FOR IMMEDIATE RELEASE
For more information, contact:
Carissa Check, Stevens Point Area Convention & Visitors Bureau
715/344-2556, carissa@stevenspointarea.com
Malorie Paine, Plover Area Convention & Visitors Bureau
715/344-7684, mpaine@ploverwi.gov
PORTAGE COUNTY TOURISM SAW RECORD-BREAKING YEAR IN 2024
Portage County Tourism Contributes $269 Million to Record-Breaking Year for Wisconsin Tourism in 2024
PORTAGE COUNTY, Wis. (June 10, 2025)– The Wisconsin Department of Tourism released 2024 economic impact data, showing Portage County tourism generated a record $269 Million which contributed to Wisconsin tourism’s third consecutive record-breaking year.
Statewide, all-time high visitation drove Wisconsin tourism’s record-breaking $25.8 billion in total economic impact last year. The 2024 economic impact surpassed the previous statewide record of $25 Billion from 2023. Locally, Portage County saw an increase of 4.3% in economic impact, surpassing the previous record of $258 Million set in 2023.
“2024 was yet another record-breaking year for travel! From local businesses and artists to outdoor recreation leaders and event organizers, it takes all of us working together to fuel our local tourism economy,” said Megan Vruwink, Executive Director of the Stevens Point Area Convention & Visitors Bureau (SPACVB). “2024 impact numbers are a great indicator of how tourism is a key economic driver in supporting local businesses and jobs through visitor spending."
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.
“Tourism is a huge economic driver for the local economy. Portage County has so much to offer visitors, from our beautiful outdoor recreation opportunities to our one-of-a-kind restaurants, breweries and attractions,” said Malorie Paine, Executive Director of the PACVB. “Our visitors know they’ll find a warm, welcoming community with so many things to enjoy, and that’s a contributing factor to the increase we experienced in 2024.”
“Tourism supports local businesses and non-profit organizations in the area through direct and indirect visitor spend,” Paine said. “Our visitors invest millions of dollars each year throughout the county.”
2024 brought exciting additions to Portage County, including the new taproom at Stevens Point Brewery, the opening of Starry Night Cat Café, Plover River Crossing on the Green Circle Trail, CREATE Portage County’s new home at The Grove, the openings of Home2 Suites by Hilton and the newly renovated Comfort Suites, a corn maze at Feltz’s Dairy Store celebrating the 2025 Green Bay Draft, and Food + Farm Exploration Center’s first full year in operation. Additionally, the tourism economy remained strong with the celebration of major anniversaries in 2024—including the Riverfront Rendezvous marking its 40th year, UW-Stevens Point celebrating 130 years, and Great Northern Distilling celebrating its 10th year.
The boost in visitation, economic contributions from all corners of Wisconsin, including Portage County, and strategic investments in tourism promotion drove the state’s historic year for tourism.
“Last year, Wisconsin tourism brought in more money, welcomed more visitors and generated more revenue for state and local governments than any other year. Tourism in all corners fueled this hat-trick of records for an accomplishment the entire state can celebrate,” said Wisconsin Department of Tourism Secretary Anne Sayers. “The impact of the visitor economy is felt statewide. Tourism sustains livelihoods and local businesses, uplifts communities and powers Wisconsin’s economy.”
Wisconsin tourism welcomed 114.4 million visits in 2024, beating the previous record from 2019 by more than a million, and grew the number of part- and full-time jobs the industry supports to 182,000. Locally, Portage County tourism supported 2,013 jobs and generated $17.2 Million in state and local tax revenue. At the state level, tourism generated $1.7 billion in state and local tax revenue. Without this revenue, each Wisconsin household would pay an additional $678 to maintain the current level of government services.
View the 2024 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).