We know Madison is a great place to live. It’s also a great place to visit.

Last year, Wisconsin’s tourism industry generated a record-breaking $25 billion in total economic impact. Among Wisconsin’s 72 counties, Dane County ranked third for economic impact.

Here are some more fast figures:

9.9%: The amount of growth in direct spending from 2022-2023.
$1.5 billion: The amount of direct tourist spending in 2023.
6.2%: The average amount of growth the past 11 years in direct tourism spending.
8.4%: The amount of growth in overall economic impact from 2022-2023.
$2.56 billion: The overall impact of tourism in Dane County. Think: How tourist spending affects the county’s overall economy.

Whether you’re a lifelong Madisonian, new to the 608, or just visiting, go out and play.