MADISON, Wis. (May 8, 2023) – This week, the Wisconsin Department of Tourism celebrates the ways Wisconsin’s tourism industry is moving forward, driving economic impact and welcoming travelers to make lasting memories in recognition of National Travel and Tourism Week (NTTW). 2023 marks the 40th anniversary of NTTW with a theme of “Travel Forward.”

“This year’s National Travel and Tourism Week resonates with Wisconsin’s own motto and the state tourism industry in particular, which continuously strives to be a national leader,” said Governor Tony Evers. “The commitment and drive of the folks of the tourism industry make Wisconsin a standout destination. Their work creates thousands of jobs, grows local economies and brings joy to countless travelers. That’s why my budget seeks to move the $20.9 billion tourism industry forward to a bigger future that benefits all of Wisconsin.”

With summer fast approaching, Travel Wisconsin’s summer advertising campaign is already underway, reaching potential visitors in 12 Midwestern markets. The campaign highlights Wisconsin’s celebratory spirit and welcoming nature while inspiring travelers to experience a wonder-filled summer.

“Wisconsin has what travelers seek in a memorable vacation, and tourism partners across the state work hard year-round to maintain our reputation as a premier travel destination,” said Tourism Secretary Anne Sayers. “The travel industry fuels every industry, and its success is Wisconsin’s success. Tourism generates billions of dollars in economic impact and supports tens of thousands of jobs. It’s an honor to serve and celebrate such a vital industry.”

Organized by the U.S. Travel Association and held annually during the first full week of May, National Travel and Tourism Week (May 7-13) recognizes the travel industry’s essential role in stimulating economic growth, cultivating vibrant communities, creating quality jobs, inspiring new businesses and elevating the quality of life for Americans every day.

To mark NTTW, Governor Tony Evers, Tourism Secretary Anne Sayers and Wisconsin’s Office of Outdoor Recreation Director Mary Monroe Brown will visit communities throughout the state this week to meet with local tourism partners and tour businesses, attractions and destinations.

Department of Tourism representatives are available for virtual NTTW interviews today. Schedule an interview with the media contact listed above.




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