La Crosse County is increasingly positioning itself as a tourism hub in Wisconsin, continually drawing more visitors to the area’s attractions.
Last year was a record-breaking year for tourism in La Crosse County, with the region bringing in $307 million in direct visitor spending and generating $502 million in economic impact, according to a new report from the Wisconsin Tourism Office. This record high comes on the heels of an outstanding 2022 that also broke previous records.
“This is the first year that La Crosse County has broken the half-billion-dollar mark, so it’s a huge milestone for us,” said Explore La Crosse Executive Director AJ Frels. “Various businesses in the area are thriving because of the dollars generated by tourism.”
Karen Jahimiak sips a beer and Ellen Smith snacks on popcorn before the start of a Lacrosse-Steam softball doubleheader at Copeland Park on Tuesday.
Gavin Michaelson
Frells
Josie Conger, an employee at the Antique Center of La Crosse, said her three-story antique store attracts people from all over the world — she said someone came from Switzerland on Tuesday — and she said it gets a lot of tourists, especially when riverboats come into town.
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“Without tourists, I don’t think we could survive,” Conger said. “We have local traffic, but without tourists, I don’t think we’d be doing as well as we are.”
The tourism industry contributes to the survival of local businesses, including those that are not directly recognized as tourist attractions.
Shelby DeGarmo, Miley Boardman and Gracie Fisher purchase softballs at Tuesday’s Lacrosse Steam softball game. Sporting events are a big source of tourism and economic activity for the area.
Gavin Michaelson
“Wisconsin tourism boosts our economy and strengthens the fabric of communities of all sizes,” said Wisconsin Tourism Director Ann Sayers. “Tourism’s historic impact has reached every corner of Wisconsin, and in doing so, has sustained the livelihoods of thousands of our friends and neighbors.”
According to the report, La Crosse County ranked ninth statewide in direct tourism spending in 2023. Wisconsin’s top tourism county is Milwaukee with $2.3 billion in direct spending, followed by Sauk County with $1.6 billion and Dane County with $1.5 billion.
The report also found that La Crosse County’s tourism industry paid $35.3 million in state and local taxes.
As the start of Tuesday’s Lacrosse Steam doubleheader nears, the stands begin to fill with fans from both teams.
Gavin Michaelson
After pandemic restrictions were lifted, 2022 numbers were expected to spike compared to previous years and likely not surpass last year’s numbers. Frells said he was shocked to learn the record had been broken again in 2023.
The region saw a 2.3% increase in economic output compared to last year and a 24% increase since 2016, and continues to grow as a tourism hub, supporting approximately 4,000 jobs linked to the tourism industry.
“We didn’t know if we could beat this number, but we did it,” Frels said. “We couldn’t have achieved this number without our teamwork, our lodging facilities, our restaurants, our event center, our festivals, events and conventions.”
Erica and Heidi Schmeltzer buy fried snacks and add seasoning to cheese curds before the start of Tuesday’s Lacrosse Steam softball doubleheader at Copeland Park.
Gavin Michaelson
Frels said about 65 percent of hotel stays are leisure travel and 35 percent are meetings, conventions, sports and other events, such as the recent state track and field championships at the University of Wisconsin-La Crosse, which brought in millions of dollars in revenue.
Visitors staying in town for an event often look for activities outside of the main purpose of their visit, and for parents, that often means keeping the kids entertained.
The La Crosse Children’s Museum celebrated its 25th anniversary Saturday with a balloon drop and other events.
Anne Christianson, executive director of the La Crosse Children’s Museum, said visitors traveling for tourists and other events are “100 percent” responsible for increased sales at the downtown museum.
“As a sports mom who always had to travel for track and field and baseball games, it really helps to know that there’s something other kids can enjoy that can supplement their sports viewing,” Christianson said.
This year, the Children’s Museum is on track to achieve 80,000 visitors, exceeding the hopes and expectations of visitors, as well as the entire region.
The Lacrosse Festivals Inc. 2024 Oktoberfest button was unveiled at the Forks and Cokes Dinner on Thursday, June 6th.
Calvin Hanke checks tickets as guests enter the ballpark.
Gavin Michaelson
Stephanie Johnson helps customers cashier at the concession stand at Copeland Park ahead of Tuesday’s Lacrosse Steam softball doubleheader.
Gavin Michaelson
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