Oconto County tourism had a record year in 2024, contributing $142 million to the local economy, according to new data from the Wisconsin Department of Tourism.
The total tourism economic impact — a figure based on visitor spending, employment income and tax impacts — rose 1.5%, according to the report released June 10.
However, Oconto County’s 1.5% growth in 2024 is down from a 4.4% rise in 2023. The total economic impact was $134 million in 2022, $140 million in 2023 and $142 million in 2024.
The slippage in growth last year is partly due to a winter season where a lack of snow hurt business. In January 2024, Oconto’s average temperature was about 5 degrees warmer while it received 6.5 inches less snow than normal. February saw about 8 inches less snow than average and March about 3.5 inches less.
“We’ve been really good at promoting our county as a ATV, UTV destination, snowmobiling, and that obviously has its benefits and then also weather certainly has its drawbacks,” said Kelly Schwartz, the director of marketing and communications for TEDCOR, the Tourism & Economic Development Corporation for the Oconto Region.
But as this year’s summer season picks up steam, things look to rebounding for tourism in the county, Schwartz said.
“We’re talking to a lot of lodging operators, they’re excited,” she said. “They’ve had pretty substantial bookings.”
Wisconsin’s growth weakens across state
Overall, Wisconsin as a whole neared $26 billion in economic impact, growing more than $816 million from 2023 when it set a record with $25.8 billion.
In 2023, all 72 counties saw a net growth with a statewide average of 5.4%. In 2024, though, 12 counties saw a decrease and another 12 grew under 1%.
Among Oconto County’s neighboring counties, Marinette was up 3.4% to $272 million, Forest down 1.6% to $25 million, Langlade up 2.4% to $84 million, Menominee up 1.1% to $6 million, Shawano up 1.6% to $116 million, and Brown up 5.4% to $1.4 billion.
Spending by travelers in Wisconsin grew 3.5% in 2024 — a slowdown tied to inflation and the tourism industry’s fading post-pandemic recovery.
Last year’s spending totaled $16.252 billion, according to the latest annual economic impact report from the Wisconsin Department of Tourism. That compared to $15.707 billion in 2023.
That 3.5% growth rate compares to 5% growth in 2023, and 16.3% growth in 2022.
The spending slowdown is due to “the fading effects of pandemic recovery and the impact of persistently high inflation on consumer behavior,” said the report.
How tourism affects the economy
The study said tourism supported 791 jobs in Oconto County, an increase of eight jobs, or 0.9%, from 2023.
Labor income, wages or other pay supported by visitor spending from tourism totaled $19 million, which is up 1.8% from $18.7 million in 2023.
The state and local tax generation from tourism hit $8 million, an increase of 1.5% from $7.9 million in 2023.
This article originally appeared on Green Bay Press-Gazette: Oconto County tourism set new record in 2024, but growth slows
Reporting by Kevin Dittman, Green Bay Press-Gazette / Green Bay Press-Gazette
USA TODAY Network via Reuters Connect
