Tourism Research & Data

At Discover Green Bay, research is at the heart of every decision we make. From understanding how visitors experience our destination to measuring the economic and reputational impact of major events, our tourism research helps guide smart investments, strategic planning, and long-term growth for the Greater Green Bay area.

Our research portfolio includes in-depth studies such as the NFL Draft Economic Impact Study, the Brand Health and Halo Effect Study, ongoing monthly tourism impact reports, and our annual tourism performance metrics. Together, these insights tell a comprehensive story of how tourism fuels the local economy, supports jobs, shapes perception, and strengthens quality of life for residents.

Explore the research below to better understand visitor trends, economic impact, brand perception, and how tourism continues to play a vital role in Greater Green Bay’s future.