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Destination Madison is dedicated to creating economic impact through tourism. The effects of our “invisible industry” benefit everyone living in Dane County in key areas including jobs, community services and quality of life. The latest economic impact data released by the Wisconsin Department of Tourism indicates the strength of the tourism industry—particularly in Dane County, where we experienced a 7% increase in tourism dollars spent compared to the prior year. This exceptional growth reflects the strategic and focused efforts we devote to our local economy.

We recently announced a record $1.3 billion was spent by tourists in Dane County in 2018, supporting thousands of local people working in the hospitality industry and providing a boost to hundreds of businesses in our community.


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