Wisconsin Governor’s Conference on Tourism
March 15-17, 2026
Baird Center
400 W. Wisconsin Ave.
Milwaukee, WI 53203
Wisconsin tourism is rising. We invite you to build something special with us at the Wisconsin Governor’s Conference on Tourism 2026.
Every visitor, welcomed by our neighborly spirit, strengthens the foundation of Wisconsin tourism. Each community, from the hues of the Cream City to the blues of Lake Superior and all points in between, paints a coat of refreshing originality. Yet, untapped potential brews across the state. Tourism’s economic engine revs for more.
Wisconsin possesses the skills to buck the ordinary and craft the extraordinary. Our tourism professionals are expert tradespeople in marketing, hospitality and community building. Together, Wisconsin tourism will build on our shared success — meeting by meeting, ticket by ticket, trail by trail — and deliver more for our travelers, our neighbors and our economy.
We’ll save a seat for you in Milwaukee at WIGCOT 2026 — a gathering place of ideas, innovation and inspiration to build Wisconsin tourism Brick by Brick.
Lodging
Registration
Sponsors & Marketplace Exhibitors
Agenda
Governor's Tourism Awards
What is WIGCOT?
The Wisconsin Governor’s Conference on Tourism (WIGCOT) is one of the nation’s leading state tourism conferences, pairing education and networking to uplift Wisconsin’s powerful tourism industry. This renowned annual conference brings together destination marketing organizations, tourism attractions and vendors to put Wisconsin’s tourism industry on the cutting edge of research, trends and tools. Each year, we also celebrate the Governor's Tourism Award winners and nominees.
Whether you want to up your marketing or public relations game, advance your work in welcoming all or promoting outdoor recreation, motivate your team, secure more grants or leverage the value of Travel Wisconsin, WIGCOT provides boundless opportunities for you to become an even more effective tourism leader.