Gov. Evers, Wisconsin Department of Tourism Celebrate National Travel and Tourism Week, Highlight 2025-27 Budget Investments to Bolster the State’s $25 Billion Tourism Industry

MADISON — Gov. Tony Evers and Wisconsin Department of Tourism Secretary Anne Sayers today are kicking off National Travel and Tourism Week (NTTW), which extends from May 4 through May 10 with a statewide tour to highlight Wisconsin’s booming tourism economy and Gov. Evers’ 2025-27 Executive Budget investments to continue uplifting travel and tourism as a critical economic driver in the state.

“Tourism is an economic engine for Wisconsin—plain and simple—and it’s thanks to the local partners and local one-of-a-kind experiences that keep folks coming back year after year. This week is about celebrating them,” said Gov. Evers. “As governor, I’ve been proud to support Wisconsin’s travel and tourism industry, from creating the Office of Outdoor Recreation in 2019 to supporting capital projects in communities across the state to my new proposal to create an Office of Film and Creative Industries to bring creative endeavors to Wisconsin’s doorstep, and I look forward to continuing to support this critical industry in the years ahead.”

This NTTW comes just weeks after the state hosted the 2025 NFL Draft in Green Bay that welcomed over 600,000 attendees from across the state, country, and globe, with an expected economic impact of $94 million statewide and $20 million in Brown County alone.

While 2024 economic impact data will be announced next month, in 2023, Wisconsin’s tourism industry saw a $25 billion total economic impact, an increase of 5.4 percent from the previous year, welcomed 113 million visits—nearly two million more than the previous year, and saw the highest-ever overnight visits, with nearly 46 million overnight visits in 2023. This is the second consecutive year of record-breaking overnight visitation. What’s more, overnight visitors, on average, spend almost three times as much as day-trip visitors.

In total, in 2023, all 72 Wisconsin counties saw economic impact growth, and the industry supported more than 178,000 part-time and full-time jobs across various sectors, which is an increase of two percent, and generated $1.6 billion in state and local tax revenue, up 5.8 percent from 2022.

To continue support for this essential industry, Gov. Evers’ 2025-27 Executive Budget makes several vital investments, including but not limited to:

• Nearly $34 million for the Department of Tourism to continue promoting Wisconsin as a premier business, cultural, and recreational destination;
• More than $500,000 and several staff positions to making the Wisconsin Office of Outdoor Recreation, created by Gov. Evers in 2019, a permanent hub for our outdoor partners, brands, and the industry;
• $5.9 million to invest in the Wisconsin Arts Board and support nonprofit arts organizations;
• $1 million to establish a new grant program to support Wisconsin’s rural creative economies; and
• $10 million for incentives to bring more film productions, TV shows, and creative endeavors to Wisconsin’s doorstep.

“The hospitality of the Wisconsin tourism industry is unmatched, from destination marketing experts and restaurant servers to meeting planners and outfitters,” said Secretary Sayers. “Visitors make memories and spend money here enjoying the arts, outdoor recreation, dining, and much more. Together, it forms a thriving tourism economy. The Department is honored to support tourism through the Travel Wisconsin brand and help visitors discover the unexpected in Wisconsin.”

During the 2025 summer travel season, Travel Wisconsin is running a summer advertising flight of the “Here’s to Those Who Wisconsin” campaign in 14 Midwestern markets, including the newly added Peoria, Illinois, market. The campaign inspires travelers to experience the magical moments of summer while highlighting Wisconsin’s celebratory spirit and welcoming nature. See the signature 30-second campaign commercial here.

The Native Nations of Wisconsin also play a critical role in enriching the state’s tourism industry offerings and attracting travelers to the state. Because Tribal tourism data is private, the total economic impact of Tribal tourism is not wholly reflected in the annual economic report, but is nonetheless an important economic driver in communities across the state.

ADDITIONAL EFFORTS OF THE EVERS’ ADMINISTRATION TO BOLSTER WISCONSIN’S TOURISM INDUSTRY

Since 2020, Gov. Evers has directed investments totaling more than $1 billion of Wisconsin’s federal pandemic relief funds in economic resilience, and more than $200 million of that total was invested in the travel and tourism, hotels and lodging, and entertainment industries alone.

In addition, the 2023-25 biennial budget signed by Gov. Evers invested approximately $34 million over the biennium to raise Wisconsin’s profile across the country as a premier business, cultural, and recreational destination. This is the largest increase in marketing and advertising funds for the Wisconsin Department of Tourism in state history, and with this investment, the department will be able to run a competitive marketing campaign and keep pace with neighboring states. Further, this budget set aside $10 million for the Opportunity Attraction and Promotion Fund to build on Wisconsin’s recent success in recruiting and hosting large-scale events like the NFL Draft.

Additionally, in November 2023, Gov. Evers also announced $36.6 million in grants for building projects across the state in Janesville, Milwaukee, Green Bay, and Door County that were previously rejected by members of the Wisconsin State Legislature in the 2023-25 Capital Budget process. The governor’s investment is projected to support over 400 jobs and nearly $68 million in economic activity. The effort, funded using American Rescue Plan Act funds, will ensure the projects can move forward and build upon Gov. Evers’ and the Evers Administration’s strategic investments that will have long-term impacts on the state’s tourism industry, workforce, and economy.

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.