Tourism Officials say Winter is ‘Big Business’ for Wisconsin

Winter temperatures are currently swinging back to the warmer side, but Wisconsin is still very much in the mood to celebrate the season. Tourism officials say winter remains one of the best – and most misunderstood – times to experience the state.

“Tourism is no small part of Wisconsin’s economy,” Secretary of Tourism Anne Sayers explains. “It’s a $25.7 billion industry, fueled by visitors who spend time and money in local communities, generating tax revenue that supports services statewide.” 

But her job goes beyond the big business of dollars and cents.

“Our role is really about celebrating all the amazing parts of Wisconsin,” she says. “And putting our hospitality front and center. We’re really good at that.”

That hospitality is often a surprise to visitors. And there’s one thing Sayers hears over and over again.

“I had no idea Wisconsin has this,” she explains. “And it can range from surprise about our arts and culture to our natural resources.”

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Do you know about these Wisconsin features?

• The state has more than 15,000 inland lakes and access to two Great Lakes
• Two of the nation’s 11 national scenic trails are found in the Badgers State
• Wisconsin is home to the only master cheesemaker program in the country 
• State cheesemakers create more award-winning cheese than anywhere else

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And while sports and outdoor traditions remain a big part of Wisconsin’s identity, Sayers emphasizes the experience goes deeper. A trip to Lambeau Field, for example, isn’t just about football. It’s about community, history, and being welcomed by strangers offering chili from the tailgate gathering right next to you.

“Winter,” she says, “is something Wisconsin does well!”

One seasonal highlight is A Cherry Pie Christmas, a cozy holiday movie filmed entirely in Door County. And unlike many films set in Wisconsin but shot elsewhere, this one features real snow and very real locations. Destination Door County has even created a self-guided trail allowing visitors to stop at filming locations, collect passport stamps, and earn prizes. Thousands have already taken part.

Holiday markets are another winter draw. European-style Christmas markets pop up across the state, including the Christkindl Market in Sparta and Villa Bellezza in Pepin. Shoppers can browse offerings from local artisans, sip mulled wine, and take in scenic winter views along the Great River Road.

Now, for those of you less enthusiastic about cold-weather adventure, Wisconsin offers plenty of warm alternatives. 

Those indoor water parks, pioneered in Wisconsin Dells, remain very popular. And destinations like Kalahari, Wilderness Resort, Mount Olympus, and Blue Harbor Resort offer tropical temperatures year-round. Other options include illuminated winter walks like Aquavia Lumina, science centers, and hands-on attractions across the state.

Wisconsin also leads the nation in children’s museums per capita, offering interactive learning experiences from Appleton to Wausau to Manitowoc. Many of these spaces cater just as much to adults as kids, too. 

“I learn something new every day,” Sayers says. “It’s an incredibly special state, and we’re so lucky that it’s ours.”

Listen to a discussion about Wisconsin tourism here:

[podcast src="https://civicmedia.us/shows/matenaer-on-air/2025/12/18/a-well-kept-secret-is-still-a-secret-hour-2"]

So, whether it’s a weekend getaway, a quiet walk through a winter park, or a family road trip during the holiday break, Wisconsin’s winter season is full of reasons to explore. 

If you are a traveler ready to plan, Sayers recommends the TravelWisconsin.com website. You can find a Snow Report, which helps visitors who want to see the latest conditions, lodging, dining, and nearby attractions all in one place.