ELLSWORTH – The Wisconsin Department of Tourism released 2023 economic impact data, showing Pierce County tourism grew its total economic impact in 2023, generating $63 million and contributing to Wisconsin tourism’s historic $25 billion economic impact.

The statewide results mark back-to-back record years for the Wisconsin tourism industry. The 2023 economic impact surpassed the previous statewide record of $23.7 billion set in 2022, with Pierce County’s impact increasing by 7.8%. Statewide, tourism’s historic year was fueled by economic impact growth in all 72 counties, a record number of overnight visitors for a second consecutive year, and investments tourism businesses made in goods and services.

Pierce County offers a diverse array of attractions that cater to tourism visitors. From the picturesque drives along the Great River Road to visiting the Cheese Curd Capital of Wisconsin, visitors can enjoy a mix of natural beauty and cultural experiences. The area is known for its outdoor recreational opportunities, including world-class trout streams and ATV routes.

In Ellsworth, events like the Cheese Curd Festival, Showdown in Curdtown, the Pierce County Fair, and businesses like Ellsworth Cooperative Creamery and Vino in the Valley contribute to the tourism economy.

“We are thrilled to see the significant growth in tourism's economic impact in Pierce County. Our geographic location, just an hour's drive from the Twin Cities metropolitan area, makes Pierce County a convenient destination for those looking to escape the city,” says Kim Beebe, Executive Director of the Ellsworth Area Chamber of Commerce. “This success underscores the hard work of our local tourism groups and businesses and the unique amenities that draw visitors to our area.”

Last year, Pierce County tourism supported 428 part- and full-time jobs across various sectors of the industry, part of the more than 178,000 jobs sustained by tourism across the state.      

Tourism in Pierce County also generated $3.6 million in local and state tax revenue. Statewide, tourism generated $1.6 billion in local and state tax revenue in 2023. Without this revenue, each Wisconsin household would pay an additional $660 to maintain the current level of government services.

“Wisconsin tourism powers the economy and strengthens the fabric of communities of all sizes,” said Wisconsin Department of Tourism Secretary Anne Sayers. “The historic impact of tourism reached every corner of Wisconsin and, in doing so, sustained livelihoods for thousands of our friends and neighbors.”

In 2023, Wisconsin welcomed 113 million visits, nearly 2 million more than the previous year. This number includes 45.9 million overnight visits last year — the second consecutive year of record-breaking overnight visitation. Overnight visitors, on average, spend almost three times as much as a day-trip visitor. View the 2023 economic impact data here, including a county-by-county breakdown.

The increase in tourism not only boosts local businesses but also enhances the quality of life for residents by supporting community events and fostering a vibrant local culture. With the continued collaboration of local businesses and organizations, Ellsworth and Pierce County are poised to build on this success, attracting more visitors and further increasing tourism’s impact in the region.
The mission of the Ellsworth Area Chamber of Commerce is to support and promote the local business community. We work to foster a vibrant economic environment by providing resources, advocacy, and networking opportunities for our members. Through collaborative partnerships and innovative initiatives, the Chamber plays a vital role in driving economic growth, supporting community initiatives, and making Ellsworth a great place to live and work. Learn more at www.ellsworthchamber.com.

Submitted by Ellsworth Area Chamber of Commerce