Brown County Tourism Saw Recording-Breaking Year in 2023  Tourism generated $1.335 billion economic impact in 2023 in Brown County, contributing to Wisconsin tourism’s historic year Green Bay – Discover Green Bay released 2023 economic impact data, showing Brown County tourism experienced a record-breaking 2023, generating $1.335 billion in total economic impact and contributing to Wisconsin tourism’s historic $25 billion economic impact. Visitors to the community spent nearly $800 million at Brown County businesses.

The statewide results mark back-to-back record years for the Wisconsin tourism industry and here in Brown County, with total economic impact rising by 4.7% from the record-breaking year in 2022. Brown County ranks fifth in overall visitor spending behind Milwaukee, Dane, Sauk, and Waukesha counties. “Once again, we saw record-breaking tourism impact in the Green Bay Area,” said Brad Toll, President and CEO of Discover Green Bay. “Our region is a hot-spot for tourism, and we’re so excited to be a part of that growth. As we look forward to the 2025 NFL Draft, this is yet another reminder how critical the tourism economy is to our region.”

Tourism in Brown County also generated $48.41 million in local tax revenue and $100.5 million in total tax revenue. Additionally, last year, Brown County tourism supported 10,676 part- and full-time jobs across various sectors of the industry. Discover Green Bay noted increases in both overnight trips and day trips, rising by 2% and 6%, respectively.

“There are so many contributing factors to the growth of the tourism industry here in Brown County,” said Toll. “Our community leaders have supported the industry through grants and developments, creative community members have opened or maintained attractive businesses and attractions, our lodging industry continues to expand and improve. Our region just gets better and better each day. There are so many factors, including Discover Green Bay’s sales and marketing efforts, that are put the Green Bay area on the map for travelers.”


About Discover Green Bay: Discover Green Bay is the Destination Marketing Organization for communities within Brown County. The mission of Discover Green Bay is to inspire people to visit the Greater Green Bay Area for the economic benefit of our region. This mission is carried out by executing regional marketing campaigns, as well as sales and visitor experience efforts. Discover Green Bay also operates the region’s Visitor Center located off Highway 41 near the corner of Lombardi Ave. and Argonne St.