Brown County’s tourism industry reached new heights in 2025, generating a record-breaking $1.5 billion in total economic impact and reinforcing tourism’s role as a powerful driver of the local economy.

According to newly released data from Tourism Economics, visitors made 6.7 million trips to Brown County in 2025 and spent $909.6 million at local hotels, restaurants, attractions, retailers, and other businesses. The visitor economy supported 11,519 jobs and generated $114.2 million in state and local tax revenue.

The results represent a 6.9% increase in total economic impact and a 7.4% increase in direct visitor spending over 2024.

“Tourism is booming across Wisconsin, and Brown County’s record-setting year demonstrates what’s possible when a world-class destination combines iconic attractions, vibrant communities, and major events that capture national attention,” said Brad Toll, President & CEO of Discover Green Bay. “The 2025 NFL Draft was one of the largest events in our community’s history, providing an unmatched opportunity to showcase Brown County on a global stage.”

The report highlights the significant role major events played in driving growth throughout the year. Visitor spending increased in every quarter of 2025, with the second quarter experiencing the largest jump. Tourism Economics found that direct visitor spending during the second quarter increased by $27.8 million over 2024, accounting for approximately 45% of Brown County’s overall visitor spending growth for the year.

While the NFL Draft provided a major boost, the report also points to strong underlying tourism fundamentals. Hotel revenue increased 9.7% year-over-year, restaurant and recreation-related sales grew nearly 7%, and both day-trip and overnight visitation continued to climb.

Among the report’s key findings:

• $1.5 billion total economic impact generated by visitors
• $909.6 million in direct visitor spending
• 6.7 million visits to Brown County
• 11,519 jobs supported by the visitor economy
• $55.2 million in local tax revenue generated
• $59 million in state tax revenue generated

Tourism’s benefits extend well beyond visitor-facing businesses. The report estimates that visitor-generated state and local taxes offset the tax burden on Brown County residents by approximately $1,030 per household.

“These results demonstrate that investments in destination development, event attraction, and visitor experiences create lasting returns for our entire community,” Toll said. “Whether visitors are attending a major event, enjoying a Packers weekend, exploring our trails and waterways, or supporting local restaurants and shops, tourism continues to strengthen Brown County’s economy and quality of life.”

The full Economic Impact of Tourism in Brown County report was prepared by Tourism Economics, an Oxford Economics company, and is based on visitor spending, industry performance, employment, and tax data.

About Discover Green Bay

Discover Green Bay is the official destination marketing organization for Brown County, Wisconsin. Through destination marketing, sales, and visitor services, Discover Green Bay works to grow the visitor economy and enhance quality of life for residents by attracting visitors, meetings, conventions, sporting events, and leisure travelers to the region.