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.
Savanna Tomei Olson is Assistant News Director at Civic Media, guiding our news team in editorial decisions. She is also the reporter and voice behind newscasts on WMDX in Madison. Email her at savanna.tomei-olson@civicmedia.us.
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