State: Oneida County visitor spending surpassed $302 million in 2024

Despite occasional instances of poor air quality in the summer, and less snowfall in the winter, Oneida County is the most popular vacation destination in the Northwoods, according to figures recently released by the Wisconsin Department of Tourism. Visitors spent $302.8 million in Oneida County in 2024, an increase of 3.7% over 2023, a boost of $10.9 million year-to-year, and the largest spend in the Northwoods of Wisconsin.
“We love to see Oneida County as one of the state’s favorite places for visitors,” Jacqui Sharpe, chair of the Oneida County Tourism Council (OCTC) and executive director of the Three Lakes Area Visitors Bureau, said in a press release announcing the numbers. “Our bustling communities, trails and lakes, beautiful lodging properties, and delicious restaurants are the reason families return year after year. We love welcoming them back and can’t thank them enough for their continued support.”
Sharpe noted the addition of facilities like Rhinelander’s Hodag Dome, which hosted 20 events and upwards of 210 sports teams in 2024, is more critical than ever.
“We know that outdoor recreation is our bread and butter here in the Northwoods,” said Sharpe. “But having places like the Hodag Dome and being able to welcome so many sports teams here regardless of the weather, all year long, helps ensure that tourism stays strong in our county, and continues to support our communities.”
More than 2,200 jobs attributed to tourism

Tourism accounted for 2,220 jobs in Oneida County in 2024, 76 more than the previous year.
Oneida County also collected $24.5 million in state and local taxes in 2024, taxes that otherwise would have been paid by Oneida County residents. Tourism directly supports one out of every 21 jobs in the state, though that number is higher in tourism destinations like Oneida County, the release states.
“Our communities are built on family-run operations, and every dollar spent helps our businesses and their families thrive,” Sharpe said. “With so many options for where to spend your hard-earned money and time, we feel incredibly grateful that people continue to choose Oneida County. It makes all the difference in our communities!”
Overall, the total economic impact of tourism topped $25.8 billion in Wisconsin in 2024, an increase of 3.5% over 2023, besting the previous record of $25 billion set just last year. Tourism accounted for 182,000+ jobs and $1.7 billion in state and local taxes collected, reducing the tax burden by $678 per household, up 3.2% from 2023.