Tourism statisticsState2026

Wisconsin Tourism Statistics: 117.9M Visitors in 2025

Q: How many tourists visit Wisconsin?

Wisconsin had 117.9 million visitors in 2025, according to the Wisconsin Department of Tourism. AirROI estimates 251,595 Airbnb stays in Wisconsin in the 12 months to October 2026, which is a separate count of bookings.

Q: What is the quietest month in Wisconsin?

February was the quietest Airbnb month in Wisconsin in the 12 months to October 2026, ranking 12th of 12, and January ranked 11th. Stays in February were booked about 39 days ahead, against 99 days for July.

Q: How long is a typical Airbnb stay in Wisconsin?

A typical Airbnb stay in Wisconsin lasted 4.4 nights in the 12 months to October 2026, booked about 66 days ahead. By month, stays ran from 3.4 nights in September to 5.1 nights in July.

Wisconsin recorded 117.9 million visitors in 2025, the Wisconsin Department of Tourism reports. AirROI estimates 251,595 Airbnb stays in Wisconsin in the 12 months to October 2026, with Milwaukee the most booked town. The busiest month was July.

Source: AirROI Reviewed by Jun Zhou, Founder @ AirROI Updated November 4, 2026

Airbnb figures are AirROI estimates for the 12 months to October 2026. Read the method

Estimated Airbnb nights: 1,109,990
Typical Airbnb stay: 4.4 nights
Busiest Airbnb month: July
From within the United States, among guests who left a review: 97.6%

Key facts

Wisconsin Tourism Facts

Each sentence names its place, period and source, so it can be quoted alone.

Official

The Wisconsin Department of Tourism puts Wisconsin at 117.9 million visitors in 2025.

Airbnb stays

AirROI puts Airbnb stays in Wisconsin at 251,595 in the 12 months to October 2026.
AirROI estimates Airbnb stays in Wisconsin added up to 1,109,990 nights in the 12 months to October 2026.
AirROI estimates a typical Airbnb stay in Wisconsin lasted 4.4 nights in the 12 months to October 2026, booked about 66 days ahead.

Busiest months

AirROI ranks July the busiest Airbnb month in Wisconsin in the 12 months to October 2026, followed by August and June, with February the quietest.
AirROI estimates the six busiest Airbnb months in Wisconsin ran unbroken from May to October in the 12 months to October 2026.
AirROI estimates Airbnb stays in Wisconsin in July were booked furthest ahead, about 99 days, against 36 days for January, in the 12 months to October 2026.

Guests

AirROI estimates 97.6% of Wisconsin Airbnb guests who left a review as of October 2026 were from within the United States.

By place

AirROI ranks Wisconsin 31st for Airbnb stays among the United States' 51 states in the 12 months to October 2026.
AirROI estimates Milwaukee had the most Airbnb stays of the 23 towns it lists in Wisconsin in the 12 months to October 2026, at 30,523, ahead of Green Bay and the Wisconsin Dells.

Official numbers

How Many Tourists Visit Wisconsin?

The Wisconsin Department of Tourism counted 117.9 million visitors in 2025.

Official tourism figures for Wisconsin: what each counts, its year and its publisher
Figure	What it counts	Year	Publisher
117.9 millionVisitors	Total visits to Wisconsin	2025	Wisconsin Department of Tourism

Airbnb stays

Airbnb Stays in Wisconsin

Wisconsin had 10,499 Airbnb homes in the 12 months to October 2026. They took an estimated 251,595 stays and 1,109,990 nights. A typical stay lasted 4.4 nights and was booked about 66 days ahead. AirROI's figures cover the 147 towns it tracks in Wisconsin; places it does not track are not counted, so every total is a floor.

Airbnb homes: 10,499
Airbnb stays, estimate: 251,595
Airbnb nights, estimate: 1,109,990
Typical stay: 4.4 nights
Booked ahead: 66 days

Busiest months

When Is the Busiest Time in Wisconsin?

On Airbnb, July was the busiest month in Wisconsin in the 12 months to October 2026, then August and June. February was the quietest. The six busiest months run unbroken from May to October.

July ranks first, February last

Airbnb months in calendar order, 12 months to October 2026. The number is the month's rank, and 1 is the busiest. The bar shows its part of Airbnb nights.

Three busiest months
Other months

From busiest to quietest: July, August, June, September, October, May, November, December, March, April, January, February.

Month by month: rank, typical stay and days booked ahead

Airbnb months in Wisconsin by rank, with share of nights, typical stay and days booked ahead, 12 months to October 2026
Rank	Month	Share of nights	Typical stay	Booked ahead
1	July	12.4%	5.1 nights	99 days
2	August	11.7%	4.1 nights	84 days
3	June	10.7%	4.6 nights	77 days
4	September	9.6%	3.4 nights	68 days
5	October	8.6%	3.7 nights	63 days
6	May	8.2%	4.5 nights	63 days
7	November	7.3%	4.3 nights	55 days
8	December	6.8%	4.2 nights	44 days
9	March	6.6%	4.7 nights	36 days
10	April	6.2%	5.0 nights	43 days
11	January	6.1%	4.5 nights	36 days
12	February	5.7%	4.3 nights	39 days

Share is each month's part of the year's Airbnb nights. Typical stay and days booked ahead are AirROI estimates for stays in each month.

Where guests come from

Where Do Wisconsin Airbnb Guests Come From?

Nearly all Wisconsin Airbnb guests who left a review as of October 2026 were from within the United States (97.6%), AirROI estimates. Among the same guests, Chicago was the top origin city at 7.7%, ahead of Milwaukee at 3.9%. The figures rest on 650,065 reviews, written over many years.

97.6% from within the United States

Among guests who left a review, as of October 2026

Top origin cities

Among guests who left a review

Chicago 7.7%
Milwaukee 3.9%
Madison 3.7%
Minneapolis 3.5%

By town

Most Booked Towns in Wisconsin

Milwaukee, Green Bay and the Wisconsin Dells took 20% of Airbnb stays in Wisconsin in the 12 months to October 2026. July is the busiest Airbnb month in 17 of the 23 towns, led by Green Bay, and August in 4, led by Milwaukee. Among guests who left a review, the share from abroad across these towns runs from under 1% in Sister Bay to 4.2% in Madison.

Most Booked Towns in Wisconsin: Airbnb stays, nights and typical stay, 12 months to October 2026; with origin among guests who left a review
#
1	Milwaukee	30,523	142,691	4.7 nights	3.5%	Canada	August
2	Green Bay	11,783	52,488	4.5 nights	3.4%	Canada	July
3	Wisconsin Dells	8,771	24,372	2.8 nights	1.1%	UK	July
4	Lake Delton	8,579	26,408	3.1 nights	2.3%	Canada	July
5	Sturgeon Bay	8,547	32,443	3.8 nights	1.8%	UK	July
6	Lake Geneva	8,321	29,474	3.5 nights	2.4%	Mexico	July
7	Madison	6,415	53,721	8.4 nights	4.2%	UK	August
8	Sheboygan	5,880	31,412	5.3 nights	2.4%	Canada	July
9	Bayfield	5,367	17,161	3.2 nights	1%	Canada	August
10	Superior	4,824	19,374	4.0 nights	3.4%	Canada	July
11	Egg Harbor	4,415	15,347	3.5 nights	under 1%	China	July
12	La Crosse	4,246	16,597	3.9 nights	1.6%	UK	June
13	Appleton	4,024	27,498	6.8 nights	3.7%	Canada	July
14	Oshkosh	3,811	25,709	6.7 nights	3.9%	Germany	August
15	Sister Bay	3,324	12,807	3.9 nights	under 1%	Illinois	July
16	Baraboo	3,262	11,544	3.5 nights	1.8%	UK	July
17	Hayward	3,062	13,956	4.6 nights	under 1%	Mexico	July
18	Town of Washington	2,356	11,575	4.9 nights	2%	Canada	July
19	Delavan	2,299	8,196	3.6 nights	under 1%	France	July
20	Baileys Harbor	2,248	9,334	4.2 nights	under 1%	Australia	July
21	Saint Germain	1,927	10,062	5.2 nights	under 1%	Georgia	July
22	Ashwaubenon	1,711	7,894	4.6 nights	2%	Canada	July
23	Town of Dellona	814	4,236	5.2 nights	3.6%	Mexico	June

* Among guests who left a review. Stays, nights and other figures are AirROI estimates for the 12 months to October 2026, and cover Airbnb only. US is the top origin in every town, among guests who left a review, so this column names the top country abroad. Lists the 23 of Wisconsin's 147 towns with 100 or more Airbnb homes. A town with no tourism page of its own links to its Airbnb market page.

FAQ

Questions About Tourism in Wisconsin

How many tourists visit Wisconsin?

Wisconsin had 117.9 million visitors in 2025, according to the Wisconsin Department of Tourism. AirROI estimates 251,595 Airbnb stays in Wisconsin in the 12 months to October 2026, which is a separate count of bookings.

When is high season in Wisconsin?

The busiest Airbnb month in Wisconsin in the 12 months to October 2026 was July, then August and June. The six busiest months run from May to October.

What is the quietest month in Wisconsin?

February was the quietest Airbnb month in Wisconsin in the 12 months to October 2026, ranking 12th of 12, and January ranked 11th. Stays in February were booked about 39 days ahead, against 99 days for July.

How long is a typical Airbnb stay in Wisconsin?

A typical Airbnb stay in Wisconsin lasted 4.4 nights in the 12 months to October 2026, booked about 66 days ahead. By month, stays ran from 3.4 nights in September to 5.1 nights in July.

Where do Airbnb guests in Wisconsin come from?

Of Wisconsin Airbnb guests who left a review as of October 2026, 97.6% were from within the United States, AirROI estimates. Among the same guests, the top origin city was Chicago at 7.7%, ahead of Milwaukee at 3.9%.

What is the most booked town in Wisconsin on Airbnb?

Milwaukee was the most booked town in Wisconsin on Airbnb, with an estimated 30,523 stays in the 12 months to October 2026, ahead of Green Bay and the Wisconsin Dells.

Are Airbnb stays the same as tourists?

No. The Wisconsin Department of Tourism counts visitors (117.9 million in 2025). An Airbnb stay is one booking on one platform, however many guests it holds. AirROI's 251,595 stays are estimates for the 12 months to October 2026.

Method

How These Numbers Are Made

Official figures come from their publishers, linked above, and were last checked in November 2026. Stays and nights are AirROI estimates for the 12 months to October 2026, built from Airbnb listing data, and cover Airbnb only. Nights add up each town's stays times its typical stay, across 147 towns. Month ranks compare each month's part of Airbnb nights. Origin rests on 650,065 reviews and describes guests who left a review, not everyone who stayed. Read the method page.