Tourism spending climbs in Vilas, Oneida counties as Wisconsin sets state outdoor recreation record

As Wisconsin’s outdoor recreation industry celebrates a record-breaking $12 billion economic impact for 2024, northern Wisconsin’s tourism hubs in Oneida and Vilas counties continue to see solid visitor spending and economic growth.
Vilas County maintained its robust tourism base with a modest 0.6% growth in total economic impact, finishing 2024 at $383 million. Direct visitor spending similarly ticked up 0.6% to $302.6 million. However, unlike Oneida County, Vilas County experienced a slight 1.5% decrease in tourism employment, dropping to 2,105 jobs, while total labor income remained flat at $64.9 million year-over-year. State and local taxes generated by tourism in Vilas County saw a marginal 0.8% dip to $25.9 million.

In neighboring Oneida County, the total economic impact of tourism reached $394 million in 2024, marking a 3.5% increase from $381 million the previous year. Direct visitor spending in the county rose by 3.7% to $302.8 million. This influx of tourism dollars also boosted the local workforce, with tourism-supported employment growing by 3.6% to 2,220 jobs and generating $74.2 million in labor income.

These local figures reflect a broader statewide boom.

After months-long delays in the federal reporting, Gov. Tony Evers recently announced that Wisconsin’s overall travel and tourism industry achieved a record high of $25.8 billion in total economic impact in 2024, drawing an unprecedented 114.4 million visits. The state’s outdoor recreation sector alone contributed more than $12 billion to Wisconsin’s gross domestic product, a 3.8% increase from 2023.

“Across every corner of Wisconsin, from our lakes and rivers to our parks, trails, and snowy slopes, outdoor recreation is a part of our DNA, and it’s essential to the health and well-being of our economy and our communities,” Evers said.

The Northwoods region’s specific value to the state’s economy was further underscored by the state’s Do-It-Yourself (DIY) Economic Impact Program.
A pilot report released earlier this year highlighted Oneida and Vilas counties among a select group of regions, finding that visitors and residents contribute over $49.1 million in economic activity at unique outdoor recreation destinations within those specific counties. Featured in those reports were economic boosts from the Heart of Vilas Bike Trail and the Three Eagle Trail.
Department of Tourism Secretary Anne Sayer said tourism and the outdoors are bound together like a fishing knot. “When the line pulls one industry toward economic success, the other hooks a win,” she said.

“Whether it’s casting a line at sunrise, exploring a new trail with friends, or gearing up for a weekend on the water, the outdoors is where lasting memories are made in our state,” Sayers added.

Statewide, the outdoor recreation surge is driven by activities that are staples of the Vilas and Oneida county economies. According to the U.S. Bureau of Economic Analysis data released by the state, boating and fishing generated $1 billion in 2024, while motorcycling and ATVing contributed another $1 billion. Other activities including multi-use apparel and accessories generated $1.3 billion, with silent sports such as climbing, hiking and tent camping; equestrian; and bicycling together contributed $481 million across the state.

“Wisconsinites do more than cast lines, pedal a trail or ride through the woods,” Sayers continued. “They design, manufacture and assemble outdoor gear. They guide visitors on trips and excursions. They help us pick out the perfect bike or skis at stores… All these activities contribute to the record economic growth.”