ELLSWORTH – The Wisconsin Department of Tourism released 2025 economic impact data showing Pierce County tourism generated $67.3 million in economic impact, an increase of 3.6 percent over the previous year.

Statewide, Wisconsin tourism generated a record $27 billion in economic impact in 2025. The highest-ever visitation fueled the state’s record-breaking year, surpassing the previous high of $25.8 billion set in 2024 and extending Wisconsin tourism’s record-breaking streak to four years.

Strategic tourism promotion, strong visitor spending, and memorable travel experiences throughout Pierce County helped contribute to another successful year for Wisconsin tourism.

“Tourism plays an important role in our local economy and quality of life,” said Kim Beebe, Executive Director of the Ellsworth Chamber of Commerce. “Visitors support local businesses, restaurants, attractions, lodging, retailers, and events throughout the county, helping to sustain jobs, generate tax revenue, and contribute to the vitality of our communities.”

Wisconsin tourism hosted 117.9 million visits in 2025, including all-time highs for both day and overnight trips. In Pierce County, tourism supported 435 jobs and generated $3.8 million in state and local tax revenue, helping support public services and community investments while strengthening the local economy.

Pierce County offers visitors a diverse mix of attractions and experiences. Outdoor recreation remains one of the area's greatest strengths, with opportunities that include the Mississippi River, scenic bluff country, Class A trout streams, hiking, biking, hunting, fishing, and ATV riding. These amenities, combined with golf courses, unique shopping destinations, restaurants, wedding and event venues, and community celebrations, attract visitors from throughout Wisconsin and beyond.

Several local destinations serve as major tourism drivers. The Ellsworth Cooperative Creamery welcomes more than 250,000 visitors annually, while Vino in the Valley attracts approximately 30,000 guests each season to its outdoor dining and entertainment venue. Signature events such as the Cheese Curd Festival, Pierce County Fair, Rush River Folk Festival, and Showdown in Curdtown help showcase the region and bring visitors to local businesses, restaurants, and attractions.

This year’s tourism report comes as Ellsworth prepares to welcome thousands of visitors for the 25th Annual Cheese Curd Festival on June 26-27. The festival has become one of Wisconsin’s premier specialty food festivals and serves as an example of how events can introduce visitors to local businesses, attractions, and experiences throughout the region.

“Tourism is much more than a single event or attraction,” Beebe added. “Every visitor who shops, dines, attends an event, books a room, plays a round of golf, or explores our communities contributes to the local economy and helps support the businesses and amenities that residents enjoy year-round.”

View the 2025 economic impact data at industry.travelwisconsin.com/research/economic-impact. For more information about Ellsworth tourism and upcoming events, visit www.ellsworthchamber.com.

Submitted by Ellsworth Area Chamber of Commerce