Gov. Evers, Wisconsin Department of Tourism Celebrate National Travel and Tourism Week
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Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary Anne Sayers, is kicking off National Travel and Tourism Week, which extends from May 3 through May 9, 2026, with a statewide tour highlighting Wisconsin’s thriving travel and tourism industry and recognizing the industry’s contributions to the state’s economy, workforce, and quality of life. This year’s National Travel and Tourism Week follows last year’s announcement of a third record-breaking year for Wisconsin tourism in 2024. Additionally, in March, Gov. Evers announced Wisconsin’s outdoor recreation industry also saw its third consecutive year of record-breaking economic growth in 2024. The 2025 economic impact report for Wisconsin’s tourism industry will be released in June, and travelers can plan their Wisconsin summer getaways at TravelWisconsin.com.
“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.”
Wisconsin’s statewide travel and tourism industry has continued to see record-breaking years under Gov. Evers and the Evers Administration. As noted above, Wisconsin’s tourism industry in 2024 saw its third consecutive record-breaking year of economic impact under the Evers Administration. According to 2024 economic impact data, the tourism industry generated a record-high $25.8 billion in total economic impact, or about $70 million per day, surpassing the previous record of $25 billion set in 2023, which itself was a record year.
Additionally, Wisconsin also welcomed a record-breaking 114.4 million visitors in 2024—a 1.4 million increase from the previous year and eclipsing the former record of 113.2 million visitors in 2019, and the state’s tourism industry generated a record amount of state and local tax revenue, generating a record $1.7 billion that goes back to local communities and essential state services.
“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. Through targeted programs, Travel Wisconsin serves a critical role in supporting group travel, such as meetings and conventions, motorcoach travel, and sports tourism, to maximize the economic impact of these vital tourism sectors. Travel Wisconsin also acts as an essential bridge between tourism and the outdoor recreation and film industries.
The Native Nations of Wisconsin also play a critical role in enriching the state’s tourism industry offerings and attracting travelers to the state. Because Tribal tourism data is private, the total economic impact of Tribal tourism is not wholly reflected in the annual economic report, but is nonetheless an important economic driver in communities across the state.
ADDITONAL EFFORTS BY THE EVERS ADMINISTRATION TO BOLSTER WISCONSIN’S TOURSIM INDUSTRY
Since 2019, and especially in the wake of the pandemic, Gov. Evers and his administration have made investing in Wisconsin’s tourism industry a top priority. The governor has directed investments totaling more than $1 billion of Wisconsin’s federal pandemic relief funds in economic resilience, and more than $200 million of that total was invested in the travel and tourism, hotels and lodging, and entertainment industries alone.
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.
Additionally, after several years of demonstrated success in strengthening Wisconsin’s outdoor recreation economy, the 2025-27 Biennial Budget made the Wisconsin Office of Outdoor Recreation, which was created by Gov. Evers in the 2019-21 state budget, a permanent state office. At the beginning of this year, Gov. Evers, along with the Office of Outdoor Recreation, released reports from the Do-It-Yourself (DIY) Economic Impact Program, finding visitors and residents contribute over $49.1 million in economic activity through outdoor recreation at unique outdoor recreation destinations in Dane, Door, Iron, Oconto, Oneida, and Vilas counties. The Office of Outdoor Recreation launched the DIY Economic Impact Program in 2024 as a pilot to assist local governments and nonprofits in documenting the value of outdoor recreation. Following the success of its first year, the Office of Outdoor Recreation invited a second cohort of outdoor stakeholders to participate in the program throughout 2025.
“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.”
Wisconsin’s statewide travel and tourism industry has continued to see record-breaking years under Gov. Evers and the Evers Administration. As noted above, Wisconsin’s tourism industry in 2024 saw its third consecutive record-breaking year of economic impact under the Evers Administration. According to 2024 economic impact data, the tourism industry generated a record-high $25.8 billion in total economic impact, or about $70 million per day, surpassing the previous record of $25 billion set in 2023, which itself was a record year.
Additionally, Wisconsin also welcomed a record-breaking 114.4 million visitors in 2024—a 1.4 million increase from the previous year and eclipsing the former record of 113.2 million visitors in 2019, and the state’s tourism industry generated a record amount of state and local tax revenue, generating a record $1.7 billion that goes back to local communities and essential state services.
“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. Through targeted programs, Travel Wisconsin serves a critical role in supporting group travel, such as meetings and conventions, motorcoach travel, and sports tourism, to maximize the economic impact of these vital tourism sectors. Travel Wisconsin also acts as an essential bridge between tourism and the outdoor recreation and film industries.
The Native Nations of Wisconsin also play a critical role in enriching the state’s tourism industry offerings and attracting travelers to the state. Because Tribal tourism data is private, the total economic impact of Tribal tourism is not wholly reflected in the annual economic report, but is nonetheless an important economic driver in communities across the state.
ADDITONAL EFFORTS BY THE EVERS ADMINISTRATION TO BOLSTER WISCONSIN’S TOURSIM INDUSTRY
Since 2019, and especially in the wake of the pandemic, Gov. Evers and his administration have made investing in Wisconsin’s tourism industry a top priority. The governor has directed investments totaling more than $1 billion of Wisconsin’s federal pandemic relief funds in economic resilience, and more than $200 million of that total was invested in the travel and tourism, hotels and lodging, and entertainment industries alone.
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.
Additionally, after several years of demonstrated success in strengthening Wisconsin’s outdoor recreation economy, the 2025-27 Biennial Budget made the Wisconsin Office of Outdoor Recreation, which was created by Gov. Evers in the 2019-21 state budget, a permanent state office. At the beginning of this year, Gov. Evers, along with the Office of Outdoor Recreation, released reports from the Do-It-Yourself (DIY) Economic Impact Program, finding visitors and residents contribute over $49.1 million in economic activity through outdoor recreation at unique outdoor recreation destinations in Dane, Door, Iron, Oconto, Oneida, and Vilas counties. The Office of Outdoor Recreation launched the DIY Economic Impact Program in 2024 as a pilot to assist local governments and nonprofits in documenting the value of outdoor recreation. Following the success of its first year, the Office of Outdoor Recreation invited a second cohort of outdoor stakeholders to participate in the program throughout 2025.
Further, in March, Gov. Evers, along with Secretary Sayers and Wisconsin Office of Outdoor Recreation Director Cassie Mordini, announced another record-breaking year for Wisconsin’s outdoor recreation industry in 2024. According to the latest data from the Outdoor Recreation Satellite Account from the U.S. Bureau of Economic Analysis, outdoor recreation contributed more than $12 billion to Wisconsin’s gross domestic product in 2024, a 3.8 percent increase over the previous record-breaking year in 2023.
During his 2026 State of the State address, Gov. Evers announced the highly anticipated launch of Wisconsin’s new film office, Film Wisconsin, and the state’s new film tax credit program, ushering in a new tool to bring creative endeavors to Wisconsin’s doorstep, bolster the state’s travel and tourism economy, and strengthen the film industry in Wisconsin. The state’s new film office and tax credit incentives program were created by the 2025-27 Biennial Budget signed into law by Gov. Evers last year to help attract film and television productions to Wisconsin.
Administered by Film Wisconsin, the new film tax credit makes $5 million available annually to assist the production of feature and short films, scripted and unscripted television shows, documentaries, broadcast advertisements, and production infrastructure in Wisconsin. Prior to the governor’s creation of the new film office, Wisconsin was just one of four states without a dedicated film office.
In addition to making the Office of Outdoor Recreation permanent, investing over $30 million over the biennium for tourism marketing, and creating the state’s new film office and film tax credit program, the 2025-27 Biennial Budget also provided:
- $5 million for a Taliesin Preservation Grant to support projects that sustain Taliesin’s unique mix of nature and Frank Lloyd Wright’s architecture in Spring Green, Wisconsin, such as an education center, upgraded visitor amenities, and structural improvements;
- Three positions and associated funding to support the planning, preparation, and operation of the new, state-of-the-art Wisconsin History Center; and
- $340,000 GPR in fiscal year 2025-26 and $222,000 GPR in fiscal year 2026-27 to make security and safety improvements at historic sites across the state.
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