MADISON — Gov. Tony Evers today wrapped up his statewide tour celebrating National Travel and Tourism Week (NTTW), during which he visited art and history museums, state parks and trails, and communities across the state. During the week-long celebration, Gov. Evers highlighted Wisconsin’s booming tourism economy and urged the Wisconsin State Legislature to make continued increased investments through the upcoming state budget to ensure Wisconsin’s travel and tourism industry remains a strong economic driver in the state.
“Each year, our travel and tourism industry brings billions of dollars in revenue for local businesses and our statewide economy and supports hundreds of thousands of jobs across the state,” said Gov. Evers. “Investing in this industry means investing in the iconic recreation spots and attractions that we know and love, and it means investing in the hardworking folks, families, and communities that make sure visitors come back year after year. Over the last several years, we’ve been proud to help support our state’s tourism economy by making smart, strategic investments, and we must work to build upon that success through this next state budget to ensure our state’s tourism industry continues to grow and thrive.”
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.
Additionally, the state’s outdoor recreation industry also saw a record-breaking year in 2023, bringing in more than $11 billion and growing 9.4 percent over the previous record set in 2022.
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.
Gov. Evers’ 2025-27 Executive Budget proposed several investments to continue support for this essential industry, however, on Thurs., May 8, 2025, Republicans on the state’s budget committee voted to gut more than 600 proposals from the governors’ budget, including several tourism-related proposals, such as Gov. Evers’s proposals to direct $10 million for incentives to bring more film productions, TV shows, and creative endeavors to Wisconsin and $1 million to establish a new grant program to support Wisconsin’s rural creative economies.
Proposals remaining in Gov. Evers’ proposed budget aimed at bolstering Wisconsin’s tourism industry include:
- 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 make the Wisconsin Office of Outdoor Recreation, created by Gov. Evers in 2019, a permanent hub for our outdoor partners, brands, and the industry; and
- $5.9 million to invest in the Wisconsin Arts Board and support nonprofit arts organizations.
In addition to making the Wisconsin Office of Outdoor Recreation a permanent hub, both the governor’s Executive and Capital budgets make significant investments in Wisconsin’s State Park System, including more than $15.6 million in his Executive Budget for development and maintenance projects in the state park system, and more than $164 million for improvement projects at several state parks, forests, trails, and wildlife recreation areas in his Capital Budget. The governor’s budget also reauthorizes the Knowles-Nelson Stewardship Program for the next 10 years at the highest level ever, with a $1 billion investment over the decade.
On Mon., May 5, Gov. Evers and Wisconsin Department of Tourism Secretary Anne Sayers visited the Wisconsin Logging Museum in Eau Claire, where they toured the museum’s newly renovated Tall Tales exhibit gallery, a replica of an 1890s-era logging camp building and bunk house, and the 1867 Anderson log house. For over 90 years, the Wisconsin Logging Museum has been an iconic tourist attraction with its creative displays, curated artifacts, and written histories for visitors to learn more about Wisconsin’s 19th-century logging industry. Photos of the governor’s visit are available here and here.
Following this, Gov. Evers and Secretary Sayers visited Pattison State Park in Superior, where they took a hike to Big Manitou Falls, which is the largest waterfall in Wisconsin. During their hike, the governor and secretary heard about the vast economic impact of Wisconsin’s state parks and outdoor recreation industry, as well as the powerful impact of the Knowles-Nelson Stewardship Program in projects at the park. Photos of the governor’s visit are available here and here.
Then, on Tues., May 6, Gov. Evers, First Lady Kathy Evers, and Secretary Sayers visited the Museum of Wisconsin Art (MOWA) in West Bend, which supplies art for the Wisconsin Executive Residence. During the tour, Gov. Evers, the First Lady, and Secretary Sayers were able to see MOWA’s current featured exhibitions: No Agenda: Fred Stonehouse; When One Door Closes: A Teen Perspective on Change; Franklin Boggs: The Art of Tanning; and Sherrie Levine: After Russell Lee 1-60. They were also able to see the museum’s permanent collections featuring a number of artists, including Frank Lloyd Wright. Gov. Evers, First Lady Evers, and Secretary Sayers also participated in the teen art exhibit by writing notes to add to a MOWA wall about making positive change in the world. MOWA is a recipient of the state Joint Effort Marketing Grant Program as one of 13 members of Wisconsin Art Destinations. Photos of the governor’s visit are available here and here.
Following this, Gov. Evers, First Lady Kathy Evers, and Secretary Sayers visited LaClare Creamery in Malone to tour the facility and highlight the state’s agritourism industry, which generates millions of dollars for the state’s tourism industry by offering outdoor, family-friendly, and experiential farm-based entertainment and experiences. Boasting 130,000 visitors annually, LaClare Creamery is one of the only 100-percent-domestically produced goat cheese brands in the country, sourcing their milk exclusively from dairies within 10 miles of their creamery. While there, the group took a tour of the grounds, where they saw the cheese production facility, barn, and greenhouse, and held two-week-old baby goats. Photos of the governor’s visit are available here and here.
Gov. Evers, First Lady Kathy Evers, and Secretary Sayers concluded the day with a visit to the Nine Mile County Forest in Wausau. During their visit, Gov. Evers highlighted reports from the Do-It-Yourself Economic Impact Report program released in January by the Wisconsin Office of Outdoor Recreation. The Do-It-Yourself Economic Impact Report program works to assist outdoor industry stakeholders in identifying the local value of outdoor recreation, and the five released reports found visitors and residents collectively contribute $27.3 million to local economies when they visit and use local outdoor recreation destinations, including Marathon County’s Nine Mile County Forest, which generates more than $3 million in local area economic impact. Photos of the governor’s visit are available here and here.
On Thurs., May 8, Gov. Evers visited Sauk City to celebrate the completion of the Wisconsin River Recreational Bridge and Trail Connection project, which establishes a connection point between two of Wisconsin’s premier trail systems, the Great Sauk State Trail and the future Walking Iron Trail. The two projects received more than $6.5 million through the Wisconsin Department of Transportation’s Transportation Alternatives Program (TAP) and the Wisconsin Department of Natural Resources’ Snowmobile Trail Aids Fund to help with the construction costs. The Wisconsin Recreational River Bridge will provide a scenic and safe route for walkers, bikers, hikers, and snowmobilers—linking not just trails, but also communities, counties, and economic opportunities. Photos of the governor’s visit are available here and here.
Finally, to wrap up the week, Gov. Evers and Secretary Sayers visited Busy Barn Farm Adventures in Fort Atkinson earlier today. Busy Barn is a 35-acre farm that offers several attractions for kids and adults alike. During their visit, the governor and secretary enjoyed feeding, petting, and holding some of Busy Barn’s furry and feathered friends. Photos of the governor’s visit are available here and here.
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.
An online version of this release is available here.
