The heart of Wisconsin beats clearly and strongly as St. Shawano County, has for decades been one of those off-the-beaten-path US tourism gems. It has attracted visitors with its scenic countryside and rich culture for decades and with its small-town charm. Tourism in Shawano County has continued to grow as an industry in recent years, showing a marked increase in visitor spending and tourism revenues.

US Tourism Growth: Shawano County Leads the Way

In 2024, Shawano County’s tourism industry experienced a steady climb, with room tax collections increasing by nearly 1%, reaching over $216,000. This growth is reflective of the county’s ongoing efforts to position itself as a destination for both local and international visitors. Total visitor spending in Shawano County hit $77.6 million in 2024, showing the county’s expanding footprint in the US travel market. These numbers highlight the role Shawano County plays in Wisconsin’s overall tourism ecosystem.

Economic Impact: Shawano County’s Contribution to US Tourism

The economic impact of tourism in Shawano County surged to an impressive $116 million in 2024, as reported by Michelle Eron, tourism director for the Shawano Country Chamber of Commerce. The growth trajectory of Shawano County is notable not only within Wisconsin but across the entire US tourism industry. Local tourism revenue is driven by key sectors, including lodging, food, retail, transportation, and entertainment.

Lodging remains the top revenue generator in Shawano County, a trend that mirrors broader patterns in US tourism. As more travelers look for unique and off-the-beaten-path destinations, Shawano County’s cozy bed-and-breakfasts, charming inns, and boutique hotels are becoming a popular choice. The rise in local tourism spending is also attributed to strong marketing campaigns that have enhanced Shawano County’s visibility, both regionally and nationally.

Leveraging Marketing and Social Media for Tourism Growth

One of the primary catalysts for Shawano County’s tourism success has been its robust marketing efforts. The Shawano Country Chamber of Commerce has diligently worked to distribute the county’s annual visitor guide to a broader audience, while also ramping up social media engagement. These efforts have resonated with travelers looking for a slower-paced, immersive experience, which contrasts with the fast-paced hustle of major metropolitan areas.

The barn quilts have garnered attention from visitors near and far, offering a colorful representation of Shawano’s agricultural roots and its connection to local craftsmanship. This initiative not only brings tourists into the area but also contributes to the growing trend of agritourism in the US, where travelers seek authentic, farm-based experiences.

Expanding Beyond the Local Market: Shawano County’s National Appeal

Shawano County’s tourism efforts have made significant strides in attracting national tourists. The county’s offerings appeal to travelers interested in exploring Wisconsin’s natural beauty, including its lakes, forests, and abundant wildlife. Hiking, fishing, and boating are key attractions for visitors, and Shawano County is increasingly becoming a go-to destination for outdoor enthusiasts in the US.

The county’s tourism initiatives have also benefited from national events like the NFL Draft, which is expected to provide a significant boost to local tourism in 2025. The exposure from such high-profile events opens up new opportunities for Shawano County, placing it on the map for a wider audience of travelers seeking off-the-beaten-path destinations with rich cultural experiences.

A Microcosm of US Travel Trends

Shawano County’s tourism growth aligns with broader trends in US travel. According to reports from the US Travel Association, travelers are increasingly seeking destinations that offer a combination of natural beauty, local culture, and authentic experiences. As the travel industry evolves, Shawano County’s tourism sector reflects these preferences, with visitors flocking to the area for its unique blend of outdoor adventure and small-town charm.

Moreover, Shawano County’s economic boost from tourism mirrors the growth seen in many rural and lesser-known destinations across the US. As urban centers face challenges like over-tourism, rural destinations like Shawano County are experiencing a renaissance, attracting visitors looking for quieter, more relaxed alternatives.

Shawano County’s Impact on Global Travel Trends

The steady growth of Shawano County’s tourism sector is also reflective of global travel trends. As travelers become more discerning in their choices, the appeal of rural and authentic experiences is gaining traction worldwide. The trend toward sustainable tourism, which emphasizes eco-friendly practices, community engagement, and cultural preservation, is something Shawano County is embracing.

The county’s barn quilt project, for example, showcases the intersection of art, culture, and sustainability. These local projects not only contribute to the economy but also help preserve the county’s heritage while offering visitors a deeper, more meaningful travel experience. As global travelers seek destinations that align with their values, Shawano County’s commitment to preserving its cultural roots and natural beauty positions it as a leader in sustainable tourism trends.

Looking Ahead: Shawano County’s Tourism Vision for 2025

Looking to 2025, Shawano County’s tourism outlook remains positive, with Eron expressing optimism about further growth. The exposure brought by the NFL Draft, combined with the ongoing success of local initiatives like the barn quilt project, is expected to propel Shawano County’s tourism to even greater heights. As the county continues to refine its marketing strategy and expand its offerings, it will be well-positioned to tap into both the US and global tourism markets.

Conclusion: Shawano County’s Role in the Future of US Tourism

Shawano County is showing that smaller destinations can have an outsized influence on the larger tourism picture. Thanks to its distinctive products, smart marketing, and environmental promise, Shawano County is making a name for itself in US tourism. While travel trends will always be changing, Shawano’s narrative provides a reminder that authenticity, local culture, and stunning natural beauty are the cornerstones of any remarkable travel experience. Without regard to whether it’s what its barn quilts do to charm, or the pounding pulse of a large national event having spread its influence, Shawano County is perched to continue to grow and be discovered all over the world.