For third straight year, Lincoln County sees record tourism numbers

LINCOLN COUNTY – Wisconsin had its third straight record year for tourism in 2024, and Lincoln County helped contribute to the milestone.

Economic impact data recently released by the Wisconsin Department of Tourism showed that Lincoln County tourism generated a record $113 million in 2024, surpassing the previous record of $109 million set in 2023. In 2022, tourism generated $103 million in the county, which was a record at that time.

All-time high visitation last year drove Wisconsin tourism’s record-breaking $25.8 billion in total economic impact. The 2024 economic impact topped the previous statewide record of $25 billion from 2023.

A release from the Tomahawk Regional Chamber of Commerce said the boost in visitation, economic contributions from all corners of Wisconsin, including Lincoln County, and strategic investments in tourism promotion drove the state’s historic year for tourism.

“We are thrilled to share this success with our community for making us a destination people come back to time and time again,” said Chamber Executive Director Charis Lau. “Our Tomahawk community continues to support our friends and neighbors by putting our local businesses first. The camaraderie, the support, it’s how our small town continues to have visitors fall in love with it. With the help from our partners in the Tomahawk area, and our county, the effort to share what makes our communities great places to visit has been seeing a steady increase. The data is reflecting that.”

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.

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 $678.00 to maintain the current level of government services, the release said.

Locally, Lincoln County tourism supported 671 jobs and generated $6.1 million in state and local tax revenue, according to the release.

“Last year, Wisconsin tourism brought in more money, welcomed more visits and generated more revenue for state and local governments than any other year,” said Wisconsin Department of Tourism Secretary Anne Sayers. “Tourism in all corners fueled this hat-trick of records for an accomplishment the entire state can celebrate. The impact of the visitor economy is felt statewide. Tourism sustains livelihoods and local businesses, uplifts communities and powers Wisconsin’s economy.”