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State tourism official: Vernon County visitor spending and visits rose faster than state average in 2024
Summary
A Wisconsin Department of Tourism development specialist told the Vernon County board that statewide visits set a record in 2024 and Vernon County grew 4.7%—outpacing the state's 3.3% gain—adding roughly $4.7 million in tax revenue to the county economy.
Drew Nelswell, a development specialist with the Wisconsin Department of Tourism, told the Vernon County Board that tourism in Wisconsin set new records in 2024 and that Vernon County outpaced statewide growth. "Last year, we set an all time record for visits to Wisconsin. 114,400,000 visits to Wisconsin," Nelswell said, adding that the state's tourism industry produced $25.8 billion in economic impact last year.
Nelswell said the state is targeting markets such as Chicago and Minneapolis and tailoring digital and print outreach to convert visitors into longer stays. He reported Vernon County grew 4.7% in tourism spending—above the 3.3% statewide increase—and that tourism contributed about $4.7 million in tax revenue to the county. The presentation highlighted growth across lodging, dining and retail and emphasized efforts to maintain and expand listings on travelwisconsin.com and to promote fall-color and winter-season opportunities. "We truly believe that tourism is a front door of economic development," Nelswell said.
