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Racine County Tourism Grows 7.7% Over 2022

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Tourism generated $525 million in total economic impact in 2023 in Racine County, contributing to Wisconsin tourism’s historic year!

[Racine County, WI] (June 11, 2024) – The Wisconsin Department of Tourism released 2023 economic impact data, showing the tourism industry generated a record-breaking $25 billion in total economic impact. The 2023 economic impact surpassed the previous statewide record of $23.7 billion set in 2022, marking back-to-back record years for the Wisconsin tourism industry. Racine County played a pivotal role by contributing $525 million in total economic impact.

Additionally, last year, Racine County tourism supported 3,660 part-time and full-time jobs across various sectors of the industry and generated $28.1 million in local tax revenue. Statewide, tourism generated $1.6 billion in state and local tax revenue in 2023. Without this revenue, each Wisconsin household would pay an additional $660 to maintain the current level of government services. Racine County’s Direct Visitor Spending increased 9% in 2022, bringing in $299 million to the County.

“It is always a great day for tourism in Racine County but today is extraordinary! With the release of the new 2023 data, we are certain that the changes we have been making in the past year are entirely worth it. We are attracting more visitors than ever before and the data doesn’t lie. We can thank new and improved advertising campaigns, targeted to audiences that have never visited here before. We can thank the exciting events that each of our municipalities put on all year long. And we can thank the desire to constantly promote each of our extraordinary attractions. But those are not the real reasons for this success. The collaboration and partnerships between our hospitality industry and individual communities is the driver. Working closely together over the past couple years has produced incredible results. I hope every hotel, attraction, restaurant, bar and venue feels the same pride we do today. The visitors are coming here, having a great experience, and then coming back again!” says Cari Greving, Executive Director of Visit Racine County.

In 2023, Wisconsin welcomed 113 million visits, nearly 2 million more than the previous year. This includes 45.9 million overnight visits, the second consecutive year of record-breaking overnight visitation. Overnight visitors, on average, spent almost three times as much as day trippers. View the 2023 economic impact data including a county-by-county breakdown.

“Wisconsin tourism powers the economy and strengthens the fabric of communities of all sizes,” said Wisconsin Department of Tourism Secretary Anne Sayers. “The historic impact of tourism reached every corner of Wisconsin and, in doing so, sustained livelihoods for thousands of our friends and neighbors.”

“I am eternally grateful to work with the communities in Racine County every day. Without this incredible collaboration, tourism would not succeed here in the way that it does. Mount Pleasant, the City of Racine, Caledonia, Sturtevant, Wind Point, Waterford, Yorkville and Burlington and all their local efforts help us spotlight their unique and special quality of life. This has been the sole focus of our marketing campaigns this year and the response by travelers has been overwhelming. I fully expect another jump in tourism for 2024! Extra thanks go to the Mount Pleasant Tourism Commission and Matt Prochaska, Kelly Kruse at Downtown Racine Corporation, the Explore Waterford team, and MT Boyle and the Burlington Chamber. We are stronger together and our visitors are feeling welcomed throughout the entire County.”

For more information on all things Racine County tourism, visit our brand new website at visitracinecounty.com. The new site includes many suggestions by both residents and visitors, which make the site user-friendly and modern. We love it and hope you do, too!

About the Wisconsin Department of Tourism
The mission of the Wisconsin Department of Tourism is to inspire travelers to visit Wisconsin. Because we believe in the power of exploration and travel, we work to market the state as a premier travel destination. By executing industry-leading marketing programs and establishing strategic partnerships, the Department plays a significant role in generating greater economic impact for Wisconsin through tourism. Learn more at industry.travelwisconsin.com.

2023 Racine County Tourism Infographic

Media Contact: Cari Greving
Executive Director, Visit Racine County
262-884-6400, Email


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