Dane County Executive Melissa Agard Celebrates Record Tourism Spending in Dane County

June 17, 2025
execmedia@danecounty.gov, (608) 800-1127
County Executive

Partnerships and Local Attractions Drive $1.55 Billion in Direct Visitor Spending

MADISON – Dane County Executive Melissa Agard today celebrated a record-breaking year for tourism in Dane County, as new data released by Tourism Economics shows that direct visitor spending reached $1.55 billion in 2024—a 3.8% increase over the prior year. Dane County welcomed 9.2 million visitors last year, helping drive an overall $2.65 billion economic impact across the region’s hospitality sector.

“These numbers reflect what we in Dane County have long known—this is a truly special place to visit, live, work, and explore,” said County Executive Melissa Agard. “From our lakes and parks to our world-class arts, dining, and events, people are choosing Dane County in record numbers. Tourism is a critical part of our local economy, supporting nearly 20,000 hospitality jobs and investing dollars directly into our communities.”

Agard credited the record-setting growth to the collaborative efforts of local and state partners.

“I want to thank the Wisconsin Department of Tourism, Destination Madison, Downtown Madison Inc., the Greater Madison Area Chamber of Commerce, and all of the Chambers of Commerce across Dane County for their tireless work elevating our region,” Agard said. “Their efforts in marketing, event recruitment, and visitor support are helping turn national attention into local opportunity. In addition, our Alliant Energy Center team also plays a vital role in bolstering tourism and economic development for our region. And finally, I want to thank our Land and Water Resources Team, Dane County Parks, and all our environmental champions for helping create countless outdoor opportunities.”

The 2024 tourism data showed growth across all major spending categories in Dane County:

  • Food and Beverage: $450 million (+$15M)
  • Lodging: $375 million (+$13M)
  • Retail: $318.5 million (+$10M)
  • Recreation & Entertainment: $193 million (+$11M)
  • Transportation: $212 million (+$6M)

The county also added 500 new hospitality jobs in 2024, bringing the industry’s workforce to over 19,300 people.

“This success doesn’t happen by accident—it’s the result of deliberate investment in our community’s strengths,” said Agard. “Dane County is a place that people want to be and as we continue to grow, we’re committed to ensuring tourism benefits everyone, from downtown Madison to every corner of Dane County.”

The County Executive reiterated her office’s commitment to working with public and private partners to sustain and grow tourism as a pillar of the local economy.

“Tourism helps fund our public services, supports local businesses, and showcases the very best of who we are. Together, we will keep making Dane County a destination worth returning to again and again.”