Through record snowfall and rainstorms, Destination Door County interim CEO Jon Jarosh is confident another record year for tourism is on the way.

According to newly released data from global research firm Tourism Economics, Door County saw a $34.6 million increase in total economic activity from the previous year, a 5.3% increase. The county’s total economic impact reached a record $685.8 million as tourism continued to benefit communities across Wisconsin.

Jarosh admits 2026 got off to a slower start than officials would have liked, despite a more than 2% increase in room tax collections through February, according to data from the Door County Tourism Zone. Even with gas prices still hovering around $4 a gallon across the country and inflation concerns remaining in the national headlines, Jarosh believes people still value travel and hopes those travelers find their way to Door County.

Jarosh says the biggest question will be centered on the spending patterns of visitors once they arrive. Door County is bracing for its heaviest portion of the tourism season yet. Last year, room tax collections topped $2.6 million in July and August.