Audio File of Radio Address

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.