Portage County tourism sets new economic impact record
By Brandi Makuski
Tourism continued its record-setting run in Portage County in 2025, generating an estimated $293 million in economic impact and supporting more than 2,100 jobs, according to newly released data from the Wisconsin Department of Tourism.
The figures mark another milestone for the local tourism industry, which has now posted four consecutive years of record economic impact. Portage County’s 2025 total surpassed the previous record set in 2024 and contributed to a banner year statewide, with Wisconsin tourism reaching a record $27 billion economic impact.
Local tourism leaders credited the growth to a combination of sporting events, conventions, marketing efforts and continued investment in attractions and businesses throughout the county.
“These record-breaking numbers reflect the strength of Portage County as a destination and the collaborative efforts of our tourism partners, businesses, attractions, event organizers and community members,” said Jodi Maguire, executive director of the Stevens Point Area Convention & Visitors Bureau.
Maguire said tourism’s impact extends beyond visitor spending, helping support local jobs, community amenities and quality-of-life improvements that benefit residents year-round.
Tourism supported 2,102 jobs in Portage County in 2025 and generated $18.5 million in state and local tax revenue, according to the report.
The county’s tourism economy was boosted by meetings and conventions, sports tournaments and regional marketing campaigns conducted by both the Stevens Point Area Convention & Visitors Bureau and the Plover Area Convention & Visitors Bureau.
Chris Brooks, president of the Come Over to Plover CVB Tourism Commission, said partnerships between local organizations and businesses have helped the area keep pace with statewide tourism growth.
Brooks pointed to the continued success of sporting events, attractions such as the Food + Farm Exploration Center and community events like Celebrate Plover. He also highlighted investments by businesses including Oso’s Brewery, Club Forest Bar & Grill, The Lake House, Mikey’s and Springville Sports Barn, which have expanded entertainment and dining options for visitors.
Several new attractions and developments also contributed to the county’s tourism appeal in 2025.
Among them were the opening of the new wellness center at the University of Wisconsin-Stevens Point, expansion of the Food + Farm Exploration Center with a greenhouse addition and the launch of a new nonalcoholic beverage line by the Stevens Point Brewery.
Downtown Stevens Point also saw several new businesses open, including Sister’s Corner Store, Caed Confections and Retro Central. A new public mural added another attraction for visitors exploring the downtown area.
The year also included several notable milestones for local businesses. Belts’ Soft Serve celebrated its 45th season, Sky Club Supper Club marked its 90th anniversary, Starry Night Cat Cafe completed its first year in business and the Stevens Point Area Gift Shop celebrated its fifth anniversary.
Statewide, Wisconsin recorded 117.9 million visits in 2025, setting new records for both day trips and overnight stays. Tourism supported more than 183,000 jobs across the state and generated more than $1.7 billion in state and local tax revenue.
Wisconsin Department of Tourism Secretary Anne Sayers said the state’s continued growth reflects Wisconsin’s appeal as a destination for travelers seeking experiences, attractions and extended stays.
According to the tourism department, revenue generated by tourism helped offset tax burdens for residents. Without tourism-generated tax revenue, the average Wisconsin household would pay an additional $692 annually to maintain current levels of government services.