Tourism generated nearly $90 million in economic activity in Green County during 2025, demonstrating the considerable role visitors play in supporting businesses, jobs and incomes throughout the county.

Visitors directly spent $51.4 million at lodging properties, restaurants, retailers, attractions, gas stations and other businesses, according to the Wisconsin Department of Tourism’s latest economic-impact report. Once the effects of that spending circulated through the local economy, tourism’s total impact reached $89.84 million.

Green County’s total tourism impact increased about 4% from 2024, while direct visitor spending grew approximately 4.2%. Tourism also generated $23.84 million in labor income, supported 701 full- and part-time jobs and produced $5.03 million in state and local tax revenue.

Annie O’Connor, executive director of the New Glarus Chamber of Commerce, said major events bring visitors into the community, but their economic impact extends well beyond the festivals themselves.