Know Before You Go
The Wisconsin Governor's Conference on Tourism (WIGCOT) is around the corner. Review this page for the information and tips needed to maximize every moment of the conference. Return to this page as you pack your bags and prepare your travels for WIGCOT 2026.
The Basics
When: Sunday, March 15 – Tuesday, March 17
Where: Baird Center
400 W. Wisconsin Ave.
Milwaukee, WI 53203
Before the Conference
Connect to the Whova App: The Whova app will be your go-to source for everything WIGCOT 2026. Whova contains details like the conference agenda, session descriptions, programming times and locations, sponsor and exhibitor information, community discussion boards and more. We encourage you to use Whova to make your experience as seamless as possible. Anticipate an email from Whova inviting you to join the WIGCOT 2026 event app.
Planning Your Trip
As you know, winter and spring are fighting, and the forecast calls for a variety of outcomes over the weekend, depending on where you live. Your safety is our top priority, and rest assured we have plans and suggestions for making sure we can share a great WIGCOT experience together, no matter what Mother Nature has in store!
Entertainment is secured, speakers are confirmed and deposits paid, so WIGCOT is happening come rain, snow or sleet. The Baird Center is fully prepared to welcome you! It's been so nice to hear how many attendees have already made plans to arrive on Saturday to make sure they don't miss a moment. The Wisconsin Department of Tourism staff will also arrive on Saturday. If you are there too, let's use the Whova app to schedule meetups! We are taking extra steps to ensure that our speakers will also arrive early and programming will continue as planned, starting Sunday at 3:30 p.m.
Agenda: Review the conference agenda to learn about breakout session options, main stage programming, fun events and networking opportunities. You can also build your own customized agenda using the Whova app.
What to Wear
Sunday Opening Reception: Casual; repping your favorite Wisconsin sports team (professional, amateur, collegiate, pee-wee soccer, bar league softball or otherwise) is encouraged!
Monday Sessions: Business casual (and exercise clothes for the optional Sunrise Workout - see agenda for details)
Tuesday Sessions: Represent your organization by donning logo wear
Tuesday Tourism Awards Dinner: Embrace the spirit of St. Patrick’s Day by dressing Elegant in Emerald, incorporating tasteful touches of green in your formal/semi-formal attire.
During the Conference
Parking: There are several parking garages attached to and within a short distance from the Baird Center. Learn more about parking options here.
Pro Tip: screenshot this QR code below for 25% off parking.
On-Site Payments: Baird Center is a cashless payment facility. All major credit cards and tap-to-pay are accepted for any networking portions where beverages can be purchased.
Registration: The registration desk will be located in the second-floor lobby of the north building. Please check in when you arrive to pick up your name badge. Your name badge is your ticket to all meals, sessions and events. You only need to check in once, but you are welcome to stop back any time with questions.
- Sunday, March 15 — 2:30-7 p.m.
- Monday, March 16 — 7 a.m.-5:30 p.m.
- Tuesday, March 17 — 7 a.m.-5:30 p.m.
Wi-Fi at the Baird Center:
- Network: WIGCOT2026
- Password: brickbybrick
Share on Social Media: Share your experiences and photos on social media by tagging Travel Wisconsin and using #WIGCOT2026.
Stay Engaged
Interact with the Whova app throughout the conference and make sure to stop by as many booths as possible at the Marketplace on Monday to have your badge scanned for the Passport Contest. We’ll be awarding several prizes for app and Marketplace interaction during Tuesday’s lunch program.
Visit Milwaukee
There is so much to see and do in Milwaukee! Spend your free time discovering the Cream City by checking out Visit Milwaukee for inspiration.
Registration cancellation policy
Per the conference Cancellation Policy, refunds are no longer available for cancelled registrations. We are unable to provide registration refunds due to the financial obligations with event facilities, meals and programming. Substitutions to change the attendee registered for the 2026 conference are allowed. Any questions about the cancellation policy should be directed to Victoria at victoria@delaneymeetingevent.com.