News Summary
In 2024, Milwaukee’s tourism sector has generated an unprecedented economic impact of $4.321 billion, marking a 3.7% increase over the previous year. This continued growth showcases the county’s role in Wisconsin’s tourism economy, representing 16% of total spending. With direct visitor spending at $2.439 billion, creating over 28,000 jobs, and significant tax contributions, Milwaukee is solidifying its status as a premier cultural and culinary destination. Events and strategic marketing campaigns further boosted the city’s appeal, encapsulating Milwaukee’s vibrant tourism landscape.
Milwaukee has achieved a remarkable milestone in 2024, with the tourism industry generating an unprecedented economic impact of $4.321 billion. This total reflects a 3.7% increase over 2023, marking the third consecutive year of record-setting tourism growth in Milwaukee County. According to recent reports, the county accounts for 16% of all tourism spending in Wisconsin.
Direct visitor spending in Milwaukee County was reported at $2.439 billion for 2024, averaging approximately $6.6 million on a daily basis. This level of spending signifies a 4.1% year-over-year increase in visitor expenditure. The tourism and hospitality sector in Milwaukee County also played a crucial role in supporting 28,091 full-time jobs, which generated $1.402 billion in labor income for local residents. Additionally, tourism contributed $242.2 million in state and local tax revenue, alleviating the tax burden on households. Without this support, each Milwaukee County household would face an approximate increase of $622 in taxes to maintain current government services.
The continued success of Milwaukee’s tourism can be attributed to a variety of cultural attractions, events, and strategic marketing initiatives. The city has embraced its cultural richness and diverse offerings to attract visitors from near and far. A crucial development in this growth was the opening of the Baird Center in May 2024, which has provided a bustling calendar of conventions, enhancing Milwaukee’s appeal among meeting planners.
In a bid to solidify its status as a culinary destination, Visit Milwaukee initiated a new branding campaign titled “fresh, flavor, forward”. This initiative included the debut of Milwaukee’s first digital cookbook and participation in Bravo’s “Top Chef”, both of which helped generate $1.6 million in hotel and flight bookings shortly after the show’s premiere. The cultural scene was further enriched during the city’s second Theater Week, showcasing the local arts and entertainment offerings.
Milwaukee’s tourism efforts also included the introduction of programs such as the Summer Savings Pass, alongside successful initiatives like Hotel Month and Museum Days. Major events throughout the year, including the Republican National Convention, Harley-Davidson’s Homecoming Festival, and the Hy-Vee Milwaukee Mile 250, attracted large numbers of visitors, significantly contributing to the overall economic impact of the tourism sector.
The broader impact extends beyond Milwaukee County, with the Greater Milwaukee area contributing $6.632 billion to Wisconsin’s overall tourism economy. The state of Wisconsin saw a record total tourism economic impact of $25.8 billion in 2024, hosting 114.4 million visits and supporting 182,000 part- and full-time jobs. The tourism sector’s success translated into a historic tax revenue of $1.7 billion for state and local governments.
The current boom in Milwaukee’s tourism underscores a significant shift in the regional economic landscape, firmly establishing it as a must-visit destination. The plans for future cultural development, such as the demolition of a property by the Bronzeville Center for the Arts for the establishment of an African American Art and Culture Museum, indicate ongoing community engagement and a commitment to fostering cultural appreciation within the region.
As Milwaukee continues to evolve and promote itself as a vibrant cultural hub, the tourism industry is set to remain a pivotal component of its economic success, drawing visitors and enhancing the overall quality of life for its residents.
Deeper Dive: News & Info About This Topic
HERE Resources
Additional Resources
- Talking Biz News: Milwaukee Biz Journal Hires Huynh to Cover Tourism
- Midwest Living: Milwaukee Travel Guide
- FTN News: Why Milwaukee Is Now Wisconsin’s Top Travel Draw
- Madison 365: Bronzeville Center for the Arts Begins Demolition
- Journal Sentinel: Milwaukee Public Museum Beyond Binaries Tour
- Wikipedia: Milwaukee
- Google Search: Milwaukee tourism
- Google Scholar: Milwaukee tourism industry
- Encyclopedia Britannica: Milwaukee
- Google News: Milwaukee tourism
Author: STAFF HERE MILWAUKEE WRITER
MILWAUKEE STAFF WRITER The MILWAUKEE STAFF WRITER represents the experienced team at HEREMilwaukee.com, your go-to source for actionable local news and information in Milwaukee, Milwaukee County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Summerfest, Milwaukee Film Festival, and the Milwaukee Boat Show. Our coverage extends to key organizations like the Metropolitan Milwaukee Association of Commerce and Visit Milwaukee, plus leading businesses in manufacturing and brewing that power the local economy such as Harley-Davidson and MillerCoors. As part of the broader HERE network, we provide comprehensive, credible insights into Wisconsin's dynamic landscape.
