Strategic Plan

We kicked off a new strategic plan in 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 in informing every step of this process. 

Your input helped make our strategic plan so focused that it was able to see us through our largest economic impact, a global public health pandemic, the subsequent recovery and then to another record-breaking year. While we’ve accomplished so much since 2019, we believe it is a great business practice to constantly push the envelope and set our sights on how we'll continue moving the Department's work forward. We hope you are as thrilled as we are with the clear direction the slightly modified 2023-25 Strategic Plan provides. 

The plan is condensed to a single page, making it practical for everyday use. We wanted a document that would guide our work at every turn, not one that sits on a shelf. We are pleased to report that this strategic plan is used across all bureaus as intended.   

Updates on the strategic plan are shared with stakeholders in our industry newsletter, Travel Wisconsin News. Sign up here to receive these updates in the future. You can also view our annual report here.   

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