Milwaukee's tourism industry reached a record economic impact of $4.321 billion in 2024, marking a 3.7% increase from the previous year. County Executive David Crowley noted the growth, which contributed to increased sales tax revenues for local governments. These revenues have helped offset some of the financial pressures related to legacy pension costs for area taxpayers, according to county executives.
"Milwaukee County has witnessed unprecedented growth in our tourism industry" David Crowley stated in the press release, referencing the community’s role in hosting major events that have contributed to increased tourism spending, economic activity, job creation, and attracting visitors from across the country and beyond. Crowley also noted the county's ongoing efforts to build on this momentum with future conventions, tourism opportunities, and new experiences. According to data from the Wisconsin Department of Tourism, visitors spent an average of $6.6 million per day in 2024, totaling $2.439 billion in direct visitor spending for the year.
Employment plays a central role in Milwaukee’s tourism growth, with the tourism and hospitality sector supporting 28,091 full-time jobs. This figure highlights the broader economic impact of a strong tourism industry. According to Visit Milwaukee, the industry also generated $242.2 million in state and local tax revenue. Without this contribution, each household in Milwaukee County would need to pay an estimated $622 to sustain current government service levels.
Major events have significantly contributed to attracting visitors to Milwaukee. Gatherings such as Connect Marketplace, the Republican National Convention, Harley-Davidson’s Homecoming Festival, and racing events like the Hy-Vee Milwaukee Mile 250 have helped raise the city’s profile.
