Alex Gary June 10, 2025
BELOIT – The estimated economic impact of tourism in Wisconsin set a record for the third straight year, the Wisconsin Department of Tourism reported Tuesday.
According to the state, tourist sites in 2024 welcomed 114.4 million visits, topping the previous record set in 2019 by more than 1 million. Those visitors generated $25.8 billion in total economic impact, topping the $25 billion from 2023.
Rock County tourism contributed $482 million to the total. “The more visitors that come to Rock County to experience our wonderful destinations time and time again hopefully become our future residents, students, and business owners,” Visit Beloit CEO Celestino Ruffini said in a news release. “Tourism is truly the front door to economic development.”