The Wisconsin Department of Tourism is a governmental agency of the U.S. state of Wisconsin responsible for marketing and promoting the state as a travel destination.^[3] The Department has been led by Anne Sayers since December of 2020. ^[4]

A primary tool that the department uses to fulfill its mission and duties is maintaining its official web site, TravelWisconsin.com, which contains a wide variety of information, including access to reservations at various amenities. Although the department has had the site since 1996, a major update occurred in 2001 as part of a strategic re-prioritization of information technology.^[5]

Tourism is a huge economic driver in Wisconsin. In 2018, the industry had a $21.6 billion impact on the state with more than 112 million visitors. Additionally, tourism in 2018 generated $1.6 billion in state and local revenue and $1.2 billion in federal taxes and supported 199,073 jobs in the state of Wisconsin.^[6] In 2021, Wisconsin tourism had a $20.9 billion total economic impact and supported more than 169,000 full and part-time jobs.

Although a department of tourism was called for by leaders as early as 1967,^[7] prior to 1995 state sponsored tourism promotion was performed as a division of other departments.^[8] The department began operations on December 24, 1995, under its first secretary Richard "Moose" Speros.^[9]

The Wisconsin Department of Tourism invests heavily in ventures around the state through grant programs.^[10]

Four boards are attached to the Department of Tourism:^[8]

• Wisconsin Arts Board
• Kickapoo Reserve Management Board
• Lower Wisconsin State Riverway Board
• Wisconsin State Fair Park Board

• Wisconsin State Fair