BELOIT, WIS. (WTVO) — Gov. Tony Evers visited Beloit on Wednesday, touting a tourism boom in Beloit and across the state. The state’s tourism industry generated $27 billion in economic impact, reflecting a substantial increase.
Visitors spent $313 million in Rock County in 2025, according to the Wisconsin Department of Tourism. Rock County also contributed to $515 million in total economic impact for the state.
Jackie Gennett, owner of Bushel & Peck’s in downtown Beloit, has observed a change in customer behavior. “I would say it’s pretty normal now to see customers walking around downtown and coming into our store with one, two, three, four different bags from four different businesses,” Gennett said. “That’s really what you want to see as people shopping downtown Beloit, walking around.”…