Lincoln County Tourism Saw Record-Breaking Year in 2024
Tourism generated $113 million in economic impact in 2024 in Lincoln County, contributing to Wisconsin record-breaking roll
Merrill Wi (June 16, 2025)
The Wisconsin Department of Tourism released 2024 economic impact data, showing Lincoln County tourism generated a record $113 million, which contributed to Wisconsin tourism’s third consecutive record-breaking year.
Statewide, all-time high visitation drove Wisconsin tourism’s record-breaking $25.8 billion in total economic impact last year. The 2024 economic impact surpassed the previous statewide record of $25 billion from 2023. Locally, Lincoln County also surpassed the previous record of $109 million set in 2023.
The boost in visitation, economic contributions from all corners of Wisconsin, including Lincoln County, and strategic investments in tourism promotion drove the state’s historic year for tourism.
“We are incredibly proud to witness the continued growth of our community,” said Clyde Nelson, Executive Director of the Merrill Area Chamber of Commerce. “It’s inspiring to see more individuals discovering all that Lincoln County has to offer and choosing to make it a part of their lives. We are deeply grateful to have played a role in contributing to this record-breaking year for tourism and look forward to sustaining this momentum in the years ahead.”
Wisconsin tourism welcomed 114.4 million visits in 2024, beating the previous record from 2019 by more than a million, and grew the number of part- and full-time jobs the industry supports to 182,000. Locally, Lincoln County tourism supported 671 jobs and generated $6.1 million in state and local tax revenue. At the state level, tourism generated $1.7 billion in state and local tax revenue. Without this revenue, each Wisconsin household would pay an additional $678 to maintain the current level of government services.
“Last year, Wisconsin tourism brought in more money, welcomed more visits, and generated more revenue for state and local governments than any other year. Tourism in all corners fueled this hat-trick of records for an accomplishment the entire state can celebrate,” said Wisconsin Department of Tourism Secretary Anne Sayers. “The impact of the visitor economy is felt statewide. Tourism sustains livelihoods and local businesses, uplifts communities and powers Wisconsin’s economy.”
In 2024, the Merrill Area Chamber of Commerce significantly expanded its marketing efforts to promote Lincoln County as a premier travel destination. Over 20,000 visitor guides were distributed throughout the region and beyond, helping to showcase the unique attractions, businesses, and experiences our community has to offer. In addition, the Chamber proudly represented Lincoln County at four major travel shows and the Wisconsin State Fair, further amplifying our message and reaching thousands of potential visitors. These efforts played a key role in elevating awareness and driving record-breaking tourism to the area. To learn more about what Lincoln County has to offer, visit MerrillChamber.org for more information.
View the 2024 economic impact data here.
About Merrill Area Chamber of Commerce
The Merrill Chambers mission statement: The Merrill Area Chamber of Commerce exists
To support our members and community through networking, tourism, and promotion of new and existing businesses.
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