March 14-16, 2027

Hilton Appleton Paper Valley
355 West Lawrence Street
Appleton, WI 54911

After four consecutive record-breaking years, some states might think they’ve arrived. But not Wisconsin tourism. We’re always Going the Extra Mile. That’s what got us here. And it’s what we continue to do in big and small ways every day.

In Wisconsin, every route brings smile after magnificent smile. Travelers beam along 800 miles of Great Lakes shoreline and 25,000 miles of snowmobile trails and cheer across 4.048 miles of the national park of speed and one rocking mile of live music. Regardless of physical distance, there is always one measurement that connects visitors to Wisconsin and separates us from competitors — the Extra Mile. 

That’s the length tourism professionals go to make guests feel special and welcome. It’s a visitor center employee offering an insider’s tip. The volunteer ensuring an impeccably maintained trail. A chef applying the final flourish atop a signature dish. Every gesture of hospitality, strategic initiative and act of innovation compounds the Extra Mile, inspiring travelers to dine at one more restaurant, purchase one more ticket, visit one more community and stay one more night.

You’re invited to the Fox Cities for the Wisconsin Governor’s Conference on Tourism 2027. Together, Wisconsin tourism is Going the Extra Mile.

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 recipients 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 ideas, resources and opportunities to go the extra mile.