Secretary Anne Sayers

Like many, Secretary Anne Sayers began her career in hospitality, serving up food and beverages in a hotel and coffeeshops. Those early experiences have forever shaped her appreciation of hospitality workers and her commitment to the tourism industry as a whole. Today, Sayers is an experienced organizational administrator and marketing professional who has served in leadership roles with a variety of nonprofits at the state, national and international level for more than two decades. 

Secretary Sayers has led the agency since December 2020 after first serving as the Deputy Secretary since January 2019. Tourism combines her love for marketing, organizational management and all things Wisconsin. In her time with the Department, Secretary Sayers has led the industry to two consecutive record-breaking years for economic growth in 2022 and 2023. Under Sayers’ leadership and direction, the Department of Tourism has also won three consecutive ESTO Mercury Awards from the U.S. Travel Association for its travel guide, public relations efforts and a digital marketing campaign. Additionally, Sayers has drawn upon her experience championing Wisconsin’s natural resources by leading the creation of the Office of Outdoor Recreation to unite the state’s $9.8 billion outdoor recreation industry. 

In addition to marketing and communications, Sayers’ strength is keeping organizations on mission, on budget and on brand, which led her to start her own consulting firm, Oh, Hello LLC. She has authored an award-winning annual report, been a national spokesperson for the Great Lakes and even helped design a “Muppet” with The Jim Henson Company. In 2021, Sayers was recognized as one of the “Top 25 Most Extraordinary Minds” by the Hospitality Sales and Marketing Association International. 

Sayers holds degrees in International Relations and Geography as well as a Certificate of Environmental Studies from the University of Wisconsin – Madison. She sits on the Board of Directors for Taliesin Preservation, UW-Madison’s Nelson Institute and Wisconsin State Fair Park. She and her family live in Cross Plains where they spend their free time enjoying local restaurants, hiking public trails and supporting independent music.