Wisconsin Tourism Secretary Anne Sayers says the state’s four consecutive years of record-breaking tourism growth reflect a deliberate strategy built on investment, data-driven marketing and a broader vision for the state’s travel economy. With nearly 118 million visits in 2025, Wisconsin is using outdoor recreation, major events, cultural experiences and emerging opportunities such as film to attract more visitors — and encourage them to stay longer and explore more.
Wisconsin has now posted four consecutive years of record-breaking tourism growth. What do you believe has been the biggest driver behind this momentum, and how is Wisconsin differentiating itself from other Midwestern destinations?
Beyond the fact that Wisconsin is an incredible place to visit, our recent success is connected to investment. Decision-makers from across the Wisconsin political spectrum are recognizing tourism as an economic driver. Their investment allowed us to execute a data-driven marketing strategy to consistently reach the right travelers with the right message at the right time. The result has been four consecutive years of record-breaking tourism growth and a strong return for Wisconsin taxpayers.
That said, even with increased investment, we are competing against destinations with far larger marketing budgets. Our geography also means we must compete in two of the country’s most expensive media markets, Chicago and the Twin Cities. We know we can’t outspend the competition, so we’ve focused on outsmarting it. We are proud to be scrappy, staying very disciplined in our data-driven strategy, investing where we know we can have the greatest impact and continually optimizing our approach. That mindset has made our dollars exceptionally efficient, and it’s exciting to see Wisconsin carving out its own path to sustained success.
While domestic leisure is our bread and butter, we’re also investing in other revenue streams like group travel, international, outdoor rec and now film. It’s a holistic approach that’s new to us and already adding up to wins in every corner of the state.
The state welcomed nearly 118 million visits in 2025. What trends are you seeing in traveler behavior, and what types of experiences are attracting visitors to Wisconsin today?
While we love seeing the total visit number climb, we’re especially proud that overnight visitation has grown faster than day travel over the past five years. That was an intentional part of our strategy. We inspire visitors to explore more of the state through our “One More” approach, always encouraging one more stop on the itinerary, which often leads to one more night.
Outdoor recreation and events remain the top reasons people visit Wisconsin, but we also see folks motivated by scenic road trips, culinary experiences and discovering the Wonders of Wisconsin. It’s been important to showcase Wisconsin as a true four-season destination, with spectacular fall color, unforgettable winter adventures and cozy getaways, so we’re giving visitors reasons to return throughout the year.
Outdoor recreation contributed a record $12 billion to Wisconsin’s economy. How important is outdoor tourism to the state’s overall travel strategy, and what outdoor experiences would you recommend to first-time visitors?
Outdoor recreation is absolutely central to Wisconsin’s travel strategy. It’s consistently cited as one of the top reasons people visit. Yet when you consider our world-class product, Wisconsin outdoor recreation is often underrated. We’ve committed to changing that oversight because we know outdoor recreation is a major economic engine, as well as a major tourism driver.
For a first-time visitor, I’d recommend hiking a section of the Ice Age Trail (one of only 11 National Scenic Trails in the country), a scenic paddle on one of our 15,000 lakes, or exploring along the Great River Road. And if they come in winter, I’d suggest visiting a snow-covered trail for snowmobiling or skiing and an overnight at a cozy Northwoods lodge.
I could go on because Wisconsin’s outdoor recreation offering is endless. We have spectacular rock climbing, fishing, boating and even surfing!
Major events such as the NFL Draft in Green Bay and EAA AirVenture generated significant economic impact. How do marquee events help introduce new travelers to Wisconsin, and what lasting benefits do they bring to local communities?
Big moments drive big awareness and visitation. They put Wisconsin on a national stage, right where we belong. The 2025 NFL Draft was everything we hoped it would be, turning football fans into Wisconsin fans. It was one event in a long string of prominent events over the past several years, including Indy Car, Bravo’s Top Chef, the RNC, the U.S. Senior Open and the Ryder Cup, that are moving Wisconsin from a fly-over to a fly-to state.
We welcome these events because they are never one and done. They’re a chance to introduce millions of people to Wisconsin and change perceptions in a lasting way. Every broadcast, social post and first-time visit helps build our brand, giving people a reason to come back, stay longer and explore more of the state.
Wisconsin has invested heavily in tourism marketing, with campaigns now reaching 14 Midwestern markets. What destinations, attractions or experiences do you think remain underrated and deserve more attention from travelers?
Travel Wisconsin’s brand promise is, “Wisconsin, where the unexpected is ready to be discovered.” It’s built on research, but I can also tell you it’s true. Seven years into this job, Wisconsin still gives me those stop-in-your-tracks moments.
People think they know Wisconsin. They expect great beer, cheese and football, and that’s not wrong. We do those things better than anyone! But what surprises visitors is the depth and variety of Wisconsin experiences. You can spend the afternoon at a Tony Award-winning theater, tour a Frank Lloyd Wright UNESCO World Heritage Site, enjoy a James Beard-recognized meal in a small town, or go scuba diving through Great Lakes shipwrecks. Those are the kinds of experiences that change how people think about Wisconsin.
So yes, come for the cheese curds. Stay for the unexpected.
From Native Nations tourism and historic sites to film productions and outdoor adventures, Wisconsin offers a wide variety of experiences. How are you working to encourage visitors to explore beyond the state’s most well-known destinations?
One of our biggest goals is helping visitors see more of Wisconsin. As the state’s destination marketing organization, we proudly represent all 72 counties and 11 Tribal Nations, so we have a responsibility to make sure every corner of the state has an opportunity to benefit from tourism.
That’s why we recently launched Road Trip to Wonder. We use iconic destinations as anchors, then inspire travelers to explore the charming downtowns, scenic byways, outdoor adventures, historic sites and unexpected gems they might otherwise pass by. That includes opportunities to experience the deep cultural heritage and living traditions of Wisconsin’s Tribal Nations. We bring all of these stories to life through TravelWisconsin.com, our marketing efforts and a public relations team that I truly believe is among the best in the business. Their ability to earn coverage in top publications across the country and around the world is helping more travelers discover places they never knew existed.
Our new film office is another exciting piece of that puzzle—connecting filmmakers with Wisconsin’s unexpected backdrops and already creating the kind of “set-jetting” interest we hoped for. The goal is simple: inspire people to go beyond the familiar and experience more of what makes Wisconsin special.
Travel is often viewed as a luxury, but many people see it as something much more meaningful. Why do you believe travel is important, and what role does it play in helping people connect with communities, cultures and one another?
We have the famous quote, “Travel is the only thing you buy that makes you richer,” on the wall in our office, and it’s a daily reminder of why this work matters. When people take a trip, they aren’t just buying a hotel room or a meal, they’re creating memories they’ll talk about forever. They’re celebrating milestones, reconnecting with family and friends, and discovering something new together. I know that’s why I travel.
What an incredible privilege it is to be in the business of facilitating joy. Every day, Wisconsin’s tourism industry helps create those moments while allowing business owners, chefs, guides, artists and hospitality workers to share what they love with the world. That passion is a gift to our visitors. They feel it in the warm welcome, the genuine conversations with locals and, yes, when we offer to share our cheese curds with them.