Portage County Tourism Generates $293 Million, Contributing to Wisconsin Tourism’s Record-Breaking Year in 2025
PORTAGE COUNTY, Wis. (June 9, 2025)– The Wisconsin Department of Tourism released 2025 economic impact data showing Portage County tourism generated a record economic impact of $293 Million, contributing to Wisconsin tourism’s booming year.
Portage County tourism broke its economic impact record set in 2024, marking four years of record-breaking tourism. Statewide, Wisconsin tourism is booming, generating a record $27 billion in economic impact in 2025. The highest-ever visitation fueled the state’s record-breaking year, which surpassed the previous high of $25.8 billion set in 2024 and extends Wisconsin tourism’s record-breaking streak to four years.
“These record-breaking numbers reflect the strength of Portage County as a destination and the collaborative efforts of our tourism partners, businesses, attractions, event organizers, and community members,” said Jodi Maguire, Executive Director of the Stevens Point Area Convention & Visitors Bureau (SPACVB). “The economic impact of tourism extends far beyond visitor spending. It supports local jobs, enhances quality of life, and helps create the amenities that residents enjoy year-round.”
The increase in visitor spending locally can be attributed to several factors, including the continuation of meetings and conventions, welcoming numerous sports events and tournaments, and successful marketing campaigns from SPACVB and Plover Area Convention & Visitors Bureau (PACVB) to generate in-market visitation.
“The continued partnerships between the PACVB and our community partners has allowed us to not only stay on par with state tourism increases but strong increases within the community as well.” said Chris Brooks, President of Come Over to Plover CVB Tourism Commission, “The continued draw of sporting events to the Stevens Point/Plover area and establishment of draws like the Food & Farm Exploration Center and Celebrate Plover has partnered well with the continued growth and new ownership from places like Oso’s Brewery, Club Forest Bar & Grill, The Lake House, Mikey’s and Springville Sports Barn. Many of those establishments have invested in increased dining entertainment opportunities. Our local grant programs have also continued to support local businesses and groups already working hard to bring tourism to the area and massively extends the budget of the PACVB.”
2025 brought exciting additions to Portage County, including the University of Wisconsin-Stevens Point unveiling its new Wellness Center, Food + Farm Exploration Center expanding with the addition of a greenhouse, and Stevens Point Brewery launching its new N/A beverage line. Downtown Stevens Point also welcomed several new businesses, including Sister’s Corner Store, Caed Confections, and Retro Central, while a new mural added even more color and creativity to the community landscape. Additionally, the tourism economy remained strong with the celebration of major anniversaries in 2025—including Belts’ Soft Serve marking its 45th season, Sky Club Supper Club celebrating 90 years, and Starry Night Cat Cafe celebrating its 1st year open. The Stevens Point Area Gift Shop also celebrated 5 years in 2025!
Strategic tourism promotion, record visitation and broad visitor spending across seasons and the state, including Portage County, brought in more dollars for Wisconsin and Wisconsinites than ever before.
Wisconsin tourism hosted 117.9 million visits in 2025, including all-time highs for both day and overnight trips, for back-to-back record years for visitation. Across the state, the tourism industry supported more than 183,000 part- and full-time jobs, and locally, tourism supported 2,102 jobs in Portage County. Statewide, tourism generated a record amount of state and local taxes at more than $1.7 billion, helping offset costs for Wisconsinites. In Portage County, tourism generated $18.5 million in state and local taxes. Without the revenue generated by tourism, each Wisconsin household would pay an additional $692 to maintain the current level of government services.
“Wisconsin tourism is booming because it is the ideal destination for making memories. Travelers who choose to visit one more attraction, dine at one more restaurant and stay one more night generate many more dollars for Wisconsin tourism,” said Wisconsin Department of Tourism Secretary Anne Sayers. “Tourism’s impact is wide-reaching and significant. The industry powers local economies throughout the state. Visitors sustain jobs and create livelihoods. Wisconsinites save money because of the tax dollars tourism brings in. Tourism is essential for Wisconsin and all its communities.”
View the 2025 Wisconsin economic impact data, including a county-by-county breakdown, at industry.travelwisconsin.com/research/economic-impact/
About the Stevens Point Area Convention & Visitors Bureau
The Stevens Point Area Convention & Visitors Bureau is an economic and community development organization whose purpose is to expand Portage County’s economy by attracting conventions, sporting events and leisure tourists to Portage County. Millions of dollars from visitor spending and increased tax revenues are generated to increase commerce, sustain jobs and to create a desirable destination.
For more information about the Stevens Point Area, visit StevensPointArea.com. The SPACVB can also be found on Facebook (facebook.com/StevensPointArea), Instagram (instagram.com/stevenspointarea), Pinterest (pinterest.com/StevensPtArea), and LinkedIn (linkedin.com/company/StevensPointArea).