Larkin Breckel, Vernon County Economic Development and Marketing Coordinator. “From our incredible natural beauty to our countless events and exceptional local businesses, Vernon County offers experiences that draw visitors from near and far. The $77 million tourism impact reflects real support for local entrepreneurs, jobs, and community vitality.”
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, Vernon County tourism supported 523 jobs and generated $4.7 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 visits 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.”
Whether it’s paddling the Kickapoo, exploring our many small towns, or discovering hidden gems at our local shops and markets, we’re working hard to share what makes Vernon County a one-of-a-kind destination. These efforts, strengthened by strong collaboration with our excellent local, state, and regional partners, spotlight the experiences that keep visitors coming back—and help support the people and places that make this community thrive. Visit vernoncountywi.gov to learn more about the great things to explore in Vernon County. View the 2024 economic impact data here.
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