Press Releases

Note: This release was originally distributed by the Office of Governor Tony Evers.

MADISON — Gov. Tony Evers, together with the Wisconsin Department of Tourism Secretary Anne Sayers and Wisconsin Office of Outdoor Recreation Director Cassie Mordini, today announced another record-breaking year for Wisconsin’s outdoor recreation industry in 2023. According to the latest release of data from the Outdoor Recreation Satellite Account from the U.S. Bureau of Economic Analysis (BEA), outdoor recreation contributed $11.2 billion to the state’s gross domestic product (GDP) in 2023, growing 9.4 percent over the previous record set in 2022.

“From our vast and valuable forests and pristine lakes and rivers to Driftless bluffs, vibrant prairies, and urban green spaces, our outdoor recreation spaces are the gems of our state, and no matter where you go in Wisconsin, you’re never very far from a park or trail,” said Gov. Evers. “Not only is outdoor recreation good for our mental and physical health, it’s also a powerful economic engine that supports thousands of jobs and families across Wisconsin, bolsters local economies, and attracts visitors, businesses, and new residents alike. As we prepare for the 2025-27 budget, my administration and I will continue our efforts to make targeted investments to ensure our outdoor recreation spaces are available to be enjoyed today, tomorrow, and for generations yet to come.”

In June, Gov. Evers announced that Wisconsin’s tourism industry saw its second consecutive record-breaking year in 2023. According to 2023 economic impact data, the tourism industry generated $25 billion in total economic impact, surpassing the previous record year of $23.7 billion set in 2022.

“The increase in outdoor recreation travel is a testament to Wisconsin’s remarkable natural assets, our passionate guides and dedicated tourism professionals that leverage our beautiful state, and our outdoor recreation offerings to attract visitors from near and far to discover the unexpected,” said Tourism Secretary Sayers. “With the Office of Outdoor Recreation supporting this important sector, we can be confident the outdoors remain a top reason people choose to visit Wisconsin.”

When using updated 2022 U.S. Bureau of Economic Analysis data, all topline metrics for the outdoor recreation industry in Wisconsin were record-breaking:  

• $11.2 billion contributed to Wisconsin’s GDP—up 9.4 percent 
• 2.6 percent share of Wisconsin’s GDP 
• 96,867 jobs supported—up 3.4 percent 
• 3.2 percent of state employment  
• $5.4 billion in employee compensation—up 8.9 percent 

In 2019, Gov. Evers created the Office of Outdoor Recreation at the Wisconsin Department of Tourism to serve as a central hub for Wisconsin’s outdoor recreation industry, working with stakeholders and providing resources to bolster Wisconsin as a top outdoor recreation destination. The governor’s 2023-25 biennial budget proposal would have made this Office permanent by providing $1.1 million and three full-time positions to continue expanding the state’s growing outdoor recreation market. However, these provisions were removed by the Wisconsin State Legislature, and instead, the final budget used one-time funding over the biennium for the Office.

“Outdoor recreation is a powerful tool to create vibrant and thriving communities, to improve the health of our residents, and to drive economic impact statewide,” said Office of Outdoor Recreation Director Mordini. “This growing sector has shown its resiliency in the face of challenges by continuing to grow, and our charge is to harness this potential for Wisconsin.”

The report showed that Wisconsin’s outdoor recreation industry grew across the board, with all but one category increasing year over year. Top contributing sectors by activity in Wisconsin’s outdoor recreation industry included: 

• Multi-use apparel and accessories: $1.3 billion 
• Motorcycling/ATVing: $1.1 billion 
• Boating/fishing: $928 million 
• RVing: $464 million 
• Games Areas: $499 million 
• Guided Tours/Outfitted Travel: $450 million 
• Hunting Shooting: $320 million 
• Bicycling: $157 million 

Additionally, travel and tourism spending associated with outdoor recreation trips of more than 50 miles from home also saw impressive growth of 11.7 percent over 2022, and local trips saw a notable increase of 5.8 percent.

Nationally, the outdoor recreation industry grew to $1.2 trillion in gross output and, for the second year in a row, contributed more than $1 trillion in gross output to the U.S. economy. The industry employed nearly 5 million people nationwide. When compared with national statistics, Wisconsin’s 9.4 percent growth in the outdoor recreation industry outpaced the national average, which is 9 percent, and outpaced the overall state economy, which grew by 6.9 percent in 2023.    

“This marks another year of growth for the outdoor recreation economy, underscoring its resilience and importance across the nation,” said Outdoor Recreation Roundtable President Jessica Turner. “The new BEA data highlights outdoor recreation as a cornerstone of our economy, generating jobs, supporting small businesses, and providing essential opportunities for Americans to engage with the outdoors for health, connection, and quality of life.”

Additional information on Wisconsin’s outdoor industry can be found on the Office of Outdoor Recreation website at: https://outdoorrecreation.wi.gov/Pages/Resources/Report.aspx.   

For the national report and state-level data and tables, visit the Outdoor Recreation Satellite Account section of the U.S. Bureau of Economic Analysis website at: https://www.bea.gov/data/special-topics/outdoor-recreation.

Note: This release was originally distributed by the Office of Governor Tony Evers.

MADISON — Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary Anne Sayers and Wisconsin Office of Outdoor Recreation Director Mary Monroe Brown, today announced that the latest release of data from the Outdoor Recreation Satellite Account from the U.S. Bureau of Economic Analysis (BEA) shows that Wisconsin’s outdoor recreation industry contributed a record-breaking $9.8 billion to the state’s gross domestic product (GDP) in 2022, growing 6.8 percent over the previous record set in 2021. 

“With over 800 miles of Great Lakes shorelines, more than 1,000 miles of Ice Age Trail, countless state parks, forests, trails, and green spaces, outdoor recreation is core to Wisconsin’s culture and identity, and it’s an important piece of our economy,” said Gov. Evers. “Each year, visitors from near and far come to Wisconsin to experience all our state has to offer, and whether they go snowshoeing and skiing or kayaking and camping, their travel supports local business owners and jobs in our communities. These record-breaking numbers are just further evidence that investing in outdoor recreation is an investment in Wisconsin’s economy and way of life.”

The report showed it was the highest contribution by the outdoor recreation sector since 2018, when the BEA started measuring the industry’s economic impact and releasing the figures annually. All topline metrics for the outdoor recreation industry in Wisconsin were record-breaking:*

• $9.8 billion contributed to Wisconsin’s GDP (up 6.8 percent)
• 2.5 percent share of Wisconsin’s GDP (up 0.1 percent)
• 94,042 jobs supported (up 4.8 percent)
• 3.1 percent of state employment (up 0.1 percent)
• $4.7 billion in employee compensation (up 5.3 percent)

Wisconsin’s Motorcycling/ATVing sector contributed over $1 billion and ranks first among all states. Top contributing sectors by activity in Wisconsin’s outdoor recreation industry included:

• Multi-use apparel and accessories: $1.15 billion
• Motorcycling/ATV/UTV: $1.1 billion
• Boating and Fishing: $710 million
• RVing: $553 million

Notably, travel and tourism, as well as local trips (trips less than 50 miles) associated with outdoor recreation, grew to nearly $3 billion in 2022, increasing by 14.2 percent and 8.7 percent, respectively.

“The outdoors is consistently cited as a top reason visitors choose Wisconsin, and that is a credit to our amazing natural places and our passionate destinations, guides, and outfitters who welcome travelers to experience all our state has to offer,” said Tourism Secretary Sayers. “We’re incredibly proud of the work of the Office of Outdoor Recreation and their partners that enhances one of our top tourism products and drives economic impact for the state.”

“These historic numbers are a testament to the importance of the outdoors and the outdoor recreation economy to Wisconsin,” said Office of Outdoor Recreation Director Monroe Brown. “More than just a fun thing to do, outdoor recreation is big business and a solution for our local communities as it drives tourism, workforce attraction, and retention in all sectors of the economy.”

Nationally, the outdoor recreation industry posted record-breaking numbers, too. For the first time, the outdoor industry contributed more than $1 trillion in gross output to the U.S. economy, which accounted for 2.2 percent of the nation’s GDP. It grew nearly 2.5 times faster than the U.S. economy as a whole, at 4.8 percent, versus 1.9 percent for the U.S. economy. Nationwide, the industry employed nearly five million people.

“If there’s one thing to take away from the new BEA figures, it’s this: the state of the outdoor recreation economy is strong, and sustained investment in outdoor recreation and our shared public lands and waters pays dividends for our local and national economies and quality of life,” said Outdoor Recreation Roundtable President Jessica Turner. “Our industry continues to provide benefits to communities across the country—big, small, urban, and rural alike. We are thrilled to once again see the data reflect what we hear every day, that outdoor recreation is not a nice to have—but a necessity for healthy people, places, and economies.”

Additional information on Wisconsin’s outdoor industry can be found on the Office of Outdoor Recreation website at: https://outdoorrecreation.wi.gov/Pages/Resources/Report.aspx.

For the national report and state-level data and tables, visit the Outdoor Recreation Satellite Account section of the U.S. Bureau of Economic Analysis website at: https://www.bea.gov/data/special-topics/outdoor-recreation.

*Note: 2022 year-over-year percentage changes have been calculated using updated 2021 U.S. Bureau of Economic Analysis data.

MADISON, Wis. (Sept. 23, 2024) – With autumn beginning to paint the treetops in a palette of color, Travel Wisconsin’s Fall Color Report provides a curated guide to the natural artwork on display.

The award-winning Fall Color Report is a comprehensive planning resource to track changing fall leaves and make unforgettable fall memories. The interactive map shows the status of fall color across Wisconsin. More than 80 volunteer reporters provide regular, on-the-ground updates throughout September and October, keeping travelers informed as leaves turn from green to peak color. By selecting a destination on the report, visitors also find recommendations to round out a trip like nearby activities, upcoming events, places to stay and where to dine.

“As autumn advances across Wisconsin, the Fall Color Report ensures you don’t miss a moment of the beautiful but brief season,” said Tourism Secretary Anne Sayers. “The tool is designed as a one-stop shop for everything residents and visitors need to plan a memorable fall getaway.”

This season, improvements make it easier for fall sightseers to discover where, when and how to take in the colors of fall.

Travel Wisconsin added icons to the map that indicate points of interest, which are notable locations to take in fall color such as Willow Falls and Mountain Fire Lookout Tower. Additionally, the Fall Color Report now directly links to the Wisconsin Trail Report. By connecting the two resources, travelers can use one to identify colorful areas of Wisconsin and then the other to locate trail networks to hike or bike under the canopy of color.

“Each season, we innovate and update the Fall Color Report to help travelers spend less time researching fall trip ideas and more time enjoying the season,” said Secretary Sayers.

In August, the U.S. Travel Association honored Travel Wisconsin with a prestigious Mercury Award for its seasonal reports (Fall Color, Trail and Snow Reports). The Mercury Award recognizes their innovation and the value the reports create for travelers.

Travel Wisconsin representatives are available for interviews about the Fall Color Report, including how to use the resource, ideas of where to see fall color and ways to make the most of autumn. Residents and visitors can find more fall vacation inspiration by visiting TravelWisconsin.com and signing up for a weekly email update highlighting peak fall color, as well as other seasonal trip ideas.

MADISON, Wis. (June 27, 2024) – With the conclusion of the Wisconsin season of Bravo’s “Top Chef,” Travel Wisconsin is helping residents and travelers continue their culinary adventures by providing resources to follow the journey as seen on this season of “Top Chef.”

Travel Wisconsin developed a “Top Chef” landing page on TravelWisconsin.com that dives deep into Wisconsin’s food and drink scene and recently launched the Foodie Pass to offer exclusive dining deals in all corners of the state. These resources make it easy for travelers to follow in the footsteps of the Season 21 cheftestants by visiting the destinations featured on the show, as well as discover many more culinary gems throughout Wisconsin.

“Bravo’s ‘Top Chef’ showed off Wisconsin’s food scene, culinary traditions and ingredients in a big way, but we know it tastes better in person,” said Tourism Secretary Anne Sayers. “This season built an appetite among visitors hungry to make memories in Wisconsin, and Travel Wisconsin offers the resources to help them travel by fork.”

“Episode after episode, ‘Top Chef’ spotlighted why Wisconsin is an outstanding place to visit, live and do business,” said Missy Hughes, Secretary and CEO of the Wisconsin Economic Development Corporation (WEDC). “Viewers got a taste of not just our incredible culinary scene but also the great quality of life Wisconsin offers. I encourage folks to explore our wonderful state beyond the television screen and see everything we’re cooking up in Wisconsin.”

The “Top Chef” landing page includes an interactive map detailing locations and culinary experiences featured on Season 21. The map also highlights off-camera spots judges visited when filming and complimented in media interviews and on social media, as well as Travel Wisconsin’s suggested culinary gems around the state. The landing page further tells Wisconsin’s culinary story through videos of foodie hotspots, stories about Wisconsin chefs, restaurants and ingredients, and other trip-planning resources.

Visit the landing page at TravelWisconsin.com/TopChefWisconsin.

Travel Wisconsin’s Foodie Pass, developed in partnership with Bandwango, is a free digital pass to get exclusive deals and discounts at more than 110 culinary establishments like iconic supper clubs, craft breweries and James Beard-nominated restaurants. Visitors sign up for the pass at TravelWisconsin.com/FoodiePass. They then check into featured businesses to access the deals and earn points for each establishment visited. Points unlock custom Travel Wisconsin prizes like stickers, drink tumblers, bandanas and more. Travel Wisconsin’s Foodie Pass is live until June 2025.

Season 21 of “Top Chef” was made in partnership with WEDC and with cooperation from Travel Wisconsin, Visit Milwaukee, Dairy Farmers of Wisconsin, Destination Madison, Destination Door County and the Wisconsin State Cranberry Growers Association.

Travel Wisconsin representatives are available for interviews to help your audience make the most of the Top Chef landing page and the Foodie Pass.

Note: This press release was originally distributed by the office of Governor Tony Evers.

MADISON — Gov. Tony Evers today, together with Wisconsin Department of Tourism Secretary Anne Sayers, announced Wisconsin’s tourism industry saw another record-breaking year in 2023. According to 2023 economic impact data, the tourism industry generated $25 billion in total economic impact, surpassing the previous record year of $23.7 billion set in 2022.

“Wisconsin has so much to offer, from waterslides to watersports, hiking trails to contrails, and world-champion sports teams to world-champion cheese, so it’s no wonder we’ve seen yet another record-breaking year for Wisconsin tourism for the second year in a row,” said Gov. Evers. “These numbers show what an important role our tourism economy plays in our state’s economic success. And this didn’t happen by chance—this happens because of the hardworking folks in this critical industry who work day in and day out to make sure visitors enjoy their time here and come back year after year. We’ve been proud to help support their good work by making smart, strategic investments over the last several years to support Wisconsin’s tourism industry, and our hard work together is clearly paying off.”

In 2023, Wisconsin saw a $25 billion total economic impact, an increase of 5.4 percent from the previous year, welcomed 113 million visits—nearly two million more than the previous year, and saw the highest-ever overnight visits, with nearly 46 million overnight visits last year. This is the second consecutive year of record-breaking overnight visitation. What’s more, overnight visitors, on average, spend almost three times as much as day-trip visitors.

In total, in 2023, all 72 Wisconsin counties saw economic impact growth, and the industry supported more than 178,000 part-time and full-time jobs across various sectors, which is an increase of two percent and generated $1.6 billion in state and local tax revenue, up 5.8 percent from 2022.

“Wisconsin tourism powers the economy and strengthens the fabric of communities of all sizes,” said Wisconsin Tourism Secretary Sayers. “The historic impact of tourism reached every corner of Wisconsin and, in doing so, sustained livelihoods for thousands of our friends and neighbors.”

Bolstered by funds provided in the 2019-21 and 2021-23 state budgets signed by Gov. Evers, Travel Wisconsin marketed the state as a premier travel destination in 2023, running advertising campaigns throughout the year. The campaigns, which celebrate Wisconsin’s welcoming nature and celebratory spirit, reached visitors in 12 Midwestern markets.

In addition, the 2023-25 biennial budget signed by Gov. Evers invested approximately $34 million over the biennium to raise Wisconsin’s profile across the country as a premier business, cultural, and recreational destination. This is the largest increase in marketing and advertising funds for the Wisconsin Department of Tourism in state history, and with this investment, the department will be able to run a competitive marketing campaign and keep pace with neighboring states.

Further, this exciting announcement comes as, last month, Gov. Evers and the Wisconsin Economic Development Corporation (WEDC) requested the release of $10 million in already-approved funding for the Opportunity Attraction and Promotion Fund created in the 2023-25 biennial budget signed by Gov. Evers to continue Wisconsin’s recent success in recruiting and hosting large-scale events, such as the 2020 Democratic National Convention, the 2021 Ryder Cup, the 2024 Republican National Convention, and the 2025 NFL draft. The Evers Administration submitted a formal s. 13.10 request to the Republican-controlled Joint Committee on Finance to release the $10 million investment. The Republican supermajority on the committee decided to release just $5 million, only half of the amount approved in the biennial budget.

Additionally, last November, Gov. Evers also announced $36.6 million in grants for building projects across the state in Janesville, Milwaukee, Green Bay, and Door County that were previously rejected by members of the Wisconsin State Legislature in the 2023-25 Capital Budget process. The governor’s investment is projected to support over 400 jobs and nearly $68 million in economic activity. The effort, funded using American Rescue Plan Act funds, will ensure the projects can move forward and build upon Gov. Evers’ and the Evers Administration’s strategic investments that will have long-term impacts on the state’s tourism industry, workforce, and economy.

Since 2020, Gov. Evers 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 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 this report.

To learn more about Wisconsin tourism’s record-breaking year, view the 2023 economic data, including a county-by-county breakdown, visit: industry.travelwisconsin.com/research/economic-impact.

Celebrate Earth Day with the help of the Wisconsin Trail Report to plan a hiking or biking adventure and enjoy the unbound beauty of Wisconsin’s outdoors.

The Wisconsin Trail Report, which recently launched for the season, is a resource from Travel Wisconsin that connects residents and visitors to the state’s vast network of trails. Designed as an interactive map, the report lets users locate places throughout the state to go hiking, recreational biking and mountain biking. The report also assists with planning a trip. When a user selects a destination on the map, they’ll find recommendations for nearby events, activities, restaurants and hotels.

“One of my favorite ways to take in Wisconsin’s natural canvas is hiking with friends and family followed by a meal and drinks on an outdoor restaurant patio,” said Tourism Secretary Anne Sayers. “Whether for Earth Day or any day, the Wisconsin Trail Report is a go-to resource for finding the perfect pairing of outdoor recreation and other fun that make for a memorable getaway.”

The Wisconsin Trail Report provides a description of trail networks and information on general conditions for hiking and biking. Bicyclists also learn the surface type of a trail network, whether it’s crushed stone, asphalt or natural. Volunteer reporters provide regular updates on conditions at more than 175 trail networks, and the report is maintained well into the fall season. Reporters come from outdoor activity organizations, tourism boards, friends groups of Wisconsin State Parks, chambers of commerce and other organizations. Users can filter the report to find only open trails or only Department of Natural Resources properties, along with sorting the report for the trail networks with the best conditions.

Stay updated on trail conditions all spring, summer and fall by embedding a widget of the Wisconsin Trail Report on your website using this link. Widgets can be customized to display a specific county, region or activity, helping promote outdoor recreation and exploration.

MADISON, Wis. (April 1, 2024) – Under a recently expanded advertising footprint, Travel Wisconsin today launched its 2024 summer advertising campaign that highlights sweet summer moments in Wisconsin to visitors in 13 Midwestern markets.

Continuing the brand idea of “Here’s to Those Who Wisconsin,” the campaign celebrates the major reasons travelers choose to make memories in Wisconsin like waterparks, supper clubs, events and outdoor recreation. Travel Wisconsin’s signature 30-second summer advertisement, which is a cornerstone component of the campaign, features iconic summer traditions and experiences.

“We can’t wait for visitors to make sun-soaked memories this summer,” said Tourism Secretary Anne Sayers. “Our campaign reflects the breadth and depth of Wisconsin’s tourism opportunities, whether it’s our world-class events, cultural activities or unbeatable dining. The best souvenir visitors will take home this summer are those Wisconsin memories that last a lifetime.”

Maintaining consistency across seasons and years, the brand idea of “Here’s to Those Who Wisconsin” debuted two years ago and celebrates Wisconsin as a spirited, welcoming destination where visitors can discover the unexpected.

The 2024 summer campaign operates on both a geographically and demographically expanded footprint compared to last summer. Beginning in January, Travel Wisconsin added Marquette, Michigan, to its group of advertising markets and broadened the age range of the target audience. Travel Wisconsin’s advertising decisions are informed in part by the Propensity to Visit Model. A proprietary resource for Travel Wisconsin, the model combines industry-leading travel datasets to identify the advertising markets and audiences resulting in the highest value of visit.

The summer campaign is live in the Milwaukee, Madison, Green Bay and Wausau media markets. In addition to Marquette, out-of-state markets include Chicago, Minneapolis, Cedar Rapids, Davenport, Des Moines, Duluth, Rochester and Rockford.

Travel Wisconsin is taking a new approach this year to the run dates of the summer campaign. It is live now through May 12. The campaign will resume June 3 and continue until mid-July or mid-August, depending on the market.

“By structuring our campaign into two run dates, Travel Wisconsin captures attention early in the summer planning window and reaches travelers in the middle of the season to inspire those spur-of-the-moment trips,” Sayers said. “This approach strategically invests funds throughout the summer season.”

The 30-second commercial runs on television streaming platforms. Additionally, Travel Wisconsin inspires summer travel through social media advertisements, audio streaming ads, digital website banners, billboards, paid search and more.

MADISON, Wis. (March 13, 2024) – Governor Tony Evers and the Wisconsin Department of Tourism honored the outstanding efforts of six organizations and individuals on Tuesday as the winners of the 2024 Governor’s Tourism Awards during the Wisconsin Governor’s Conference on Tourism in Lake Geneva.

"These hardworking partners help drive the success of Wisconsin’s tourism industry, which is a critical economic engine for our state, generating $23.7 billion in economic impact,” said Gov. Evers. “I want to congratulate all the winners on this well-deserved recognition and thank them for their leadership, dedication and innovation that help support our state’s tourism industry and make Wisconsin a place that people from all over choose to visit."

“This year’s conference celebrated the theme of The Art of Tourism, and the Governor’s Tourism Award nominees represent the craftspeople behind the masterpiece that is Wisconsin tourism. These folks demonstrate an artist-like level of creativity, passion and commitment and help us paint a brighter future for everyone in the tourism industry,” said Secretary Anne Sayers. “I applaud this group for being trend-setters, go-getters and community champions. Wisconsin’s economy is stronger because of them.”

The Governor’s Tourism Awards were created in 2010 to recognize excellence and leadership in travel and hospitality. Across six categories, 62 individuals, businesses and destinations were nominated for the 2024 Governor’s Tourism Awards. The winners are:

Legacy Award — Stephanie Klett, VISIT Lake Geneva

Former Wisconsin Tourism Secretary Stephanie Klett has devoted a nearly 40-year career to tourism. It started with a high school job at a water park, followed by hosting the radio and television program Discover Wisconsin for 18 years, winning an Emmy along the way. She served as the Secretary of the Wisconsin Department of Tourism between 2011-2019, growing tourism’s economic impact and debuting several new initiatives. Currently, Klett is the President and CEO of VISIT Lake Geneva. In being nominated, Klett was described as “the embodiment of Wisconsin tourism” who demonstrates a passion for promoting the people, places and destinations that make Wisconsin special.

Arts, Culture and Heritage Award — Paine Art Center and Gardens

The Paine Art Center and Gardens in Oshkosh attracts visitors with art exhibits, cultural programming and the heritage of its grand estate setting. Open to the public since 1948, the Paine marked its 75th anniversary in 2023. Over the past two decades, the Paine has improved its grounds and amenities, expanded programming and hosted marquee art exhibitions, leading to significant growth for the organization. These efforts culminated into several milestones in 2023, including record-breaking attendance of more than 100,000 visitors and the organization’s largest-ever operating budget.

Diversity, Equity, Accessibility and Inclusion Award — Northcott Neighborhood House

The Northcott Neighborhood House organizes the annual Juneteenth Festival in Milwaukee, which commemorates the end of slavery and celebrates the liberation of Black Americans. What began as a small celebration in 1971 has grown into a massive festival and parade, drawing an estimated 170,000 visitors each year to Milwaukee’s Bronzeville neighborhood. In addition to organizing the festival and parade, the Northcott Neighborhood House operates a food pantry, stocks food boxes for senior citizens and provides job training opportunities.

Innovation Award — Destination Door County, Community Investment Fund

As a tourism marketing organization, Destination Door County recognizes tourism can directly benefit the residents who live in the community. In 2023, Destination Door County launched its Community Investment Fund. The innovative program provides grants to nonprofits and municipal governments for projects that simultaneously improve the quality of life for community members and improve the visitor experience. Last year, Destination Door County awarded $828,917 to 18 projects. The funds helped projects to improve and enhance public parks, expand outdoor recreation assets and restore a historic lighthouse.

Rising Star — Haleigh Doyle, Explore La Crosse

Haleigh Doyle began her career in the tourism industry when she joined Explore La Crosse in 2019. As the Director of Media & Marketing for the last five years, Doyle has overseen successful marketing campaigns, spearheaded public relations efforts, mentored interns and launched new promotional initiatives, among many other responsibilities. Her efforts have resulted in major growth to Explore La Crosse’s website traffic, social media followers and email subscribers. Doyle is described as having “a tireless work ethic” and always “staying in front of the ever-changing marketing industry trends.”

Service Excellence — Madison Children’s Museum, Education, Visitor Services and Outreach Teams

The staff of the Education, Visitor Services and Outreach teams at the Madison Children’s Museum guide 200,000 annual visitors on a journey of enjoyment, learning and self-discovery and interact directly with guests in a variety of capacities. A typical day for staff could include playing and engaging with guests, sharing their interest and knowledge, or answering visitors’ questions, all while demonstrating a crisp professionalism. Since the museum’s post-pandemic reopening, the staff have been instrumental in making visitors feel welcome, garnering high customer satisfaction scores along the way.

View a full list of the award nominees here.

MADISON, Wis. (Jan. 18, 2024) – With snow building across Wisconsin — and the possibilities for winter fun building with it — the Wisconsin Snow Report by Travel Wisconsin is the complete resource to discover where and how to experience outdoor adventure this winter.

The Wisconsin Snow Report is an interactive map detailing the snow conditions at downhill ski and snowboard hills, snowmobile trails and cross-country skiing areas around the state. This season, a pair of new features make it easier for travelers to find exactly what they’re seeking. For those who want perfect powder, travelers can now sort the hills and trails by the best currently reported snow conditions. Another enhancement this season is filtering ski and snowboard hills and cross-country areas by the amenities available, such as whether ski school is offered or if cross-country trails are lighted.

“Travel Wisconsin continuously challenges ourselves to improve the Wisconsin Snow Report for the user,” said Tourism Secretary Anne Sayers. “These new features provide travelers with more resources and empower them to plan a getaway that will create lifelong memories.”

This winter, Travel Wisconsin is partnering with more than 130 volunteer reporters from snowmobile clubs, ski hills, county park departments, tourism organizations and more. Reporters provide first-hand information on the snow conditions for outdoor recreation, including machine-made snow, across Wisconsin. The comprehensive report also helps users discover locations for snowshoeing, winter fat biking, tubing and skijoring.

“Each winter, Wisconsin’s landscape transforms into a playground of possibilities,” said Secretary Sayers. “The Wisconsin Snow Report is here to help travelers navigate this seasonal playground and find the best places to slide, ride and ski into good times and warm memories.”

In addition to providing information on recreational snow conditions, the Wisconsin Snow Report connects travelers with ideas of how to round out a winter trip. Select a destination on the map to find nearby restaurants, places to stay, events in the area and other activities to add to an itinerary.

Travel Wisconsin representatives are available for interviews about the Wisconsin Snow Report, how visitors can use it to plan a trip and ideas for where to visit this winter.

MADISON, Wis. (Sept. 18, 2023) – As the treetops transform into the rich hues of a setting sun, Travel Wisconsin’s Fall Color Report reveals where, when and how to make the most out of the beautiful but brief season before the sun sets on autumn.

The report is an interactive map detailing the status of fall color across Wisconsin as the leaves progress from green to yellow, orange and red. Around 75 volunteer reporters throughout the state supply regular updates on the status of the changing leaves, providing travelers the most up-to-date information on the seasonal transformation. The Fall Color Report acts as a comprehensive tool for travelers to round out a trip. Select a destination on the map to discover the best places to view fall color in the area, upcoming events and recommendations for nearby dining, lodging and activities to pair with an autumn adventure.

“Wisconsin’s fall colors are a natural masterpiece,” said Tourism Secretary Anne Sayers. “Using the Fall Color Report, travelers can paint their own vibrant memories on the canvas of autumn.”

Travel Wisconsin enhanced the Fall Color Report this season to help travelers plan getaways in two different ways.

One new feature filters the report by the estimated week of peak, based on historical observations. This helps travelers seek out colorful vacation spots during the weeks that work best for them. Another addition sorts the report from the highest percentage to lowest percentage of currently reported fall color. Travelers can learn where the leaves are most vibrant now for those spur-of-the-moment getaways.

“The Fall Color Report is designed to be a planning resource for travelers,” Secretary Sayers said. “This season’s improvements build on that reputation and make it easier for travelers to not miss a moment of fall’s beauty.”

The report is updated regularly through September and October. To stay in the know, sign up for Travel Wisconsin’s weekly email update highlighting peak fall color as well as other ideas for enjoying autumn.

Travel Wisconsin representatives are available for interviews about the Fall Color Report and to share seasonal trip ideas and inspiration, such as visiting exceptional apple orchards and corn mazes.

Powerhouse Judges Tom Colicchio and Gail Simmons Return for Season 21 as the Culinary Competition Heads to Wisconsin 

Note: This press release was originally distributed by Bravo.

Renowned chef and season 10 winner Kristen Kish has been named the host of Bravo’s “Top Chef.” 

Kish joins head judge Tom Colicchio and perennial judge Gail Simmons at the judges’ table for Season 21 of the Emmy, James Beard and Critics’ Choice Award-Winning series.  Colicchio and Simmons both serve as executive producers.  Padma Lakshmi formerly served as host for the last 19 seasons. 

 The culinary competition lands in the heart of Wisconsin for Season 21 as a new batch of talented chefs from across the country battle it out for the coveted title in the energetic and unique culinary scenes in Milwaukee and Madison. With a backdrop of picturesque landscapes, acres of farmland, miles of shoreline and vibrant urban communities, the cheftestants will explore the fresh flavors and local bounty of this rising culinary destination.   

“‘Top Chef’ is where I started my journey – first as a competing chef, then a guest judge and now as host I have the honor of helping to continue to build this brand,” Kish said. “I’m thrilled to sit alongside Gail and Tom as we get to know new incredible chefs and see what they cook up. It feels like coming home." 

“Kristen Kish represents everything that makes ‘Top Chef’ incredibly special,” said Ryan Flynn, Senior Vice President, Current Production, NBCUniversal Television and Streaming.  “She’s an acclaimed chef and her experience as a cheftestant, winner and judge, alongside her culinary curiosity, makes Kristen the perfect host for the next chapter of ‘Top Chef’ as we take on a new region of the country we haven’t explored.”    

Casey Kriley and Jo Sharon, Co-CEO'S of Magical Elves, added, “Kristen is a beloved part of the ‘Top Chef’ family, and we’re thrilled to have her join and bring to the competition her unique, fresh and global culinary perspective, as well as her true passion for food.  We look forward to Season 21 and know our incoming chefs will be inspired by the bourgeoning culinary scene in Milwaukee and Madison known for blending tradition with innovation and utilizing farm fresh ingredients.”   

Wisconsin Gov. Tony Evers said, “We are honored to be able to welcome ‘Top Chef’ to Wisconsin for its upcoming season. We’re proud to be known here for our rich food culture, talented chefs and exceptional local ingredients. I know our diverse culinary traditions will help inspire the participants, captivate viewers and showcase all of the great things Wisconsin has to offer.” 

Kish was born in South Korea and adopted into a family in Kentwood, Mich. At a young age she showed an affinity for cooking and, prompted by her mother, attended Le Cordon Bleu in Chicago. After culinary school, Kristen spent the next 10 years in Boston honing her skills in several high-profile restaurants, ultimately becoming the Chef de Cuisine at a Relais & Chateaux property. From 2012-13, Kish competed on Bravo’s “Top Chef” Season 10 where she ultimately won the coveted title.  From there she went on to co-host “36 Hours,” a Travel Channel show that partnered with The New York Times to bring the hit newspaper column of the same name to television. In 2017, Kristen released her first cookbook, “Kristen Kish Cooking: Recipes and Techniques,” and in 2018 partnered with LINE Hotels to launch her first restaurant, Arlo Grey in Austin, Texas.  The restaurant reflects Kish’s playful yet refined cuisine, pulling inspiration from her classical training as well as nostalgic dishes that highlights her upbringing and love of travel. Kristen is the co-star of “Fast Foodies”, a co-host of “Iron Chef: Quest for an Iron Legend” and the host and producer of “Restaurants at the End of the World.” 

The partnership with Wisconsin Economic Development Corporation was made in cooperation with Travel Wisconsin, Visit Milwaukee, Destination Madison, Destination Door County, Dairy Farmers of Wisconsin and the Wisconsin State Cranberry Growers Association.   

“Top Chef” is produced by the Emmy Award-winning production company Magical Elves with Casey Kriley, Jo Sharon, Doneen Arquines, Hillary Olsen and Tracy Tong serving as executive producers.  

Note: This press release was originally distributed by the office of Governor Tony Evers.

OSHKOSH — Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary Anne Sayers, today announced Wisconsin’s tourism industry saw a record-breaking year in 2022. According to 2022 economic impact data, the tourism industry generated $23.7 billion in total economic impact, surpassing the previous record year of $22.2 billion set in 2019.

“I’m so excited to be celebrating a record-breaking year for Wisconsin’s tourism industry. This is tremendous news and a testament to the hard work of the business owners, workers, and marketing partners across the industry and our strategic investments to bolster the industry at an especially difficult time,” said Gov. Evers. “Tourism is vital to the economic health of local communities, businesses, and workers across our state, and I’m proud of our work to support this critical industry and its success over these past few years. We must continue to make key investments in Wisconsin tourism to ensure it continues to be a key part of our economy for generations.”

The economic impact of the travel and tourism industry is felt by communities in every corner of the state, and in 2022, all 72 counties experienced an increase in total tourism economic impact. Further, last year, tourism supported 174,600 part-time and full-time jobs across various sectors of the industry and generated $1.5 billion in state and local tax revenue. Historic marketing investments from the Wisconsin Department of Tourism, critical relief dollars allocated by Gov. Evers, and the efforts of communities across Wisconsin helped contribute to the new record, as well as the highest-ever overnight visitation rate.

In 2022, there were 111.1 million visits in Wisconsin, which was up 8.8 million visits, or 8.7 percent, over the previous year. This includes a record 45.4 million overnight visits, an increase of 13.8 percent from 2021. Overnight visitors, on average, spent nearly three times as much as day trip visitors. To learn more about Wisconsin tourism’s record-breaking year and view the 2022 economic impact data, including a county-by-county breakdown, visit: industry.travelwisconsin.com/research.

“Tourism is both big fun and big business. I’m so grateful for the innovation and dedication of the folks who make up the Wisconsin tourism industry. Each one of them played a role in setting this record,” said Wisconsin Department of Tourism Secretary Sayers. “Aided by strategic marketing, Wisconsin convinced more visitors to stay the night so they could add more activities to their itinerary, delivering a deeper economic impact. I congratulate the entire industry on an incredible record-breaking year.”

Since launching the “Here’s to Those Who Wisconsin” brand in 2021, Travel Wisconsin’s advertising campaigns have reached visitors in 12 Midwestern markets and resulted in more than one billion impressions. The brand highlights Wisconsin’s welcoming nature and celebratory spirit while positioning Wisconsin as a premier travel destination to make lifelong memories.

Travel Wisconsin markets Wisconsin as an all-seasons destination, and the economic impact data reflects that as travel spending grew year-over-year in every quarter in 2022.

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 this report. 

MADISON, Wis. (May 8, 2023) – This week, the Wisconsin Department of Tourism celebrates the ways Wisconsin’s tourism industry is moving forward, driving economic impact and welcoming travelers to make lasting memories in recognition of National Travel and Tourism Week (NTTW). 2023 marks the 40^th anniversary of NTTW with a theme of “Travel Forward.”

“This year’s National Travel and Tourism Week resonates with Wisconsin’s own motto and the state tourism industry in particular, which continuously strives to be a national leader,” said Governor Tony Evers. “The commitment and drive of the folks of the tourism industry make Wisconsin a standout destination. Their work creates thousands of jobs, grows local economies and brings joy to countless travelers. That’s why my budget seeks to move the $20.9 billion tourism industry forward to a bigger future that benefits all of Wisconsin.”

With summer fast approaching, Travel Wisconsin’s summer advertising campaign is already underway, reaching potential visitors in 12 Midwestern markets. The campaign highlights Wisconsin’s celebratory spirit and welcoming nature while inspiring travelers to experience a wonder-filled summer.

“Wisconsin has what travelers seek in a memorable vacation, and tourism partners across the state work hard year-round to maintain our reputation as a premier travel destination,” said Tourism Secretary Anne Sayers. “The travel industry fuels every industry, and its success is Wisconsin’s success. Tourism generates billions of dollars in economic impact and supports tens of thousands of jobs. It’s an honor to serve and celebrate such a vital industry.”

Organized by the U.S. Travel Association and held annually during the first full week of May, National Travel and Tourism Week (May 7-13) recognizes the travel industry’s essential role in stimulating economic growth, cultivating vibrant communities, creating quality jobs, inspiring new businesses and elevating the quality of life for Americans every day.

To mark NTTW, Governor Tony Evers, Tourism Secretary Anne Sayers and Wisconsin’s Office of Outdoor Recreation Director Mary Monroe Brown will visit communities throughout the state this week to meet with local tourism partners and tour businesses, attractions and destinations.

Department of Tourism representatives are available for virtual NTTW interviews today. Schedule an interview with the media contact listed above.

MADISON, Wis. (March 24, 2023) – The Department of Tourism awarded $489,431 in Joint Effort Marketing (JEM) grants in recent months. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c)(6) organizations like convention and visitor bureaus and chambers of commerce.

“Wisconsin’s tourism industry has been one of the strongest indicators of our state’s economic recovery, and we’re proud to continue our efforts to ensure that recovery continues,” said Gov. Evers. “Tourism events like those hosted by these JEM grant recipients help engage the local community and attract new visitors to our state, bolstering local economic development in the short and long term as folks continue to choose Wisconsin as their preferred vacation stop every day of the week.”

In total, the Department awarded 28 grants to 25 organizations in November and February. The funds will help to market to a large cross section of interests and activities, including theatrical productions, music festivals and sporting events, in rural, suburban and urban communities throughout Wisconsin.

To illustrate, a JEM grant will aid the Viroqua-based Driftless Writing Center in marketing the inaugural Ridges & Rivers Book Festival, which will draw in regional and national authors for readings, workshops, book signings and other free events in April.

The November and February JEM grants were awarded to eligible new, existing and one-time, one-of-a-kind endeavors.

“Whether it’s a tournament-style painting competition in Wauwatosa, a collection of Rodin sculptures coming to Oshkosh or professional rodeo action in Lincoln County, these events are sure to generate local economic impact and create shared moments of joy,” said Tourism Secretary Anne Sayers. “The awardees embody the spirited, celebratory nature Wisconsin is known for, and I’m grateful to demonstrate our support for them through these JEM grants.”

JEM grants are awarded in five rounds throughout the year. The next deadline for organizations to apply is April 1.

November JEM grant recipients are as follows, listing the project, organization and award amount:

• American Players Theatre Presents Arts in the Woods — American Players Theatre — $26,500
• Art 64 — City of Wauwatosa — $22,086
• Bart at TMA — Trout Museum of Art — $18,675
• Bourbon, Bluegrass & Brews — River Falls Area Chamber of Commerce — $11,375
• Country Fest 2023 — Chippewa Falls Area Chamber of Commerce — $20,000
• Eau Claire Jazz Festival — Visit Eau Claire — $25,000
• GLASS Arts Festival — Bergstrom-Mahler Museum of Glass — $14,000
• Pink Ladies Night — Barron County Pro Rodeo — $10,000
• Ride Across Wisconsin — Wisconsin Bike Fed — $19,050
• Ridges & Rivers Book Festival — Driftless Writing Center — $10,000
• Rock Fest 2023 — Chippewa Falls Area Chamber of Commerce — $20,000
• Rodin: Contemplation and Dreams — Paine Art Center & Gardens — $28,250
• Summerfest Tech — Milwaukee World Festival — $10,000
• World Premiere Wisconsin Festival — Forward Theatre Company — $39,550

February JEM grant recipients are as follows, listing the project, organization and award amount:

• Antigo Lion’s Roaring Raceway Championship Off-Road Race Event — Antigo Lions Club — $7,000
• Art Escape — Bayfield Chamber of Commerce and Visitor Bureau — $22,750
• Blossom of Lights — Robert W. Monk Gardens, Inc. — $15,000
• Cheese Capital Festival — Plymouth Chamber of Commerce — $15,006
• Eau Claire HmongFest — Visit Eau Claire — $20,000
• Harvest Moon Fest — Cassville Tourism — $6,525
• Heritage Maker’s Market — Manitowoc County Historical Society — $5,847
• 2023 Ironbull Red Granite Grinder — Ironbull — $14,209
• Northwoods Fall Ride — Tomahawk Regional Chamber of Commerce — $21,777
• Project North Festival — White Pine Community Broadcasting, Inc. — $9,738
• The Red Cedar Film Festival — Menomonie Main Street — $4,838
• Taste N Glow Balloon Festival — Wausau/Central Wisconsin Convention & Visitors Bureau — $39,550
• U.S. Open Chainsaw Sculpture Championship — Visit Eau Claire — $20,000
• Wisconsin River Pro Rodeo — Lincoln County Rodeo Association — $12,705

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Eligible expenses include but are not limited to email marketing, print and broadcast ads, direct mail, public relations and billboards. For more information on the JEM program, deadlines and application materials, visit industry.travelwisconsin.com.

In fiscal year 2022, the Department funded 49 JEM projects, awarding $1.13 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75% of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining. 

MADISON, Wis. (April 20, 2023) – As the shifting seasons transform Wisconsin’s scenery from buds and blossoms to a verdant landscape, the Wisconsin Trail Report returns to help travelers discover hiking and biking destinations perfect for taking in the sights of spring and summer.

Travel Wisconsin, in partnership with the Wisconsin Office of Outdoor Recreation, recently launched the Trail Report for the season. The interactive map-based report lets users explore the vast trail networks in the state, from the Wisconsin State Park System and various county and municipal parks to private and nonprofit trail offerings like nature centers.

“Wisconsin is full of natural wonder. The state is nearly half covered in forests, dotted with 15,000 lakes and crisscrossed by 84,000 miles of rivers and streams. All throughout, you’ll find extensive trail networks to experience this exceptional natural beauty,” said Tourism Secretary Anne Sayers. “Outdoor recreation is a top reason travelers choose Wisconsin to make memories, and the Wisconsin Trail Report is a fantastic tool to plan that memorable outdoor getaway, whether it’s an afternoon excursion for Earth Day or a week-long expedition.”

Using the Trail Report, visitors can select a destination to find a brief description of the trail network, such as the total mileage and types of terrain, and learn about its general conditions. The Trail Report also helps round out a trip by providing recommendations for dining, lodging and other activities to do in the surrounding area. For bicycling networks, the report identifies whether they’re designed for mountain biking or recreational biking, as well as the surface material of the trails.

“As the hub for Wisconsin’s outdoor recreation industry, the Office coordinates dozens of volunteer reporters who make the Wisconsin Trail Report such a valuable tool for people seeking out the immense opportunities for outdoor adventure in Wisconsin,” said Mary Monroe Brown, Director of the Wisconsin Office of Outdoor Recreation.

The volunteer reporters provide weekly updates on general conditions or after major weather events and improvement projects. Additional trail reporters are always welcome to make the report more comprehensive. Information on becoming a trail reporter can be found here. To embed the Wisconsin Trail Report on your website, create a customizable widget here.

MADISON, Wis. (April 6, 2023) – Travel Wisconsin’s 2023 summer advertising campaign is now live, reaching travelers in a dozen Midwestern markets and carrying forward the brand idea of “Here’s to Those Who Wisconsin” into a second year.

The campaign showcases families and friends discovering the unexpected together and sharing genuine smiles, laughs and moments of joy. It features travelers of varying abilities enjoying Wisconsin summertime traditions like outdoor festivals, fun adventures on the water and more.

“Travel Wisconsin is ready to welcome travelers to experience a wonder-filled summer, and I’m thrilled to see how this campaign will inspire them,” said Tourism Secretary Anne Sayers. “Travel Wisconsin champions the idea of ‘Here’s to Those Who Wisconsin’ as a recognition of Wisconsin’s celebratory spirit and welcoming nature. Our summer campaign materials wonderfully capture this idea, from a family expressing joy during an awe-inspiring tour of Yerkes Observatory and friends making memories at a music festival to a picture-perfect day sailing on Lake Michigan.”

The 2023 summer campaign is Travel Wisconsin’s fourth advertising campaign under the brand idea of “Here’s to Those Who Wisconsin,” which debuted last summer. Maintaining the brand idea — in combination with advertising in the same 12 markets since March 2021 — intentionally builds consistency across seasons and reinforces Wisconsin as a preferred vacation destination.

To understand the effectiveness of the 2023 summer campaign, Travel Wisconsin ran neuroscience research on the 30-second commercial and found it outperformed commercials from neighboring competitors when it comes to travel motivation.

“A data-driven mindset guides our advertising decisions, and we’re seeing impressive results because of that,” said Chief Marketing Officer Shane Brossard. “In such a competitive landscape, Travel Wisconsin leans heavily into our brand positioning to follow the data and show travelers Wisconsin has exactly what they’re looking for in a memorable vacation.”

In-state markets include Milwaukee, Madison, Green Bay and Wausau, while out-of-state markets are Chicago, Minneapolis, Cedar Rapids, Duluth, Rochester, Davenport, Des Moines and Rockford. These markets were selected using Travel Wisconsin’s innovative Propensity to Visit Model. Combining datasets from several leading tourism research firms, the proprietary model identifies which target markets and audiences result in the highest value of visit. Before each seasonal campaign, Travel Wisconsin further refines the Propensity to Visit Model and adjusts its advertising strategies in each market to maximize effectiveness.

The 2023 summer campaign runs April 3 – July 9. In addition to running commercials on connected TV, the campaign will connect with potential visitors through digital advertising, online videos, audio streaming platforms, social media, paid search, billboards and TravelWisconsin.com.

View an overview of the summer campaign here and download the high-definition summer TV commercial here.

MADISON, Wis. (March 15, 2023) – From a record-setting number of nominees, six individuals and organizations were honored Tuesday with Governor’s Tourism Awards for outstanding contributions to Wisconsin’s travel and hospitality industry during the 2023 Wisconsin Governor’s Conference on Tourism.

“Wisconsin’s travel and tourism industry continues to rebound and break records, and these talented, innovative award recipients have been key to that success,” said Gov. Evers. “I’m proud to honor their good work and to propose significant investments in the state budget so we can keep supporting the hardworking folks in our tourism industry in the coming years.”

“Wisconsin tourism is having a big moment, and these award winners represent some of the biggest thinkers and doers in the field,” said Tourism Secretary-designee Anne Sayers. “It’s an honor to recognize their knowledge, commitment and innovation, which uplifts the entire industry and inspires their peers. I congratulate the recipients of this year’s Governor’s Tourism Awards and all the nominees for the exceptional standard they set in the industry.”

Across six categories, 73 individuals, businesses and destinations were nominated for the Governor’s Tourism Awards this year — the most since the recognition was created in 2010. The winners of the 2023 Governor’s Tourism Awards are:

Arts, Culture and Heritage Award — John Michael Kohler Arts Center

A local treasure for more than 50 years, the John Michael Kohler Arts Center (JMKAC) is a visual and performing arts complex in Sheboygan that supports the work of self-taught and contemporary artists. The JMKAC’s two free museums, festivals, programs and more attract thousands each year. In 2021, the JMKAC opened The Preserve — an experimental space to house and save its collection of “artist-built environments.” In addition to nurturing artists in the creation of new work, the JMKAC offers a wide variety of programming to engage community members of all ages.

Diversity, Equity, Accessibility and Inclusion Award — The Ability Center

The Ability Center is on a mission to provide opportunities for people with disabilities to be fit, active, healthy and to play. The Milwaukee-based nonprofit helps communities to become more universally accessible and to provide recreation opportunities for people of varying abilities. Through its RampUp program, The Ability Center transformed Milwaukee’s Bradford Beach into one of the country’s most accessible beaches. The project involved the creation of a safe, accessible route to get to Lake Michigan through the installation of a ramp and an accessible beach mat leading right to the water’s edge. It is one of the many efforts The Ability Center has undertaken in a goal to make Milwaukee the most accessible recreation destination in the country.

Innovation Award — Sparta Area Chamber of Commerce, Kriskindlmarkt

The Sparta Area Chamber of Commerce organizes the city’s annual European-style holiday market, known as Kriskindlmarkt, which has been growing in popularity since its inception in 2015. The market started as a way for downtown merchants in the Monroe County community to revitalize their storefronts and boost business. It has since expanded and is recognized as one of Wisconsin’s best outdoor holiday markets. The event includes more than 20 huts to shop at, traditional food and drink like bratwursts and glühwein, and entertainment. In 2022, the Sparta Area Chamber of Commerce significantly expanded marketing efforts, including into out-of-state markets, and saw successful results from the campaign.

Legacy Award — Romy Snyder, President and CEO of the Wisconsin Dells Visitor & Convention Bureau

Romy Snyder has lived and breathed tourism her entire life. A graduate of the Wisconsin Dells High School, Snyder grew up working in her family’s motel and then the iconic Tommy Bartlett Show. For the past 27 years, Snyder has led the Wisconsin Dells Visitor & Convention Bureau as President and CEO through a period that saw the region become a year-round destination and an explosive growth in visitor spending. Snyder has also offered her expertise by serving on various committees and is a respected leader in tourism across the country.

Rising Star Award — Megan Langer, Owner and Operator of The Port of Prescott, The Cove Guest House and The Harbor Hotel

In the last three years, Megan Langer has remodeled and opened three luxurious, affordable boutique hotels in the Mississippi River community of Prescott: The Port of Prescott, The Cove Guest House and The Harbor Hotel. The properties, which are largely renovated by Langer and her father, have opened the door for tourism opportunities and new events in Prescott with visitors now having places to stay the night. The hotel tax revenue the properties generate also helped with the formation of the newly established Prescott Tourism Committee, which Langer chairs along with sitting on the Pierce County Tourism Board.

Service Excellence Award — The Bartolotta Restaurants

Over three decades, The Bartolotta Restaurants have built a reputation of exceptional cuisine and exemplary customer service. Paul Bartolotta, who co-founded and owns the company that now operates 17 restaurants and catering facilities in the Milwaukee area, emphasizes the importance of people in the organization, from welcoming guests with a memory-worthy experience to helping elevate the careers of the hospitality workers at his restaurants. The quality of service at The Bartolotta Restaurants is recognized nationally, having been nominated for an Outstanding Restauranteurs award by the James Beard Foundation four consecutive years. Outside of the hospitality industry, Bartolotta and his company aid Milwaukee-area nonprofits through the charitable arm Care-a-lotta.

Learn more about the full list of nominees for the 2023 Governor’s Tourism Awards here.

Note: This press release was originally distributed by the office of Governor Tony Evers.

MADISON — Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary-designee Anne Sayers and Wisconsin Office of Outdoor Recreation Director Mary Monroe Brown, today announced that annual data from the U.S. Bureau of Economic Analysis show Wisconsin’s outdoor recreation industry contributed a record-setting $8.7 billion to the state’s gross domestic product (GDP) in 2021. Additionally, Wisconsin’s outdoor economy grew by 14.1 percent—more than three times faster than the state’s overall economy, which grew by 4.6 percent. 

“From hunting and fishing to boating and paddling to snowboarding and skiing, outdoor recreation is part of who we are as a people and a state—it improves our quality of life, draws visitors from all over the world, supports tens of thousands, and serves as a major economic driver for communities across Wisconsin,” said Gov. Evers. “I’m proud of our work to create the Office of Outdoor Recreation and to ensure this critical industry recovers from the pandemic, and these numbers are an excellent testament to this important work and the Office’s success.”

Key findings of the report show Wisconsin’s outdoor recreation industry supported nearly 90,000 jobs across various sectors in 2021, with a growth rate of 9.7 percent compared to 2.4 percent for all jobs. Manufacturing jobs accounted for 10 percent of all outdoor recreation jobs in each of the last two years, ranking Wisconsin fourth in the country. Despite supply chain issues during the pandemic, manufacturing jobs continued to grow from 2019 to 2021, increasing by 11 percent.

The data also show travel and tourism, as well as local trips, account for nearly $2.8 billion of outdoor recreation’s contributions to Wisconsin’s GDP. In 2020, Wisconsin was one of only seven states to see an increase in economic impact from local outdoor recreation-related trips. In 2021, the economic impact of local trips grew even more, increasing by 7.2 percent to $771 million.  

“We’ve long understood this inextricable link between outdoor recreation and tourism. Our traveler surveys consistently show outdoor recreation is a top marketable reason people visit Wisconsin,” said Secretary-designee Sayers. “Supporting the entire outdoor recreation industry through the work of the Office of Outdoor Recreation is essential to safeguard and enhance a significant tourism offering that helped buoy our industry during the most unprecedented challenges of the pandemic.” 

The Office of Outdoor Recreation was created at the Department of Tourism by Gov. Evers in 2019 and serves as a central hub for Wisconsin’s outdoor recreation industry, working with stakeholders and providing resources to bolster Wisconsin as a top outdoor recreation destination. 

“This incredible growth puts an exclamation point on the significance of the outdoor industry to our economy and the overall well-being of Wisconsin and Wisconsinites,” said Office of Outdoor Recreation Director Mary Monroe Brown. “The Office is working with partners to not only unite the industry but also to deliver critical resources, like the recent workforce attraction tool that businesses are already using to attract talent to our beautiful state.” 

Last month, the Wisconsin Office of Outdoor Recreation released Live + Work Where You Play: Outside in Wisconsin, a free, 16-page publication to assist businesses and organizations with recruitment and talent attraction. The tool leverages the state’s outdoor recreation culture, industry, and abundant offerings to give Wisconsin employers an edge over the competition in the job market. The free resource is one of many available on the Office’s website, along with educational webinars, a research library, and a first-of-its-kind outdoor business directory to help businesses and organizations connect. 

“As St. Croix Rod has experienced tremendous growth over the past three years, recruiting and retaining staff in a small rural area has been challenging. We’ve shifted our effort to seeking individuals who want to live an outdoor lifestyle and who can represent our brand authentically,” said Scott Forristall, CEO of Park Falls-based St. Croix Rod. “We had been directing job candidates to the Office’s website as part of our recruitment efforts, and we are thrilled to utilize the beautiful new booklet to show how Wisconsin is an outdoor enthusiast’s paradise.” 

In Wisconsin, fishing was one of the categories that grew in 2020 and again in 2021. According to the new data, the top categories within outdoor recreation’s contributions to Wisconsin’s GDP were: 

• Multi-use apparel and accessories: $961 million
• Motorcycling and ATVing: $882 million, number one nationally 
• Boating and Fishing: $602 million 
• Bicycling: $451 million, number two nationally 

Nationally, the outdoor recreation economy accounted for 1.9 percent and $454 billion of GDP and grew 18.9 percent compared to 5.9 percent for the overall U.S. economy. The top three categories were boating and fishing, RV traveling, and hunting, shooting, and trapping.

“From the creation of jobs and increased profit for small businesses in local economies to larger boons to our national economy, this sector is a consistent driver, even in times of economic uncertainty,” said Jessica Turner, president of the Outdoor Recreation Roundtable, a national coalition of outdoor recreation trade associations. “The strength of the outdoor recreation economy reflects what many in the industry have long known to be true: there are infinite benefits that come from more people spending time outdoors, and they’ll only grow with continued investment.” 

For the national report and state-level data and tables, visit the Outdoor Recreation Satellite Account section of the U.S. Bureau of Economic Analysis website at: https://www.bea.gov/data/special-topics/outdoor-recreation. 

MADISON, Wis. (Dec. 15, 2022) – As the snow begins to fall and reveals the magic of winter, discover which trails, runs and hills are adventure-ready with Travel Wisconsin’s Snow Report. The report provides up-to-date snow conditions at downhill ski and snowboarding hills, cross-country skiing trails and snowmobile trails statewide.

The Wisconsin Snow Report uses local, first-hand information from more than 100 reporters throughout the season to keep winter enthusiasts apprised of the trail and slope conditions across the state. The dedicated network of volunteer reporters from visitor bureaus, chambers of commerce, ski hills, snowmobile clubs and state and county park offices makes this resource possible.

“From the first flakes to the last melt, Wisconsin warmly embraces winter. We weave and wind down hills on skis, snowboards and tubes, trek across powder with cross-country skis, snowshoes and fat bikes, and zoom through snow-covered landscapes on snowmobiles,” said Secretary-designee Anne Sayers. “Whichever way you play, the Wisconsin Snow Report delivers all the resources needed to plan a memorable winter getaway.”

The Wisconsin Snow Report is an interactive map offering detailed information on snow conditions, including man-made snow, recommendations for nearby dining, lodging and activities, and a three-day weather forecast.

New to the report this season are additional insights for planning a downhill skiing or snowboarding trip. Click on a ski hill to easily learn whether lessons or night skiing are offered, if food or lodging is found on-site, the availability of tubing and so much more. Enthusiasts of snowshoeing and winter fat biking will also find new filters on the report to locate trail networks specific to those activities.

To learn more about the Snow Report and winter recreation, schedule an interview with a Travel Wisconsin representative through the media contact listed above.

MADISON, Wis. (Oct. 12, 2022) – The Department of Tourism recently awarded $225,743 in Joint Effort Marketing (JEM) grants. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c)(6) organizations like convention and visitor bureaus and chambers of commerce.

“As our state’s tourism industry continues to rebound in Wisconsin, these grants build on that momentum by investing in the promotion of worthy endeavors that will bring tourism dollars to businesses and communities,” said Gov. Tony Evers. “I congratulate the JEM grant recipients and their commitment to showcasing all the unique and exciting activities Wisconsin has to offer.”

The latest round of grants supports nine organizations in destination marketing efforts and promoting holiday events, arts and cultural ventures, sporting activities and heritage celebrations.

“JEM grants recognize innovative tourism initiatives, and these projects throughout the state are sure to be memory-makers for everyone who visits them,” said Secretary-designee Anne Sayers. “It’s a pleasure to support our partners with their creative marketing campaigns and, in turn, the economic impact these events generate for local communities.”

August and September JEM grant recipients are as follows, listing the project; organization; and award amount:

• Christkindl Market in the Broadway District; On Broadway, Inc.; $20,000
• Cloth as Land: Hmong Indigeneity; John Michael Kohler Arts Center; $28,250
• Destination Marketing Development for Sawyer County; Hayward Lakes Visitor & Convention Bureau; $15,712
• East Troy Lights 2022; East Troy Area Chamber of Commerce; $5,856
• Eau Claire Marathon; Visit Eau Claire; $39,500
• (350^th) Expedition Celebration; Driftless Development INC; $39,500
• Into the Great Nearby; Wausau/Central Wisconsin Convention & Visitors Bureau; $20,000
• Symphony Blockbuster Stay and Play; Milwaukee Symphony Orchestra, Inc.; $39,550
• Wisconsin Learn to Ski and Snowboard Week; Skiing Wisconsin, Inc.; $17,375

JEM grants are awarded in five rounds throughout the year. The next deadline for organizations to apply is Nov. 1.

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Eligible expenses include but are not limited to email marketing, print and broadcast ads, direct mail, public relations and billboards. For more information on the JEM program, deadlines and application materials, visit industry.travelwisconsin.com.

In fiscal year 2022, the Department funded 49 JEM projects, awarding $1.13 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75% of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining. 

MADISON, Wis. (Sept. 20, 2022) – As nature raises the curtain on one of its most spectacular acts, Travel Wisconsin’s Fall Color Report stands ready as the premier resource to ensure travelers don’t miss a moment of the natural theater.

This interactive map contains up-to-date information on the foliage’s progression from green to peak color. It’s designed for fall sightseers to maximize the short window of time for glimpsing the hues of autumn. Travel Wisconsin partners with around 100 reporters, including chambers of commerce, visitor bureaus, tourism organizations and state park rangers, to detail the fall color conditions throughout the state. These reporters provide regular updates on the foliage through September and October.

“The breathtaking fall leaves are a perfect backdrop for sharing moments of joy with friends and family from the Northwoods to the Driftless and everywhere in between,” said Secretary-designee Anne Sayers. “Alongside the vibrant scenery, fall in Wisconsin brings beloved seasonal traditions like cranberry festivals, cozy cabin stays, pumpkin picking, apple orchard visits and so much more. Travel Wisconsin’s Fall Color Report is the go-to resource to fit all these wonders of autumn into a memorable trip.”

Using the map, travelers can select a destination and find the three-day weather forecast, upcoming events in the area, nearby dining and lodging recommendations and other things to do – aside from marveling at the views. To stay in the know, sign up for Travel Wisconsin’s weekly email update highlighting peak fall color as well as other ideas for enjoying autumn.

The Fall Color Report can be used to plan trips based on when the colors are predicted to peak throughout the state, while it’s also handy to identify where the colors are putting on a show right now for those spur-of-the-moment adventures. For further inspiration on seasonal activities, start your fall getaway at TravelWisconsin.com.

MADISON, Wis. (Sept. 8, 2022) – The Wisconsin Office of Outdoor Recreation has partnered with the Wisconsin Bike Fed to host the state’s first-ever conference focused on the links between cycling, outdoor recreation and individual and community well-being. The 2022 Wisconsin Healthy Communities Summit will be held Sept. 29-30 in Madison, Wisconsin.

“We know that outdoor recreation is one of the top drivers of travel in Wisconsin,” said Secretary-designee Anne Sayers. “But it is also a major asset to communities that improves quality of life. The Office of Outdoor Recreation is our resource for scaffolding the outdoor industry from all angles to ensure our communities continue to be destinations for outdoor adventure.”

The summit will bring together professionals from the outdoor recreation industry and the health field to understand the links between outdoor activities and well-being, as well as ways to plan, build and maintain healthy communities through outdoor recreation.

“As the hub for the outdoor industry, it is our mission to unite the diverse outdoor sector and facilitate connections and opportunities that uplift the industry,” said Mary Monroe Brown, Director of the Wisconsin Office of Outdoor Recreation. “The outdoor industry has long understood the benefits of time spent outside, and the conference will shine a light on many of those examples.”

Over the course of the two-day Summit, attendees will hear keynotes from acclaimed ultra-cyclist Alexandera Houchin, Trek Bicycles President & CEO John Burke and Dane County Executive Joe Parisi. The full schedule includes dozens of innovators in the tourism, nonprofit, health and public sectors leveraging bicycling and outdoor recreation for healthier communities. See the full lineup here.

Attendees will also be able to delve deep into topics through panel discussions and a workshop. Each day will wrap with the opportunity to take part in a recreational activity outdoors and join others for a social gathering.

Find more information and purchase tickets to attend the Wisconsin Healthy Communities Summit as a guest or a vendor here.

MADISON, Wis. (August 12, 2022) – Travel Wisconsin announced it received a prestigious national award recognizing the excellence and creativity of its reinvented and reimagined annual travel guide. The Mercury Awards, presented by the U.S. Travel Association at the Educational Seminar for Tourism Organizations (ESTO), honor state and territory destination marketing and promotion.

“I couldn’t be prouder of the incredibly talented Travel Wisconsin team and our collaborative approach when putting together an award-winning travel guide that serves as an invaluable resource for travelers,” said Secretary-designee Anne Sayers. “The Mercury Award is a recognition of our fresh spin on the travel guide and everything that makes Wisconsin so wonderful to visit.”

Travel Wisconsin’s signature travel guide won the Mercury Award in the “Printed Collateral Materials” category. A panel of judges composed of marketing, design, advertising and tourism experts selected Travel Wisconsin’s guide over other finalists for the award. The award was presented Aug. 9 to Travel Wisconsin’s representatives at the ESTO conference in Grand Rapids, Michigan.

Immersive and compelling, the 100-page travel guide contains recommendations for year-round entertainment to enjoy, awe-inspiring beaches to visit, out-of-the-ordinary accommodations to stay, heritage-filled sites to experience and much more. The guide also includes listings of must-see events, parks, museums, cultural centers and attractions from every corner of Wisconsin.

This annual publication focuses on reaching not only those already considering Wisconsin as a travel destination, but also emerging audiences by offering inspiring content and ideas for making shared moments of joy. The guide illustrates the state’s diversity of attractions and visitors, while the imagery, colors and copy were intentionally crafted to highlight Wisconsin’s welcoming and spirited reputation.

Travel Wisconsin began distributing 125,000 guides in April. Engagement data for April and May shows strong year-over-year increases in the number of users, pageviews and sessions on the digital version of the guide. To illustrate, pageviews between April 1 and May 22 were up 36.4% compared with the same period last year.

“We set out to create a distinctive resource for residents and visitors to return to for travel inspiration season after season,” Sayers said. “The 2022 travel guide was undoubtedly a tremendous success, and we are committed to building from this work and continuing to innovate.”

To order a physical copy of the signature travel guide, visit this link.

MADISON, Wis. (June 8, 2022) – The Wisconsin Department of Tourism released its 2021 economic impact data today, showing Wisconsin tourism generated $20.9 billion in total economic impact. Statewide, total economic impact increased 21 percent, with all 72 counties reporting double-digit growth over 2020.

In 2021, tourism supported more than 169,700 full and part-time jobs across diverse sectors of the industry, up 7 percent over 2020. Wisconsin also hosted over 102.3 million visitor trips in 2021, up 12 percent from 2020.

Visitors generated $1.4 billion in state and local taxes because of tourism spending. Without this tax revenue, each Wisconsin household would need to pay $580 to maintain the current level of government services generated by tourism. For more data, including individual county figures and year over year growth, visit industry.travelwisconsin.com.

“With a $20.9 billion economic impact and $1.4 billion generated in state and local taxes, there’s no question that Wisconsin’s travel and tourism industry is a major economic driver for our local and statewide economies,” said Governor Evers. “That’s why we’ve worked hard over the course of the past few years to make strategic investments to ensure the industry, as well as the dedicated folks who make up the industry, could rebound, recover and thrive, and it’s great to see that happening.” 

Gov. Evers has invested $1 billion of Wisconsin’s federal funds in small businesses and other industries impacted by the pandemic, about $200 million of which was invested in the travel and tourism, hotels and lodging and entertainment industries alone, including more than $70 million for lodging grants, more than $14 million in grants for movie theaters, summer camps and minor league sports teams, more than $27 million in grants that went to 204 event venues and live event small businesses and $15 million for destination marketing organizations, among other initiatives. The governor also invested $21.9 million in grants for the Tourism Capital Investment Grant Program which assisted 27 local governments and organizations with major tourism-related capital improvement projects across the state that help promote, maintain or bolster Wisconsin's tourism industry.

In addition to federal relief funds allocated by Gov. Evers, the hard work of tourism industry partners and hospitality workers combined with Travel Wisconsin’s strategic statewide campaign to support the industry’s ongoing recovery. Wisconsin is well-positioned for continued recovery, as more travelers are opting for road trip vacations closer to home amidst rising gas prices.  

“Wisconsin’s tourism recovery is something to be proud of. These successes are the result of intentional and strategic action by everyone who makes up our industry,” said Secretary-designee, Anne Sayers. “I feel so fortunate to work alongside all of our hospitality partners every day who provide travelers with incredible opportunities to make memories while driving economic impact.”

Wisconsin tourism continues to recover but has not fully recovered to Wisconsin tourism’s record-setting year of 2019, which saw $22.2 billion in total economic impact. Meanwhile, 2022 is off to a strong start, with Travel Wisconsin’s summer campaign boasting its biggest spend and deepest reach than in any previous campaign in Travel Wisconsin’s history. The “Here’s to Those Who Wisconsin” campaign, which launched in April, showcases the fact that Wisconsin is ready to deliver on exactly what travelers are looking for — joyful moments shared between friends and family in the perfect place for making lasting memories. 

 Start your summer getaway at TravelWisconsin.com.

MADISON, Wis. (June 2, 2022) – The Department of Tourism recently awarded $356,534 in Joint Effort Marketing (JEM) grants. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c)(6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce.  

“The latest round of JEM grants shows off some of Wisconsin’s one-of-a-kind events and destinations,” said Governor Tony Evers. “Wisconsin outpaced the national average for travel spending recovery compared to 2019 for 24 months in a row, and it’s projects like these that will continue to spur tourism’s recovery and uplift local communities.”

With five rounds of grants throughout the year, the JEM grants are part of an ongoing program to ignite projects and grow economic impact.  

“These JEM grant recipients offer countless ways for travelers to discover the unexpected and make lifelong memories with loved ones,” said Secretary-designee Anne Sayers. “Here’s to a summer of embracing what makes Wisconsin special – our celebratory events and spirited campaigns hosted by warm and welcoming communities.”

Joint Effort Marketing Grant Recipients: 

• Come Out and Play!  Driftless Wisconsin, Your Outdoor Recreation Playground - Driftless Wisconsin Inc – $7,841
• Frank Lloyd Wright Trail Relaunch, Taliesin Preservation – $39,550
• Northern Wisconsin ATV/UTV Traveler Development Project, Antigo/Langlade County Chamber of Commerce & Visitors Center – $39,550
• #welovethenorthwoods , Let's Minocqua – $28,000
• Wisconsin Art Museums Collaboration, Paine Art Center & Gardens – $39,550
• All Aboard for Osceola Tourism - Osceola Historical Society – $39,550
• Art & Chalk Fest 2022 - A Live Arts Festival - Museum of Wisconsin Art – $15,450
• Coon Creek Canoe Race - Coon Valley Business Association – $1,575
• Crandon Rocks Labor Day Weekend - Forest County Chamber of Commerce – $30,000
• ElktoberFest, Elkhart Lake Tourism – $27,928
• Friends of Rapids Music Festival 2022 - Friends of Rapids Music– $1,915
• Ice Carving Challenge 2022, City of Marinette – $14,250
• J.R.R. Tolkien: The Art of the Manuscript Exhibition Marketing, Marquette University – $17,825
• Jack-O'-Lantern Nights at Racine Zoo, Racine Zoological Society, Inc. – $39,550
• Mineral Point Blues and Roots Festival 2022 - Mineral Point Historical Society – $2,150
• Whitewater Storytelling Festival - Whitewater Chamber of Commerce– $1,850

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Eligible expenses include but are not limited to email marketing, print and broadcast ads, direct mail, public relations and billboards. The next round of applications for JEM grants will be accepted through August 1, 2022. For more information on the JEM program, all deadlines and application materials, visit industry.travelwisconsin.com.

In fiscal year 2021, the Department funded 45 JEM projects, awarding $1.1 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts of funding until projects become self-sustaining.  

MADISON, Wis. (May 2, 2022) – Travel Wisconsin joins tourism groups around the country during National Travel and Tourism Week (NTTW) to celebrate this year’s theme, “Future of Travel,” and the industry’s role in fostering vibrant communities, driving innovation, facilitating recovery and powering the U.S. economy.

“Wisconsin has something special to offer travelers in every corner of our state and tourism has long been a critical driver of our state’s economy,” said Wisconsin Governor Tony Evers. “I’ve directed more than $200 million in tourism and entertainment industry recovery funds because investing in tourism means investing in Wisconsin’s recovery and a bright future.”

With the summer 2022 campaign already underway, Travel Wisconsin is ready to help travelers experience shared moments of joy in a way that is unique to Wisconsin.

“2022 is expected to be a huge year for tourism’s recovery and Wisconsin is ready to help travelers enjoy quality time with friends and family,” said Tourism Secretary-designee Anne Sayers. “The future of travel in Wisconsin means more days playing in cities with lakes in their backyards, sun-kissed supper club evenings and wishing the perfect vacation would never end.”

NTTW is the annual celebration of the contributions of the U.S. travel industry, taking place the first full week in May. NTTW was created by Congress in 1983 to elevate the economic power of travel in the U.S. The 39th annual NTTW (May 1-7) arrives as the industry looks ahead to future growth and success following the challenges of the past two years. Visit ustravel.org/NTTW to learn more about National Travel and Tourism Week.

Governor Tony Evers, Tourism Secretary-designee Anne Sayers and Deputy Secretary Maria Van Hoorn will be joining NTTW celebrations with local and regional tourism partners throughout the state this week.

Start your summer getaway at TravelWisconsin.com.

MADISON, Wis. (April 4, 2022) – Today, Travel Wisconsin launched its 2022 summer campaign, “Here’s to Those Who Wisconsin.” The new campaign highlights Wisconsin’s spirited and celebratory nature, encouraging travelers to experience shared moments of joy in a way that is unique to Wisconsin. The ads feature real families and real friends discovering the unexpected in Wisconsin and showcasing the welcoming personality of our state.

Building on the momentum of the 2021 advertising campaign, the 2022 campaign launched in the same 12 markets with a bigger spend and deeper reach than in any previous campaign in Travel Wisconsin’s history. In-state markets include Milwaukee, Madison, Green Bay and Wausau while out-of-state markets include Chicago, Minneapolis, Cedar Rapids, Duluth, Rochester, Davenport, Des Moines and Rockford.

“2022 is expected to be a huge year for tourism’s recovery and Travel Wisconsin is ready to help people enjoy quality time with friends and family while making lasting memories,” said Tourism Secretary-designee Anne Sayers. “We’re making historic investments, but most importantly we’re using data to help make sure our dollars are working hardest for us as we engage more travelers in the Wisconsin brand. This data helped confirm our most strategic target advertising markets and informed decisions to expand investments in the Minneapolis and Chicago markets, which currently provide the greatest return on our investment and have the most untapped potential.”

The advertising markets were selected based on the highest value of visit using Wisconsin’s proprietary Propensity to Visit Model. This model incorporates several in-depth data sets from leading market research experts Longwoods International and Tourism Economics as well as visitation intelligence company Arrivalist, including demographic attributes, geographic attributes, prior travel behavior, psychographic measures related to travel and personal values from consumers nationwide.

While final 2021 economic impact data won’t be available until June, early data shows a 123 percent arrival lift in our target markets for 2021. Arrival lift measures incremental trips that would not have happened if people weren’t exposed to Travel Wisconsin advertising. In 2019, Wisconsin tourism’s best year on record, arrival lift was 85.4 percent.

Additionally, the 2022 campaign is supported by groundbreaking neuroscience research to observe the attentional, emotional and cognitive responses of travelers towards the summer TV commercial.

“This research has allowed us to understand how motivating the ad is, if audiences are processing the information and whether the ad is emotionally engaging,” said Chief Marketing Officer Shane Brossard. “We’re so excited to have this extra layer of insight to truly see that our ads will resonate with travelers and it’s a testament to our commitment to data-driven strategy to help us make the biggest impact.”

The 2022 summer advertising campaign runs April 4 – July 23 and includes digital advertising, online video, TV, connected TV, radio, online radio, social media, paid search and billboards.

View a full overview of the summer campaign here and download the high-definition summer TV commercial here.

MADISON, Wis. (March 17, 2021) – Eight recipients were presented with Governor’s Tourism Awards for their outstanding contributions to the state’s hospitality and travel industry during the 2022 Wisconsin Governor’s Conference on Tourism this week. 

“It’s an honor to recognize the incredible talent in Wisconsin’s tourism industry,” said Secretary-designee, Anne Sayers. “As tourism continues to rebound, it’s the inspired work and brilliant execution from these individuals and organizations that keep Wisconsin on the right path toward recovery. Congratulations to our award winners and all of this year’s nominees.” 

“The tourism industry is a driving force in Wisconsin’s economy and the hard-working folks keeping this industry churning have shown their resilience and ingenuity time and time again,” said Governor Tony Evers. “I’m grateful for the commitment of so many in our tourism industry, including these innovative award winners, for implementing their ground-breaking ideas and propelling our state forward in this recovery by continuing to draw visitors from near and far.” 

Sponsored by the Wisconsin Council on Tourism, the Governor’s Tourism Awards recognize individuals, organizations and businesses for their excellence, dedication and impact on Wisconsin’s travel and hospitality industry. 

2022 Governor’s Tourism Awards winners:   

• Arts, Culture and Heritage Award - Create Waunakee Committee, Village of Waunakee  

The Village of Waunakee and its “Create Waunakee” Committee celebrate its innovators, creators and artists that make Waunakee a vibrant place to live and explore.  Since February 2020, this committee of nine dedicated community volunteers and four village staff members has gone above and beyond to bring amazing programs, ideas and opportunities to Waunakee. Examples include, “Waunakee is Home”, a series of monthly interviews with local community members, and the Waunakee Artisan Market, which emphasizes the talents of local artists. 

• Arts, Culture and Heritage Award - Jim Kress Maritime Lighthouse Tower, Door County Maritime Museum and Lighthouse Preservation Society  

As a recent expansion of the Door County Maritime Museum in Sturgeon Bay, the landmark Jim Kress Maritime Lighthouse Tower offers ten floors of interactive educational exhibits highlighting maritime history, people and industries. The space is designed to provide accessibility to a lighthouse experience that can accommodate everyone regardless of physical abilities and provides a must-see maritime experience that will draw visitors and create a significant economic boost to the region.  

• Diversity, Equity, Accessibility and Inclusion Award - Unique Unites, VISIT Milwaukee  

Unique Unites is an ongoing campaign designed to highlight Milwaukee’s eclectic and diverse community with a focus on inclusivity and representation for all who live, work and visit the city. The campaign encourages visitors and locals alike to branch out, explore the city, learn about its diverse community and find their Milwaukee. With this initiative, visitors from all walks of life can feel like they belong in a city where they are represented and included.  

• Innovation Award - Wisconsin River Trail Organization  
   
  The Wisconsin River Trail Organization (WRTO) Board formed in 2014 to create a 20-mile hiking and biking trail in the Boscobel/Woodman/Wauzeka area. In addition to the trail creation, there are plans to continue to reinvent the community by converting old feed buildings into a hostel, brew pub, theater, indoor farmers market and much more. The WRTO is made up of community members including nurses, insurance representatives, teachers and secretaries who together serve as mentors in the community and will leave a legacy that will be built upon for years to come.   

• Rising Star Award - Amy Albright, Oshkosh Convention and Visitors Bureau  
   
  Amy Albright continuously displays her passion for Oshkosh while leading the Oshkosh Convention and Visitors Bureau to ensure economic development through tourism. She has elevated the marketing strategy for the Oshkosh area by jumpstarting its presence on social media, radio and other media outlets. Her unwavering commitment to establish partnerships and foster relationships have longstanding impacts throughout the community.  

• Rising Star Award - Lauren Sackett, Rhinelander Area Chamber of Commerce  
   
  Since becoming Executive Director of the Rhinelander Area Chamber in June 2018, Lauren Sackett has served as the Treasurer of the Oneida County Tourism Commission and has worked to uplift the entire area by advocating for increased commitment in tourism investment. Her leadership played a crucial role in helping many local tourism businesses survive through the pandemic. Described as the perfect blend of local pride, fearless advocate and compassionate peer, Sackett works tirelessly to bring tourism in the Northwoods to the next level.  

• Service Excellence Award - The Racine Zoo  
   
  The Racine Zoo is a 28-acre, accredited zoo along the shores of Lake Michigan that works to create a safe, fun, enriching and educational place for all ages. The Zoo incorporates animals and wildlife conservation education into every part of their work. From guided scout hikes and preschool classes to summer camps and special events, they strive to connect the community with nature. As a result of its ongoing efforts to remove barriers to access, the Racine Zoo recently became the first certified sensory inclusive zoo in Wisconsin. 

• Legacy Award - Sherry Quamme, Mississippi River Parkway Commission/WI Great River Road  
   
  Sherry Quamme has demonstrated a lifelong commitment to serving and uplifting numerous municipalities, including her own community of Ferryville. She has been a driving force for tourism and economic development in southwest Wisconsin and has collaborated with more than eight destination marketing organizations to promote the region. She has served on the Mississippi River Parkway Commission/Wisconsin Great River Road, including as Chair, since 2008. Quamme led the efforts to author Wisconsin’s first successful All American Road application to the U.S. Department of Transportation Federal Highway Administration, with the designation being awarded in 2021. No matter the project, Quamme is a forward-thinking leader, and her efforts go above and beyond. 

Learn more about the full list of 2022 Governor’s Tourism Awards nominees here. 

MADISON, Wis., (March 11, 2022) — Travel Wisconsin and TURNER PR’s work promoting Wisconsin to travelers has been recognized by the Hospitality Sales & Marketing Association International’s (HSMAI) Adrian Awards, the world’s largest and most prestigious travel marketing competition, judged by top executives from all sectors of the industry. Travel Wisconsin earned four awards in the following categories: 

• Wonder of Wisconsin Media Experience earned Gold in the PR – Special Event category. 
• Travel Wisconsin Online Feature – Condé Nast Traveler earned Gold in the PR – Feature Placement Online category. 
• Travel Wisconsin Print Feature – The Washington Post earned silver in the PR – Feature Placement Print – Consumer Magazine/Newspaper category.  
• Wonder of Wisconsin Ambassador Challenge earned Bronze in the PR – Influencer Marketing category. 

“Earning an Adrian Award is among the highest honors in the travel industry,” said Tourism Secretary-designee Anne Sayers. “As we continue to promote the many ways to help travelers make memories and discover the unexpected, I’d like to congratulate and thank all of our partners throughout the state who made this accolade possible.”  

In 2021, Travel Wisconsin launched The Wonder of Wisconsin, a campaign focused on unexpected offerings throughout the state. To showcase the state’s diverse culinary and agritourism scene, TURNER and Travel Wisconsin hosted a wide array of media for a two-day culinary extravaganza in the Chippewa Valley region. Activities during the Wonder of Wisconsin Media Experience featured locally-sourced food, a women-led chef and sommelier event and a meal with indigenous chefs: 

• A farm-to-table experience with Sylvia Burgos Toftness of Bull Brook Keep held at Together Farms in Mondovi. 

• A five-course forest dinner utilizing local ingredients with Chef Lisa Carlson and Chef Carrie Summer of Chef Shack held at Cabin Ridge Rides in Cadott. 

• A Lakeside Luncheon with Chef Elena Terry from Wild Bearies & Chef Yusuf Bin-Rella from Trade Root at the Barn at Mirror Lake in Mondovi. 

• Exploration of the arts and music scene in the indie city of Eau Claire where writers were staying. 

As a result of the event, TURNER secured feature coverage in nine outlets such as Food & Wine, Conde Nast Traveler, Milwaukee Magazine, The Daily Beast, TravelAge West and more. These articles resulted in 43,780,966 overall impressions.  

As an additional campaign effort, the team aimed to secure feature coverage in high circulating national outlets. TURNER worked with freelance writer Katy Spratte Joyce by including her on a virtual tailgate cooking experience, meeting with her for a virtual deskside and by keeping her updated through targeted pitches focused on what’s new in Wisconsin. As a result, Katy secured an online feature in Condé Nast Traveler highlighting underrated activities throughout Wisconsin. Activities highlighted include outdoor adventure, culinary experiences, exploring the Frank Lloyd Wright Trail, Milwaukee’s rising neighborhood Bronzeville, Eau Claire’s booming art scene and more.  

TURNER also worked with freelance writer Carson Vaughan to plan to visit focused on under-the-radar outdoor experiences in Wisconsin’s Driftless region. As a result of his trip, Carson wrote a feature print piece in The Washington Post, titled “In Wisconsin, Drifting But Not Lost.” The article focuses on Carson’s unexpected experiences in the region including outdoor adventure at Kickapoo Valley Reserve, Perrot State Park and his culinary experience at the Driftless Café, which sources all of their food from local Wisconsin businesses with an emphasis on growers and makers in the Driftless region.  

Meanwhile, the Wonder of Wisconsin Ambassador Challenge utilized local nano influencers with high engagement rates to promote their state to highly targeted audiences that are otherwise challenging to reach. In tandem with Travel Wisconsin partners, TURNER managed a competitive program with these influencers, where they earned points to redeem Wisconsin-themed prizes, including hotel stays, sailing trips and Wisconsin-made items such as Trek bikes or Wigwam socks. The Wonder of Wisconsin Ambassador Challenge was incredibly successful over the two-month period of June/July 2021, with 26 participating nano influencers sharing more than 450 posts with more than 140,000 followers. 

For more information, visit www.TravelWisconsin.com. 

MADISON, Wis., (March 11, 2022) — The Hospitality Sales & Marketing Association International (HSMAI) has selected Mary Monroe Brown as one of the “The HSMAI Top 25: Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization” for 2021. The 19^th annual list recognizes the “best of the best” in the hospitality, travel and tourism industries.

The 2021 “Top 25” recipients were judged by a panel of senior industry executives for their recent work based on the following criteria: creativity and innovation, cutting edge sales or marketing campaigns, triumph in challenging situations and/or sales efforts that resulted in dramatic gains.

“The ‘Top 25’ is our annual hot list that celebrates the sales, marketing and revenue optimization leaders and innovators in our industry,” said Robert A. Gilbert, CHME, CHBA, President and CEO of HSMAI. “Throughout the pandemic and into the recovery, these extraordinary professionals have risen to each challenge and met unprecedented circumstances with creativity, strength and ingenuity. These leaders are empowering recovery.”

Under Brown’s leadership, the Office of Outdoor Recreation was the first organization of its kind in Wisconsin and one of the first in the Midwest, supporting and uplifting the state’s multibillion-dollar outdoor recreation industry. Its overarching aim is to bring together Wisconsin’s diverse outdoor industry stakeholders and provide support and resources to position the state as a top outdoor recreation destination while growing the industry to ensure the economic health and overall well-being of the state and its residents. With nearly half of the state covered by forests, bordered by two Great Lakes and the mighty Mississippi, outdoor recreation is a top driver for visitation to the state, making the Office of Outdoor Recreation an integral part of the Wisconsin Department of Tourism.

“It’s such an honor to have been singled out this year as part of the HSMAI Top 25,” Brown said. “This special recognition is shared with the entire outdoor recreation industry and the Office of Outdoor Recreation’s partners, who work on a daily basis to elevate Wisconsin’s outdoors.” 

Born and raised in Wisconsin, Mary Monroe Brown has built her life and career upon her passion for the outdoors and connecting the state’s communities, businesses and nonprofits to make a lasting difference. As the first Director of the Wisconsin Office of Outdoor Recreation, Brown draws on her previous work experience that ranges from leading effective sports marketing and public relations divisions for the Waterloo, WI-based Trek Bicycle Corporation, to fundraising and marketing for nonprofits through her woman-owned consulting business.

Brown’s achievements will be honored by HSMAI on March 30, 2022, at a special reception in Boca Raton, Florida. She joins a long list of prestigious honorees, including Wisconsin Department of Tourism Secretary-designee Anne Sayers who was recognized as a 2020 Top 25 Mind in Hospitality Sales, Marketing and Revenue Optimization.

MADISON, Wis. (December 20, 2021) – The Department of Tourism recently announced $253,976 awarded in Joint Effort Marketing (JEM) grants. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c)(6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce.  

“Wisconsin’s tourism industry is a central part of our Wisconsin way of life and the long-term economic success of our state,” said Gov. Evers. “These JEM grants will continue to build on our work of investing more than $200 million into Wisconsin’s tourism and hospitality industries to ensure Wisconsinites and visitors from all over the world can experience all our state has to offer from River Falls to West Bend.”

With five rounds of grants throughout the year, the JEM grants are part of an ongoing program to ignite projects and grow economic impact.  

“This round of JEM grants features new and existing events throughout Wisconsin sure to delight and inspire,” said Secretary-designee Anne Sayers. “These organizations are coming together to feature Wisconsin’s spirited nature while driving real economic impact for local communities.” 

Joint Effort Marketing Grant Recipients: 

• Barron County Pro Rodeo Event, Barron County Pro Rodeo, Inc. – $17,313 
• Blue Ox Music Festival, Visit Eau Claire – $19,875 
• Bourbon, Bluegrass & Brews, River Falls Area Chamber of Commerce – $27,788 
• Country Jam USA-Operation Head East, Visit Eau Claire – $39,500 
• DAS Fest USA, United Way of Walworth County – $24,500 
• Dirty Ninja Mud Run for Kids, City of West Bend – $5,000 
• Eau Claire Marathon, Visit Eau Claire – $39,500 
• Glass Lakeside Art Show & Sale (GLASS) Arts Festival, Bergstrom-Mahler Museum of Glass – $39,500 
• The Nature of Light: An Exploration After Dark, Paine Art Center & Gardens – $28,250 
• Wisconsin River Pro Rodeo, Lincoln County Rodeo Association – $12,750 

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Eligible expenses include but are not limited to email marketing, print and broadcast ads, direct mail, public relations and billboards. The next round of applications for JEM grants will be accepted through February 1, 2022. For more information on the JEM program, all deadlines and application materials, visit TravelWisconsin.com/industry. 

In fiscal year 2021, the Department funded 45 JEM projects, awarding $1,180,000 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts of funding until projects become self-sustaining.  

Note: This press release was originally distributed by the office of Governor Tony Evers.

RICHLAND CENTER — Gov. Tony Evers today awarded $15 million in grants for Destination Marketing Organizations (DMOs) throughout the state. Today's investment is a part of the governor's more than $140 million American Rescue Plan Act (ARPA) fund investment in Wisconsin's tourism and entertainment industries.

“Wisconsin's tourism industry was one of the first and hardest hit industries of the COVID-19 pandemic, but our local folks at DMOs statewide have been innovative, dedicated, and resilient, and it's because of them that this industry is bouncing back and better,” said Gov. Evers. “I am glad to be using these funds to support their good work, along with our more than $200 million investment in Wisconsin's tourism industry. From the largest convention and visitor bureaus in Milwaukee and Wisconsin Dells to the smallest chambers of commerce in Pepin and Cassville, the $15 million investment awarded today will help continue to fuel our local recovery efforts and ensure those rebounds are felt statewide.”

The Destination Marketing Organization Grant Program will help 120 local DMO organizations across the state expand on their work to attract regional, national, and international visitors to explore all that Wisconsin has to offer. 

“Together with our local Destination Marketing Organizations, we are at a critical moment in the tourism recovery, and these funds will jumpstart Wisconsin’s tourism recovery that will uplift local economies and hospitality workers,” said Wisconsin Department of Tourism Secretary-designee Anne Sayers. “Wisconsin's $17.3 billion tourism industry is not just big fun, it’s also big business.”

Funded by the ARPA and administered by the Wisconsin Department of Administration (DOA) with guidance from the Wisconsin Department of Tourism, the Destination Marketing Organization Grant Program was designed to assist tourism, convention and events organizations that were affected by the COVID-19 pandemic. In total, 120 organizations received grants ranging from $2,000 to $1 million based on expenses incurred by eligible tourism-promotion and tourism development organizations. 

“Destination Marketing Organizations are at the heart of the tourism industry, and by supporting them, we’re able to help local communities bring more visitors to our beautiful state,” said DOA Secretary Joel Brennan.    

Applications for the DMO grant program opened on Aug. 25, 2021, and closed Sept. 29, 2021. Full list of grant awardees is here.

For updates on other recovery-related grant opportunities, sign up for the Badger Bounceback update list. 

Note: This press release was originally distributed by the office of Governor Tony Evers.

MADISON—Gov. Tony Evers and Wisconsin Department of Tourism Secretary-designee Anne Sayers celebrated news in Wisconsin's tourism industry as national travel spending data for September reveals Wisconsin's first growth in monthly year-over-year tourism spending compared to 2019, while the national average continues to lag at a 9 percent drop. The growth signals a strong economic rebound for the industry as overtaking tourism spending in Wisconsin’s record-setting 2019 has long been the Department of Tourism’s goal for the industry’s recovery, which was one of the industries hit first and hardest by the pandemic. Wisconsin was one of only 13 states to post positive growth over 2019, according to the United States Travel Association’s monthly tourism spending data.

“The tourism industry is an essential part of our state and our economy. We've put more than $200 million in federal recovery funds toward helping our tourism and hospitality industries get through this pandemic and bounce back, and I'm proud of our work to help support our economic recovery,” said Gov. Evers.

According to the report, both Illinois and Minnesota lagged the national average at 21 percent and 20 percent spending declines while Iowa and Michigan exceeded the national average, losing five percent and three percent traveler spending compared to 2019. Wisconsin at one percent growth was the only state in our Midwest competitive set to exceed spending for any month compared to 2019 since the beginning of the pandemic.

“We expect to see more bumps in the long road to recovery, but we are on the right path and we want to celebrate this moment for the tourism industry workers whose livelihoods depend on this rebound,” said Tourism Secretary-designee Anne Sayers. “While meetings and conventions and other large group gatherings are slow to return, leisure travelers are making up for it by spending their time and their dollars in Wisconsin to experience the unexpected and when that happens, Wisconsin wins.”

In 2020, Wisconsin tourism’s $17.3 billion industry saw a 22 percent decline compared to 2019, the state's best year on record. While September is just a snapshot of one month and the Department of Tourism anticipates 2021 to still be down compared to 2019, the shift to increased spending is another indicator of Wisconsin tourism’s strong recovery. 

MADISON, Wis. (October 29, 2021) – The Wisconsin Department of Tourism recently announced $190,700 awarded in Joint Effort Marketing (JEM) grants. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c)(6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce.

“I’m so proud of our work to support Wisconsin’s tourism industry and organizations after what’s been an especially challenging year,” said Gov. Tony Evers. “We directed more than $200 million in federal funds to Wisconsin’s tourism and hospitality industries and making direct investments has been an essential part of our state’s rebound from this pandemic. I look forward to continuing to support these critical industries as we work toward our economic recovery.”

With five rounds of grants throughout the year, the JEM grants are part of an ongoing program to ignite projects and grow economic impact.

“JEM grants are great investments in creativity and thoughtful plans that uplift Wisconsin communities,” said Secretary-designee Anne Sayers. “This recent JEM grant round is another example of tourism organizations across our state working hard to showcase what makes their area special with thoughtful and imaginative approaches.

Joint Effort Marketing Grant Recipients:

• Discover Polk County Wisconsin, Polk County Tourism Council – $13,075
• Fox Cities Rebranding, Fox Cities Convention & Visitors Bureau – $35,000
• Oneida County Research Project: Diversity, Equity, Accessibility, Inclusion, Let’s Minocqua, Development – $39,550
• Quad-County Trail Adventures, Oconto County Economic Development Corporation Inc. – $39,550
• Sledding in Sawyer County: A Snowmobile Friendly Community, Hayward Lakes VCB – $11,225
• Vilas County Demographic Traveler Research and Branding Project, Vilas County Tourism & Publicity –$39,550
• Visit Marshfield Branding Campaign, Visit Marshfield – $12,750

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Eligible expenses include but are not limited to email marketing, print and broadcast ads, direct mail, public relations and billboards. The next round of applications for JEM grants will be accepted through November 1, 2021. For information on the JEM program and application materials, visit industry.travelwisconsin.com.

In fiscal year 2021, the Department funded 45 JEM projects, awarding $1,180,000 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining. 

MADISON, Wis. (September 20, 2021) – As the brisk air of fall returns, Wisconsin’s magical changing leaves are returning too, and with Travel Wisconsin’s Fall Color Report, travelers can discover exactly where to find the most vibrant hues before the leaves are gone. Prepare to capture every breathtaking moment of fall with this interactive map that provides the most up-to-date fall color conditions.

The Fall Color Report is supported by more than 100 reporters including chambers of commerce, visitor bureaus, tourism organizations and state park and forest rangers, providing foliage updates for all 72 counties. The Fall Color Report is updated regularly throughout September and October and can be accessed online, or delivered to your email inbox each Thursday along with other ideas for fall activities – just in time to plan a weekend road trip.

“With nearly half of the state covered by forests, travelers can find breathtaking fall color in every corner of the state,” said Secretary-designee Anne Sayers. “Whether it’s hitting one of Wisconsin’s thousands of miles of trails, selecting the perfect pumpkin, taking a bite of a fresh apple cider donut from a local orchard, or booking a Northwoods cabin vacation, I encourage travelers to get outside and enjoy the magic of fall before it’s gone! There’s no better place to start planning your fall getaway than with Travel Wisconsin’s Fall Color Report.”

In addition to tracking peak color, the Fall Color Report helps travelers easily view a 3-day weather forecast, as well as nearby lodging, dining and suggestions for things to do while taking in fall color in a particular area. For more ideas for fall destination activities, including orchards, pumpkin patches, scenic fall train rides, corn mazes, state parks, cozy cabins, supper clubs and more, visit TravelWisconsin.com. 

MADISON, Wis. (September 9, 2021) – The Wisconsin Department of Tourism recently announced $51,183 awarded in Joint Effort Marketing (JEM) grants. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c)(6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce.

“After an especially tough year, I’m proud of our work to help Wisconsin’s tourism industry bounce back, and we’re going to keep doing everything we can to see this recovery through,” said Gov. Evers. “These marketing grants build on our $150 million investment to support our tourism and entertainment industries and will help amplify unique events across our state, showing off the incredible experiences Wisconsin communities have to offer.”

With five rounds of grants throughout the year, the JEM grants are part of an ongoing program to ignite projects and grow economic impact.

“The Department of Tourism is proud to partner with local entities to make their great ideas a reality,” said Secretary-designee Anne Sayers. “Tourism investment means community investment. From biking events to wedding destinations, these JEM grant recipients are bringing in dollars by marketing the beauty of Wisconsin and the unique experiences happening here.” 

Joint Effort Marketing Grant Recipients:

• Destination Weddings in Oshkosh – Sales Promotion, Oshkosh Convention & Visitors Bureau – award $20,000
• Fat Bike World Championships, New Event, BRF – Apex Cycling Inc – award $10,150
• Rib Mountain Adventure Challenge, Existing Event, Ironbull – award $4,395
• Winter Wonders 2021: Boerner Bigger and Brighter – New Event, Friends of Wehr Nature Center, Inc. – award $16,638

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Eligible expenses include but are not limited to email marketing, print and broadcast ads, direct mail, public relations and billboards. The next round of applications for JEM grants will be accepted through November 1. For information on the JEM program and application materials, visit industry.travelwisconsin.com.

In fiscal year 2021, the Department funded 45 JEM projects, awarding $1,180,000 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining. 

MADISON, Wis. – As Wisconsin tourism surges back, Governor Tony Evers today announced four appointments to the Wisconsin Council on Tourism.

“We’re working to make sure our state and our economy continue to recover from the coronavirus pandemic, and the Wisconsin Council on Tourism will play an important role in advising the Secretary of the Department of Tourism in the weeks and months ahead,” said Governor Evers. “Our tourism industry and workforce are a critical part of our state’s economy, and I’m proud of the work we’ve done through my first two budgets and targeted federal assistance to help support tourism in Wisconsin and ensure this industry can bounce back from this pandemic.”

As described in Wisconsin State Statute 41.12, the Council’s primary mission is to advise the Secretary of the Department of Tourism on matters related to tourism.

“Tourism is a diverse group of industry sectors that come together to drive Wisconsin’s economy,” said Acting Tourism Secretary Anne Sayers. “Our council members play an important role in advising the Department on moving Wisconsin tourism forward.”

The four appointments to the Wisconsin Council on Tourism include:

• Mary McPhetridge (Reappointment) is the Executive Director of the Ashland Area Chamber of Commerce. A pillar of the Wisconsin tourism industry for more than 20 years, she serves in multiple leadership roles locally and with the state. In addition to serving on the Council on Tourism, she currently serves on the state’s marketing committee. Prior to her current role, Mary taught Hospitality Management classes for technical college and high school students and served as Executive Rooms Director at the Madison Concourse Hotel and Governor’s Club.
• Dr. Robert “Bert” Davis, DVM (Reappointment) is the President and CEO of America’s Black Holocaust Museum in Milwaukee and serves as a board member at the Association of African American Museums. Davis also serves as the principal of DRMD Strategies LLC, a nonprofit strategic consulting firm with expertise in the areas of diversity, equity, collaborative alliances, communications, animal health and diversity, inclusion planning and implementation, and is the former President and CEO of the Zoological Society of Milwaukee. Dr. Davis is a co-chair of the Department’s Diversity, Equity, Accessibility and Inclusion committee. 
• Dr. Natalie Chin (New Member) is the Climate and Tourism Outreach Specialist for the University of Wisconsin Sea Grant Institute, based out of their Lake Superior Field Office in Superior, Wisconsin. She works on issues related to climate change, tourism and outdoor recreation within the context of the sustainable use of the Great Lakes. She also serves as one of the North Central Region representatives for the National Extension Tourism (NET) Network; is co-leading the Tourism and Outdoor Recreation Working Group for the Wisconsin Initiative on Climate Change Impacts; and is a member of the Wisconsin Department of Tourism’s Diversity, Equity, Accessibility and Inclusion Committee.
• Denise Stillman (New Member) is the co-owner of Foremost Management Services, Inc., a hospitality consulting firm in Door County, and the co-owner/operator of Parkwood Lodge in Fish Creek.  Denise has been active in Door County tourism for over 30 years.  She is a past Chair and Board member of the Wisconsin Hotel & Lodging Association and currently serves as the Board President of Visit Fish Creek.

The 21-member council, which includes 14 gubernatorial appointees and 7 ex-officio members, aims to represent varied geography and wide-ranging expertise that includes, but is not limited to, recreation and attraction business owners, hospitality and service industry business owners, convention and visitor bureaus, economic development specialists, industry thought leaders, legislators and leaders of arts, historic and cultural destinations. Despite the pandemic, the tourism industry supported more than 157,000 jobs and drove $17.3 billion in total business sales in 2020.

MADISON, Wis. – Starting during yesterday’s Game 2 and throughout the rest of the NBA Finals, Travel Wisconsin will be airing a TV commercial in the Chicago, Minneapolis, Des Moines, Davenport, Cedar Rapids, Madison and Milwaukee markets. These markets are already part of the 2021 Travel Wisconsin advertising campaign, identified by its proprietary Propensity to Visit Model to target travelers with the highest value of visit and capitalizes on this moment with more eyes already focused on Wisconsin.

“Wisconsin’s sports scene is world-class, attracting visitors from near and far, and I’m so thrilled to see the Milwaukee Bucks in the NBA Finals,” said Acting Secretary Anne Sayers. “From the Deer District to local sports bars and businesses across Wisconsin, the economic impact is tremendous. It’s also the perfect opportunity to invite travelers tuning in to the Finals to see all that Wisconsin has to offer on and off the court.”

The Travel Wisconsin commercial encourages travelers to reconnect, refresh and discover something unexpected in Wisconsin. View the commercial here.

Professional sports, including historic playoff runs like this, play an integral role in driving economic impact. While the total economic impact is difficult to estimate prior to final sales data, Cleveland estimated an economic impact of $3.7 million per home game during the 2018 NBA Finals. Reaching more travelers during this time helps build off this momentum of growing economic impact for our state and helps put Wisconsin in the consideration set for travelers who may not have been considering a trip here. After all, a trip to Wisconsin is a slam dunk.

MADISON, Wis. (May 6, 2021) –Six recipients were presented with Governor’s Tourism Awards for their outstanding contributions to the state’s hospitality and travel industry during the last day of the virtual 2021 Wisconsin Governor’s Conference on Tourism (WIGCOT) today.  

“This past year was unlike anything we’ve ever seen, yet these outstanding nominees tackled it with creativity, passion and drive,” said Acting Secretary Anne Sayers. “I’m so proud to recognize unbelievable talent in Wisconsin’s tourism industry. Congratulations to everyone, nominees and winners alike.”

Sponsored by the Governor’s Council on Tourism, the Governor’s Tourism Awards recognize individuals, organizations and businesses for their excellence, dedication and impact on Wisconsin’s travel and hospitality industry.

The six recipients are as follows:

• Arts, Culture and Heritage – Wormfarm Institute’s Farm Art DTour. Wormfarm Institute of Reedsburg explores the timeless connections between land and people through the vision of artists. The Farm Art DTour winds through scenic working farmland of central Sauk County punctuated by site-responsive art, roadside poetry, local food, pasture performances, and more. The DTour has gained national and international attention and accolades. In 2020, 18,000+ people traveled the 50-mile DTour route between Plain and Sauk City, coming from the rural Midwest and all the way from the East Coast. The event features Wisconsin’s handmade, homegrown, unique, creative people, culture, heritage and communities. It’s a model for creative tourism experiences that educate, entertain and engage from the ground up.
• Diversity, Equity, Accessibility and Inclusion (DEAI) Award – Rep Forward and Chief Diversity Officer Tammy Belton-Davis, Milwaukee Repertory Theater. Chief Diversity Officer Tammy Belton-Davis joined Milwaukee Repertory Theater’s leadership team as one of the first DEAI executive leaders at a cultural organization in the country. Belton-Davis created a plan and systems to ensure that one of the state’s leading performing arts organizations is welcoming and inspirational to all, thereby attracting diverse talent and audiences to Wisconsin. The theater launched Rep Forward to achieve these goals, the theater’s extensive internal and external strategic action plan for equity, diversity, access and inclusion. During the pandemic, the theater launched numerous online and digital content platforms that delivered entertainment and vital information directly to people’s homes. Under the banner of “From our Home to Your Home,” viewers worldwide experienced new short-plays, virtual performances, discussion panels, educational programs and engagement seminars created by more than 100 artists most of whom were black, indigenous or people of color.
• Rising Star – Claire Koenig, VISIT Milwaukee. Claire Koenig joined VISIT Milwaukee in 2017 as a communications manager working with travel writers to showcase the best of the Greater Milwaukee area and increase the economic impact of tourism in the region. In 2020, Claire was promoted to senior media relations manager and in March 2021 she took over the communications director position. In the past 4 years, Claire has enhanced the tourism industry in Wisconsin by securing over 1,000 national, 50 international and nearly 400 midwestern media hits in addition to hosting over 120 individual travel journalists, not including conference attendees. She also built important industry relationships nationwide connecting VISIT Milwaukee communications departments with many more destination marketing organizations, creating relationships that provide valuable advice and collaborations.
• Service Excellence Award – Geronimo Hospitality Group. Geronimo Hospitality Group owns and operates restaurants and hotels in Beloit and Delafield. In March 2020, Geronimo launched its Employee Meal Program, an outside-the-box idea that would supply weekly, complimentary family meals to every Geronimo Hospitality Group employee and all levels of the organization - including those laid off due to the pandemic - cooked by Geronimo’s culinary team and served carryout style by the restaurant and hotel managers. Over the course of eight weeks, Geronimo Hospitality Group served 2,139 fully prepared meals to employees during quarantine (1,346 in Beloit and 793 in Delafield).
• Stewardship Award – Mammoth Hike Challenge, Ice Age Trail Alliance. The Mammoth Hike Challenge, held during the month of October 2020, encouraged the growing number of new Ice Age Trail users, long-time users and out-of-state tourists to hike, run or walk 40 miles as they visit the 13 designated Ice Age Trail Communities spread throughout Wisconsin. This challenge was designed to celebrate the 40th anniversary of the Ice Age Trail becoming a National Scenic Trail, increase tourism in Ice Age Trail Communities and extend the fall hiking season. Participants who completed their 40 miles and visited multiple Trail Communities submitted an online completion form to receive a commemorative patch and certificate. Almost 2,000 completion forms were submitted via an online portal, representing 3,921 people, 3,649 commemorative patches and 3,105 certificates.
• Legacy Award – Dan Small, Outdoor Wisconsin TV. During his tenure at Northland College in Ashland from 1972 to 1982, Dan Small worked as a Professor, PR Director and Chairman of the Humanities Division before being chosen in 1984 as Host/Producer of “Outdoor Wisconsin,” a new TV series launched by Milwaukee PBS. He continues in that iconic role today, 36 years later, on all PBS stations in Wisconsin and online, with additional visibility in neighboring states where local PBS affiliates air “Outdoor Wisconsin.” While promoting Wisconsin destinations on each of his weekly broadcasts and motivating viewers to travel here, he also built a national reputation through his freelance writing and photography. His decades of award-winning media work continues today as he showcases Wisconsin locations, businesses and lifestyles via magazine articles, radio programs and podcasts, social media posts, online videos and TV specials.

Learn more about the nominees for the Arts, Culture and Heritage; Stewardship; Diversity, Equity, Accessibility and Inclusion; and Legacy Awards here and the nominees for the Rising Star and Service Excellence Awards here.

MADISON, Wis. – Today at the Wisconsin Governor’s Conference on Tourism (WIGCOT) Travel Wisconsin revealed its 2021 campaign, “The Wonder of Wisconsin.” After a year of canceled plans for many travelers, this campaign encourages travelers to reconnect, refresh and discover something unexpected in Wisconsin.

“2021 is going to be a critical year for tourism’s recovery and Wisconsin has something to offer everyone as they seek out safe options to make up for lost time,” said Acting Secretary Anne Sayers. “The 2021 campaign showcases Wisconsin’s spirited nature and opportunities to make memories that are sure to leave a lasting impression – from thrilling outdoor adventures to quiet moments spent reconnecting with friends and family.”

Advertising went live on Facebook and Google in March and the summer media buy will fully launch with additional digital advertising, online video, TV, connected TV, radio, online radio and billboards in May. This year’s advertising campaign will reach 12 markets, twice as many as Wisconsin tourism’s record-setting 2019. Additionally, the spend will be higher in each of the markets with a deeper reach. The plan includes the historic markets of Chicago, Minneapolis, Milwaukee, Madison and Green Bay along with seven new markets – Cedar Rapids, Duluth, Rochester, Davenport, Des Moines, Rockford and Wausau.

The data-driven advertising plan is designed to target travelers with the highest value of visit using a proprietary Propensity to Visit Model. This model incorporates several in-depth data sets from leading market research experts Longwoods International and Tourism Economics as well as visitation intelligence company Arrivalist, including demographic attributes, geographic attributes, prior travel behavior, psychographic measures related to travel, and personal values from consumers nationwide. More information about the model can be found in the recently published white paper co-authored by Travel Wisconsin, Longwoods International, Arrivalist and Hiebing.

To further highlight Wisconsin in the 2021 campaign, Travel Wisconsin worked with the Office of Outdoor Recreation to showcase the positive relationship between the many outstanding brands produced and used in our state for a wide array of outdoor activities. The following brands provided product for 2021 campaign productions: Johnson Outdoors, Harley Davidson, Rutabaga, Vorex Optics, Trek, Wheel and Sprocket, Bublr Bikes, Saris, GoMacro, St. Croix Rod, MirroCraft/Montego Bay, Acme Tackle Company, Mepps, Bending Branches, Duluth Trading Company, Jack Links, Polaris, Arctica and Elevation Supply Company.

Download the high-definition summer and fall TV commercials here.

MADISON, Wis. –  As many head out to celebrate Wisconsin’s natural spaces in preparation for Earth Day, Travel Wisconsin, in partnership with the Office of Outdoor Recreation, launched a new Wisconsin Trail Report. The Wisconsin Trail Report lists current conditions for hiking and biking trail networks throughout the state. It also, includes basic trail descriptions and links to additional resources.

For the first time, the new Wisconsin Trail Report brings together a collection of trail networks all across the state and from a range of land managers including the Wisconsin State Park System, various county and municipal parks, as well as private or nonprofit organizations like nature centers. No other resource showcases the vast trail offerings in Wisconsin with current condition reports.

The reports also include brief descriptions of the trail networks to inform users about the total mileage, type of terrain and landscape, facilities (like restrooms) available, or if fees are required. Biking trails are categorized as recreational or mountain bike trails and list the surface type. Dozens of local reporters keep the 140 hiking and biking reports updated weekly or after major weather events or ongoing construction. Reporters are a mix of hiking and biking enthusiasts, members of clubs or friends groups, land managers, and destination marketing organizations.

“The Wisconsin Trail Report is a gateway to adventure,” said Acting Secretary Anne Sayers. “Outdoor recreation is one of the leading reasons people travel to Wisconsin and this will serve as a great resource to understand the general trail conditions in an area as travelers plan a hiking or biking outing throughout our beautiful state.”

Covering more than just the trails, the Wisconsin Trail Report lists the current weather forecast for the area, nearby activities, attractions, dining, and lodging, as well as photos of the trail network and nearby facilities.

“This project is a great example of how the Office of Outdoor Recreation connects an industry need to a partner or government agency who can host the resource, and we’re grateful for the collaboration with Travel Wisconsin and Wisconsin Department of Natural Resources,” said Mary Monroe Brown, Director of the Office of Outdoor Recreation. “The Office is truly a hub for the outdoor industry working to connect the dots between Wisconsin’s natural resources, how we enjoy them and the people and organizations that help make that possible.”

For more ideas for springtime adventures, visit travelwisconsin.com.

MADISON, Wis. – The Department of Tourism announced $221,751 awarded in Joint Effort Marketing (JEM) grants. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c) (6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce.

“Tourism is a critical part of Wisconsin’s economy and I believe the innovation we see as a result of these grants will play a major role in the industry’s bounce back,” said Governor Tony Evers.

With five rounds of grants throughout the year, the JEM grants are part of an ongoing program to ignite projects and grow economic impact. As the tourism industry looks to rebound, these opportunities will be all the more critical to aid in recovery.

“I am so proud of these organizations that bring visitors to communities throughout Wisconsin,” said Acting Secretary Anne Sayers. “JEM grants are just one tool in our toolbox of economic recovery that highlight and reward creative and fun travel experiences and events. I look forward to working with businesses and organizations throughout our state that highlight the best of Wisconsin and spur much-needed economic activity.”

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. A grant award could mean the difference between getting an idea launched and letting it wilt away. Eligible expenses include but are not limited to e-mail marketing, print and broadcast ads, direct mail, public relations, and billboards. Projected revenue from this round of JEM-approved programs exceeds $3.71 million.

Joint Effort Marketing Grant Recipients:

• 61^st Annual Art at the Park, The Trout Museum of Art - $16,613
• Barron County Xtreme Bull Event, Barron County Pro Rodeo Inc. - $23,300
• Christkindlmarkt Door County, Sister Bay Historical Society - $22,838
• Jim Kress Maritime Lighthouse Tower Opening, Door County Maritime Museum - $28,250
• Jurassic Olympics, Green Lake Renewal Inc. - $2,150
• Milwaukee Regatta, Greater Milwaukee Committee - $39,550
• OneFest 2021, OneFest Ltd. - $39,550
• Osceola Tourism ON TRACK with the Railway, Osceola Historical Society - $39,500
• Welcome Back to Wisconsin’s Great River Road, “On the Road Again, Wisconsin Mississippi River Parkway Commission - $10,000

The next round of applications for JEM grants will be accepted through April 1^st. For information on the JEM program and application materials, visit industry.travelwisconsin.com.

In fiscal year 2020, the Department funded 52 JEM projects, awarding $1,154,904 million statewide, with estimated visitor expenditures driven by the marketing from these projects at $206 million. JEM grant funds are available to non-profit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining. 

Madison, Wis. (March 3, 2021) – This year’s International Women’s Day (March 8, 2021) celebrates women who #ChooseToChallenge — the type of woman with which Wisconsin is filled. From outdoor adventure to craft beer, from wellness to cheesemaking, female founders are transforming the state from the inside out. Below, learn the origin stories of just a few Wisconsin (super)women who are making history, 365 days a year.

Outdoors Woman: Dr. Christine Thomas

Her Story:  A lifelong outdoors adventurer, Dr. Christine Thomas has devoted the past 30 years to showcasing the “roots and romance” of the natural world to women all over the country. in 1991, she founded the Becoming an Outdoors-Woman (BOW) program, an educational outreach program at University of Wisconsin Stevens Point. Today, tens of thousands of women in more than 40 states (and six Canadian provinces) step outside each year to learn new outdoor skills in a safe, supportive environment.

Learn More: www.uwsp.edu/cnr-ap/bowWI/Pages/default.aspx

Wild Wellness: Heidi Zimmer

Her Story: Heidi Zimmer started with a dream — to create a one-of-a-kind wellness retreat on the scenic shores of Lake Superior. In May 2021, that dream will become a reality, when Wild Rice Retreat welcomes its first guests. Located just outside of Bayfield, Wisconsin, the gateway to Apostle Islands National Lakeshore, Wild Rice is the Midwest’s first all-inclusive wellness retreat. Rooted in the idea of exploring and supporting expression in nature, Wild Rice Retreat offers a home for healing guided, personal and group retreats, meeting space, and events following the pillars of nourishment, expression, and movement.

Learn More: www.wildriceretreat.com

Creative Collaboration: The Bronzeville Collective

Their Story: The voices of Milwaukee’s Black, Brown and Queer creatives had few outlets in which to share their work — until the Bronzeville Collective came along. Launched by Lilo Allen, Tiffany Miller, Tomira White and Jasmine Barmore, this collaborative storefront offers everything from homemade candles and soaps, to jewelry and handmade art. Located in the Historic Bronzevill Arts and Culture District, almost everything in this vibrant space is either handcrafted or designed by Black and Brown Creatives.

Learn More: https://www.bronzevillecollective.com

Together We Rise: Shelia Payton

Her Story: For more than two decades, Milwaukee’s Shelia Payton has been helping people connect with Black owned businesses. Payton’s Wisconsin Black Pages is an invaluable resource, each issue filled with details on the latest and greatest Black owned shops and services. Beyond that, the directory includes vital info for the community, including voting guides, civic engagement opportunities and much more.

Learn More: https://www.tmj4.com/lifestyle/black-history-month/wisconsin-black-pages-connects-people-with-black-owned-businesses

Good As Gouda: Marieke Penterman

Her Story: Born and raised in the Netherlands on a 60-cow dairy farm, Marieke Penterman has cheesemaking in her DNA. So it makes sense that she’d make it to Wisconsin — Dairyland, USA — sooner or later. Combining Old World know-how with classic Wisconsin techniques, Marieke is the founder of Marieke Gouda in Thorpe, WI, where she creates authentic Dutch Gouda Cheese. She’s a true pioneer; while there are 1,200 licensed cheese makers in Wisconsin, only 60 of them are women. To address this disparity, Marieke has worked to employ, empower and train a new generation of Wisconsin women cheesemakers.

Learn More: https://mariekegouda.com

Kringle Queen: Margaret Ebeling

Her Story: “Wisconsin would be a darker place without its own cream liqueur,” proclaims Margaret Ebeling. Truer words were never spoken. Kringle Cream is a Puerto Rican rum-based liqueur produced with Wisconsin cream and blended to taste like kringle, the Danish sweet designated in 2013 as Wisconsin’s official state pastry. When the Kringle Cream brand was threatened with bankruptcy a few years back, Ebeling’s Madison-based Nordic Distillers (of which she is the founder and sole employee) stepped up to save it. Her rescue operation was a success — and now, Ebeling’s business card deservedly identifies her as the “Kringle Queen.”

Learn More: https://kringlecream.com

The New Brew: Deborah Carey

Her Story: Deborah Carey and her husband Daniel co-founded New Glarus Brewing Co. in 1993, kicking off a beloved (and fiercely independent) craft beer kingdom that continues to this day. As Founder and President of “One of the Top Ten Breweries in the World” she does everything—except brew the beer! But New Glarus has always been about more than just beer (though make no mistake, the beer is phenomenal). Carey has worked to transform the brewery into a sustainable, eco-friendly operation from top to bottom, investing hundreds of thousands of dollars in energy-efficient lighting, refrigeration, compressors and pumps.

Learn More: https://newglarusbrewing.com

Milwaukee Food Guru: Theresa Nemetz

Her Story: Food was a passion for Theresa Nemetz — but she never thought it would turn into a career. But during a trip to NYC, destiny called when she and her husband took a food tour. Afterwards, she realized that their hometown of Milwaukee had more than enough of a diverse culinary scene to do something similar. And so, Milwaukee Food Tours was born. Today, Theresa and her team showcase the city’s rich Italian, German, Irish and Polish immigrant history, sharing the stories and flavors of the exceptional immigrants that brought Milwaukee to life.

Learn More: www.milwaukeefoodtours.com

Farm To Fork: Christy McKenzie

Her Story: For Christy McKenzie, food and community are inextricably linked. And it’s that belief that led her to create Pasture and Plenty, a combination restaurant, test kitchen, market and home delivery service that provides ready-to-eat meals and meal kits. Working closely with more than 30 local farms, ranchers and bakers, the Madison-based outfit has been a key connector between producers and consumers — especially during the pandemic of the past year. “I think it’s important to highlight and amplify the work of other businesses,” she says. “We all move farther and faster when we do it together.”

Learn More: https://pastureandplenty.com

MADISON, Wis., (Feb. 2, 2021) — The Wisconsin Department of Tourism is pleased to announce Anne Sayers, the department’s Acting Secretary, has been named one of the Hospitality Sales and Marketing Association International’s (HSMAI) Top 25 Most Extraordinary Minds in Sales, Marketing and Revenue Optimization. In recent years, Sayers has helped change the face of Wisconsin tourism, resulting in record-breaking tourism numbers for the state followed by relentless advocacy for tourism recovery.

The HSMAI Top 25 Americas awards recognize leaders in sales, marketing, and revenue optimization of hospitality, travel, and tourism organizations for their accomplishments in the preceding 18 months. Selected by a panel of senior industry executives, “Top 25” awardees are high achievers who stand out through their creativity and innovation, cutting-edge campaigns and programs, triumph in challenging situations and efforts that resulted in dramatic gains.

“Anne’s leadership and fresh ideas have been integral to the reshaping of Wisconsin tourism since she joined the Department of Tourism as Deputy Secretary in 2019,” said Ben Popp, American Birkebeiner Ski Foundation Executive Director and Wisconsin Council on Tourism Chair. “Her dedication to her partners and team members is unparalleled, as is her passion for promoting and supporting tourism to the state of Wisconsin. This recognition from HSMAI is well-deserved.”

As Deputy Secretary, Sayers helped pivot Travel Wisconsin from having their best year on record in 2019, to leading the industry through the global public health pandemic, which include managing $1.5 million in mandatory departmental budget lapses. In addition, Sayers successfully advocated for nearly $12 million in grant support for the tourism industry to help industry partners survive the pandemic

Sayers’ unwavering support for the tourism industry in Wisconsin is exemplified by the creation of the Office of Outdoor Recreation, one of only two states in the nation to house this office within the Department of Tourism. Sayers established an industry-engaged strategic plan; restructured the Department’s advisory committees, including the creation of two new committees prioritizing diversity and inclusion and the advancement of the outdoor recreation industry; and restructured the operational processes and organization of the Department to enable talent attraction, production excellence, and goal attainment. Sayers was named Acting Secretary for the Department of Tourism in December 2020.

An Alaskan by way of Oklahoma and Oregon, Sayers came to Wisconsin to attend UW-Madison. After earning degrees in International Relations, Geography, and Environmental Studies, Sayers chose to make Wisconsin her permanent home. Over the past two decades, Sayers has served in executive roles with a variety of nonprofit organizations at the state, national and international level.

MADISON, Wis. (December 3, 2020) – The Department of Tourism announced $115,690 awarded in Joint Effort Marketing (JEM) grants in November. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c) (6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce.

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Funds from JEM grants can be used for promotional efforts such as e-mail marketing, print and broadcast ads, public relations and billboards. Projected visitor spending in these communities from these awards exceeds $2.64 million.

“The Joint Effort Marketing grant program allows us to support our partners around the state who are uplifting their communities and leading them through economic recovery,” said Tourism Secretary Sara Meaney. “These four JEM grant recipients demonstrate the resilience of Wisconsin’s tourism industry, finding creative ways to engage diverse audiences while supporting their local businesses and destinations.”

Joint Effort Marketing Grant Recipients:

• Das Fest USA, Elkhorn Area Chamber of Commerce & Tourism Center, Inc. - $39,375
• Live at the Lake 2021: Pura Fe and Cary Morin concert and Woodland Arts Workshop, Dillmans Create Arts Foundation, Inc. - $10,490
• Madison Nearcation Campaign, Destination Madison - $37, 575
• Walk This Way: Footwear from the Stuart Weitzman Collection of Historic Shoes, Paine Art Center & Gardens - $28,250

In fiscal year 2020, the Department funded 51 JEM projects, awarding $1.15 million statewide, with estimated visitor expenditures driven by the marketing from these projects at $65 million. JEM grant funds are available to non-profit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts of financial support until projects become self-sustaining. Grant funding is available because of support from Governor Tony Evers and the Wisconsin Legislature.

For information on the JEM program and application materials, visit industry.travelwisconsin.com.

MADISON, Wis. – The Wisconsin Department of Tourism’s Office of Outdoor Recreation released its economic report today. Produced by Headwaters Economics, an independent, bipartisan, and nonprofit research firm, Outdoor Recreation: A Top Driver of Wisconsin’s Economy details the depth and sizeable impact of the industry to Wisconsin’s economy.

“Wisconsin has long valued our vast outdoor recreation offerings, and this report leaves no doubt about the veracity, weight and importance of outdoor recreation’s economic impact in our state,” said Secretary-designee Sara Meaney. “The outdoors is consistently a top driver of tourism in Wisconsin, and while travel has taken a big hit during the COVID-19 pandemic, outdoor recreation has been essential to keeping communities healthy and economically viable.”

The report reiterates recent U.S. Bureau of Economic Analysis data showing Wisconsin’s outdoor recreation industry’s strong foundation contributes $7.8 billion to the state’s gross domestic product. Over 93,000 jobs across diverse sectors – from tourism to manufacturing to retail and the arts – are supported by outdoor recreation and contribute $3.9 million in compensation to Wisconsinites. The pace of the industry’s growth was faster than Wisconsin’s overall economy prior to the COVID-19 pandemic.

“The outdoor recreation industry is a vital part of the economy, nationwide and in Wisconsin. And as participation increases – an Outdoor Recreation Roundtable Survey found in May that 81% of Americans spent time outdoors since the onset of the pandemic, and 32.5% were participating in outdoor activities for the first time - it will be increasingly important to support the industry and its partners in our backyard,” explained Mary Monroe Brown, director of the Wisconsin Office of Outdoor Recreation. “That increase in participation has also resulted in record demand for outdoor gear and equipment that our Wisconsin manufacturers, retailers, and outfitters are working diligently to fulfill in order to help people experience Wisconsin’s rich outdoor recreation offerings.”

Wisconsin ranks fifth among US states for share of jobs in outdoor recreation manufacturing and is home to headquarters and manufacturing facilities of dozens of well-known outdoor brands including Bending Branches, Burger Boat Company, Harley-Davidson, Johnson Outdoors, Mercury Marine, Mathews Archery, MirroCraft Boats, Pacific-Cycle, Planet Bike, Saris, St. Croix Rods, Trek Bicycles, Vortex Optics, Wigwam, Yamaha, and more.

“St. Croix Rod is proud to call Wisconsin home. Our world-class manufacturing facility is nestled deep in the Northwoods providing access to storied fishing opportunities and instills in our work family an appreciation for our incredible outdoor recreation opportunities. Wisconsin is the ideal setting for our facility,” said Scott Forristall, CEO of St. Croix Rods based in Park Falls, WI.

Wisconsin’s diverse outdoor recreation activities bring in billions of dollars year-round.

“Silent sport enthusiasts alone inject about $14.7 million to Ashland, Bayfield, and Sawyer counties. The 4-day Birkie events draw tens of thousands to our communities in January, but those participants and fans return at other points throughout the year contributing to this major impact,” said Ben Popp, Executive Director of the American Birkebeiner Ski Foundation.

Other highlights included in the report:

• 17 million visits annually to the Wisconsin State Park System drives more than $1 billion in spending per year.
• Driftless Wisconsin’s Kickapoo Water Trail attracts 16,000 paddler visits per year that generate $1.2 million.
• The 47-mile Cheese Country Trail – an ATV/UTV trail in southwest Wisconsin – attracts 98,000 visits that create more than $15 million in spending in the area.

Rounding out the report is an acknowledgement of the impacts of the COVID-19 pandemic on the industry.

“Even though Wisconsin’s economy was hit hard, we’ve seen positive indicators of resiliency in sectors of the outdoor recreation economy,” explained Meaney. “Outdoor recreation is in the fabric of our state and will prove to be a key driver of economic recovery for Wisconsin.”

To read the report in full and review data sources, download an electronic copy from the Department’s website here.

MADISON, Wis. – Wisconsin Department of Tourism Secretary-designee Sara Meaney presented five recipients with Governor’s Tourism Awards for their outstanding contributions to the state’s hospitality and travel industry during a virtual presentation this week. The Department originally intended to present the awards at their 2020 Wisconsin Governor’s Conference on Tourism, which was canceled because of the COVID-19 pandemic.

“I wish we could have been together in person to celebrate the tourism leaders that helped make 2019 Wisconsin’s tourism economy’s best year on record. Unfortunately, life had other plans for our leadership,” said Meaney. “Wisconsin is lucky to have a top-notch group of industry professionals promoting our industry.”

Tourism had a $22.2 billion impact on the state’s economy in 2019 and supported more than 202,000 jobs. Every $1 the Department of Tourism invested in tourism promotion drove $95 in visitor spending in communities throughout Wisconsin.

Sponsored by the Governor’s Council on Tourism, the Governor’s Tourism Awards recognize individuals, organizations and businesses for their excellence, dedication and impact on Wisconsin’s travel and hospitality industry.

The five recipients are as follows:

Legacy Award – Deb Archer, Destination Madison

For the past 26 years, Deb Archer has brought her infectious demeanor and servant leadership style to her role as President and CEO of Destination Madison. She leads efforts that put Madison on the national map as a destination for visitors, conventions and meetings, and sporting events. She’s an active industry leader on all levels, serving with organizations such as Destination Wisconsin, the Governor’s Council on Tourism and the Wisconsin Department of Tourism Meetings and Conventions Committee. Whether it is developing curriculum for Destination International or having coffee with an emerging leader, Archer consistently uses her extensive knowledge to give back to the next generation of the tourism professionals. Archer is committed to the growth of both the people around her and the tourism industry, continuing to cultivate community and curate understanding through her work.

Rising Star Award – Cameryn Kwaterski, Visit Rome, WI, Inc.

Kwaterski is the first Executive Director of Visit Rome, WI, Inc., which was incorporated in 2018. She immediately put her passion for the area to work in establishing the non-profit, creating its brand, and implementing organizational structure and financial management. Under her leadership, Visit Rome was awarded a Joint Effort Marketing (JEM) Grant from the Wisconsin Department of Tourism. She also created new print and online media for the organization and established events such as a fundraising concert series and Taste of Rome. Her contagious enthusiasm for tourism makes a big impact in Rome and beyond.

Stewardship Award – Village of Egg Harbor

In 2017, a dedicated group of eco-focused minds came together in Egg Harbor to bring more sustainable practices to the community with an environmental health mission. Recognized as a Green Tier Legacy Community, the Village of Egg Harbor created a task force to turn the conversation into action. New programs include a free bike share system, public seed library, using solar energy in the village, and adding new recycling containers and electric car charging stations. To bring these practices to other areas, Egg Harbor has shared their process and collaborated with other communities. As residents and travelers alike continue to prioritize sustainable practices, the Village of Egg Harbor has taken important steps in their mission to think globally and act locally.

Service Excellence Award – Heart of Canal Street, Potawatomi Hotel & Casino

Since its inception in 1994, Potawatomi Hotel & Casino’s Heart of Canal Street campaign has raised more than $20 million to make a positive impact in children’s lives, all through bingo. Annually from August to December, the bingo game is played daily by tens of thousands of participants and raises money for 31 charities in the greater Milwaukee area that directly benefit children. This financial support enables programs to place food on plates and roofs over heads, provide mentorship and supplemental education, bring the arts to youth, and offer comfort and assistance during medical challenges. Played by locals and tourists each year, the game raised a record total of almost $1.2 million for these organizations in 2019.

Arts, Culture and Heritage – Saint Kate – The Arts Hotel

Located in the heart of Milwaukee’s theatre and entertainment district, Saint Kate – The Arts Hotel is a destination for visitors to experience and celebrate art in many forms. Named after Saint Catherine, the patron saint of artists, the hotel includes a 95-seat black box theatre, multiple gallery and exhibition spaces and five unique culinary experiences. Each floor in the hotel reflects a different form of art and each of the 219 guest rooms feature desks with butcher block paper for guests to sketch, a ukulele, a record player and collection of records. Since opening in June 2019, the hotel has welcomed over 33,500 guests and has garnered a considerable about of media coverage and impressions. Saint Kate – The Arts Hotel offers guests a place to explore their curiosity and expand their creativity.

More information about the Governor’s Tourism Awards and all nominees is available here.

MADISON, Wis. (Oct. 7, 2020) – The Department of Tourism today announced $73,950 awarded in Joint Effort Marketing (JEM) grants in September. The City of Burlington was awarded $34,450 to assist in research and rebranding efforts, and Fox Cities was awarded $39,500 to be used on the heels of a recent rebranding effort to market the destination and further increase awareness and visitation.

JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c) (6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce. A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents.

“I applaud both destinations for their foresight and planning to stimulate economic growth,” said Tourism Secretary-designee Sara Meaney. “We are pleased to support these organizations, as each recipient provided thoughtful plans based on research and insights to help them reposition themselves and better communicate the fantastic destinations they are.”

Destination market research studies reveal tourism assets that are unique to the area and how visitor perceptions align with current marketing efforts. These insights will guide the City of Burlington to identify branding, marketing and development opportunities in order to define the new brand positioning and messaging and increase awareness and visitation.

Fox Cities will be applying this year-two grant to market Fox Cities Originals - the newly launched rebranded identity to further increase tourism and economic development in the Fox Cities region. The JEM grant funds will help market the region, including all new creative and positioning for the Fox Cities. Estimated visitor spending is expected to exceed $350,000. 

In fiscal year 2020, the Department funded 52 JEM projects, awarding $1,154,904 million statewide, with estimated visitor expenditures driven by the marketing from these projects at $206 million. JEM grant funds are available to non-profit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining. For information on the JEM program and application materials, visit industry.travelwisconsin.com. 

MADISON, Wis. (September 17, 2020) – Travel Wisconsin is joining several states in celebrating September as International Underground Railroad Month by highlighting the state’s rich abolitionist history and Wisconsin’s role in helping freedom seekers on their secret journey.

During slavery, the Underground Railroad was a vast network of people who helped slaves escape to the North, including Wisconsin and Canada. Although Wisconsin was considered a national leader in antislavery sentiment and many people escaped to the state, that did not mean freedom seekers were free when they arrived.

Because United States law required captured freedom seekers to be returned, when Joshua Glover escaped from St. Louis, Missouri to Racine, Wisconsin, he was locked up in the Milwaukee County jail. However, after his capture, more than 5,000 Wisconsinites assisted with breaking him out of jail and escaping to Canada. This event and the changing public opinion across the state led to Wisconsin being the only state to openly defy the Fugitive Slave Law.

“Wisconsin’s role in the Underground Railroad story is a rich and important part of our nation’s journey from slavery to civil rights,” said Gov. Tony Evers, who proclaimed September Underground Railroad Month in Wisconsin. “While we honor the brave heroes of our past, we also look to the future and the work that still needs to be done in the current social justice and reform movement to truly achieve equality.”

Maryland, the birth state of Harriett Tubman, initiated International Underground Railroad month in 2019. Tubman, who escaped, helped more than 300 people get to freedom as “conductor” of the Underground Railroad. When Maryland sought participation from other states and provinces, Wisconsin enthusiastically joined the movement. International Underground Railroad Month provides an opportunity for a world-wide open dialogue on the hard-fought struggles for freedom throughout our history and our present.

“Learning about the bravery and great risks that those who escaped slavery took and the courageous Wisconsinites who helped people along their journey to freedom is an incredible, humbling experience. The stories of these important actions warrant a larger platform to be told,” said Department of Tourism Secretary-designee Sara Meaney. “By partnering with leaders who have played an active role in preserving Wisconsin’s Underground Railroad history, we’re commemorating all those involved and sharing this piece of history with travelers from near and far.”

Underground Railroad stories and resources exist in many places around the state including the Milton House, located in Milton, Wisconsin, which serves as Wisconsin’s connection to the freedom trail. As the only remaining authenticated stop on the Underground Railroad in Wisconsin, the Milton House is open for tours. It offers visitors the rare opportunity to walk the same underground tunnel to a secret room in which freedom seekers hid. 

Travel Wisconsin is working with local leaders to connect the places and experiences that mark this journey, and the communities and the people who continue to lead and learn through our journey today.

"It's great that Wisconsin recognizes the state's Underground Railroad and its significant role in our African American history. This is the only state that publicly defied the Fugitive Slave Law, thanks to a massive outcry of Wisconsin citizens," said Clayborn Benson III, Executive Director of the Wisconsin Black Historical Society/Museum.

Governor Evers’ proclamation marks the beginning of an ongoing initiative by Travel Wisconsin to highlight Wisconsin’s history in the civil rights movement. 

Visit TravelWisconsin.com to learn more about Wisconsin’s connection to the Underground Railroad and the historic sites where leaders and change agents have contributed positively to the civil rights movement.

Grant application period open for tourism promotion and development organizations to support tourism operations, marketing impacted by COVID-19

MADISON — Gov. Tony Evers and Tourism Secretary-designee Sara Meaney today announced the launch of the Tourism Relief to Accelerate Vitality and Economic Lift (TRAVEL) stimulus grant program. This $8 million effort is aimed at providing much-needed support to the tourism industry. Administered by the Wisconsin Department of Tourism, TRAVEL grants will be distributed to Wisconsin’s tourism promotion and tourism development organizations for the purposes of resuming business operations and helping restore economic activity stemming from the COVID-19 public health emergency.

“The tourism industry is among the hardest hit by COVID-19,” said Gov. Evers. “The TRAVEL grants are designed to sustain local operations, staffing, and relief stimulus activities to drive immediate spending and reinforce safe travel in support of local businesses across the state.”

Two types of grant funding will be available through the TRAVEL grants: funds to support the continuation of operations due to impacts of COVID-19 and marketing funds to promote a safe and healthy experience for travelers and resident consumers amid the COIVD-19 public health emergency. Tourism promotion and tourism development organizations can apply for one or both types of grant funding. Long-term marketing campaigns unrelated to the COVID-19 pandemic are not eligible. 

This effort is funded through the state’s discretionary Federal Coronavirus Aid, Relief, and Economic Security (CARES) Act dollars. Full program details, eligibility standards, grant application, and program contact information are available here. The Department of Tourism is accepting applications now through 4:00 pm Central Time on September 28, 2020 and grants will be announced by late October. 

“We’re thankful to Governor Evers for allocating CARES Act funding to this much needed TRAVEL grant program,” said Secretary-designee Meaney. “While these grants will provide immediate opportunities to sustain the important economic development activities of tourism organizations, they will also fuel Wisconsin’s economic recovery in every sector that tourism touches." 

Tourism is an important pillar of Wisconsin’s economy and the industry saw its biggest year on record in 2019. Over 113.2 million visits statewide generated an estimated $22.2 billion, including $1.6 billion in state and local tax revenue. The tourism industry supports 202,217 full- and part-time jobs in Wisconsin and last year, the state achieved a return on investment of $8 in tax revenue per $1 promotional spend. While this data underscores that tourism is one of Wisconsin's most financially valuable industries, the impact of tourism advancement activities upon Wisconsin's economy stretches well beyond the tourism industry. The halo effect of tourism's advertising and attraction of travelers is a significant asset in recruiting entrepreneurs, workers, students, retirees, and investors.

This release was initially distributed by the Office of the Governor here.

MADISON – The Wisconsin Department of Tourism awarded $80,000 in Tourist Information Center (TIC) grants. TIC grants provide funding to help nonprofit organizations, municipalities or Native American tribes operating a regional tourist information center.

“Giving travelers access to information in a safe and responsible way is more important than ever as people are eager to get out and explore after feeling cooped up at home. Our regional information centers are a valuable interface for thousands of travelers each year,” said Tourism Secretary-designee Sara Meaney. “In light of widespread losses in local travel promotion marketing revenue, we saw an increase in the number of grant applications in this round. These important grants will provide needed support for tourism entities to lift their communities and the whole of our industry as quickly as possible.”

To be eligible for a grant, the Travel Information Center must be housed in a key location for travelers to stop by, have trained staff, track visitors and provide information on the region and the state. TIC grants can be used for staffing costs, standard display equipment and promotional materials such as signage to promote the region, personal protective equipment for staffed centers and health and sanitation measures. TIC grant applications are accepted and reviewed by a committee twice each fiscal year. In fiscal year 2020, the Department supported 19 different Travel Information Centers, awarding $160,000 statewide, and serving an estimated 835,000 travelers.

Tourist Information Center Grant Recipients:

• Algoma, Algoma Area Chamber of Commerce - $500
• Ashland, Friends of the Center Alliance, Ltd. - $6,400
• Bayfield, Bayfield Chamber of Commerce and Visitor Bureau - $3,000
• Beloit, Visit Beloit - $4,676
• Boulder Junction, Boulder Junction Chamber of Commerce - $1,008
• Burlington, Burlington Chamber of Commerce - $1,500
• Door County, Destination Door County - $7,500
• Eagle River, Eagle River Area Chamber of Commerce & Visitors Center - $1,008
• Eau Claire TWWC (Menomonie), Visit Eau Claire - $5,000
• Hayward, Hayward Lakes Visitor & Convention Bureau - $1,500
• Kenosha, Kenosha Area Convention & Visitors Bureau - $7,500
• La Crosse, Explore La Crosse - $3,500
• Madeline Island, Madeline Island Chamber of Commerce - $1,008
• Manitowoc, Manitowoc Area Convention & Visitor Bureau - $1,750
• Marinette, Marinette Recreation Department - $2,000
• Platteville, Platteville Chamber of Commerce - $5,500
• Prairie du Chien, Prairie du Chien Chamber of Commerce - $7,400
• Racine, Racine County Convention & Visitors Bureau - $2,500
• Shawano, Shawano Country Chamber of Commerce & Visitors Center - $1,000
• St. Croix Falls, Polk County Tourism - $3,000
• Stevens Point, Stevens Point Area Convention & Visitors Bureau - $3,500
• Superior, Superior-Douglas County Chamber - $7,500
• Wausau, Wausau/Central Wisconsin Convention & Visitors Bureau - $1,750

Madison, WI (July 2, 2020)— With hundreds of breweries and thousands of unique beers, Wisconsin is arguably America’s beerland. In an effort to shine a virtual spotlight on one of Wisconsin’s favorite industries, Travel Wisconsin recently launched the Wisconsin Brewdown, asking Wisconsinites to share their all-time favorite breweries. With a reach of nearly 124,000 and more than 2,500 likes, comments and shares through social media, Travel Wisconsin revealed the top 20 finalists in the Wisconsin Brewdown.

The top 20 nominees can be found on TravelWisconsin.com/Wisconsin-Brewdown

and beer aficionados and novices alike are encouraged to vote for their favorite brewery as often as once per day through Friday, July 24^th to help name the Wisconsin’s favorite brewery, “Top in Hops”.

“With so many great breweries throughout the state, The Wisconsin Brewdown is a fun way to support your local favorites and learn about new must-try breweries to visit in the future,” said Tourism Secretary-designee Sara Meaney. “I encourage all to participate by visiting TravelWisconsin.com, vote for your favorite brewery, and plan your trip to discover what’s on tap in Wisconsin.”

Wisconsin Brewdown Top 20 Nominees By Region  

Northeast, WI

• Central Waters Brewing Company, Amherst
• Pigeon River Brewing Company, Marion
• Stubborn Brothers Brewing Company, Shawano
• Sawmill Brewing Company, Merrill
• Tribute Brewing Company, Eagle River

Southeast, WI

• Bare Bones Brewery, Oshkosh
• Barrel 41 Brewing Company, Neenah
• Fifth Ward Brewing Company, Oshkosh
• Fox River Brewing Company, Appleton
• Racine Brewing Company, Racine

Northwest, WI

• Adventure Club Brewing, Bayfield
• Amery Ale Works, Amery
• Earth Rider Brewery, Superior
• Sand Creek Brewing Company, Black River Falls
• The Brewing Projekt, Eau Claire

Southwest, WI

• 608 Brewing Company, La Crosse
• Cercis Brewing Company, Columbus
• Driftless Brewing Company, Soldiers Grove
• Pearl Street Brewery, La Crosse
• Potosi Brewing Company, Potosi

With a mix of mega-breweries that made Wisconsin famous for beer and innovative craft breweries, Wisconsin remains at the center of the beer universe. By mixing traditional European brewing techniques with local ingredients and a deft artist’s touch, these entrepreneurs have created some of the most highly regarded beers in the world – as well as vibrant tourist attractions.

Dozens of Wisconsin’s breweries and brew pubs offer tours or tastings and visitors looking for a unique culinary and cultural experience can visit a number of them within a short distance in every region of the state.

Breweries are an important sector of the tourism industry. The Wisconsin Brewdown promotion is one of a series of efforts the department is undertaking to spotlight and support the tourism industry’s recovery.

MADISON, WI (May 15, 2020) – Today, the Wisconsin Department of Tourism awarded $481,100 in Joint Effort Marketing (JEM) grants. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c)(6) organizations such as Convention and Visitor Bureaus and Chambers of Commerce that were not earmarked for relief and may not qualify for certain loan programs in the federal CARES Act.

“Wisconsin’s tourism economy was one of the earliest and hardest hit by COVID-19,” said Tourism Secretary-designee Sara Meaney. “In light of lost local travel promotion marketing revenue, Travel Wisconsin worked swiftly to pivot resources toward directly supporting our industry partners’ immediate needs. These shifts enabled timely, relevant, and strategic use of funds to collaboratively empower our local and regional partners to fuel the recovery. These important programs provide needed support for tourism entities to lift their communities and the whole of our industry as quickly as possible.” 

Given the uncertainties caused by the public health emergency, the administrative rules guiding the JEM grant program could have prevented the timely promotion of Wisconsin tourism destinations once public health professionals determine travel is once again advisable. They also could have prevented promotional work during the summer season, which could be the best first option for tourism entities to jumpstart visitation. However, Governor Evers declared a temporary change to these provisions, allowing the Wisconsin Department of Tourism to strategically direct funds to best support the statewide tourism industry.

Additionally, the Department of Tourism introduced two Co-Op partnership opportunities to further support non-profit organizations. JEM Grant recipients can apply grant funding to an exclusive co-op marketing program to be included in and leveraged through Travel Wisconsin’s marketing campaign. Non-grant recipients also have the opportunity to participate in an exclusive co-op marketing program where every dollar invested is matched by the Department of Tourism at a minimum rate of 1:1. Both co-op programs will further destination awareness through marketing and publicity efforts, supported by research and branding support, to attract visitors from around the state, Midwest and beyond.

Joint Effort Marketing Grant Recipients:

• Celebrating and Growing Eau Claire, Wisconsin’s Kubb Culture  - $15,000
• Central Wisconsin COVID-19 Recovery, Visit Marshfield - $39,550
• Come Out and Play! Driftless Wisconsin - $39,910
• Dream Now, Travel Later, Greater Green Bay Convention & Visitor Bureau - $39,000
• Experience the Urban Outdoors of Greater Madison, Destination Madison - $35,250
• Fall in Love with the Byway, Forest County Economic Development Partnership - $21,000
• Grant County Driftless Re-Boot, Grant County Tourism Council - $10,000
• Lake Superior & Apostle Islands on Chequamegon Bay, Bayfield Chamber & Visitors Bureau - $38,050
• Mammoth Hike Challenge, Ice Age Trail Alliance - $39,525
• Scenic HWY 42 – More Than A Route… A Destination, Manitowoc Area Visitor and Convention Bureau - $9,578
• Sledding in Sawyer County: A Snowmobile Friendly Community, Hayward Lakes VCB - $16,225
• Sports Milwaukee Brand Development, Visit Milwaukee - $20,847
• Wausau/Central WI: Wisconsin’s winter Playground, Wausau/Central Wisconsin Convention and Visitors Bureau - $39,500
• WeLoveTheNorthWoods Northwoods of Wisconsin COVID-19 Regional Marketing Campaign, Minocqua Area Chamber of Commerce - $39,550
• Getaway to Janesville, Wisconsin’s Great Outside, Janesville Area Convention & Visitors Bureau - $7,700
• The WashCo Outdoor Experience Sales Promotion, Washburn County Tourism Association - $20,500
• Welcome Back to Wisconsin’s Great River Road, Wisconsin Mississippi River Parkway Commission - $20,000
• East Troy Lights, East Troy Area Chamber of Commerce - $19,225
• Coon Creek Canoe Race, Coon Valley Business Association - $10,176
• Family Fall Fest, Madeline Island Chamber of Commerce - $10,514

In fiscal year 2020, the Department funded 52 JEM projects, awarding $1,154,904 million statewide, with estimated visitor expenditures driven by the marketing from these projects at $206 million. Joint Effort Marketing grant funds are available to non-profit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75 percent of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining. For information on the JEM Program and application materials, visit industry.travelwisconsin.com.

Tourism is an important pillar of Wisconsin’s economy and the industry saw its biggest year in at least a decade in 2019. Over 113.2 million visits statewide generated an estimated $22.2 billion, including $1.6 billion in state and local tax revenue.  The tourism industry supports 202,217 full- and part-time jobs in Wisconsin and last year, the state achieved a return on investment of $8 in tax revenue per $1 promotional spend.

Madison, Wis. (May 7, 2020) – Travel Wisconsin has recently launched the Great Wisconsin Getaway Sweepstakes, teaming up with partners around the state to give away ten all-inclusive Wisconsin vacation packages that can be used as travel resumes. Each vacation package is valued between and estimated $800 to $2,200 and includes lodging and dining at some of Wisconsin’s greatest resorts and restaurants. Also included are admission, day passes and gift certificates for area attractions and destinations.

“Travel may be restricted now, but it won’t always be. We want visitors to know that when public health officials deem it safe to resume travel, Wisconsin has incredible destinations waiting for travelers to explore,” said Secretary-designee, Sara Meaney.  “Our philosophy during these hard times has been, ‘Dream Now, Travel Later’. We aim to inspire travelers next trip and through the Great Wisconsin Getaway, hope to showcase adventures across the state worth dreaming about.”

For the next ten weeks, a winner will be selected every Monday to receive a Great Wisconsin Getaway package. All other eligible entries will be rolled over and entered in the next week’s drawing.  Entries can be submitted once per day per eligible entrant.  To enter and find official rules, visit  www.TravelWisconsin.com/Getaway. 

Tourism is an important pillar of Wisconsin’s economy and the industry saw its biggest year in at least a decade in 2019. Over 113.2 million visits statewide generated an estimated $13.7 billion, including $1.6 billion in state and local tax revenue.  The tourism industry supports 202,217 full- and part-time jobs in Wisconsin and last year, the state achieved a return on investment of $8 in tax revenue per $1 promotional spend. 

MADISON, WI – The Wisconsin Department of Tourism announced today that Governor Tony Evers suspended several provisions of the Joint Effort Marketing (JEM) grant program, providing greater flexibility for how JEM grants can be administered to help restart Wisconsin’s tourism economy. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism in their area, including 501(c)(6) organizations like Convention and Visitor Bureaus and Chambers of Commerce that were not earmarked for relief and may not qualify for certain loan programs included in the federal CARES Act.

“Wisconsin’s tourism economy was one of the earliest and hardest hit by COVID-19,” said Tourism Secretary-designee Sara Meaney. “With the changes announced today, we will have the ability to better stretch every available dollar to promote Wisconsin destinations as soon as health professionals give us the green light. This is an opportunity to think bigger and more collaboratively, so every action taken by individual tourism entities does more to lift the whole of our industry as quickly as possible.”

Given the uncertainties caused by the public health emergency, the administrative rules guiding the JEM grant program could have prevented the timely promotion of Wisconsin tourism destinations once public health professionals determine travel is once again advisable. They also could have prevented promotional work during the summer season, which could be the best first option for tourism entities to jumpstart visitation. A temporary change to these provisions will allow the Wisconsin Department of Tourism to strategically direct funds to best support the statewide tourism industry. 

The Wisconsin Department of Tourism requested the following temporary provisions to ease requirements, remove burdens, and reduce limitations to support tourism entities: 

• Suspended Wis. Admin. Code § Tour 1.02(6)(f)1 requiring that a project involving the placement of advertising in a geographic area not occur during a time that the applicant traditionally receives substantial numbers of tourists in the area.
• Creates a companion rule to Wis. Admin. Code § Tour 1.03(3r) regarding timelines for grant funding as follows, “During each fiscal year, the department may grant up to 35% of joint effort marketing funds available for projects described in s. Tour 1.02 (6) (a) to (e) by September 30, up to 70% by December 31 and up to 90% by March 31 except that the secretary may waive the limits contained in this subsection for a project likely to have a substantial impact upon the state's tourism economy. The department may grant up to 60% of the joint effort marketing funds available for projects described under s. Tour 1.02 (6)(f) in September and the remainder in April or May of each fiscal year.”
• Creates a companion rule to Wis. Admin. Code § Tour 1.04(1) regarding time restrictions on the utilization of funds as follows, “An eligible applicant may submit an application no less than 90 days prior to the first date advertising supported by funds under this chapter is scheduled to begin except that the secretary may waive the limits contained in this subsection for a project likely to have a substantial impact upon the recovery of the state’s tourism economy.”

Wisconsin’s 112 million visitors spurred $21.6 billion in total business sales and supported more than 199,000 full and part-time workers in 2018, making tourism Wisconsin’s third largest industry.

To apply for Joint Effort Marketing Grants, visit http://industry.travelwisconsin.com/grants/joint-effort-marketing-jem-grant-program.

Amid Safer at Home, Wisconsin Department of Tourism Bolsters Support for Travelers and Industry Partners with Virtual Adventures, Online Resources and Digital Tools for Planning Future Trips.

MADISON, Wis. (April 15, 2020) – While travel is on hold, the work of the Wisconsin Department of Tourism (WDT) is not. To support the industry even amid Safer at Home and COVID-19, Wisconsin Department of Tourism Secretary-Designee Sara Meaney and her team are working diligently to provide inspiration for travelers as well as support for tourism-related businesses to ensure a swift ramp-up for all once it’s safe to travel again.

“Even as people honor the travel restrictions and stay Safer at Home, we want travelers to have the resources they need to make informed decisions about their upcoming travel plans. We’re also using our social channels and TravelWisconsin.com to introduce some special virtual travel experiences as well as inspiring resources and tools for planning future trips while many have the time and desire to plan,” said Secretary Meaney. “Meanwhile, we remain dedicated to addressing the unprecedented challenges our tourism industry is facing, adjusting our marketing programs and doing everything we can now to ensure a swift ramp-up for travelers, Wisconsin’s workers, and ultimately the state’s economy as soon as it is safe to do so.”

Tourism is a key employment and economic driver for Wisconsin, generating $21.6 billion in business sales and $13.3 billion in spending, sustaining 199,000 jobs in 2018. Fortunately, with 2019 being a record year for Wisconsin travel and tourism, the state has shown itself to be an increasingly sought-after destination, which gives the department confidence that it remains on the radar as a preferred destination for visitors later this year. Even amid COVID-19, TravelWisconsin.com saw a 3% YOY increase in travel guide requests during the first half of March. Additionally, according to information gleaned from data platforms Sojern and Adara, searches for flights to Wisconsin in September are currently tracking on par with searches made in 2019 – underscoring that travelers are researching and planning trips with Wisconsin in mind.

For industry partners, Meaney and her team have been adjusting programs to maximize impact for travel and tourism during the back half of the year, including:

• Providing updates about the latest travel restrictions affecting Wisconsin as well as resources for businesses to navigate COVID-19
• Supporting recent legislation proposed by Governor Evers that would establish and fund tourism-related grant programs
• Updating WDT’s marketing plan to align with what’s happening and maximize travel in summer, fall and early winter – working to reignite momentum from 2019, which was a record year for tourism in Wisconsin

For travelers, WDT is providing real-time information to help getaway-seekers make informed decisions about their travel plans – offering special limited-time virtual experiences to spark travel joy now, and fueling trip-planning through website content, including:

• Limited-Time Travel Experiences for Spring and Early Summer
  • SlowTV: Wherever travelers are right now, they’re invited to experience Wisconsin’s breathtaking beauty and be lulled into a state of full relaxation with this special series of videos, airing for a limited time on YouTube, Facebook and Instagram TV. (Launching mid-April)
  • Campfire: Travelers everywhere are invited to get social by gathering ’round our virtual campfire for a little comfort, camaraderie and conversation. Hosted on our social channels, this gathering takes places in a fresh Wisconsin setting each week – complete with the sounds of birds, crickets and a crackling fire. (Launching late April)
  • Great Wisconsin Getaway Sweepstakes: Hosted on TravelWisconsin.com, this simple sign-up sweepstakes gives potential travelers the chance to be entered to win a new prize pack every week, each of which is packed with gift cards for lodging, food and activities for destinations across our great state. (Launching late April)
  • “Where in Wisco” Sweepstakes: In this photo-based trivia game hosted on TravelWisconsin.com, visitors will have the chance to win prizes by guessing “Where in Wisco?” Prizes will include gift cards for activities throughout the state. (Launching early May)
• TravelWisconsin.com Resources and Virtual Travel Adventures
  • #HowWIHelp: This grassroots movement was started to share the good-spirited things people across Wisconsin are doing to help each other during the COVID-19 pandemic
  • E-newsletters and TravelWisconsin.com updates about travel restrictions affecting our state, helping travelers make educated decisions about any upcoming or future travel plans
  • Free travel guides, which travelers can sign up to receive on TravelWisconsin.com
  • A Trip Planner Tool that makes it easy to build out the ideal vacation itinerary now – including day trips, weekend escapes or lengthy vacations with friends, family and even pets
  • A media gallery of #TravelWI photos that showcases Wisconsin’s scenic beauty along with a library of Wisconsin travel articles to inspire day trips, weekend getaways and long vacations with family and friends
  • Fish Fry Faceoff: Travelers can visit Travel Wisconsin’s social pages to nominate their favorite fish fry spot in Wisconsin. Top nominations will advance to the voting round on TravelWisconsin.com for ultimate bragging rights: the title of Best Fish Fry in Wisconsin (Nominations live now, voting begins April 22)
  • Virtual Fishing Game: To celebrate the opening of fishing season, Travel Wisconsin is developing an online fishing game. Travelers will select a body of water in Wisconsin to cast their line, and when they catch a fish, they’ll learn facts about the species and where they can be found in the state (Launching early May)

“Our team has confidence that our state will be able get through these trying times,” said Secretary Meaney. “We know there’s a lot at stake, yet we remain wholly committed to doing all we can to support tourism throughout Wisconsin and encouraging the well-being of our current and future visitors in the meantime.”

MADISON (March 11, 2020) – The Wisconsin Department of Tourism announced today the postponement of the Wisconsin Governor’s Conference on Tourism (WIGCOT), to May 26-28, 2020 at the Monona Terrace Convention Center in Madison.

WIGCOT is an annual three-day education and networking event bringing together approximately 900 representatives from around the Wisconsin Tourism industry, including innkeepers, restaurateurs, community tourism officials, tourism attraction operators, state agency officials, tourism educators and others.

The conference was previously scheduled to take place March 15-17, 2020. 

“Postponing the conference was not a decision our team took lightly; our industry leaders need to be in their communities working to lead during this uncertain time and that is exactly where they ought to be,” said Sara Meaney, Tourism Secretary-designee. “We look forward to sharing results from our tourism efforts in 2019 as well as some exciting updates about our long-term planning over the next few weeks. Of course, I also look forward to our industry gathering to celebrate our shared successes at WIGCOT 2020 in May.” 

Neither the CDC nor the Wisconsin Department of Health Services have advised travel restrictions in Wisconsin at this time. The postponement of the conference is not guidance for any other meetings or conventions in Wisconsin.

MADISON (Dec. 4, 2019) – Members of the Governor’s Council on Tourism were greeted today with news that key indicators suggest a banner year for Wisconsin tourism. Secretary-designee Sara Meaney revealed the exciting news that growth in a key taxable sales indicator for the first three quarters of 2019 more than doubled the three-year year-over-year average increase. The Governor’s Council on Tourism meeting agenda also included discussion of a Meaney-initiated top-to-bottom legal review of council procedures and the election of a new executive board.

Department of Revenue data shows historic increases in taxable sales for entertainment and leisure. Increases during quarters 1-3 of the three previous years averages about 4 percent. The 2019 increase more than doubled to 9.28 percent. Meanwhile, the department’s internal tracking metrics indicate the 2019 summer campaign saw a 22 percent increase in exposed arrivals. “Exposed arrivals” is a tracking metric from a control group and reflects individuals who were both exposed to and interacted with the department’s online advertising and later traveled more than 90 miles from their home to a Wisconsin destination. Meaney applauded the department’s emphasis on digital content optimization, which expanded web ads from 30 different variations in the summer of 2018 to 1,945 in the summer of 2019, serving up more individualized content to prospective travelers.

“I want to thank my team for having faith in my leadership and marketing experience,” said Meaney. “It’s amazing what we can accomplish together utilizing data, technology and travel trend research.”

During the meeting, Meaney also thanked Senator André Jacque, who first raised concerns about council procedures that span several administrations. As a result, Meaney explained she initiated a top-to-bottom legal review of the council’s practices. Reforms already uncovered by the ongoing review include eliminating electronic voting outside of a public meeting, clarifying that ex-officio members may vote and that quorum of the council consists of 11 members.

“I’m grateful to Senator Jacque for notifying us of the issues he observed. Upon notification of his concerns, I immediately called for a top-to-bottom legal review of the agency’s operations,” said Meaney.

Wisconsin’s tourism industry is a $21.6 billion driver of the Badger State’s economy. Meaney expressed optimism to the advisory council during the meeting that the positive preliminary successes coupled with reforming decades-long internal procedures will put the department on the path to see tremendous growth in an important job-creating industry.

MADISON, Wis. – For the ninth year in a row, Wisconsin’s tourism industry is uniting to help collect new and gently used warm winter gear for those in need. Since the start of the Big Bundle Up campaign in 2011, Wisconsin residents, visitors and businesses have donated more than 155,000 winter items to charities across the state.

“This is what Wisconsin is all about—folks helping each other and doing what we can to support others in their time of need,” said Gov. Evers. “Year after year, Wisconsinites donate winter items at collection sites across our state, and I encourage folks to participate in the Big Bundle Up by donating again this season.”

This year more than 65 sites including Travel Wisconsin Welcome Centers, tourist information centers, businesses and offices are serving as drop-off sites today through Nov. 25, 2019.  A complete list of locations is available here https://www.travelwisconsin.com/bigbundleup.

“Community partnership in the tourism industry extends beyond merely providing a strong economic impact,” said Wisconsin Tourism Secretary-Designee Sara Meaney. “I am grateful to our tourism industry partners for their willingness and generosity in helping those in need this winter.”

MADISON, Wis. – The Wisconsin Department of Tourism names Hiebing, Turner and Simpleview as its new agencies of record following a competitive review of Request for Proposals (RFP) from marketing and advertising, public relations and web development agencies across the country. The 2019 Integrated Marketing RFP saw an impressive 27 bids from 17 agencies in nine states.

“We are excited to partner with Hiebing, Turner and Simpleview in promoting our incredible state as a top tourism destination in the Midwest and beyond. Each shared innovative and inspiring ideas for the future of tourism in Wisconsin,” said Tourism Secretary-designee Sara Meaney. “Wisconsin has seen steady growth in the tourism industry, with a solid framework for increased growth in the years ahead. We’re looking forward to working with our new partners to evolve and build what’s next.”

Winner of Ad Age’s Small Agency of the Year for the Midwest Region, Hiebing is a full-service marketing agency with offices in Madison, WI and Austin, TX. The team is spread across multiple disciplines including custom research, marketing science, branding, creative design, digital marketing, media planning and buying, social media and content development. Hiebing’s client roster includes Culver’s, Fiskars, Doctors Without Borders, Schneider, Saris and many more.

“There is a rich story to tell travelers about the State of Wisconsin – and we’re ecstatic to be the agency selected to craft that in a meaningful way. It is a privilege to shine a light on the diversity of resources and attractions in Wisconsin to boost tourism. There are few greater or more exciting opportunities than to inspire travelers to experience the State of Wisconsin – the place more than 100 of our employees love to call home,” said Hiebing President Dave Florin.

Turner is a leading integrated communications agency representing some of the world’s best destinations, resorts and brands. With capabilities ranging from earned media strategy to experiential & entertainment marketing, social media and travel trade, they specialize in building brands in the tourism, travel and lifestyle categories. Headquartered in Denver, CO, notable clients include Visit Houston, Tourism Toronto, Bermuda Tourism Authority, Chile Tourism, Visit Nebraska, Visit SLO CAL, and Discover South Carolina.

“Wisconsin has all of the ingredients that make an iconic American travel destination: gorgeous, accessible nature; a distinctive culinary voice; and a welcoming, diverse community that wants to share their special home with visitors,” said Angela Berardino, Turner’s Chief Strategy Officer. “We’re proud to partner with Travel Wisconsin, sharing the story of a place where so many of our associates have deep roots and personal connections.”

As the industry leader in destination marketing technology solutions, Simpleview provides products and services to hundreds of destination marketing organizations (DMOs) around the world. They have experience developing and implementing visually stunning and strategic websites powered by their leading destination management system. Based in Tucson, AZ, Simpleview currently works with more than 15 DMOs in Wisconsin. Additional clients include the State Tourism Departments of Texas, Rhode Island, New Mexico, Utah, New York and Kansas.  

"Every time I go to Wisconsin, I'm blown away,” said CEO Ryan George. “Great cities, everything you could possibly want to do outdoors, some of the world's friendliest people, and I think they actually invented comfort food. Wisconsin isn't just a star of the Midwest, it's a national treasure, and we're thrilled to welcome Travel Wisconsin to the Simpleview family."

Contracts with Hiebing, Turner and Simpleview will span three years, with the option to add two, one-year extensions. Laughlin Constable and Ascedia served as the agencies of record prior to the recent 2019 bid.

MADISON, Wis. – Plan your fall color getaway with the Travel Wisconsin Fall Color Report, now available on TravelWisconsin.com. Whether you love the great outdoors or prefer to experience Wisconsin’s indoor offerings, everyone can take advantage of this interactive map to locate peak fall color foliage, explore nearby events, or find lodging and dining to round out a seasonal getaway. The popular tool also lets fans upload fall color photos directly to the report and rate their favorite images.

New For 2019

The Fall Color Report is back and better than ever with a brand-new look. This updated report includes exciting new features, such as:

• Current temperature conditions and a 3-day weather forecast specific to location
• Activity icons linking to directories with nearby events, things to do, places to stay, and dining options specific to location
• Easier page navigation and a cleaner appearance

The report is maintained by more than 100 fall color reporters throughout the state, providing updates for all 72 counties. The Travel Wisconsin Fall Color Report is updated "virtually live," meaning reporters from chambers of commerce, visitor bureaus, tourism organizations, and state parks and forests update their area’s status as green leaves transform to hues of deep red, yellow and orange throughout the state.

Travelers can subscribe online to receive the report right in their email inbox every Thursday, check the report independently at TravelWisconsin.com, or view it from a mobile device to plan a fall weekend on the go.

As always, the report tracks the most up-to-date fall color conditions to ensure fall color peepers and outdoor enthusiasts know exactly where to find the most vibrant hues.

Media Information
Scenic fall photography, b-roll and Travel Wisconsin logo are available for download via Dropbox.

Media can embed a dynamic and customizable version of the Fall Color Report to their website. Once embedded, the report will show a live feed in real time. This simple embed code allows the option to highlight a specific area or the whole report.

For interviews with Wisconsin Tourism spokespeople, please contact Kristina LeVan at klevan@travelwisconsin.com or call 608-266-0458.

Travelers looking for year-round Wisconsin getaway ideas, travel planning, events and free guides can discover their own fun at TravelWisconsin.com, Facebook.com/TravelWisconsin, Twitter.com/TravelWI and Instagram at TravelWisconsin

MADISON, Wis. – The Wisconsin Department of Tourism is recruiting a Director to lead the newly established Office of Outdoor Recreation within the Wisconsin Department of Tourism.  

Applications will be accepted through Wednesday, August 28, 2019. View the position description for the Director of the Office of Outdoor Recreation here: industry.travelwisconsin.com/office-of-outdoor-recreation.

The director is responsible for building upon and executing the vision and mission of the Office of Outdoor Recreation. As agency lead, the director will develop processes and structures for the new office, support and foster the growth of Wisconsin businesses and jobs that provide outdoor industry products and services, establish strong business relationships with industry stakeholders, and direct the work activities of program staff.

Outdoor recreation is the #1 reported marketable reason for visiting Wisconsin and generates $17.9 billion in consumer spending and 168,000 jobs each year. The Office of Outdoor Recreation will leverage Wisconsin’s rich outdoor heritage and abundant natural resources to support, uplift, and build Wisconsin’s outdoor recreation industry as a primary driver of tourism.

The office will align key state government agencies, nonprofit organizations, and the public and private sector to drive tourism visitation, create jobs and grow local economies, unite communities and promote healthy lifestyles, and ensure access to healthy public lands and waters.

MADISON, Wis. – The Wisconsin Department of Tourism (WDT) announces a refreshed structure of its advisory committees. Designed to support the department’s 2019-2021 Strategic Plan, the new structure aims to regularly welcome new voices, engage future tourism industry leaders, provide greater transparency to industry stakeholders, and address diversity, equity, and inclusion in all aspects of our work.

In addition to the refresh, the Department of Tourism has developed the Outdoor Recreation and Diversity, Equity, and Inclusion (DEI) committees, bringing the total number of advisory committees to seven. The committees are listed below:  

• Marketing Committee

The Marketing Committee serves as a sounding board for WDT’s brand and marketing campaigns. Their considerations include, but are not limited to, geographic impact, international market development, product offerings, arts and culture, and business to business market outreach. The committee’s involvement ensures that the stated strategy is reflected in the department’s campaigns, and technical rigor is maintained.

• Joint Effort Marketing (JEM) Grant Committee

WDT administers a $1.13 million Joint Effort Marketing (JEM) grant program annually. JEM grants provide partnership funding to help non-profit Wisconsin organizations promote tourism in their area. The JEM committee reviews all applications and makes funding recommendations.

• Tourism Information Center (TIC) Committee

WDT administers grants to nonprofit tourism organizations, municipalities and Native American tribes operating regional tourist information centers that provide information on cultural, recreational, and other tourism businesses. The TIC Committee reviews all applications and makes funding recommendations.

• Meetings & Conventions (M&C) Committee

The M&C Committee provides the specialized knowledge and tools necessary to advance WDT’s strategic objectives within the important meetings & conventions sector, with a focus on market-related activities, collaboration, and partnership. A subcommittee is responsible for reviewing applications and making funding recommendations for Meetings Mean Business (MMB) grants, which assist destinations as they bid for national or Midwest regional meetings and conventions.

• Sports Marketing Committee

The Sports Marketing Committee provides the specialized knowledge and tools necessary within the important sports marketing sector, to ensure advancement of WDT’s strategic objectives through collaboration and partnership initiatives. A subcommittee is responsible for reviewing applications and making funding recommendations for Ready, Set, Go! (RSG) grants, which assist destinations as they bid for national or Midwest regional competitive sporting events.

• Outdoor Recreation Committee  

The Outdoor Recreation Committee guides and supports the implementation of WDT’s strategic objectives in the important outdoor recreation sector to ensure the success of the Office of Outdoor Recreation. This ad hoc committee supports and advances the initiatives and priorities set by the Office of Outdoor Recreation.

• Diversity, Equity, and Inclusion (DEI) Committee

The DEI Committee will advise on efforts to address the strategic plan imperative of “fostering positive travel experiences for all.” They will identify and create initiatives to ensure that WDT is taking the lead in developing a Wisconsin travel experience that welcomes everyone.

A member of the Governor’s Council on Tourism will chair each committee. Committees also include select at-large members appointed by the Secretary. Individuals interested in serving are encouraged to submit a cover letter stating your interest in a specific committee, resume, and references to TourismLeadership@travelwisconsin.com.

The Governor’s Council on Tourism advises the Secretary on matters relating to tourism and serves as a sounding board to the agency as it develops and enacts the strategic plan to advance tourism. The Council aims to represent varied geography and wide-ranging expertise that includes, but is not limited to, recreation and attraction business owners, hospitality and service industry business owners, convention and visitor bureaus, economic development specialists, industry thought leaders, legislators, and leaders of arts, historic and cultural destinations.

For more information on the Governor’s Council on Tourism or the new committees, visit the Wisconsin Department of Tourism industry website.

Madison, Wis. – With more than 70 fall events across the state, there’s something for everyone to celebrate in Wisconsin this season. Whether you choose inside or outside or both, you can always find the fun you’re looking for.

If it’s the fall color and crisp air you seek, go wild at Wo-Zha-Wa Days in the Dells, Maple Fall Fest in Marshfield or Medford Area Harvest Days, then cozy up with a bowl of chili at Chilimania in Edgerton. Have fun indoors at Kohler Food & Wine Experience, the World Dairy Expo in Madison and celebrate the written word at the Chippewa Valley Book Festival. Wave goodbye to summer and hello to these upcoming bucket list events.

Please note that event changes may occur. We encourage media to double-check dates and contact information before going to print or posting online.

A downloadable PDF is available that includes detailed descriptions for the following events and activities.

Travelers can visit TravelWisconsin.com on their desktop, tablet or mobile device. Plan your fall getaway around the season's color using the Travel Wisconsin Fall Color Report. You can also choose to "Like" us at Facebook.com/TravelWisconsin or follow along on Twitter at Twitter.com/TravelWI and Instagram at instagram.com/travelwisconsin.

Madison, Wis. – On Sunday, July 7, UNESCO (United Nations Educational, Scientific, and Cultural Organization) named eight Frank Lloyd Wright-designed buildings to the World Heritage List. The additions include two sites in Wisconsin: Taliesin in Spring Green and the Herbert and Katherine Jacobs House in Madison. 

"The UNESCO designation of not one, but two Frank Lloyd Wright buildings in Wisconsin speaks volumes of our state’s architectural heritage," said Tourism Secretary-designee Sara Meaney. "Wisconsin’s connection to Wright’s work is undeniable. Wright designed much of his iconic work at Taliesin in Wisconsin, including Fallingwater and the Guggenheim Museum. We’re also excited to see the Jacobs House on the list, as it is the embodiment of his vision for a new type of architecture accessible to every American."

UNESCO recognizes landmarks or sites for having cultural, historical, or scientific relevance throughout the world. Also included in the recent World Heritage designation are Fallingwater in Pennsylvania, the Guggenheim Museum in New York, the Hollyhock House in Los Angeles, the Robie House in Chicago, Taliesin West in Arizona and the Unity Temple in Illinois.

The newly inscribed Wright sites are one of only 24 World Heritage sites in the U.S., and the only listing of modern architecture in the country. The inclusion of Taliesin and the Jacobs House also marks the first UNESCO sites inscribed in Wisconsin.

Taliesin, which is part of Wisconsin’s Frank Lloyd Wright Trail, served as Wright’s estate and studio. Visitors to the trail can tour the 800-acre estate, which includes six Wright-designed structures and the Frank Lloyd Wright Visitor Center. 

MADISON, Wis. – It’s official, the Wisconsin Department of Tourism now has an Office of Outdoor Recreation.  Funding for this new office was included in the state budget signed today by Gov. Tony Evers. The office will capitalize on the number one marketable driver for visits to the state, namely outdoor pursuits, with the creation of 3 new staff positions.

“We consider this a game changer for the Wisconsin tourism industry,” said Tourism Secretary-designee Sara Meaney. “With one unified voice and shared priorities among stakeholders and resources, the sky’s the limit in growing this segment of the state’s economy.”

According to the Outdoor Industry Association (OIA), outdoor recreation in Wisconsin generates $17.9 billion in consumer spending annually and directly creates 168,000 jobs. Further, OIA research indicates that 60% of all outdoor gear and apparel is purchased while on vacation.

“We not only want Wisconsin to remain a top-notch four-season tourist destination, but we also want to create a climate that will spur business growth and attract new businesses to Wisconsin,” said Meaney. “Our goal is to leverage the Office of Outdoor Recreation into more travelers, greater economic impact for local communities and new career opportunities for Wisconsinites.”

Meaney explained the Department of Natural Resources will continue to be a valuable partner through its focus on conservation, preservation and licensing, while the Department of Tourism will now lend even more marketing muscle to growing awareness of Wisconsin’s outdoor recreation getaways and economic impact.

This new office also honors the state’s much-lauded conservation legacy, tied to legendary conservationists who called the state home including John Muir, Aldo Leopold, Milly Zantow and Gaylord Nelson.  

Wisconsin joins the small but growing number of states to create an Office of Outdoor Recreation, and leads the region as one of the first in the Midwest.

Also included in Gov. Evers’ budget is a $1,563,600 million biennial increase in the general marketing budget for the Wisconsin Department of Tourism, with special efforts directed at new markets outside the Midwest. Next year, all eyes are expected to turn to Wisconsin as Milwaukee hosts the Democratic National Convention and Kohler hosts the Ryder Cup.

Last year, Wisconsin’s tourism industry achieved a return on investment of 7 to 1, with $7 in tax revenue realized for every $1 in promotional spending. The tourism economy generated $1.6 billion in state and local revenue and $1.2 billion in federal taxes. Without tourism, each Wisconsin household would pay an additional $680 to maintain existing services.

Visitors may access travel information and planning tools at TravelWisconsin.com.

Madison – Following the successful creation of the Frank Lloyd Wright Trail, the Department of Tourism announces the launch of the Frank Lloyd Wright Trail Passport, available at each of the nine trail sites as well as three additional public Wright-designed buildings in Wisconsin. The free passports can now be found at the following locations in advance of the 152^nd birthday of Wright on June 8:

• SC Johnson Administration Building, Racine*
• SC Johnson Research Tower, Racine*
• Wingspread, Racine*
• Burnham American System Built Homes, Milwaukee*
• Annunciation Greek Orthodox Church, Wauwatosa
• Schwartz House, Two Rivers
• Monona Terrace Community and Convention Center, Madison*
• First Unitarian Society Meeting House, Madison*
• Seth Peterson Cottage, Lake Delton
• Taliesin and the Frank Lloyd Wright Visitor Center, Spring Green*
• Wyoming Valley School Cultural Arts Center, Spring Green*
• AD German Warehouse, Richland Center*

*designates a site along the Frank Lloyd Wright Trail

Visitors to the trail can collect a landmark stamp at each of the nine designated trail sites. Once completed, the passport card can be redeemed for a Frank Lloyd Wright Trail collectors mug. Travelers are also encouraged to share their adventures on social media using #FLWTrail.

“The Frank Lloyd Wright Trail is a great example of a multi-county tourism destination partnership,” said Tourism Secretary-designee Sara Meaney. “We hope the new passports continue to encourage visitors to spend more time traveling across Wisconsin and learning about our state’s architectural heritage.”

Opened in 2017, Wisconsin’s Frank Lloyd Wright Trail takes travelers on a 250-mile, self-guided architectural tour featuring the architecture of Wisconsin-native Frank Lloyd Wright. The trail includes nine buildings spread across nine counties and highlights the breadth of Wright’s work, from private homes and public office buildings to a warehouse and place of worship.  

Last year, the Wisconsin Department of Tourism received the prestigious ESTO Mercury Award from the U.S. Travel Association for “Best Public Relations Campaign” for the Frank Lloyd Wright Trail. The campaign was also recognized with a Mercury Award in the “People’s Choice” category.

MADISON, Wis. – This week, the Wisconsin Department of Tourism released its new summer advertising campaign showcasing Wisconsin’s seasonal festivals and spotlighting Green Bay Packers All-Time Leading Receiver and Super Bowl Champion and “Dancing with the Stars” champion Donald Driver. The campaign is the Department’s latest effort to promote the state’s $21.6 billion tourism industry to audiences throughout the Midwest.

"Wisconsin has a fun-filled festival for everyone, and we are grateful for our partnership with Donald Driver in promoting that fun,” said Tourism Secretary-designee Sara Meaney. “Driver’s infectious energy and depictions of Wisconsin’s wacky and fun festivals will help drive travelers into communities throughout Wisconsin."

The campaign includes a video commercial featuring Driver and his trademark smile as he flashes his dance moves, indulges in classic festival food and gets knee-deep in a cranberry bog. He invites travelers to experience Wisconsin’s playful side with the line, “Why am I always smiling? Travel to Wisconsin and find out for yourself.” The commercial was filmed at Warrens Cranberry Festival in Warrens and includes appearances by the Tomah High School Marching Band, Heart of Wisconsin Chorus of Sweet Adelines International, Warrens Cranfest Royalty and many festival attendees.

"I have a special place in my heart for Wisconsin, visiting always feels like coming home,” Driver said. “And I couldn’t resist joining in the fun. How often do you get the chance to hang out in a cranberry bog at the World’s Largest Cranberry Festival?"

In addition to the Driver commercial that airs on TV and online, out-of-home media emphasize that Wisconsin has a fest for everything, from Butterfest to Beef-a-Rama, with billboards depicting mashups of different festivals’ characteristics. Seemingly unrelated things, like corn on the cob with airplanes and bacon with microphones, come together to make something unique and fun, like Wisconsin.

Digital ads use various messaging to again highlight Wisconsin’s diverse festivals and fairs. Included are interactive banners that serve up a game of "Fest or Fiction," which challenges users to guess if a festival is fake or an actual Wisconsin festival.

The campaign also encompasses social media, radio spots and public relations efforts. It is set to run through the fall in select Midwest markets, such as Chicago, the Twin Cities, St. Louis and Milwaukee. Visit industry.travelwisconsin.com/marketing-overview for more details about this summer’s advertising campaign.

MADISON, Wis. – In celebration of National Travel & Tourism Week, (NTTW), Tourism Secretary-designee Meaney and Deputy Secretary Sayers will travel across the state to promote Wisconsin tourism’s latest economic impact research, to be unveiled on Monday, May 6.

National Travel and Tourism Week (NTTW) is the annual salute to travel in America. During the first full week in May, communities nationwide unite around a common theme to showcase travel’s contributions to the economy and American jobs.

This year’s theme celebrates why “Travel Matters.” Each day, the travel industry will spotlight a different way travel matters to American jobs, economic growth and personal well-being. The full list of events open to the media are listed below:

Monday, May 6: Travel Matters for New Experiences

Secretary-designee Sara Meaney joined by Governor Evers

10:30-11:15 AM         Hike at Rib Mountain State Park

                                   4200 Park Rd., Wausau, WI 54401

12:15-1:00 PM           Tour of Great Northern Distilling        

                                   1740 Park Ave., Plover, WI 54467

Deputy Secretary Anne Sayers

11:00 AM-1:00 PM     EAA Aviation Museum

                                   3000 Poberezny Rd., Oshkosh, WI 54902

5:00-7:00 PM             Platteville Regional Chamber Open House

                                   275 Hwy 151 West, Platteville

Tuesday, May 7: Travel Matters to our Jobs

Secretary-designee Sara Meaney joined by Governor Evers

11:00 AM-12:00 PM   Visit to Island Outdoors

                                   1330 Bainbridge St., La Crosse, WI 54603

1:30-2:15 PM             Tour of Pablo Center at the Confluence

                                   128 Graham Ave., Eau Claire, WI 54701

3:45-4:30 PM             Tour of Sassy Cow Creamery

                                   4192 Bristol Rd., Columbus, WI 53925

Deputy Secretary Anne Sayers

3:00-5:00 PM             JEM Grant check presentation followed by tour of Racine Zoo

                                   2131 N Main St., Racine, WI 53402

Wednesday, May 8: Travel Matters to Keeping America Connected

Secretary-designee Sara Meaney joined by Governor Evers and Lt. Governor Barnes

11:00-11:45 AM         Visit to Mitchell International Airport

                                   5300 S. Howell Ave., Milwaukee, WI 53207

3:00-4:00 PM             Visit to Paramount Plaza Walk of Fame

                                   1304 12^th Ave., Grafton, WI 53024

Deputy Secretary Anne Sayers

10:00 AM-12:00 PM   Tour of Taliesin

                                    5481 County Rd. C, Spring Green, WI 53588

1:15-2:15 PM             Tour of American Players Theater

                                    5950 Golf Course Rd., Spring Green, WI 53588

Thursday, May 9: Travel Matters to our Health

Secretary-designee Sara Meaney joined by Lt. Governor Barnes

10:00-11:30 AM         JEM Grant check presentation followed by tour of Thornberry Creek at Oneida

                                   4470 N Pine Tree Rd., Oneida, WI 54155

1:10-2:00 PM             JEM Grant check presentation followed by tour of Automobile Gallery

                                   400 S Adams St., Green Bay, WI 54301

Deputy Secretary Anne Sayers

10:15-11:15 AM        Urban nature walk at Wisconsin Point

                                  Wisconsin Point Rd., Superior, Wisconsin 54874

1:00-1:30 PM            Hike to Big Manitou Falls at Pattison State Park

                                  6294 WI-35, Superior, WI 54880

2:00-3:00 PM            Hike at Amnicon Falls State Park

                                  4279 County Rd. U, South Range, WI 54874

Friday, May 10: Travel Matters to Hometown Pride

Secretary-designee Sara Meaney

9:30-10:45 AM           Tour of ArtStart in Rhinelander

                                    68 S. Stevens St, Rhinelander, WI 54501

11:00 AM-12:00 PM   Tour of Pioneer Park Historical Complex

                                    Martin Lynch Dr., Rhinelander, WI 54501

Deputy Secretary Anne Sayers

10:00-10:30 AM         JEM Grant presentation at Chippewa Falls Area Chamber of Commerce

                                   1 N. Bridge St., Chippewa Falls, WI 54729

1:00-2:30 PM             Tour of Jacob Leinenkugel Brewing Company

                                   124 E. Elm St., Chippewa Falls, WI 54729

The mission of the Wisconsin Department of Tourism is to market the state as the Midwest’s premier travel destination for fun. For more information, visit www.travelwisconsin.com.

MADISON, Wis. – Governor Tony Evers and Lieutenant Governor Mandela Barnes join Tourism Secretary-designee Sara Meaney this week in traveling throughout the state to highlight Wisconsin’s tourism economy, which reached $21.6 billion in 2018. The announcement comes as Governor Evers and Secretary-designee Meaney celebrate this year’s National Travel & Tourism Week with stops in Wausau, Stevens Point, Nekoosa, La Crosse, Eau Claire, Columbus and Milwaukee May 6-8.

"Wisconsin’s tourism industry plays a critically important role in our state’s economy,” said Governor Evers. “Investing in tourism means investing in Wisconsin. When we invest in protecting our state’s natural resources and promoting our state’s attractions and events, we ensure that economic development is a 72-county strategy in Wisconsin."

The tourism industry continues to show stable growth according to the latest economic impact figures. Last year, tourism supported over 199,000 jobs. Trips in Wisconsin topped 112 million in 2018, and visitors generated $1.6 billion in state and local revenue and $1.2 billion in federal taxes, saving Wisconsin taxpayers $680 per household. Additional economic impact findings, including individual county figures are also available online.

"Tourism in Wisconsin continues to see steady economic growth thanks to all of the individuals who work hard to advance the industry," said Tourism Secretary-designee Meaney. "We also see tremendous growth opportunities that will help us tell the story of Wisconsin and attract new travelers to explore some of our most unique offerings."

Recreation continues to be a top travel motivator for visitors to Wisconsin. Out of five categories, traveler spending on recreation experienced the fastest growth at 8% in 2018, followed by transportation at 6.5% and retail at 4.9%. Last year, tourism achieved a Return on Investment of 7 to 1: $7 in tax revenue per $1 in promotional spend.

National Travel & Tourism Week (May 5-11) is the annual salute to travel in America. During the first full week in May, communities nationwide unite around a common theme to showcase travel’s contributions to the economy and American jobs. Lieutenant Governor Mandela Barnes will also join Tourism Secretary-designee Meaney during stops in Grafton, Milwaukee and Green Bay. Deputy Secretary Anne Sayers will visit Oshkosh, Racine, Spring Green, Superior and Chippewa Falls in honor of National Travel & Tourism Week.

The mission of the Wisconsin Department of Tourism is to market the state as the Midwest’s premier travel destination for fun. For more information, visit www.TravelWisconsin.com.

MADISON, Wis. – What’s hot in Wisconsin, you ask? A whole lot. Here’s just a sample: Pabst Blue Ribbon’s 175th, EAA AirVenture’s 50th, museum openings, new restaurants, new breweries, first time sporting activities… the list goes on. So let’s raise a frosty mug to the new and the trendy straight from the source, TravelWisconsin.com.

A downloadable PDF is available that includes details for the following:

Let the Celebration(s) Begin: 2019 Anniversaries as Diverse as They are Plentiful

This year Wisconsin celebrates several big anniversaries. We invite you to join us as we toast these major milestones across our great state.

What’s New on the Water

Head to the shores of Lake Michigan to explore these new dockside attractions.

Museum Updates

From new exhibitions to museums built from the ground up, history comes to life with these 2019 museum openings.

Eat Drink and Be Merry

In 2019, Wisconsin will welcome several new eateries and destinations. From award-winning restaurants to unique supper clubs and hotels, there’s always something new to explore in Wisconsin.

Destination Overview: What’s New in Milwaukee

A new NBA arena. A new streetcar. New construction, hotel conversions, foodie hubs. Not to mention new host of the 2020 Democratic National Convention. It’s an exciting time in the city, and this new growth promises even better things to come over the next five years.

Wisconsin Craft Bottles and Brews

Several new breweries and distilleries are opening this year, carrying a delicious range of spirits and brews. We invite you to visit for observation, tours and tastings.

Sports Events

Sporting events can be measured in points, goals, runs, wins and losses. They can also be measured in memories made. Here are a few new events in 2019 guaranteed to be remembered.

Travelers looking for year-round Wisconsin getaway ideas, travel planning, events and free guides can discover their own fun by visiting TravelWisconsin.com on desktop, tablet or mobile devices. You can also choose to “Like” us at Facebook.com/TravelWisconsin or follow along on Twitter at Twitter.com/TravelWI and Instagram at TravelWisconsin.

MADISON, Wis. - Now that it's officially spring, Wisconsinites are looking forward to celebrating warmer weather. Judging by our line-up of spring and summer events, there's no shortage of outdoor festivities.

A few big anniversaries to highlight include the 40th Anniversary of the American Players Theatre in Spring Green, the 50th Anniversary of EAA AirVenture in Oshkosh, and the 70th Annual Musky Fest in Hayward.

Get outdoors and enjoy free admission to all state parks the first weekend in June and gear up for the 2020 Ryder Cup by watching the pros at the PGA Champions Tour in Madison.

Join in on music festival favorites like Summerfest in Milwaukee, Country USA in Oshkosh and the Blue Ox Music Festival in Eau Claire. With such an impressive line-up of events, there's no shortage of fun in Wisconsin this summer.

Travelers looking for year-round Wisconsin getaway ideas, travel planning, events and free guides can discover their own fun by visiting TravelWisconsin.com on desktop, tablet or mobile devices. You can also choose to "Like" us at Facebook.com/TravelWisconsin or follow along on Twitter at Twitter.com/TravelWI and Instagram at TravelWisconsin.

A downloadable PDF is available that includes detailed descriptions for upcoming events and activities.

Please note that event changes may occur. We encourage the media to double-check dates and contact information before going to print or posting online.

MADISON, WI – Governor Tony Evers presented five recipients with the Governor's Tourism Award for their outstanding contributions to the state's hospitality and travel industry. The awardees were recognized during the closing dinner at the annual Wisconsin Governor's Conference on Tourism at Kalahari Resorts and Conventions in the Wisconsin Dells.

"Talent is what drives success and these five honorees are examples of Wisconsin's biggest tourism assets – the hardworking people in our hospitality industry," said Governor Evers. "While Wisconsin's scenic beauty and iconic attractions continue to bring travelers to the state, it's the hospitality industry and the way they treat our visitors that keeps people returning here year after year."

Sponsored by the Governor's Council on Tourism, the Governor's Tourism Awards recognize individuals, organizations and businesses for their excellence, dedication and impact on Wisconsin’s travel and hospitality industry.

"We congratulate this year's nominees on their enthusiasm, creativity and determination in promoting Wisconsin as a top tourism destination," said Tourism Secretary–designee Sara Meaney. "We appreciate and acknowledge each and every nominee's contribution to our state's tourism industry. Tonight's five honorees should be proud to have been selected from such a strong pool of talent."

The five recipients are as follows:

Rising Star Award Winner
Cambria Mueller, Door County Visitor Bureau
Cambria joined the Door County Visitor Bureau in 2018. With a unique ability to understand the needs of the 11 county communities, Cambria jumped into her new role with an impressive level of professionalism and leadership. She is always willing to assist with marketing plans, make suggestions on industry practices and arrange meetings to clarify uncertainties. She has spearheaded a project that involves working with each individual community to create a county–wide wayfinding design program. With Cambria's support, the brands of Door County's communities have been enhanced and each community organization has grown stronger.

Governor's Tourism Stewardship Award Winner
Frog Bay Tribal National Park, Bayfield
Located on Lake Superior, Frog Bay Tribal National Park is the first tribal national park in the U.S. It was created with the goal to permanently protect the area, which has ecological and cultural importance, for future generations of Red Cliff tribal members and visitors alike. Frog Bay Tribal National Park is within a conservation management area that protects the headwaters of the Frog Creek and conserves a stretch of Lake Superior shoreline. The park is also part of a larger effort to restore original reservation lands back to tribal ownership. The creation of the park sends the message that Native Wisconsin is open for business and invites the world to explore its lands.

Governor's Tourism Award for Arts, Culture & Heritage Nominees
Peninsula School of Art, Fish Creek
For over half a century, Peninsula School of Art in Door County has been dedicated to the belief that everyone deserves access to the arts. PenArt's education programs, exhibits and events open doors for curious minds of all ages and abilities to learn, discover and explore through the visual arts. Recently, PenArt has focused on increasing the reach and quality of its programs. Among them are PenArt's annual Door County Plein Art Festival which attracts nearly 10,000 attendees for free, family–centered events, and the Family Art Days outreach program which provides accessible art experiences to residents and visitors of all backgrounds, serving more than 3,000 people each year. PenArt's history, reputation and unique programming have enhanced Door County's economic and cultural life and put Wisconsin on the map as an arts destination.

Service Excellence Award Winner
Lars Johnson, Al Johnson's Swedish Restaurant & Butik
Now in its 70th year of business, Al Johnson's is Door County's famous goats–on–the–roof restaurant and a top restaurant destination in Wisconsin. From his earliest days as a businessman, Al recognized the importance of service to customers, employees and the local community. Al never asked his employees to do anything he wasn't willing to do himself, and was often found serving food, clearing tables and washing dishes when needed. When Al's grandson passed away from a blood ailment, the restaurant created a nonprofit organization to fundraise for medical research, which has raised over $220,000 since 2013. Every year, Al Johnson's also donates to individuals in need, nonprofits and youth organizations.

Governor's Tourism Legacy Award Winner
Trisha Pugal, Wisconsin Hotel and Lodging Association
Since 1994, Trisha has served as the president and CEO of Wisconsin Hotel and Lodging Association. Tricia is totally committed to Association members and their concerns and is always willing to lend a helping hand no matter the size of the property or the position of the person asking. Her work moving forward hotel room tax reform and legislation has positively impacted tourism marketing budgets throughout the state, with the end goal of providing these communities with the money they earned through tax dollars generated from overnight stays. Trisha is recognized locally and nationally and is often called upon to speak on tourism related topics and issues both in Wisconsin and across the country.

MADISON, WI – Members of Wisconsin’s tourism industry will gather in the Wisconsin Dells for this year’s Wisconsin Governor’s Conference on Tourism (WIGCOT), March 17-19. The annual premier educational networking event for the tourism industry will be held at the Kalahari Resorts & Conventions located at 1305 Kalahari Drive in the Wisconsin Dells.

Secretary-designee Sara Meaney will provide the opening address for this year’s conference that features keynote remarks from author and business speaker Kaplan Mobray, a former Deloitte executive whose resume includes working with NFL players and sharing his message at the Super Bowl.

Registration for the conference is now open. Innkeepers, restaurateurs, tourism marketers and educators, attraction operators, state and local officials, media and other representatives of the hospitality industry are encouraged to attend.

"We're excited to work with Governor Evers to share our plan on how we will take Wisconsin's tourism industry forward with purpose," said Tourism Secretary-designee Sara Meaney. "I look forward to celebrating Wisconsin’s vibrant tourism industry and collaborating with our dedicated and passionate industry partners from across the state."

Tourism had a $20.6 billion impact on the state's economy in 2017, up $631 million or 3.2% from $20 billion in 2016. The industry supports 195,255 jobs in Wisconsin. Event details, including a full agenda, information on accommodations and online registration can be found at www.wigcot.org.

Monday, March 18 Conference Highlights

Tourism Secretary-designee Sara Meaney will kick off the conference with an opening address highlighting the Department's vision for the future of the industry.

Kaplan Mobray, one of the nation's top business speakers and an award-winning author of the book "The 10Ks of Personal Branding," will talk about how diversity is an asset to an organization's growth and innovation.

Andrew Davis, bestselling author, former television producer and marketing agency executive, will teach attendees how daring destinations turn serendipity into success. Davis will explore the five secrets to leveraging the power of the online world to create content that inspires.

Tuesday, March 19 Conference Highlights

Judi Holler, professionally trained improviser and alumni of The Second City Conservatory in Chicago, will use the experimental principles of improv theatre to teach attendees how to transform fear into a secret weapon.

Governor Evers will close out the conference by presenting The Governor's Tourism Awards at Tuesday evening's closing dinner. Sponsored by the Governor's Council on Tourism, the awards recognize and honor people and organizations that have made a significant impact on Wisconsin's tourism industry. The five award categories include: Legacy, Rising Star, Service Excellence, Stewardship, and Arts, Culture & Heritage.

The Wisconsin Governor's Conference on Tourism is an annual three-day education and networking event for Wisconsin innkeepers, restaurateurs, community tourism officials, tourism attraction operators, state agency officials, tourism educators and other representatives of the hospitality industry.

MADISON, WI (Jan. 29, 2019) – With winter temperatures covering the state, Wisconsin residents, travelers and businesses came together to donate warm items for those in need as part of the Wisconsin Department of Tourism’s eighth annual “Big Bundle Up” campaign. A total of 21,452 winter clothing items, including hats, mittens, scarves, coats and snow pants, were donated to charities throughout Wisconsin. Since 2011, the campaign collected more than 155,893 donated items.

“We are so proud to see the dedication and enthusiasm of our tourism partners in making this a tremendous success for the eighth year running,” said Tourism Secretary-Designee Sara Meaney. “I am grateful to the many partners who displayed Wisconsin values by working to help keep residents warm as a result of this campaign.”

More than 21,450 items were donated to Travel Wisconsin's “Big Bundle Up” campaign.

The Big Bundle Up developed out of the 2011 “Great Lakes Mitten Campaign,” and has grown into an annual tradition inviting the public to donate new and gently used winter items to participating Travel Wisconsin Welcome Centers, chambers of commerce, convention and visitors bureaus, and local businesses. After the completion of the campaign on Jan. 2, tourism partners donated the collected items to local charitable organizations and shelters.

Wisconsin leaders and businesses also did their part to help keep the state warm this winter. The campaign draws corporate donations, including an annual donation from Milwaukee-based Wisconsin Knitwear. The company donated 1,000 hats to the campaign this year.

MADISON, WI. – The nation is currently experiencing a 1.4 billion-pound cheese surplus which began accumulating several years ago, according to the USDA. In response to that, Travel Wisconsin is inviting cheese lovers everywhere to bite into the Dairy State’s most abundant (and delicious) natural resource: cheese.

News of this stockpile hits just in time for "National Cheese Lover's Day" on January 20, providing food lovers the perfect reason to dig in to Wisconsin’s award-winning cheese.

Cheese lovers can take a cheese tour at one of nearly 100 cheese factories around the state, whip up a delicious cheese dish in one of Wisconsin’s cooking classes or attend one of the more than 13 festivals dedicated specifically to cheese.

Even the most dedicated Cheeseheads might not know some of these cheesy fun facts:

• Wisconsin produces one out of every four pounds of the nation’s cheese supply, making our state the “big cheese” in the dairy world. Ninety percent of Wisconsin milk is made into cheese.
• Forty-seven percent of all specialty cheese made in the U.S. comes from Wisconsin. Brick and Colby cheese were first created in Wisconsin. Limburger – the world’s single foulest-smelling cheese – is made only in Monroe.
• Wisconsin produces 600 varieties of cheese. Studies show that Americans’ appetite for processed cheese is turning in favor of more refined styles.

“Wisconsin produces more than 2.8 billion pounds of cheese per year,” said Tourism Secretary-Designee Sara Meaney. “With an abundance of cheese in the nation, it’s the perfect time to support local dairy farmers by visiting a Wisconsin cheese shop and tasting Wisconsin’s cheesy delicacies.”

Visit TravelWisconsin.com to read more about Wisconsin cheeses and where you can find them.