MADISON, Wis. (WEAU) – Gov. Evers and Wisconsin Department of Tourism Secretary Anne Sayers kicked off national travel and tourism week, which goes from from May 3 – May 9, 2026.
According to a press release from Evers, 2024 was the third consecutive record-breaking year for Wisconsin tourism.
“Whether it’s kayaking on Wisconsin’s rivers and lakes, hiking through trails enjoying our state parks, or walking up and down our iconic main streets, dining at award-winning restaurants, and visiting one-of-a-kind museums, with the limitless opportunities our state has to offer, it’s no surprise that residents and visitors alike look forward to vacationing here year after year,” said Gov. Evers. “Tourism is a powerhouse of economic development and prosperity in our state, and over the last seven years, I have been proud to make smart and strategic investments that will ensure our state’s tourism industry continues to thrive for generations to come. Every year during Travel and Tourism Week, I’m jazzed to be able to travel across the state, showcasing all we have to offer, the success of Wisconsin’s tourism industry, and all the hardworking folks who keep it humming. I encourage all Wisconsinites to join us in celebrating the amazing industry that bolsters our economies, creates jobs, and helps make our state the great place it is to live, work, and, of course, visit.”
“Tourism isn’t a nice-to-have. It’s essential. Thousands of our friends, family, and neighbors make a living on this industry,” said Tourism Secretary Sayers. “The Department of Tourism helps folks make memories in all 72 counties and 11 federally recognized Tribal Nations of Wisconsin. When travelers stay one more night, eat one more meal, visit one more attraction, we generate many more dollars for Wisconsin communities.”
The Wisconsin Department of Tourism, under the brand Travel Wisconsin, promotes and markets the state as a premier travel destination, inspiring visitors to discover the unique beauty and experiences that Wisconsin has to offer.
The 2023-25 Biennial Budget signed by Gov. Evers included a historic $34 million investment over the biennium for the Department of Tourism to promote Wisconsin as a premier destination for leisure, business, and group travel, amounting to the largest increase in tourism marketing and advertising funds in state history. These funds ensured the department could run strategic campaigns and remain competitive with neighboring states. Building upon efforts of the 2023-25 Biennial Budget investment, the most recent 2025-27 Biennial Budget signed by Gov. Evers provided $31 million over the biennium for tourism marketing, which will help the agency attract events and increase advertising in key tourism markets.
The state has also worked to secure major events to showcase Wisconsin on national and global stages, from hosting the Democratic National Convention and Republican National Convention in recent years to sporting events like bringing IndyCar back to the Milwaukee Mile and hosting the Ryder Cup in 2021, as well as supporting the filming of Season 21 of Bravo’s Top Chef in state and a Christmas movie filmed in Door County and released last year. Last year, the state also hosted the 2025 NFL Draft, which amassed around 600,000 ticketed attendees over the three days in Green Bay. According to the Packers and Discover Green Bay, the event far exceeded projections. Attendance shattered expectations, driving total economic impact in Brown County to nearly $73 million—more than $50 million over the original $20 million projection. Statewide, the total economic impact reached over $104 million, surpassing the initial $94 million estimate by over $10 million.
Read the full press release here.
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