Jefferson County’s tourism sector continued its steady climb in 2024, generating an impressive $208 million in total economic impact, according to newly released figures from the Wisconsin Department of Tourism. This represents a 0.3% increase from 2023, reinforcing tourism’s vital and growing role in the county’s economy.
“Tourism is a powerful catalyst for economic growth in Jefferson County,” said Deb Reinbold, president of Thrive Economic Development. “Visitor spending directly supports local retailers, restaurants, lodging and service providers—but it also helps justify investments in infrastructure, workforce and placemaking. A strong tourism economy strengthens the overall business climate in Jefferson County.”
According to the state’s report:
- Direct visitor spending in Jefferson County totaled $122.6 million in 2024
- The tourism sector supported 1,576 jobs, with total labor income reaching $52.2 million
- Visitors also contributed $11.3 million in state and local tax revenue, helping fund essential public services
These numbers contribute to another record-breaking year for Wisconsin tourism overall, which saw a statewide total economic impact of 25.8 billion in 2024.
Jefferson County Administrator Michael Luckey emphasized the broader value of tourism to the community.
“Tourism strengthens our local economy, but it also strengthens our sense of place,” noted Luckey. “The things that attract visitors – our parks, historic downtowns, trails, festivals and other amenities – are the same things that make Jefferson County a great place to live, work and raise a family. It’s a win-win for everyone.”