A statewide travel surge in Wisconsin is fueling strong regional growth, including the Driftless Area, while some rural counties experience mixed results. New data highlight record economic benefits from travel and underscore how nature, heritage, and smart promotion can boost local livelihoods through community partnerships.
The Driftless Area in southwest Wisconsin is famed for dramatic ridgelines and winding rivers. It has long drawn nature lovers, paddlers, and cyclists. Fresh figures from the state’s tourism authority show 2024 marked the third consecutive year of record growth. Wisconsin captured a $25.8 billion economic impact and welcomed 114.4 million visits, surpassing pre-pandemic highs. The momentum underscores tourism as a pillar of both urban and rural vitality.
Vernon County sits at the core of the region’s success. Tourism revenue rose to $77 million, up from $73 million the year before, fueling jobs and tax receipts. Local officials credit the rise to incredible natural beauty, vibrant events, and strong local businesses. The $77 million impact supports entrepreneurs and community vitality. Nationwide, tourism directly supported more than 182,000 jobs, with Vernon County sustaining hundreds of them and contributing millions in state and local taxes.
Not every area shared in the growth. New research shows several southwest counties—Grant, Lafayette, and Iowa—experienced modest declines in tourism revenue, partly due to weather conditions that affected travel. Grant County fell by 2.8%, while Lafayette and Iowa counties each declined about 0.7%. Crawford County, by contrast, posted a small increase. The findings illustrate the capricious nature of rural tourism, where weather and seasonal patterns can sway outcomes.
Experts attribute the region’s experience to a mix of weather realities and proactive strategies. Officials point to continued investments in attractions, year-round events, and coordinated marketing that help build visitor loyalty, spread demand, and soften seasonal shocks. The Wisconsin tourism secretary described 2024 as a milestone for the state, noting that tourism sustains livelihoods, uplifts communities, and powers the economy. In Vernon, paddling the Kickapoo River and farm-to-table experiences exemplify offerings that encourage repeat visits.
The Driftless Area story offers practical lessons for Thai policymakers and rural entrepreneurs. Thailand’s secondary cities and rural hubs—from Nan’s misty highlands to the culturally rich Northeast—share similar assets: scenic landscapes, community-led events, and diversified tourism that complements agriculture. Common challenges include weather vulnerability, sustainable development needs, and the ongoing effort to balance visitor flow with preserving local character.
Historically a farming region, the Driftless Area has evolved into a hub for eco-tourism, responsible recreation, and artisanal enterprise. This transformation has been built through broad collaboration among government agencies, civic groups, and private-sector partners. Such partnerships are essential for nurturing local identity while expanding economic opportunities—a theme growing in relevance as global tourism rebounds.
Looking ahead, industry watchers are tracking climate resilience, experiential travel, sustainable development, and digital marketing to reach younger, environmentally conscious travelers. Local leaders plan to strengthen tourism infrastructure, expand green practices, and partner with conservation groups to protect the landscapes that attract visitors. Thai authorities and community leaders can draw on these approaches—developing low-impact hiking routes, supporting cultural festivals, and ensuring broad-based benefits to avoid overtourism and environmental strain.
Practical steps for Thai stakeholders include destination marketing aligned to new traveler segments, robust local-government collaboration to support authentic experiences, and building capacity for businesses to adapt to climate and economic shifts. A holistic, community-centered approach can help Thailand’s rural provinces pursue sustainable tourism growth, echoing the Driftless Area’s ongoing success.
In summary, Wisconsin’s Driftless Region demonstrates how well-planned tourism growth can uplift rural areas while weathering local fluctuations. By weaving local culture, conservation, and economic diversification into strategies, Thai rural provinces can pursue similar resilience and opportunity.