News

Wisconsin tourism industry's unified voice in government relations

NEWS

TFW Applauds Another Record Year for Wisconsin's Tourism Industry

June 2025 - In a new report released by the Wisconsin Department of Tourism, Wisconsin tourism generated a historic $25.8 billion economic impact In 2024, , marking a third consecutive record-breaking year for tourism’s economic impact. Wisconsin welcomed 114.4 million visits, eclipsing the pre-pandemic record formerly set in 2019 by more than a million.

The success speaks to the collective efforts of our tourism partners from all corners of the state, including TFW organizations and their members, all of which help position Wisconsin as a premier travel destination.  Wisconsin tourism welcomed 114.4 million visits in 2024, beating the previous record from 2019 by more than a million, and grew the number of part- and full-time jobs the industry supports to 182,000. Tourism generated $1.7 billion in state and local tax revenue. Without this revenue, each Wisconsin household would pay an additional $678 to maintain the current level of government services.

TFW Supports Additional Tourism Marketing Funding in next State Budget

April 2024 - The Tourism Federation of Wisconsin (TFW) supports a $28 million GPR in FY ’26 and $5 million GPR in FY ’27 for tourism marketing in the Department of Tourism 2025-27 state budget. Effective Tourism promotion directly boosts visitor spending, job creation, and state and local tax revenue. It also enhances Wisconsin’s brand for talent and business attraction. Increased tourism marketing funding over the past four years has helped Wisconsin improve its national ranking in visitor spending from 27thto 23rd. Continued investment is critical to keeping Wisconsin competitive. TFW also supports the following budget initiatives:

Office of Group Travel - TFW supports continuing the Office of Group Travel and adding two staff members to expand Wisconsin’s presence in meetings, sporting events, group tours and international travel. These business-to-business (B to B) marketing efforts are focused on sponsoring national and regional tradeshows and sales missions targeted to meetings, sports and group tour planners and are generating valuable leads for our local destination marketing organizations.

Film Tax Incentives & Creative Industries Office - TFW supports establishing film tax Incentives and an Office of Film & Creative Industries to attract film and TV shows. These projects generate immediate economic benefits and long-term tourism exposure.

Office of Outdoor Recreation - TFW supports permanent funding for the Office of Outdoor Recreation and its three staff positions. Outdoor recreation is a key economic driver and sustained investment ensures Wisconsin remains competitive.

Additional Tourism-Related Funding Items

· Continued funding for the Opportunity Attraction Fund to attract major, one-of-a-kind events to Wisconsin.

· Support for a $1 million Rural Creative Economy grant program (AB 159/ SB 173) to foster local economic growth.

TFW Opposes Proposed Rule to Change School Start Date Exceptions

March 2024 - The Tourism Federation of Wisconsin (TFW) opposes a proposed new rule by the Department of Public Instruction that would significantly broaden the allowed exemptions for starting public K-12 schools before September 1.

The current administrative rule already grants several exemptions from the K-12 September 1st school start date including specialized programming for gifted and talented classes, remedial education, migrant programs, early college credit program, new learning strategies to address a school in need of improvement and holding school year-round.

DPI’s request to allow virtually any kind of exception from a school district to start before September 1st is against the law’s intent. Wisconsin’s economy will lose tourism dollars and important high school employees. Families will lose well-deserved vacation time when Wisconsin weather is at its best.

TFW Helps Push Through New Grant Program

February 2024 - The Tourism Federation of Wisconsin (TFW) joined Governor Evers as he signed SB 12, a bill that creates a grant program to attract major opportunities and events to Wisconsin. This bill establishes a $5 million matching grant programs run through the Wisconsin Economic Development Corporation that will help secure one-of-a-kind, large-scale events such as PGA Tournaments, professional sports league events, and Olympic qualifying events.

TFW Takes Position on Current Legislative Session Bills

November 2023 - The Tourism Federation of Wisconsin (TFW) supports a bill to establish an opportunity attraction grant program and opposes a bill that would make changes to the State's September 1 school start date requirement.

TFW supports LRB-3956/1 and LRB-5240/1, relating to grants awarded by the Wisconsin Economic Development Corporation for the purpose of attracting opportunities and events to Wisconsin. This bill effectively establishes the matching grant program’s administration and funding was already approved in the state biennial budget. Through the matching grant program, the state can assist in the extremely competitive process of securing one-of-a-kind, large-scale events such as NCAA and PGA Tournaments, professional sports league events, national conventions, and Olympic qualifying events.

TFW opposes SB 439/AB 435. The bill would change the current requirement that schools wait until September 1 to commence their school year and move the start date back to the Monday before Labor Day. Wisconsin’s economy will lose tourism dollars and important high school employees. Families will lose well-deserved vacation time when weather is at its best.

TFW Pleased with State Investment in Tourism

June 2023 - TFW is pleased with Governor Evers and the WI Legislature's budget action to provide $29 million in one-time funding and $1 million each year in ongoing funding for the Wisconsin Department of Tourism's general marketing efforts. It also approved the following:

Funds the Office of Outdoor Recreation for the next biennium
Creates an Opportunity Attraction and Promotion Fund of $10 million to be managed by the Wisconsin Economic Development Corporation.
Provides a $2 million grant to Discover Green Bay and a $1 million grant to Visit Milwaukee. to assist with the NFL Draft and the RNC Convention, respectively.
Creates a $50 million grant program through the Wisconsin Building Commission for non-state projects that provide a statewide public service.
Increase funding for the Wisconsin Arts Board.

Tourism Industry has record-setting year in 2022

June 2023 - According to the Wisconsin Department of Tourism, Wisconsin tourism generated $23.7 billion in total economic impact in 2022, surpassing the previous record of $22.2 billion set in 2019. Travelers to Wisconsin directly spent $14.9 billion during their 111 million visits to the state, contributing over $1.5 billion in state and local taxes. Without the tax revenue generated by tourism, each Wisconsin household would pay an additional $620 to maintain the current level of government services. Tourism also supported more than 174,600 jobs, which is 1 in every 21 jobs in the state.

NEWS

TFW Advocates for Increased Tourism Funding in State Budget

February 2023 - The Tourism Federation of Wisconsin is advocating for a significant increase in marketing funds to the Wisconsin Department of Tourism’s 2023-2025 state budget, including additional funding for meetings and convention (M&C) and sports events marketing and staff. Effective tourism promotional spending results in more visitor spending, more jobs, and more state and local tax revenue. It also enhances efforts to attract talent and businesses to the state by giving visitors and potential visitors a positive brand image of the state. The Wisconsin Department of Tourism received $7.5 million in ARPA funds that they primarily used for marketing. Those funds will no longer be available come January 2024. Wisconsin is enjoying more visitation from travelers than our competitive set, such as Michigan and Minnesota. We are also beginning to see meetings and conventions return, but at a slower pace than leisure travel. This is not the time to decrease the state’s tourism marketing budget by more than 50 percent. TFW also supports the creation of a Tourism Capital Investment Grant Program for tourism-related capital improvement projects across the state and an opportunity fund to attract and promote large-scale, one-of-a-kind events. Finally, we support making the Office of Outdoor Recreation permanent. Outdoor Recreation is an important driver for our tourism economy and this office helps to capitalize on the sector’s positive impact on the state.

State Tourism Industry Rebound Continues

June 2022 - A Wisconsin Department of Tourism study showed that the Wisconsin Tourism Industry generated $20.9 billion in total economic impact in 2021, a 21 percent increase over 2020. The report said tourism supported more than 169,700 full and part-time jobs, up 7 percent over 2020. Wisconsin also hosted over 102.3 million visitor trips in 2021, up 12 percent from 2020. Visitors generated $1.4 billion in state and local taxes because of tourism spending. Without this tax revenue, each Wisconsin household would need to pay $580 to maintain the current level of government services generated by tourism. Wisconsin tourism has not fully recovered to Wisconsin tourism’s record setting year of 2019, which saw $22.2 billion in total economic impact. Business and Meetings & Convention travel is rebounding more slowly from the effects of the Covid-19 pandemic than the leisure travel sector . Workforce shortages and inflation are also impacting recovery.

State Budget Maintains Funding for Tourism

July 2021 - Governor Evers signed the 2021-23 state budget that maintains funding for the Wisconsin Department of Tourism's marketing efforts. Specifically, the budget:

Supports the Department of Tourism’s efforts to promote Wisconsin as a premier travel destination in new, targeted advertising markets by providing ongoing funding of $781,800 in each year of the biennium. Increasing the number of visitors to the state will bolster our local economies as they recover from the coronavirus pandemic.
Sustains funding and staff for the Office of Outdoor Recreation in the Department of Tourism, which will allow the office to continue to forge relationships among the outdoor industry’s stakeholders to strengthen our outdoor economy.

TFW Thanks Governor Evers for Stimulus Funding

June 2021 - TFW is grateful to Governor Tony Evers for directing $140 million in federal COVID-19 relief funds towards the tourism industry. The investments include:

$75 million for lodging grants;
$11.25 million for movie theaters;
$12 million for live event small businesses;
$2.8 million for minor league sports teams;
$10 million for live venues;
$15 million for destination marketing organizations;
$8 million for summer camps;
$1 million for the Wisconsin Historical Society to assist in reopening historical sites; and
$7.5 million to increase marketing support for Wisconsin's tourism industry.

TFW Applauds Joint Finance Committee Action

May 2021 - TFW Applauds WI Legislature's Joint Finance Committee Action The committee voted to provide $781,800 GPR each year in ongoing funding for Tourism's general marketing of Wisconsin as a travel destination. It also approved funding for the Office of Outdoor Recreationon during the next biennium. The JFC committee continues to review the entire state budget and will then send it to the full Legislature for action before it is sent to the Governor. The fiscal year 2022-2023 budget begins July 1st.

TFW Opposes bills relating to the start of the K-12 public school year.

February 2021 - Senator Alberta Darling and Representative Dan Knodl are currently circulating LRB 1826/1 relating to the start of the K-12 public school year. The Tourism Federation of Wisconsin (TFW) opposes this legislation. The bill would remove the current requirement that schools wait until September 1 to commence their school year. If passed, the policy will have a negative impact on Wisconsin’s tourism economy, already reeling from the devastating effects of the pandemic. While the Wisconsin Department of Tourism doesn’t receive its 2020 tourism economic impact report until May, the U.S Travel Association has reported that travel spending was down 42 percent nationwide last year compared to 2019 and Wisconsin will certainly be down significantly. Removing the September 1 school start date would clearly lead to less revenue for Wisconsin businesses and less tax revenue for Wisconsin state government during the peak summer vacation months, which will already be in decline due to event cancellations and other negative effects of the pandemic. Minnesota and Michigan, two major competitors to Wisconsin tourism, have state laws requiring schools to start after Labor Day. Further, repealing Wisconsin’s law could put the state’s tourism industry at a competitive disadvantage as there would be fewer employees available to serve our visitors. A 2016 survey conducted by St. Norbert College Strategic Research Institute found that 68 percent of Wisconsin parents support the September 1 school start date law, many commenting a preference for a post-Labor Day start; and that summers in Wisconsin are already short enough. August also has warmer temperatures than June, which is perfect for family vacations, but can create uncomfortable learning environments in schools not equipped with air conditioning. School boards and districts have great flexibility in setting their school calendar, including selecting holiday breaks, setting staff development days, and determining school hours. Recent advancements in technology and virtual schooling make this flexibility even greater. Advancement Placement (AP) course work can begin voluntarily over the summer by students interested in these courses. Since the September 1 school start date took effect, AP course participation and scores have increased significantly and are well above the national average. Wisconsin’s economy will lose millions of dollars, hundreds of jobs, and families will lose well-deserved vacations when weather is at its best, and when they are growing more comfortable traveling again.

TFW Opposes bills relating to the start of the K-12 public school year.

February 2021 - Senator Alberta Darling and Representative Dan Knodl are currently circulating LRB 1826/1 relating to the start of the K-12 public school year. The Tourism Federation of Wisconsin (TFW) opposes this legislation. The bill would remove the current requirement that schools wait until September 1 to commence their school year. If passed, the policy will have a negative impact on Wisconsin’s tourism economy, already reeling from the devastating effects of the pandemic. While the Wisconsin Department of Tourism doesn’t receive its 2020 tourism economic impact report until May, the U.S Travel Association has reported that travel spending was down 42 percent nationwide last year compared to 2019 and Wisconsin will certainly be down significantly. Removing the September 1 school start date would clearly lead to less revenue for Wisconsin businesses and less tax revenue for Wisconsin state government during the peak summer vacation months, which will already be in decline due to event cancellations and other negative effects of the pandemic. Minnesota and Michigan, two major competitors to Wisconsin tourism, have state laws requiring schools to start after Labor Day. Further, repealing Wisconsin’s law could put the state’s tourism industry at a competitive disadvantage as there would be fewer employees available to serve our visitors. A 2016 survey conducted by St. Norbert College Strategic Research Institute found that 68 percent of Wisconsin parents support the September 1 school start date law, many commenting a preference for a post-Labor Day start; and that summers in Wisconsin are already short enough. August also has warmer temperatures than June, which is perfect for family vacations, but can create uncomfortable learning environments in schools not equipped with air conditioning. School boards and districts have great flexibility in setting their school calendar, including selecting holiday breaks, setting staff development days, and determining school hours. Recent advancements in technology and virtual schooling make this flexibility even greater. Advancement Placement (AP) course work can begin voluntarily over the summer by students interested in these courses. Since the September 1 school start date took effect, AP course participation and scores have increased significantly and are well above the national average. Wisconsin’s economy will lose millions of dollars, hundreds of jobs, and families will lose well-deserved vacations when weather is at its best, and when they are growing more comfortable traveling again.

TFW Opposes LRB 1826/1 relating to the start of the K-12 public school year.

February 2021 - Senator Alberta Darling and Representative Dan Knodl are currently circulating LRB 1826/1 relating to the start of the K-12 public school year. The Tourism Federation of Wisconsin (TFW) opposes this legislation. The bill would remove the current requirement that schools wait until September 1 to commence their school year. If passed, the policy will have a negative impact on Wisconsin’s tourism economy, already reeling from the devastating effects of the pandemic. While the Wisconsin Department of Tourism doesn’t receive its 2020 tourism economic impact report until May, the U.S Travel Association has reported that travel spending was down 42 percent nationwide last year compared to 2019 and Wisconsin will certainly be down significantly. Removing the September 1 school start date would clearly lead to less revenue for Wisconsin businesses and less tax revenue for Wisconsin state government during the peak summer vacation months, which will already be in decline due to event cancellations and other negative effects of the pandemic. Minnesota and Michigan, two major competitors to Wisconsin tourism, have state laws requiring schools to start after Labor Day. Further, repealing Wisconsin’s law could put the state’s tourism industry at a competitive disadvantage as there would be fewer employees available to serve our visitors. A 2016 survey conducted by St. Norbert College Strategic Research Institute found that 68 percent of Wisconsin parents support the September 1 school start date law, many commenting a preference for a post-Labor Day start; and that summers in Wisconsin are already short enough. August also has warmer temperatures than June, which is perfect for family vacations, but can create uncomfortable learning environments in schools not equipped with air conditioning. School boards and districts have great flexibility in setting their school calendar, including selecting holiday breaks, setting staff development days, and determining school hours. Recent advancements in technology and virtual schooling make this flexibility even greater. Advancement Placement (AP) course work can begin voluntarily over the summer by students interested in these courses. Since the September 1 school start date took effect, AP course participation and scores have increased significantly and are well above the national average. Wisconsin’s economy will lose millions of dollars, hundreds of jobs, and families will lose well-deserved vacations when weather is at its best, and when they are growing more comfortable traveling again.

TFW Applauds Governor Evers CARES ACT Funding Programs for Tourism

October 2020 - TFW applauds Governor Evers for allocating $100 million in CARES Act grants towards relief programs that benefit tourism organizations and businesses.

TFW Requests a safe opening for Wisconsin businesses and organizations .

April 2020 - TFW requests the Governor Ever's administration to prepare to safely open Wisconsin businesses and organizations prior to the original "Safer at Home" order extension date.

2019 Wisconsin Tourism Economic Impact

May 2020 - A Wisconsin Department of Tourism study show that tourism generated $22.2 billion in economic impact in Wisconsin in 2019, more than 202,000 jobs and $1.6 billion dollars in annual state and local tax revenue. In 2019, an estimated 113 million visitors to Wisconsin spent $13.7 billion. Our year-round industry continues to grow, and is helping to improve Wisconsin’s economy. As our state looks to increase revenues and create jobs and, the tourism and hospitality industry is making a significant contribution.

Video Highlights Wisconsin Tourism Industry's Economic Contributions

May 2019 - Learn how tourism is supporting Wisconsin's economy by viewing THIS VIDEO from Destinations Wisconsin, a TFW voting member.

NEWS

TFW Pleased with State Investments in Tourism

TFW applauds Governor Evers and the Wisconsin State Legislature for making important investments in the toursim industry for the 2023-25 budget.

The Wisconsin Department of Tourism received a $20 million one-time payment in the next fiscal year that never expires. Plus, a $1 million per year increase WDT's base budget.
Continues the Office of Outdoor Recreation.
Provides additional funding to the Wisconsin Arts Board for grant awards .
Creates an Opportunity Attraction and Promotion Fund of $10 million to be managed by the Wisconsin Economic Development Corporation.
Provides a $2 million grant to Discover Green Bay and a $1 million grant to Visit Milwaukee.
Established a $50 million grant program was established under the Building Commission (DOA) to assist non-state organizations to carry out a construction project having a statewide public service.

TFW Advocates forIncreased Tourism Funding in State Budget

State Tourism Industry Rebound Continues

State Budget Maintains Funding for Tourism

July 2021 - Governor Evers signed the 2021-23 state budget that maintains funding for the Wisconsin Department of Tourism's marketing efforts. Specifically, the budget::

Supports the Department of Tourism’s efforts to promote Wisconsin as a premier travel destination in new, targeted advertising markets by providing ongoing funding of $781,800 in each year of the biennium. Increasing the number of visitors to the state will bolster our local economies as they recover from the coronavirus pandemic.
Sustains funding and staff for the Office of Outdoor Recreation in the Department of Tourism, which will allow the office to continue to forge relationships among the outdoor industry’s stakeholders to strengthen our outdoor economy.

TFW Thanks Governor Evers for Stimulus Funding

June 2021 - TFW is grateful to Governor Tony Evers for directing $140 million in federal COVID-19 relief funds towards the tourism industry. The investments include:

$75 million for lodging grants;
$11.25 million for movie theaters;
$12 million for live event small businesses;
$2.8 million for minor league sports teams;
$10 million for live venues;
$15 million for destination marketing organizations;
$8 million for summer camps;
$1 million for the Wisconsin Historical Society to assist in reopening historical sites; and
$7.5 million to increase marketing support for Wisconsin's tourism industry.

TFW Opposes bills relating to the start of the K-12 public school year.

TFW Applauds Governor Evers CARES ACT Funding Programs for Tourism

October 2020 - TFW applauds Governor Evers for allocating $100 million in CARES Act grants towards relief programs that benefit tourism organizations and businesses.

TFW Requests a safe opening for Wisconsin businesses and organizations .

April 2020 - TFW requests the Governor Ever's administration to prepare to safely open Wisconsin businesses and organizations prior to the original "Safer at Home" order extension date.

2019 Wisconsin Tourism Economic Impact

May 2020 - A Wisconsin Department of Tourism study show that tourism generated $22.2 billion in economic impact in Wisconsin in 2019, more than 202,000 jobs and $1.6 billion dollars in annual state and local tax revenue. In 2019, an estimated 113 million visitors to Wisconsin spent $13.7 billion. Our year-round industry continues to grow, and is helping to improve Wisconsin’s economy. As our state looks to increase revenues and create jobs and, the tourism and hospitality industry is making a significant contribution.