2026 Governor’s Tourism Awards Honor Seven Outstanding Individuals, Organizations

MADISON, Wis. (March 18, 2026) – From a record-setting number of nominees, seven individuals and organizations received a 2026 Governor’s Tourism Award for exceptional contributions to the state’s travel and tourism industry during the Wisconsin Governor’s Conference on Tourism in Milwaukee on Tuesday.

“Wisconsin’s travel and tourism industry continues to be an economic powerhouse of our state, setting records for three years running and generating $25.8 billion in economic impact. Folks, these numbers don’t happen by chance — it’s because of the good people working hard in this industry across our state, whose efforts ensure visitors come back year after year,” said Gov. Tony Evers. “Tourism contributes so much to Wisconsin’s economy and quality of life, whether it’s highlighting agriculture during the fall harvest, outdoor recreation, big events and conferences, you name it. I’m proud of our efforts to support them, and it's an honor to congratulate this year’s awardees and thank them for the tremendous work they do every day across our state."

“The Governor’s Tourism Awards honor the changemakers, trend-setters and go-getters of tourism,” said Tourism Secretary Anne Sayers. “This group of nominees are role models for their peers. They strengthen the foundation of tourism and help build a brighter future for the industry — visitor by visitor, trip by trip.”

Created in 2010, the Governor’s Tourism Awards honor excellence, leadership and innovation in Wisconsin’s travel and tourism industry. Tourism professionals submitted a record 106 nominations for individuals, projects and organizations to be considered for six award categories this year. The winners are:

Legacy Award

Kirby Metoxen, Oneida Nation

Kirby Metoxen, a recognized leader locally, regionally and nationally, is retiring after a more than 30-year career in tourism rooted in a love for community, heritage and culture. Currently an elected official on the Oneida Nation Business Committee, Metoxen dedicated 26 years as Special Events Tourism Coordinator for the Oneida Tourism Department. Metoxen is committed to strengthening Tribal tourism through his involvement with Native American Tourism of Wisconsin (NATOW), including serving on the board since the organization’s inception in 1994. He’s lent expertise to Native American tourism advisory committees for regional and national organizations as well. Metoxen’s consistent leadership and innovation advanced the Oneida Nation’s cultural tourism initiatives and fostered partnerships that highlight Indigenous contributions to Wisconsin’s tourism economy. 

Arts, Culture and Heritage Award (tied)

Hmong National Labor Day Festival

Ongoing for more than 35 years, the Hmong National Labor Day Festival in Oshkosh is among the country’s longest running Hmong cultural festivals. The event is an immersive expression of Hmong identity, welcoming travelers to experience art, culture and heritage. Hosted by the Hmong Service Center, the festival attracts tens of thousands of local, regional and national visitors who come for traditional dance and music performances, authentic cuisine, displays of fashion and textile artwork, and more. The festival is described as a welcoming and meaningful space to share Hmong traditions with visitors of all backgrounds. 

Mexican Fiesta

Mexican Fiesta is the Midwest’s largest Mexican cultural festival. Held annually over three days at Milwaukee’s Henry Maier Festival Park, the event welcomes more than 110,000 visitors. The program is a celebration of artistic and cultural expression highlighting both traditional and contemporary Mexican identity. Travelers come for authentic music and entertainment, traditional art and food vendors, cultural exhibits, classic and custom car shows and more activities. Produced by the Wisconsin Hispanic Scholarship Foundation, Mexican Fiesta acts as a fundraiser for academic programs for Milwaukee-area youth. 

Bright IDEA (Inclusion, Diversity, Equity and Accessibility) Award

Leigh Yawkey Woodson Art Museum, Double Exposure: Community Portraits

Leigh Yawkey Woodson Art Museum partnered with a nationally known photographer to explore themes of identity, family and belonging through the exhibition Double Exposure: Community Portraits. Pao Houa Her displayed artwork at the Wausau museum in the summer of 2025, attracting 6,500 visitors to see the exhibition documenting the lived experiences of Hmong American communities. The barrier-free exhibition included free admission, free programming and translated exhibition text. The project invited visitors to add to the exhibition and contribute their own portraits to an interactive photo wall, while the museum hosted Her for an in-depth residency to further engage the community.

Innovation Award

Land of Natura

Land of Natura embraces an innovative and creative spirit, operating America’s largest inflatable waterpark on a one-of-a-kind, naturally filtered lake. Located in Wisconsin Dells, Land of Natura adds to the international reputation for aquatic fun found in the region. The park features a 5-acre, 50-million-gallon artificial lake that is filtered without chlorine and chemicals. On top of the water, guests enjoy a combination of inflatable slides, ramps, platforms and obstacle courses. The seasonal attraction opened in the summer of 2023, and more than 150,000 guests made memories at Land of Natura last year.

Rising Star Award

Becca Petrillo, Discover the North Shore of Milwaukee

Becca Petrillo joined the tourism industry in 2021 and quickly established herself as a strategic, forward-thinking leader. Petrillo oversaw a major rebranding project and membership expansion of the Glendale area’s tourism and business organizations within her first year. She then unified several communities under one regional tourism organization, Discover the North Shore of Milwaukee, which she now leads as President and CEO. Under Petrillo’s leadership, local events transformed into regional draws, bringing in thousands of visitors and dollars to communities north of Milwaukee. She is described by her peers as “someone they not only admire but genuinely love working alongside.”

Service Excellence Award

Schlitz Audubon Nature Center

Schlitz Audubon Nature Center is a refuge for locals and visitors looking to escape to nature. The 185-acre Bayside property on the shore of Lake Michigan is a natural oasis for 160,000 annual visitors. Popular for birding and wildlife watching, the Center focuses on providing exceptional customer service, high-quality programming and community enrichment. The visitor-friendly environment encourages guests of all ages and abilities to engage with nature, from accessible boardwalks and trails to the popular raptor program. The Center also provides environmental education to Milwaukee-area youth through programs and scholarships.