Report: Portage Co. sees record-breaking tourism year

By Brandi Makuski

Tourism generated a $258 million economic impact in Portage County in 2023, contributing to Wisconsin’s historic year, according to the Wisconsin Department of Tourism’s 2023 economic impact data.

Portage County’s tourism revenue reached a record-breaking $258 million, part of the state’s overall $25 billion economic impact. This marks back-to-back record years for Wisconsin tourism, surpassing the previous statewide record of $23.7 billion set in 2022. Portage County also broke its previous record of $246 million from 2022.

“Tourism is an economic driver for Plover and the surrounding area,” said Malorie Paine, executive director of the Plover Area Convention and Visitors Bureau. “Similarly to the state, we saw our own record-breaking year as well. The town of Plover recorded a record high in room tax revenue generated during the third quarter.”

Sara Brish, executive director of the Stevens Point Area Convention & Visitors Bureau, said tourism continues to be a key economic driver in the local economy.

“Regional tourism industry drives innovation, fosters community vibrancy, and fuels economic growth. And while travel creates memorable moments for visitors, it also props up small businesses and supports job opportunities right here in the Stevens Point Area,” she said.

Portage County tourism saw an increase of 5.2 percent from 2022, helping Wisconsin reach back-to-back record years for the state’s tourism industry. Portage County has seen growth in visitor spending incrementally since 2012. Dollars brought to the community through tourism are an important part of the economy, supporting local businesses and supporting jobs.

Brish said 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, in addition to successful marketing campaigns generating in-market visitation. 2023 also saw many developments and openings. Notably, SentryWorld hosted the 2023 U.S. Senior Open, the Food + Farm Exploration Center opened its doors, and Great Northern Distilling opened its new location in downtown Stevens Point. Additionally, the tourism economy remained strong with the celebration of major anniversaries in 2023 — including the Hidden Studios Art Tour marking its 20th year, Central Waters Brewing Co. commemorating 25 years, and The Wooden Chair celebrating 30 years.

Portage County tourism supported 1,964 part- and full-time jobs across various sectors in 2023, contributing to the more than 178,000 jobs sustained by tourism statewide. Tourism in Portage County also generated $16.3 million in local and state tax revenue, while the state saw $1.6 billion in local and state tax revenue. Without this revenue, each Wisconsin household would pay an additional $660 to maintain the current level of government services.

“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.”

In 2023, Wisconsin welcomed 113 million visits, nearly 2 million more than the previous year, including 45.9 million overnight visits, marking the second consecutive year of record-breaking overnight visitation. Overnight visitors spend nearly three times as much as day-trip visitors.

The Plover Area Convention and Visitors Bureau (PACVB) promotes the Plover area through targeted marketing efforts, connecting visitors to local businesses and enhancing the visitor experience. For more information, visit www.comeovertoplover.com.

About the Plover Area Convention and Visitors Bureau

The mission of the Plover Area Convention and Visitors Bureau is to drive quality of life, economic growth, and community preservation for area residents through tourism marketing and destination development. By marketing the area as a premier travel destination, the PACVB showcases the unique activities available in the region and plays a significant role in generating greater economic impact for Portage County through tourism. Learn more at www.comeovertoplover.com.