LAKE GENEVA — Tourism is now a billion-dollar industry in Walworth County.
The region topped the milestone in 2025, according to data released released today by Gov. Tony Evers and the Wisconsin Department of Tourism.
The data indicates continued strong growth in the local and regional tourism sector, with total economic impact rising more than 5 percent.
The Lake Geneva region leads the way, accounting for 72.4 percent of Walworth County’s annual tourism impact.
Specific Walworth County numbers for 2025 include:
- Total Economic Impact increased from $997 million in 2024 to $1.053 billion in 2025, a rise of 5.6%. The total impact figure includes such items as business investment in supplies, goods and services related to host communities.
- Direct Visitor Spending went from $762.7 million (2024) to $807.3 million (2025), up 5.9%. Direct spending includes visitor dollars used for goods and services including transportation, lodging, food and beverage, entertainment and retail.
- Employment in the tourism industry increased from 7,494 jobs (2024) to 7,530 jobs (2025), up 0.5%.
- Total Labor Income, defined as wages earned by workers serving tourists, rose from $282.4 million (2024) to $294.3 million (2025), a 4.2% rise. Higher wages for employees become a significant driver of total economic impact as well, circulating throughout the communities as workers buy goods and services for their families.
- State and Local Taxes generated increased from $78.6 million (2024) to $83.2 million (2025), a 5.8% increase. Key collections include room taxes from lodging and sales taxes from purchases. The Department of Tourism figures estimate each Wisconsin household saves nearly $700 a year because visitor-generated revenues partially offset the cost of maintaining the current level of government services. For Walworth County households, this amount rises to $1,339 due to Lake Geneva regional tourism.
“Based on the evidence of our everyday observations we thought 2025 would be the year to cross the exciting billion-dollar threshold,” said Stephanie Klett, President and CEO of Visit Lake Geneva in a news release. “This is rare air, reached by few destinations. It is confirmation that our community and our region continue to attract a growing number of visitors – Midwest, national, international – who treasure what we treasure, the beautiful lake and landscape, world-class resorts and amenities, unique shopping, excellent restaurants and so much more.”
Lake Geneva and the region expect growth trends to continue.
“Each year there are new additions and more things to do,” Klett said. “For example, this year we will see Liberty on the Lake, an event dedicated to celebrating the 250th anniversary of our great nation. Expect a festive celebration capped by a unique patriotic drone show lighting up the night. What awaits visitors is not just bigger, it’s better.”
Klett points to business partners as a major factor in maintaining the area’s upward trajectory.
“Visitors have choices. They can go anywhere, spend their money anywhere. It’s always competitive,” she said. “Attracting visitors and keeping them coming back depends on having great tourism-related businesses, providing stellar experiences and superior service. Our business community earns its reputation for excellence every day with every visitor interaction. We are proud to support them with our dual-purpose organization, serving both a destination marketing function and as Lake Geneva’s chamber of commerce.”
According to state-released figures, overall Wisconsin’s tourism industry is a $27 billion behemoth, generating nearly 20% of the state’s jobs. Almost 118 million visits are recorded annually.