Press Release: Gov. Evers Delivers Radio Address, Celebrates Record-Breaking Year for Wisconsin Tourism for the Fourth Year in a Row

State of Wisconsin sent this bulletin at 06/11/2026 03:00 PM CDT
Office of Governor Tony Evers
FOR IMMEDIATE RELEASE: June 11, 2026
Contact: GovPress@wisconsin.gov 
 
Gov. Evers Delivers Radio Address, Celebrates Record-Breaking Year for Wisconsin Tourism for the Fourth Year in a Row
 
Audio File of Radio Address.

MADISON — Gov. Tony Evers today delivered his weekly radio address celebrating Wisconsin’s booming tourism industry. Earlier this week, Gov. Evers and Wisconsin Department of Tourism Secretary Anne Sayers announced that Wisconsin’s tourism industry saw its fourth year in a row of record-breaking economic impact under the Evers Administration. 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. This is the fourth consecutive year the state’s tourism industry has seen record-breaking economic impact.

Last year was not only 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.

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 in 2025, the department expanded its advertising campaign to Peoria, Illinois, for a total of 14 Midwestern markets. Travel Wisconsin’s ad campaigns also resulted in big returns—for every $1 spent on advertising in summer 2025, consumers spent $148. Additionally, TravelWisconsin.com saw a staggering 11.9 million users, setting a new website traffic record and surpassing the previous year’s record. 

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.

To learn more about Wisconsin tourism’s booming year and view the 2025 economic data, including a county-by-county breakdown, visit: industry.travelwisconsin.com/research/economic-impact.

A transcript of the governor’s radio address is available below.

Hey there, folks! Governor Tony Evers here.

Here in Wisconsin, we have something for everyone in all four seasons.

So, it’s no surprise that here in Wisconsin, our travel and tourism industry is booming. 

In fact, we’re thrilled to announce this week that Wisconsin saw another record-breaking year for Wisconsin tourism.

In 2025, tourism brought in $27 billion—that’s billion with a "B"—in economic impact to our state. That’s an average of about $74 million a day.

Folks, that’s a really big deal because those are dollars that are spent in our local communities, on main streets, and at businesses all across our state. 

We’re proud that this is the fourth year in a row that Wisconsin saw record-breaking economic impact under my administration, and that’s not all! 

We saw a record nearly 118 million visits and a record over $1.7 billion in state and local revenue generated. So, when I say tourism is booming, folks, that means tourism is booming.

My administration has been proud to support this critical industry. We created our Office of Outdoor Recreation, established the Wisconsin Film Office, and we’ve invested millions of dollars in marketing at Travel Wisconsin.

In fact, for every $1 Travel Wisconsin spent on advertising in summer 2025, visitors spent $148. How about that!

It wouldn’t be possible without the dedicated, hardworking folks in the industry who keep people coming back year after year.

The warm welcomes and friendly faces who inspire visitors to enjoy one more day of adventure and making memories here in the Dairy State.

And together, we’re going to keep working to make sure this vital industry continues to grow and thrive for years to come. Thank you.
 
An online version of this release is available here.
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