Source: Guilherme Lyra for Civic Media
Madison & Dane County break tourism records, visitors spent $4 million daily in 2024
Jun 11, 2025, 2:49 PM CST
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MADISON, Wis. (WMDX) – Madison and Dane County have set new tourism records.
According to Destination Madison, 9.2 million people visited the area in 2024. On average, visitors spent more than $4 million per day.
Spending increased in a bunch of categories, including food and drink, lodging, retail, entertainment and transportation.
The hospitality industry in Dane County gained 500 jobs as a result of this increase.
Last year, Madison hosted Ironman, the World Dairy Expo, and the Wisconsin season of Top Chef aired.
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