The Wisconsin Department of Tourism released 2025 economic impact data showing Shawano Country tourism generated a record economic impact total of $125 million, contributing to Wisconsin tourism’s booming year.
The $125 million includes $119 million in Shawano County and $6 million in Menominee 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.
“The communities of Shawano Country are more than just places to visit — they are destinations that inspire a connection with nature, create memorable experiences and drive tourism and economic growth throughout our great region of the state” said Michelle Eron, tourism and marketing specialist for the Shawano Country Chamber of Commerce. “Every event, attraction and local business contributes to a vibrant community that welcomes visitors, supports economic spending and showcases the best of what our region has to offer.”
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 841 jobs in Menominee and Shawano counties.
Statewide, tourism generated a record amount of state and local taxes at more than $1.7 billion, helping offset costs for Wisconsinites.
In Menominee and Shawano counties, tourism generated $7.6 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,” said Wisconsin Department of Tourism Secretary Anne Sayers. “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.”
Shawano County’s total economic impact increased from $116 million in 2024 to $119 million in 2025, a 2.6% increase. At $6 million, Menominee County showed a 5.2% increase.
Direct visitor spending rose from $77.6 million to $79.9 million, up 3.0%, for Shawano County. In Menominee County, the increase was 5.3%, up from $3.4 million to $3.6 million.
Shawano County saw a decrease in tourism-related employment, down 1.1% from 806 to 798. Menominee County’s total increased 1.3%, up from 42 to 43.
Total labor income related to those tourism jobs rose 1.1%, from $25.2 million to $25.4 million for Shawano County. In Menominee County, it rose 4.3% to $0.6 million.
Finally, state and local taxes generated in Shawano County increased 1.5% from $7.1 million to $7.2 million. For Menominee County, the taxes increased 4.1% to $0.4 million.
“Looking specifically at what we did in 2025, the Shawano Country Chamber of Commerce & Visitor Center amplified our regional economy by putting our community front and center where it matters most,” said Suzanne Wittman, chamber president and CEO. “From targeted TV campaigns in Milwaukee and Madison, prime placements in the Milwaukee Brewers and Green Bay Packers yearbooks, as well as our partnering with the Packers by creating a barn quilt for the NFL draft, we aggressively marketed our hidden gems.
“We also paired high-visibility digital and print campaigns with boots-on-the-ground presence at major sport shows and beloved local events like Shawano’s Octoberfest, Wittenberg’s Community Days and the Bonduel 4th of July Celebration. Our tourism efforts didn’t just invite people to visit; we actively drove sustainable economic growth and supported our local businesses.”
The Shawano Country Visitor Center is operated inside the chamber building at 1263 S. Main St. in Shawano. It provides resources for visitors including printed materials and verbal recommendations on information for area lodging, restaurants, shopping opportunities, recreational activities, cultural points of interest and events.
