A.J. Frels, the Executive Director of Explore La Crosse, was sharing information about how much money tourism generates for the La Crosse area Friday morning during La Crosse Talk. 

During the interview with guest host Vicki Markussen, Frels broke down what visitors bring when they come to the area. 

Overall, Frels said for 2024, the economic impact of tourism for La Crosse County was $519 million.  Direct visitor spending for the county was $319 million, or as Frels put it, money coming right out of the pockets of visitors.

Of the 72 counties that make up Wisconsin, La Crosse County ranks #9 in direct visitor spending. 

While people may think the money is mostly spent at hotels, restaurants, and gas stations, he pointed out that visitors also shop retail shops and businesses as well. 

Based on the data put together with apps used to track purchases and spending, Frels stated that nearly one-quarter of revenue for local restaurants comes from visitors to the La Crosse area. 

Besides hard numbers, there was also a discussion about what brings people to the Coulee Region in the first place. This included the many festivals and celebrations held in and around La Crosse. The natural beauty of the bluffs and river and the recreational and leisure activities they provide is a big draw for visitors. 

In the second half of his interview, Frels talked about a new event coming in September-the USA Cycling Gravel National Championships. The event is expected to bring in several thousand cyclists, support staff, fans, and family for the races around La Crescent on September 20. More information is coming next week on the races and the two-year commitment USA Cycling made to hold the championships here.

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