MADISON, Wis. (Oct. 12, 2022) – The Department of Tourism recently awarded $225,743 in Joint Effort Marketing (JEM) grants. JEM grants provide partnership funding to help nonprofit Wisconsin organizations promote tourism, including 501(c)(6) organizations like convention and visitor bureaus and chambers of commerce.

“As our state’s tourism industry continues to rebound in Wisconsin, these grants build on that momentum by investing in the promotion of worthy endeavors that will bring tourism dollars to businesses and communities,” said Gov. Tony Evers. “I congratulate the JEM grant recipients and their commitment to showcasing all the unique and exciting activities Wisconsin has to offer.”

The latest round of grants supports nine organizations in destination marketing efforts and promoting holiday events, arts and cultural ventures, sporting activities and heritage celebrations.

“JEM grants recognize innovative tourism initiatives, and these projects throughout the state are sure to be memory-makers for everyone who visits them,” said Secretary-designee Anne Sayers. “It’s a pleasure to support our partners with their creative marketing campaigns and, in turn, the economic impact these events generate for local communities.”

August and September JEM grant recipients are as follows, listing the project; organization; and award amount:

  • Christkindl Market in the Broadway District; On Broadway, Inc.; $20,000
  • Cloth as Land: Hmong Indigeneity; John Michael Kohler Arts Center; $28,250
  • Destination Marketing Development for Sawyer County; Hayward Lakes Visitor & Convention Bureau; $15,712
  • East Troy Lights 2022; East Troy Area Chamber of Commerce; $5,856
  • Eau Claire Marathon; Visit Eau Claire; $39,500
  • (350th) Expedition Celebration; Driftless Development INC; $39,500
  • Into the Great Nearby; Wausau/Central Wisconsin Convention & Visitors Bureau; $20,000
  • Symphony Blockbuster Stay and Play; Milwaukee Symphony Orchestra, Inc.; $39,550
  • Wisconsin Learn to Ski and Snowboard Week; Skiing Wisconsin, Inc.; $17,375

JEM grants are awarded in five rounds throughout the year. The next deadline for organizations to apply is Nov. 1.

A JEM grant is often a catalyst for communities, giving them the means to tap into the power of travel to make a solid impact on their economy and create jobs for its residents. Eligible expenses include but are not limited to email marketing, print and broadcast ads, direct mail, public relations and billboards. For more information on the JEM program, deadlines and application materials, visit

In fiscal year 2022, the Department funded 49 JEM projects, awarding $1.13 million statewide. JEM grant funds are available to nonprofit organizations for the promotion of Wisconsin tourism events and destinations. The state can fund up to 75% of a project's first-year advertising and marketing costs and provide support for second- and third-year projects with decreasing amounts for funding until projects become self-sustaining. 


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.