Green Bay sees record tourism year, with Lambeau and Resch Expo leading the way

GREEN BAY, Wis. (WFRV) – Discover Green Bay released data from 2024, showing a record-breaking year for both economic impact and visitor numbers in Brown County. A significant part of this success was credited to key venues like Lambeau Field, Titletown, and the Resch Expo Center.
'The Resch Expo has been a huge, huge addition to the tourism mix in the area,' said Brad Toll, president and CEO of Discover Green Bay.
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Since its opening in 2021, the Resch Expo has helped attract major events to Green Bay, but Toll emphasized that visitors often overlook local businesses that contribute to Brown County's popularity.
'We have great attractions here,' Toll said. 'This year, looking at the botanical gardens, they've got an awesome exhibit—that is plastic that has been collected from promotions—that has been turned into art. Our attractions give us something to promote.'
Visitor spending in 2024 broke down into five main categories:
Food & beverage – $209.7 million
Lodging – $178.7 million
Retail – $165.5 million
Recreation & entertainment – $163.2 million
Transportation – $130.2 million
These figures helped place Brown County among the top five tourism destinations in the state.
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'It's just in their DNA to do things like that,' said Gov. Tony Evers. 'So Brown County, Green Bay, is really important.'
Discover Green Bay is expected to release economic data related to the 2025 NFL Draft in July.
Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

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