Jefferson County’s tourism industry experienced a robust year in 2023, with notable increases across key economic indicators. The county reported a total economic impact of $207 million, a 6.3% increase from 2022. Direct visitor spending rose to $122.5 million, marking a 6.4% growth. Employment within the tourism sector also saw a positive uptick, with 1,575 jobs, up 0.5% from the previous year. Additionally, state and local taxes collected from tourism activities reached $11.2 million, reflecting a 1.5% increase.
“Jefferson County’s tourism sector is thriving, and the numbers speak for themselves,” noted Jefferson County Administrator Ben Wehmeier. “The steady growth in economic impact and visitor spending underscores the county’s appeal as a destination and reflects our commitment to providing exceptional experiences for visitors.”
The county is experiencing a surge in both tourism and business investments.
“Jefferson County’s appeal as a tourist destination is complemented by unprecedented business investments in the county,” said Thrive Economic Development President Deb Reinbold. “With more than a billion dollars in business investments recently announced, including major projects by Kikkoman and Nestle Purina, Jefferson County is becoming a hub for economic activity.”
Governor Tony Evers, alongside Wisconsin Department of Tourism Secretary Anne Sayers, also announced record-breaking numbers for the state’s tourism industry in 2023. Wisconsin’s tourism industry generated a total economic impact of $25 billion, surpassing the previous record of $23.7 billion set in 2022. The state welcomed 113 million visits, with nearly 46 million overnight stays, marking the highest-ever overnight visitation.
Jefferson County’s impressive growth is part of this larger statewide success, demonstrating the significant role local tourism plays in contributing to Wisconsin’s overall economic health.