Tourism in Walworth and Jefferson Counties generated $887 million and $195 million respectively in total economic impact in 2022 helping Wisconsin break an economic impact record.
Whitewater, WI (June 6, 2023) – The Wisconsin Department of Tourism released 2022 economic impact data, showing the tourism industry generated a record-breaking $23.7 billion in total economic impact. The highest-ever overnight visitation helped fuel the growth, with communities like Whitewater playing a pivotal role.
The 2022 total economic impact surpassed the previous statewide record of $22.2 billion set in 2019. Walworth County also surpassed the previous record $790 million set in 2021. Jefferson County surpassed its previous record of $185 million set in 2019. Additionally, last year, Walworth County tourism supported just over 7,000 part-time and full-time jobs across various sectors of the industry and generated $70.9 million in local tax revenue, a 7.5% increase. Statewide, tourism generated $1.5 billion in state and local tax revenue. Without this revenue, each Wisconsin household would pay an additional $620 to maintain the current level of government services.
Whitewater contributes to the state’s overall tourism success by providing travelers with quintessential Wisconsin outdoor adventures,” says Kellie Carper, executive director for Discover Whitewater. “As an Ice Age Trail community in the Kettle Moraine State Forest located conveniently on the “Mad-Waukee” corridor, Whitewater is a great place for a fun day trip or an adventurous family vacation.”
In 2022, there were 111.1 million visits in Wisconsin, which was up 8.8 million visits, or 8.7%, over the previous year. This includes a record 45.4 million overnight visits, or a 13.8% increase from 2021. Overnight visitors, on average, spent nearly three times as much as day trip visitors.
Whitewater also saw a sharp increase in overnight stays and room tax revenues in 2022 seeing a 42% increase over 2021 and more than doubling revenues collected in 2019. Part of this increase is due to the newest hotel in Whitewater. The Fairfield Inn & Suites, a Marriot Silver Circle hotel, saw a 10% increase in room nights over 2021 with a total of 16,952 room nights in 2022. According to Karin Silvius, General Manager at the Fairfield, Silver Circle award winners are ranked in the top 20% of recommended properties in the US & Canada, a reflection of their excellent level of service and amenities.
“Tourism is both big fun and big business. I’m so grateful for the innovation and dedication of the folks who make up Wisconsin’s tourism industry. Each one of them played a role in setting this record,” said Wisconsin Department of Tourism Secretary Anne Sayers. “Aided by strategic marketing, Wisconsin convinced more visitors to stay longer so they could add more activities to their itinerary, delivering a deeper economic impact. I congratulate the entire industry on an incredible record-breaking year.”
To learn more about Wisconsin tourism’s record-breaking year, view the 2022 economic impact data, including a county-by-county breakdown, at industry.travelwisconsin.com/research. To learn more about Whitewater and the wonderful opportunities for adventure awaiting you visit our website at http://Discoverwhitewater.org
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About the Discover Whitewater Tourism Council:
The mission of the Whitewater Tourism Council is to market the Whitewater area as a regional tourism destination promoting new and existing attractions and events to travelers. We believe that, whether travelers are visiting our trails, waterways, or the university, Whitewater is the perfect place to experience outdoor adventures, cultural events, and rich local history. By marketing our community across multiple channels and establishing collaborative partnerships we play a significant role in generating economic impact for the community and the areas surrounding Whitewater.
About the Wisconsin Department of Tourism
The mission of theWisconsin Department of Tourism is to inspire travelers to visit Wisconsin. Because we believe in the power of exploration and travel, we work to market the state as a premier travel destination. By executing industry-leading marketing programs and establishing strategic partnerships, the Department plays a significant role in generating greater economic impact for Wisconsin through tourism. Learn more at industry.travelwisconsin.com.
