Wednesday, June 18, 2025
Oconto County has just joined the big leagues—standing tall beside Cook, Orange, Los Angeles, Clark, and Cuyahoga counties in a tourism surge that’s catching national attention. In 2024, it broke records by generating more than one hundred forty-two million dollars in economic impact. But how did this small Wisconsin gem find itself in the same conversation as global hotspots like Los Angeles and Las Vegas?
This isn’t just another milestone—it’s a movement.
Oconto County’s rise is proof that bold strategy, scenic charm, and smart marketing can rival the big cities. While Cook, Orange, and Cuyahoga thrive on urban power, Oconto turns trails, forests, and outdoor adventure into a booming travel economy.
The numbers are real. The momentum is building.
And now, this latest update reveals exactly how Oconto County made its mark—and why you need to keep your eyes on it for what comes next.
Oconto County Sets New Tourism Record in 2024, But Rising Headwinds Signal a Cautious Path Ahead
Oconto County’s tourism sector delivered big in 2024, smashing its own economic impact record and securing its spot on Wisconsin’s tourism map. The region drew in an impressive $142 million in total tourism impact—an all-time high fueled by steady visitor spending, strong local engagement, and year-round outdoor offerings.
But behind the milestone lies a different story.
Despite the achievement, growth slowed dramatically, rising just 1.5% compared to the 4.4% increase posted in 2023. And while neighboring counties show mixed trends, Oconto’s winter tourism hit a wall—literally—due to a warm, snow-starved season that sent shockwaves through its ATV, UTV, and snowmobiling economy.
Tourism Momentum Faces Friction from Nature’s Curveball
For a county built on outdoor adventure, weather is everything. In early 2024, Oconto experienced warmer-than-average winter months and major snowfall deficits. January brought 5 degrees warmer temperatures and 6.5 fewer inches of snow. February followed with 8 fewer inches, and March fell short by 3.5 inches.
For winter tourism-dependent businesses, this meant fewer snowmobiles on trails, fewer bookings, and shorter stays. Enthusiasts stayed home or rerouted to snowier destinations, and the ripple effect was immediate.
Despite Setbacks, Signs of Summer Strength Return
However, the slowdown isn’t permanent. As summer gains steam, lodging operators are reporting substantial bookings. That’s not just optimism—it’s a rebound in motion. Oconto’s strengths lie in its expansive outdoor trail systems, picturesque lakes, and ATV/UTV infrastructure spanning 500 miles of interconnected terrain.
Summer 2025 could restore the county’s pace and even accelerate beyond expectations if weather conditions hold and regional marketing gains traction.
Oconto’s Place in a Shifting Statewide Travel Landscape
Oconto’s story mirrors a larger trend across Wisconsin. The statewide tourism industry also set a new record—reaching nearly $26 billion in economic impact. Yet, growth cooled to 3.5%, compared to 5% in 2023 and 16.3% in 2022.
This slowdown wasn’t isolated. Twelve counties saw a decline, and another twelve grew under 1%, reflecting broader concerns like inflation and a fading post-pandemic travel surge.
Neighboring counties like Marinette (+3.4%), Langlade (+2.4%), and Brown (+5.4%) pulled ahead, while Forest (-1.6%) and Menominee (+1.1%) mirrored Oconto’s modest trends. This reshuffling of tourism strength highlights the fragile balance between local readiness and uncontrollable global forces.
Tourism Still Powers Oconto’s Economy Despite Headwinds
Even with slower growth, Oconto’s tourism engine is running strong. In 2024:
- 791 jobs were supported by tourism, an increase of eight positions.
- Labor income climbed to $19 million, up 1.8% from 2023.
- State and local tax revenues hit $8 million, rising 1.5% from last year.
These figures prove that tourism continues to anchor the county’s economic stability—fueling job creation, public revenue, and business growth even in turbulent times.
What’s Driving the Long-Term Outlook?
While weather and inflation were the culprits in 2024’s deceleration, several strategic assets keep Oconto competitive:
- All-season attractions like the Mountain Fire Lookout Tower and Chequamegon-Nicolet National Forest continue to inspire travel.
- Events and destination branding promote outdoor adventure and year-round engagement.
- Strong community partnerships between local government, tourism boards, and private businesses help build long-term resilience.
Moreover, visitor behavior is shifting. There’s growing interest in road trips, nature-based getaways, and remote destinations—all factors that favor counties like Oconto as long as infrastructure and climate cooperate.
The Road Ahead: Adaptation and Marketing Will Define Success
Tourism in 2025 isn’t just about attractions—it’s about agility. Counties must adapt to climate variability, fine-tune marketing, and diversify experiences across seasons. Oconto’s continued investment in trail maintenance, lodging, and promotional campaigns could determine whether next year breaks records or breaks expectations.
Additionally, travel patterns influenced by inflation mean travelers are seeking value, authenticity, and flexibility. Oconto County—rich in natural beauty, affordable experiences, and rural charm—is well-positioned to respond.
Final Take: A Record Year Worth Celebrating—But Not Coasting
Oconto County’s tourism sector has proven its strength with a record-breaking $142 million year. But the slowed growth signals the need for strategic focus.
Weather won’t always cooperate. Inflation may linger. But with smart planning, community collaboration, and renewed summer momentum, the county has every reason to aim even higher in the months ahead.
