Bayfield, Wis. (June 10, 2026) — The Wisconsin Department of Tourism released 2025 economic impact data, showing Bayfield County tourism generated a record economic impact of $100 million, ranking among the top three counties in the state for year-over-year tourism growth. Bayfield County shattered its 2024’s economic impact of $93 million, contributing to Wisconsin tourism’s booming year.
Statewide, Wisconsin tourism generated a record $27 billion in economic impact in 2025. The highest-ever visitation fueled the state’s record-breaking year, which surpassed the previous high of $25.8 billion set in 2024 and extended Wisconsin tourism’s record-breaking streak to four years.
“In 2025, we saw a surge in Apple Festival attendance in October, hosting more than 65,000 visitors over the three day weekend. Art Escape, a nine-day event in September focused on the arts, engaged 36,600 visitors in its fourth year. Looking ahead, we expect another strong year for tourism in 2026 with the launch of Dark Sky, Star Bright in January and continued interest in outdoor experiences throughout our beautiful destination,” said Carol Fahrenkrog, Executive Director of the Bayfield Chamber and Visitor Bureau.
Bayfield County welcomed 4.2 million visitors in 2025, reflecting continued demand for the region’s unique outdoor, cultural and Lake Superior experiences. Apostle Islands Cruises reported more than 58,000 passengers toured the Apostle Islands aboard its vessels from May through October, and more than 1,000 guests kayaked Devil’s Island through the newly launched Apostle Islands Kayaking Express.
Across Wisconsin, tourism hosted 117.9 million visits in 2025, including all-time highs for both day and overnight trips, for back-to-back record years for visitation. Across the state, the tourism industry supported more than 183,000 part- and full-time jobs, and locally, tourism supported 703 jobs in Bayfield County. Statewide, tourism generated a record amount of state and local taxes at more than $1.7 billion, helping offset costs for Wisconsinites. In Bayfield County, tourism generated $8.3 million in state and local taxes. Without the revenue generated by tourism, each Wisconsin household would pay an additional $692 to maintain the current level of government services.
Strategic tourism promotion, record visitation and broad visitor spending across seasons and the state, including Bayfield County, brought in more dollars for Wisconsin and Wisconsinites than ever before.
