Record-breaking tourism numbers posted by Lincoln County in 2022

Tourism generated $103 million in total economic impact in 2022 in Lincoln County, helping Wisconsin break an economic impact record

The Wisconsin Department of Tourism released 2022 economic impact data, showing the tourism industry generated a record-breaking $23.7 billion in total economic impact. The highest-ever overnight visitation helped fuel the growth, with Lincoln County playing a pivotal role by contributing $103 million in total economic impact.
The 2022 total economic impact surpassed the previous statewide record of $22.2 billion set in 2019. Lincoln County also surpassed the previous record of $96 million set in 2019. Additionally, last year, Lincoln County tourism supported 658 full and part-time jobs across various sectors of the industry and generated $5.6 million in local tax revenue. Statewide, tourism generated $1.5 billion in state and local tax revenue. Without this revenue, each Wisconsin household would pay an additional $620 to maintain the current level of government services.
 “It is exciting to hear that we have set record-breaking numbers in Lincoln County. This is proof that our collaborations with the City of Merrill, Lincoln County, the Tomahawk Chamber of Commerce, and other supporting services have paid off,” said Clyde Nelson, Executive Director of the Merrill Area Chamber of Commerce. “We will continue to work together to keep bringing more opportunities to our area.”
In 2022, there were 111.1 million visits in Wisconsin, which was up by 8.8 million visits, or 8.7%, over the previous year. This includes a record 45.4 million overnight visits, or a 13.8% increase from 2021.
Overnight visitors, on average, spent nearly three times as much as day trip visitors. To learn more about Wisconsin tourism’s record-breaking year, view the 2022 economic impact data, including a county-by-county breakdown, at
“Tourism is both big fun and big business. I’m so grateful for the innovation and dedication of the folks who make up Wisconsin’s tourism industry. Each one of them played a role in setting this record,” said Wisconsin Department of Tourism Secretary Anne Sayers. “Aided by strategic marketing, Wisconsin convinced more visitors to stay longer so they could add more activities to their itinerary, delivering a deeper economic impact. I congratulate the entire industry on an incredible record-breaking year.”

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