Gov. Evers, Travel Wisconsin Announce Wisconsin State Capitol and Square as Newest “Wonder of Wisconsin”
Travel Wisconsin’s list of must-visit destinations recognizes Madison landmark
MADISON — Gov. Tony Evers, alongside Travel Wisconsin, today announced the Wisconsin State Capitol and the surrounding square are joining the “Wonders of Wisconsin.” Launched in 2023, the Wonders of Wisconsin are Travel Wisconsin’s list of unforgettable destinations—shaped by both natural forces and human hands—that every resident and visitor should experience around the state. With today’s announcement, the State Capitol and square become the 12th Wonder of Wisconsin and join an iconic group of destinations that includes sites of natural, historic, and cultural significance like Apostle Islands National Lakeshore, Yerkes Observatory, and Lambeau Field.
“As governor and as a lifelong Wisconsinite, I’ve proudly been to many of the Wonders of Wisconsin, and each one will leave you with a sense of awe and pride in our home state, and nowhere better is that sentiment shared than right here at our State Capitol,” said Gov. Evers. “From historic movements and landmark legislation to the summer Farmers’ Market and Art Fair on the Square, Wisconsin’s Capitol Square is more than just a beautiful feat of architecture; it’s the People’s House, a gathering space, and a representation of our shared Wisconsin values and the wonderful people who call our great state home. It is certainly a wonder every resident and visitor alike should experience.”
The Wonder of Wisconsin designation applies to both the Wisconsin State Capitol and the surrounding grounds. Completed in 1917 and designated as a National Historic Landmark in 2001, the Capitol building attracts travelers for its architecture and design, unique history, daily tours, and panoramic observation decks. The grounds outside the Capitol building are equally as impressive, with beloved events like the Dane County Farmers’ Market, Concerts on the Square, Art Fair on the Square, and Taste of Madison that collectively attract hundreds of thousands of visitors to downtown Madison each year.
“The State Capitol Square is both the centerpiece and backdrop to life in Madison. That rising dome always impresses, whether you’re up close or catching views from around the city. It’s one building that’s surrounded by four streets and filled with endless memories,” said Wisconsin Department of Tourism Secretary Anne Sayers. “Unforgettable places, lifelong memories. That’s the promise when you visit a Wonder of Wisconsin. Whether you’re checking out one or road tripping to several, the Wonders of Wisconsin will leave you feeling awed.”
Travel Wisconsin launched the Wonders of Wisconsin with a vision of celebrating and honoring the state and its amazing destinations. Now proven as a strategic hook to drive visitation and economic impact throughout the state, Travel Wisconsin promotes Wonders of Wisconsin through a variety of marketing and advertising tactics, including on city buses and billboards, through digital marketing, and in partnership with the Wisconsin Badgers. The State Capitol Square will now be promoted as part of the Wonders of Wisconsin campaign, including in the recently launched “Road Trip to Wonder” itineraries that offer curated, ready-to-explore travel ideas to visit multiple Wonders and stops in between.
The Department of Tourism, under its Travel Wisconsin brand, markets the state as a premier travel destination, inspiring visitors to discover the unique beauty and experiences that Wisconsin has to offer. Thanks to historic investments in the governor’s Biennial Budgets over the past several years, Travel Wisconsin has continued to expand its reach, and earlier this summer, the governor and the Wisconsin Department of Tourism celebrated that Wisconsin’s tourism industry saw its fourth consecutive record-breaking year of economic impact under the Evers Administration in 2025. According to 2025 economic impact data, the tourism industry generated a record-high $27 billion in total economic impact, or about $74 million a day, surpassing the previous record of $25.8 billion set in 2024, which itself was a record year.
Not only was 2025 another record-breaking year for total economic impact, but 2025 continued the state’s “hat trick,” with another record-breaking number of visits to the state and record-high state and local revenue generated. In 2025, Wisconsin saw 117.9 million visits—a 3.5 million increase from the previous year and eclipsing the former record of 114.4 million. The state’s tourism industry also generated a record amount of state and local revenue, generating more than $1.7 billion that goes back to local communities and essential state services. Further, according to the report, the state’s tourism industry also supported more than 183,000 part-time and full-time jobs across diverse sectors of the industry.
In addition to the State Capitol, the Wonders of Wisconsin include: the Apostle Islands National Lakeshore, Devil’s Lake State Park, Eagle Tower, Grandad Bluff, Kohler-Andrae State Park, Lambeau Field, Milwaukee Art Museum, Taliesin, Willow Falls, Witches Gulch, and Yerkes Observatory. Learn more about the Wonders of Wisconsin.
NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.
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