SAWYER COUNTY — The Wisconsin Department of Tourism released 2024 economic impact data, showing Sawyer County tourism generated a record $151 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, Sawyer County also surpassed the previous record of $150 million set in 2023, making this the fourth consecutive year of record-breaking impact for Sawyer County.
The boost in visitation, economic contributions from all corners of Wisconsin, including Sawyer County, along with strategic investments in tourism promotion drove the state’s historic year for tourism.
“We are thrilled to share that Sawyer County has once again achieved another record-breaking tourism year in 2024. This remarkable achievement reflects the passion of our local businesses, the commitment of our community, and the diversity in outdoor recreation that sets the Hayward Lakes Area apart. Visitors from near and far continue to discover the magic of our destination—creating lasting memories and fueling the vibrant growth of our tourism economy. We are excited to build on this momentum and welcome even more adventurers 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, Sawyer County tourism supported 960 jobs and generated $10.5 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 visitors 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.”
"We believe in the power of storytelling. Our marketing efforts—from videos and photo galleries to blog content, social posts and digital marketing campaigns—share the story of the Hayward Lakes area through the voices of locals and visitors. Authentic narratives and digitally targeted content help potential travelers envision their own adventures here, no matter their interests or travel style.
Our marketing strategy includes seasonal YouTube ads, interest-based digital marketing, demographic-focused content, and social media engagement to reach a diverse and active audience. By optimizing our website with travel-focused content and up-to-date outdoor reports and building a connected community on platforms like Facebook and Instagram, we’re inviting more people to discover everything Hayward Lakes has to offer. Join us at haywardlakes.com and be part of the story.”
View the 2024 economic impact data here.
About the Hayward Lakes Visitors and Convention Bureau, Sawyer County, WI USA
The Hayward Lakes Visitors and Convention Bureau is the Destination Marketing Organization for Sawyer County and the Hayward Lakes Area. Our mission is to increase the number of visitors to the Hayward Lakes Area; by communicating the unique resources our area offers to the seasonally diverse activity segments and to the seasonally diverse demographic segments.
About the Wisconsin Department of Tourism
The mission of the Wisconsin Department of Tourism is to inspire travelers to visit Wisconsin. Because we believe in the power of exploration and travel, we work to market the state as a premier travel destination. By executing industry-leading marketing programs and establishing strategic partnerships, the Department plays a significant role in generating greater economic impact for Wisconsin through tourism. Learn more at industry.travelwisconsin.com.
Last Update: Jun 12, 2025 6:14 am CDT
