The Wisconsin Department of Tourism released 2025 economic impact data showing Oconto County tourism generated an economic impact total of $147 million, contributing to Wisconsin tourism’s booming year.
The $147 million was higher than the $119 million generated in nearby Shawano County.
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.
Strategic tourism promotion, record visitation and broad visitor spending across seasons and the state 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 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 800 jobs in Oconto County.
Statewide, tourism generated a record amount of state and local taxes at more than $1.7 billion, helping offset costs for Wisconsinites.
In Oconto County, tourism generated $8.2 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.”
An economic impact study released earlier this year revealed that Oconto County’s outdoor recreation economy is driven by an extraordinarily loyal visitor base, with fishing and trail activities generating the highest economic returns for local communities and businesses.
The study, conducted by the Tourism and Economic Development Corporation for the Oconto Region (TEDCOR) with support from the Wisconsin Office of Outdoor Recreation, found that 97% of outdoor recreation visitors to Oconto County are repeat guests who return throughout the year to enjoy the region’s 379 lakes, more than 1,000 miles of streams, more than 100 miles of Green Bay shoreline and 500-plus miles of ATV/UTV trails.
“We are thrilled with the clear evidence that outdoor recreation is a massive economic engine for Oconto County,” said Kelly Schwartz, TEDCOR director of marketing and communications. “This report confirms that our strength lies in building lasting relationships with our loyal visitors, who return multiple times a year. The data shows our anglers and trail riders drive the highest economic returns.”
The study identified fishing as the highest-value outdoor recreation activity, with anglers spending an average of $2,000 per group per visit. This includes investments in lodging (averaging $170 per night), meals at local restaurants, bait and tackle, fuel, and other trip expenses. Boat anglers alone spend an average of $180 per person daily.
ATV and UTV riders represent the second-largest visitor segment, with an average spend of $1,279 per trip.
Other water-based activities including kayaking, canoeing and recreational boating generate about $1,600 per group visit.
Oconto County’s variety of natural assets support year-round outdoor recreation across all seasons. Visitors typically travel in groups of two to four people and stay three or four nights per trip, with many engaging in multiple activities during their visits.
“In our small city of Oconto, the Bay of Green Bay is our bread and butter,” said Paul Lukas, owner of North Shore Bait Company. “We can’t make it on locals alone — we need those repeat visitors coming back season after season. These aren’t just tourists passing through — they’re people who care about this place as much as we do.”
The economic impact extends throughout the county’s communities.
Leida Wesolaski, owner of Arrowhead Saloon in the Town of Breed, noted the critical importance of trail access.
“ATV and UTV riders make up 99.9% of our tourism,” Wesolaski said. “Without those trail riders coming through, we wouldn’t be here.”
In Oconto County in 2025, the total economic impact from tourism rose 3.8%, up from $142 million in 2024 to $147 million in 2025.
Direct visitor spending rose 3.9%, up from $102.3 million to $106.4 million.
Tourism-related employment rose from 791 to 800, a 1.2% increase, and total labor income rose 3.9%, up from $19 million to $19.8 million.
Finally, tourism in Oconto County generated $8.2 million, up 34% from the 2024 figure of $8 million.
