Gov. Evers, Wisconsin Department of Tourism Celebrate National Travel and Tourism Week

Gov. Evers, Wisconsin Department of Tourism Celebrate National Travel and Tourism Week

May 04, 2026

Note: A version of this press release was originally distributed by the Office of Governor Tony Evers.

MADISON - Gov. Tony Evers, together with Wisconsin Department of Tourism Secretary Anne Sayers, is kicking off National Travel and Tourism Week, which extends from May 3 through May 9, 2026, with a statewide tour highlighting Wisconsin's thriving travel and tourism industry and recognizing the industry's contributions to the state's economy, workforce, and quality of life. This year's National Travel and Tourism Week follows last year's announcement of a third record-breaking year for Wisconsin tourism in 2024. Additionally, in March, Gov. Evers announced Wisconsin's outdoor recreation industry also saw its third consecutive year of record-breaking economic growth in 2024. The 2025 economic impact report for Wisconsin's tourism industry will be released in June, and travelers can plan their Wisconsin summer getaways at TravelWisconsin.com.

"Whether it's kayaking on Wisconsin's rivers and lakes, hiking through trails enjoying our state parks, or walking up and down our iconic main streets, dining at award-winning restaurants, and visiting one-of-a-kind museums, with the limitless opportunities our state has to offer, it's no surprise that residents and visitors alike look forward to vacationing here year after year," said Gov. Evers. "Tourism is a powerhouse of economic development and prosperity in our state, and over the last seven years, I have been proud to make smart and strategic investments that will ensure our state's tourism industry continues to thrive for generations to come. Every year during Travel and Tourism Week, I'm jazzed to be able to travel across the state, showcasing all we have to offer, the success of Wisconsin's tourism industry, and all the hardworking folks who keep it humming. I encourage all Wisconsinites to join us in celebrating the amazing industry that bolsters our economies, creates jobs, and helps make our state the great place it is to live, work, and, of course, visit."

Wisconsin's statewide travel and tourism industry has continued to see record-breaking years under Gov. Evers and the Evers Administration. As noted above, Wisconsin's tourism industry in 2024 saw its third consecutive record-breaking year of economic impact under the Evers Administration. According to 2024 economic impact data, the tourism industry generated a record-high $25.8 billion in total economic impact, or about $70 million per day, surpassing the previous record of $25 billion set in 2023, which itself was a record year.

Additionally, Wisconsin also welcomed a record-breaking 114.4 million visitors in 2024-a 1.4 million increase from the previous year and eclipsing the former record of 113.2 million visitors in 2019, and the state's tourism industry generated a record amount of state and local tax revenue, generating a record $1.7 billion that goes back to local communities and essential state services.

"Tourism isn't a nice-to-have. It's essential. Thousands of our friends, family, and neighbors make a living on this industry," said Tourism Secretary Sayers. "The Department of Tourism helps folks make memories in all 72 counties and 11 federally recognized Tribal Nations of Wisconsin. When travelers stay one more night, eat one more meal, visit one more attraction, we generate many more dollars for Wisconsin communities."

The Wisconsin Department of Tourism, under the brand Travel Wisconsin, promotes and markets the state as a premier travel destination, inspiring visitors to discover the unique beauty and experiences that Wisconsin has to offer. Through targeted programs, Travel Wisconsin serves a critical role in supporting group travel, such as meetings and conventions, motorcoach travel, and sports tourism, to maximize the economic impact of these vital tourism sectors. Travel Wisconsin also acts as an essential bridge between tourism and the outdoor recreation and film industries.

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.

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