MADISON, Wis. (March 12, 2025) – In recognition of exceptional achievement, six individuals and organizations received the 2025 Governor’s Tourism Award for outstanding contributions to the state’s travel and hospitality industry during the Wisconsin Governor’s Conference on Tourism in La Crosse on Tuesday.
“Tourism generates $25 billion in economic impact for Wisconsin — this industry is critical for our state’s economy and our success, and that’s in no small part due to the hard work of the folks we’re recognizing,” said Gov. Evers. “We’re incredibly fortunate and grateful to have the folks who support the tourism industry across our state, and I look forward to our continued work together to make sure Wisconsin remains a great place to live, work and recreate. I want to congratulate all of this year’s awardees and thank them for the work they do every day to support tourism across Wisconsin every day of the year.”
“The Governor’s Tourism Award recipients are examples of excellence to inspire future generations of hospitality professionals. Their contributions are immeasurable, their hospitality is endless, and their dedication to tourism is boundless,” said Tourism Secretary Anne Sayers. “Some are new to the industry, while others devoted a lifetime to tourism. What binds them is a passion for enriching the visitor experience and improving the lives and livelihoods of Wisconsinites through tourism.”
Created in 2010, the Governor’s Tourism Awards honor excellence, leadership and innovation in Wisconsin’s travel and tourism industry. Across six categories, 66 individuals and organizations were nominated for the awards in 2025. The winners are:
Legacy Award (Posthumous) — Thomas M. Diehl
Thomas M. Diehl was a lifelong champion and advocate for Wisconsin tourism and Wisconsin Dells. Initially hired by the Tommy Bartlett Show in 1967, Diehl rose through the ranks from general manager to co-owner and eventually full owner of the iconic Dells attraction in 1998 alongside his wife. Diehl, known for his ability to rally people together around tourism, had many accomplishments and achievements in his 57-year career. He founded the Association of Wisconsin Tourism Attractions, served on the Wisconsin Council on Tourism, participated in local and state advisory bodies, and sat on the Lake Delton Village Board for over three decades. Diehl’s vision and leadership helped transform Wisconsin Dells from a summer vacation town to a year-round destination. Diehl passed on Aug. 29, 2024. In his nomination, Diehl is remembered for his “extraordinary life-long impact on the tourism industry, not only in Wisconsin Dells and Lake Delton but across the entire state of Wisconsin.”
Arts, Culture and Heritage Award — Milwaukee Art Museum
Founded in 1888 and Wisconsin’s largest arts institution, the Milwaukee Art Museum is devoted to enriching lives through art. The Museum provides space for locals and visitors to gather, connect and create through its exhibitions, events and programming. The Museum, including its collection of 30,000 pieces of artwork and architectural significance, is a magnet for tourism. In the last year, 35% of the 225,000 visitors came from outside Wisconsin, bolstering the regional economy. The Milwaukee Art Museum is a “symbol of Milwaukee’s identity as a creative hub, a forward-looking cultural center and an exciting place to visit and call home.”
Bright IDEA (Inclusion, Diversity, Equity and Accessibility) Award — Access for All Initiative, Friends of the Apostle Islands National Lakeshore
Driven by the promise national parks belong to all, the Friends of the Apostle Islands group leads in making the Apostle Islands National Lakeshore more accessible and welcoming. Through the Access for All Initiative, the Friends have raised funding for infrastructure improvements throughout the lakeshore. The funding has partially or fully paid for projects like an accessible amphitheater, accessible boardwalk on Sand Island and accessible overlook at Little Sand Bay, with more projects in the works. The Friends’ effort, which has earned national recognition, makes Wisconsin’s natural landscape more welcoming for visitors with disabilities.
Innovation Award — Skelly’s Farm Market
Skelly’s Farm Market integrates modern technology with traditional agritourism for an unforgettable visitor experience. Scott Skelly designed the first corn maze for his Janesville family farm in 1998 when he was 9. He eventually shared his technology skills by operating Corn Mazes America from 2004-2019 to design mazes for other farmers. Then in 2022, Skelly launched a mobile gaming app for Skelly’s Farm Market. The app transforms the corn maze into a life-sized video game, challenging visitors to complete tasks within the maze and earn points to compete against others.
Rising Star Award — Cory Bennett, Mineral Point Chamber of Commerce
Passionate about her hometown, Cory Bennett became Executive Director of the Mineral Point Chamber of Commerce in 2022. Since then, the former healthcare employee has significantly grown the Chamber membership, created new events, boosted attendance and revenue for existing events, and singlehandedly led marketing and public relations efforts, from hosting content creators to designing and placing advertisements. Her skills especially shined in 2023 when Bennett continued to drive tourism to Mineral Point despite road construction closing the popular Main Street. Bennett is described as a relationship builder, innovator and overall champion for Mineral Point.
Service Excellence Award — Will Jeffrey, American Pond Hockey
Will Jeffrey launched the American Pond Hockey Invitational in 2023 to boost winter tourism in Minocqua. In short order, the event transformed from a regional affair into one that attracts competitors globally. Jeffrey is committed to ensuring excellent experiences for competitors, visitors and community members alike. Outside of the Invitational, American Pond Hockey maintains a public ice-skating area, actively supports area nonprofits and organizes an adult recreational hockey league to foster community camaraderie. Jeffrey’s work with American Pond Hockey is described as “the best of Wisconsin hospitality and serves as a model for tourism leadership.
View a full list of award nominees here.
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About the Wisconsin Department of Tourism
The mission of the Wisconsin Department of Tourism is to inspire travelers to visit Wisconsin. Because we believe in the power of exploration and travel, we work to market the state as a premier travel destination. By executing industry-leading marketing programs and establishing strategic partnerships, the Department plays a significant role in generating greater economic impact for Wisconsin through tourism. Learn more at industry.travelwisconsin.com.