All those extra people driving around Door County during the summer months contributed to a record year for the county's tourism economy.
According to newly released data from global research firm Tourism Economics, Door County saw a $34.6 million increase in total economic activity from the previous year, a 5.3% increase. The county's total economic impact reached a record $685.8 million as tourism continued to benefit communities across Wisconsin.
Direct visitor spending totaled $551.6 million in 2025, with an additional $134.2 million generated through indirect and induced impacts. That ranks seventh among Wisconsin counties, which Destination Door County Interim President and CEO Jon Jarosh said is impressive given the area's seasonal nature.
Because of tourism's impact on the local economy, Jarosh said the $55.7 million generated in state and local tax revenue offsets what more than 3,700 households would otherwise have to pay to maintain current levels of government services.
Door County's success was part of a statewide trend of tourism growth.
According to state officials, Wisconsin's tourism industry generated a record $27 billion in total economic impact in 2025 — about $74 million per day. It marked the fourth consecutive year the state set a new tourism economic impact record.
"These numbers are a big deal for our state, our economy and the countless hardworking folks in the industry who make it all happen — the folks who work each day to promote our state as the premier place to visit and explore, as well as the tour guides, waiters, restaurateurs, hoteliers and the friendly faces in communities across Wisconsin that keep folks coming back for one more adventure year after year," Gov. Tony Evers said in a statement announcing the figures.
State officials credited several factors for the growth, including increased holiday-season tourism in Door County following the television debut of A Cherry Pie Christmas. They also cited the NFL Draft in Green Bay, record attendance at EAA AirVenture, Beloit Sky Carp games and the Northern Wisconsin State Fair.
