Strategic Plan

The Wisconsin Department of Tourism 2019-2021 Strategic Plan was prepared in the first half of 2019 using the valuable feedback of industry stakeholders statewide. Through surveys, phone interviews and regional listening sessions, tourism professionals took this opportunity to share their vision for the future of our industry. We can’t thank you enough for your thoughtful engagement that informed every step of the process. We are thrilled with the clear direction the final plan provides.

You’ll note that the plan is distilled down to just 2 pages. This reflects a desire to have a plan that works for us and with us every single day. We wanted a document that would guide our work at every turn, not one that just sits on a shelf. We’re happy to report that it’s being used as intended every single day. 

Regular updates on the strategic plan are shared with stakeholders in our industry newsletter, Travel Wisconsin News. Sign up for updates here. You can also view our annual report here. 

Thank you for your continued engagement in our work. Your perspective is helping us chart the best course forward for Wisconsin tourism.