Summerfest 2026 generated $221.6 million for Milwaukee, up 38%
A Tourism Economics study puts Summerfest 2026's economic impact at $221.6 million for Milwaukee and $259.2 million for Wisconsin, well above the 2023 figures.
Photo: Michael Barera / Wikimedia Commons, CC BY-SA 4.0 (cropped and resized)
Video: YouTube · Summerfest · youtube.com
Summerfest generated $221.6 million in economic impact for Milwaukee this year, according to an independent study by Tourism Economics, an Oxford Economics company, released in early October by organizer Milwaukee World Festival. Statewide, the study puts the impact at $259.2 million. The last study, in 2023, found $160.3 million and $188.7 million, respectively, meaning increases of more than 38% and 37%.
The festival supported about 4,300 full- and part-time jobs in Milwaukee and 4,600 statewide, the study found. State and local tax revenue reached $15.5 million for the city and $18.3 million for Wisconsin. For Garth Brooks' two opening concerts, which drew 44,764 fans, more than 25,000 of them from outside the region, the study cites an impact of $30.8 million for Milwaukee. "Summerfest is a powerful economic engine driving growth across Milwaukee and Wisconsin," said Sarah Pancheri, president and CEO of Milwaukee World Festival.
Summerfest 2027 runs over three weekends, June 24-26, July 1-3 and July 8-10, at Henry Maier Festival Park. Zac Brown Band and Foreigner are the headliners announced so far. The video is the festival's official look back at Summerfest 2026.