WONDER OF
WISCONSIN
REFRESH AND RECONNECT 2020 was a year that robbed travelers of the moments they hold most dear – the chance to connect with loved ones, to recharge and live in the moment. Well, 2021 is going to be the year where travelers take it all back. It’s the year to recognize the power of travel and the industry’s role in reviving our vibrant communities and supporting Wisconsin’s economic recovery. I have so many reasons to be optimistic for Wisconsin’s tourism industry, an industry that proved time and time again that it is made up of resilient, innovative, hospitality-minded folks who are working diligently to offer safe and unique experiences. Not only did Wisconsin’s tourism industry fare better than the national average throughout the pandemic, but early reads on 2021 traveler data show the recovery has begun. I’m confident we have what travelers are looking for as they seek out a refreshing change from the four walls they’ve been feeling stuck within and finally reconnect with family and friends. If the 1920s were known as the Roaring Twenties, this time will be known as the Traveling Twenties. Whether you’re joining the revival of the Great American Road Trip or seeking outdoor adventure, Wisconsin is the perfect place to explore by car, motorcycle, foot, boat or bike (or snowmobile, skis, the list could go on!). In fact, no matter what you’re looking for, there truly is something for everyone in every season in Wisconsin. There are a range of accommodations and activities for any traveler to unwind at their own pace. And even if you think you know Wisconsin pretty well, you’ll likely find something that catches you by surprise. Maybe a hike will lead you to a breathtaking waterfall, you’ll stumble upon a new mural in one of Wisconsin’s vibrant downtowns, you’ll spend a night in a treehouse or your tastebuds will be wowed by a chef’s fresh spin on a Wisconsin classic. Wherever you wander in Wisconsin, there’s something unexpected ready to be discovered. Get ready to soak it all in and make lasting memories. Safe travels and happy trails,
Acting Secretary Anne Sayers
LOCAL DISCOVERY Tourism is an essential, cross-sectional slice of every community in the state. It always has been, but the past year sure drove the point home as more and more people bought local and traveled closer to home. According to Longwoods International, local spending infused $2.5 billion into Wisconsin’s economy that would have been spent elsewhere on a vacation, including nearly $821 million in restaurant spending. In a time when our communities needed us most, Wisconsin stood up for Wisconsin. By placing curbside orders, purchasing gift cards, supporting businesses highlighted through Travel Wisconsin’s recovery campaigns and sweepstakes like the Fish Fry Faceoff and Great Wisconsin Getaway, Wisconsinites played “visitor” at a micro-local level in the past year, exploring their nearby communities and local businesses. The benefits of supporting local businesses are vast and can make all the difference for a business struggling to keep their doors open and employees on the payroll. Traveler spending is re-circulated back into Wisconsin’s economy and benefits other related industries, such as construction, technology, agriculture, food processing and other service industries. This spending also generates tax revenues, which help pay for our roads, schools, programs for veterans, support for the disabled and elderly, and more. Plus, traveler spending helps support shopping and historical areas, art galleries, museums and many cultural and community events.
So, as you plan your summer bucket list and beyond, don’t overlook the opportunities waiting right in your own backyard. Our local neighborhoods are bursting with unique businesses, attractions and activities that beg to be explored. Buy the work from the local artist you’ve been eyeing. Book that day at the nearby spa. Pick up a freshly made farm-to-table dinner from a local favorite and pair it with a bottle of Wisconsin-made wine, beer or spirits, and let your happy tastebuds reap the rewards of your effort to keep your dollars local.
THE RETURN OF THE GREAT AMERICAN ROAD TRIP
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There’s scenic beauty to be found no matter where the road takes you in Wisconsin. And while the drives themselves are a great way to take in the state, there are so many opportunities to stop and stretch your legs while visiting a local shop or restaurant or enjoying some outdoor recreation. Check out these itineraries for some road trip inspiration.
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DOOR COUNTY NATIONAL SCENIC BYWAY Day 1
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In the charming town of Jacksonport, stop for a meal at Island Fever Bar and Grill, a Caribbean-style restaurant with locally sourced food. Check into the Innlet Motel, then head up to Cave Point County Park to see the waves crash into the rocky shore, stroll the sand beach of Whitefish Dunes State Park or hop on your bike to soak in the rustic country road scenery.
Drive to the most northern part of the peninsula where you can stand on a bluff and gaze across the strait known as Death’s Door. Tour the Door County Maritime Museum, or visit Newport State Park, Wisconsin’s only wilderness park and International Dark Sky Park. Treat yourself to some local refreshments at Island Orchard Cider. Stay at The Harbor Light Inn where you can enjoy a sauna, an outdoor fireplace and a sun terrace.
Day 2 When you drive into Baileys Harbor, you’ll be surrounded by acres of wetlands and wilderness. Explore the lush parks, including the orchids at the Ridges Sanctuary, or take in breathtaking views of Lake Michigan from high atop the Cana Island Lighthouse. Enjoy fine dining at Chives Door County and brews from Door County Brewing Company before spending the night at the waterfront resort Baileys Harbor Yacht Club.
Day 4 Sister Bay is home to the largest public waterfront in the area, and it’s the perfect place for history buffs. Artisans and volunteers bring the past to life at the Corner of the Past and Old Anderson House Museum (open May 28). Dine at the iconic Al Johnson’s Swedish Restaurant and Butik and enjoy a relaxing getaway and private water view balconies at the Country House Resort.
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DID YOU KNOW? You can freshwater surf on Lake Michigan.
As you make your way south, visit the picturesque Village of Ephraim, nestled along the Eagle Harbor bluffs. It’s a treasured place for artists with several galleries and studios to explore. A great photo-op is the warehouse at
Anderson Dock where you can read decades of graffiti. Experience a local culinary mainstay, the Door County fish boil, at the Old Post Office Restaurant (open mid-May). For a peaceful place to stay the night, the Somerset Inn & Suites is a quiet resort set on five acres of woods.
Day 6 Take a brief detour off the byway to enjoy a beautiful drive through Peninsula State Park, Wisconsin’s second oldest park. Pamper yourself with a massage and beautiful views when you check in at Settlement Inn and Lavender Spa, a cozy inn surrounded by nature. Enjoy upscale farm-to-table food at the White Gull Inn in Fish Creek.
Day 7 Check into the Landmark Resort in Egg Harbor where each room either has a view of the forested countryside or Green Bay’s sparkling waters. Don’t miss breakfast any time of day and shop while you eat at the Village Café. Have a glass of something refreshing at Harbor Ridge Winery or the renowned Door County Distillery. Sample some of Wisconsin’s finest at Door Artisan Cheese and Schartner’s Farm Market. Finish your road trip by taking in the sunset from Harbor View Park.
A FOUNDATION FOR GROWTH Wisconsin’s tourism industry saw record-setting numbers in 2019. The plan to springboard from that growth in 2020 and drive even greater economic activity for our state was quickly stifled. Instead, 2020 will set the baseline for the growth and recovery ahead as we build back – and beyond – the 2019 numbers. The good news? Signs of recovery have already arrived in Wisconsin and the future looks bright for Wisconsin’s tourism industry. Despite travel being down nationwide, Wisconsin welcomed 90.7 million visitors in 2020, outpacing the national average year-overyear travel spending, according to the U.S. Travel Association (USTA). An increase in the share of overnight trips from in-state, plus local spending, all led to Wisconsin faring better during the pandemic than most other states. In January and February 2021, Wisconsin’s recovery continued to outpace the national average travel spending year over year by 4 percent, according to USTA. The Arrivalist daily travel index shows that Wisconsin returned to 2019 levels (a record setting
year) for two-night trips or longer as of March 2021 and from January 1 through April 15, 2021, Wisconsin is exceeding 2019 levels by nearly 3.2 percent. Trips made by personal vehicle are anticipated to recover and return to pre-pandemic levels prior to air travel. As a state that has historically seen more than 90% of its travelers arrive by personal vehicle, Wisconsin is positioned to capitalize on this trend. Website traffic from organic search, another indicator of travel intent, is up more than 13 percent compared to 2019, the year that Travel Wisconsin set an all-time record for web sessions. Early indicators show that this growth is outpacing the national average as well. With signs of recovery already showing, Wisconsin is wellpositioned to capitalize on pent-up traveler demand.
NICOLET-WOLF RIVER SCENIC BYWAY Day 1
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Start enjoying the beautiful scenery at the Bear Paw Outdoor Center in the town of Wolf River for a day of kayaking, tubing and rafting. In the evening, head up to Mole Lake Casino and Lodge for a bite to eat at Café Manoomin. Afterward, book a room and enjoy the Lodge’s first-class accommodations.
Start the day at Jameson’s Whiskey Darlin’ in Crandon and enjoy the Coffee Bar. While in Crandon, shop the local stores downtown such as Tricia’s Treasures. Travel to Three Lakes where you can view the work of area artists at the Three Lakes Center for the Arts (open July 2). Check into Treehouse Village Resort, where you can stay in a vacation home in a private, wooded setting, and enjoy dinner at Black Forest Pub & Grille (open May 5).
At Three Lakes, find a good book to get lost in at Mind Chimes Bookshop. Get all your fishing needs at Jokin’ Joe’s Bait & Tackle and stop by Three Lakes Cheese Haus for your fix of cheese curds. Visit the Anvil Lake Trail to feed the chickadees before spending the night under the stars camping at Forest Pond Campground.
Day 2 Take a hike in the beautiful ChequamegonNicolet National Forest and don’t miss the Headwaters Wilderness area. Have lunch at Haen’s Popple River Brew Pub in Argonne, the first and only brewery in Forest County. Stay at Little Pine Motel and enjoy dinner at Main Street Ed’s.
DID YOU KNOW? Wisconsin is home to 205 craft breweries.
Day 5 Step back in time and learn more at the Eagle River Historical Society. Afterwards, bike or hike the Three Eagle Trail. Shop the day away in Eagle River and find treasures you can only find in the Northwoods. Have a beer and a bite at Tribute Brewery and Taphouse and stay the night in a quaint cottage at A1 Gypsy Villa.
WISCONSIN GREAT RIVER ROAD (ALL-AMERICAN ROAD) Day 1
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On the south end of Wisconsin’s Great River Road, stop for a pint at the landmark Potosi Brewery. Make your way to Prairie du Chien to enjoy the splendor of the St. Feriole Island Memorial Gardens, then head to Pete’s Hamburger Stand, an iconic burger joint that’s been standing for more than a century. Stay the night at the River District Hotel right in the heart of downtown.
Take a hike up Grandad Bluff, 600 feet high with breathtaking views. Paddle or Hydrobike with Island Outdoors, then dine at Fayze’s Restaurant and Bakery, a local favorite downtown that serves incredible homemade Talame buns, a Lebanese white bread. Cruise on the La Crosse Queen, a modern-day replica of the grand river boats that plied the Mississippi River in the early 1900s.
Arrive at Alma’s Buena Vista Overlook, with a natural viewing platform 500 feet above Alma and the Mississippi River Valley. Make your way to Pepin and visit the Laura Ingalls Wilder Museum, the famous writer’s birthplace, and take a stroll down to the Pepin Marina. Tour the winery Villa Bellezza, inspired by the area’s stunning river bluffs and sparkling Lake Pepin views, and enjoy lunch and a glass of wine. Take a step back in time when you stay at Harbor Hill Inn, a Queen Anne style Victorian home built in 1872.
Day 2 Make your way north and stop at Rush Creek Nature Area for a birding expedition. From there, hike Sugar Creek Bluff, which features lush prairies and vast forests. Then, dine and stay at Ferryville’s Swing Inn, which boasts homemade soup, sandwiches, daily specials, along with colorful company (ask about the resident ghost!).
Day 3 Learn all about the area at the Genoa National Fish Hatchery, which offers visitors information about the natural resources of the Upper Mississippi River. Keep driving until you hit La Crosse and check in at the Charmant Inn, where you can enjoy dinner on the rooftop and see the sunset over the river. Take a brewery tour at City Brewery, home of the World’s Largest Six Pack.
DID YOU KNOW? Wisconsin’s Driftless Area is home to one of the densest concentrations of organic farms in the country. Day 5 When arriving at Trempealeau, the historic village just north of La Crosse, take a hike at Perrot State Park. Visit the Kinstone Megalithic Garden, a spectacular megalithic garden and working permaculture site located on a bluff overlooking the Mississippi River. Spend the night at the Historic Trempealeau Hotel where you can enjoy a meal (try the walnut burger) or enjoy a traditional Wisconsin experience at Sullivan’s Supper Club.
Day 7 In the Village of Stockholm, explore galleries, crafts and dining, such as Purple Turtle Artisan Collective, the Stockholm Institute, the Stockholm Pie Company and the Abode Gallery. From there, explore Maiden Rock, a historic river and railroad settlement. Spend the night at Journey Inn, an eco-retreat where you can relax amongst open skies, flowing water and natural beauty.
LAKE SUPERIOR NATIONAL SCENIC BYWAY Day 1 Starting at the east end of the byway, drive to Washburn along the shoreline of Chequamegon Bay and hike Washburn’s 1.5mile walking trail along the shoreline of Lake Superior. Enjoy a fresh pastry or a homemade soup or sandwich at Café Coco Bakery. Spend the night right on the water at the Washburn Inn.
Day 2 A village of quaint cottages and magnificent Victorian homes, Bayfield is known throughout the world as a premier sailing and boating destination. Visit the Bayfield Maritime Museum, which educates visitors on the area’s fascinating nautical history. Shop at one of the many locally-owned stores, such as Stone’s Throw Art Gallery, which sells wares from local artisans. Have a gourmet meal and a room with a view when you stay at the Old Rittenhouse Inn.
Day 3 Leaving Bayfield, the byway enters the Red Cliff Band of Lake Superior Reservation. The tribe has approximately 60 square miles of watershed/shoreline area, 46 miles of streams and rivers and 22 miles of Lake Superior
shoreline. Have a drink at the Copper Crow Distillery, the first Native American-owned distillery in the nation. Eat, play and stay at Legendary Waters Resort and Casino.
Day 4 Take a side trip from the Byway when Meyers Road intersects to visit Meyers Beach – the starting point for many kayakers in summer and hikers in winter who want to view the magnificent mainland sea caves at Mawikwe Bay. The National Park Service also maintains a hiking trail that runs along the top of the red sandstone cliffs, offering spectacular views of Lake Superior.
Day 5 The Byway makes a steep descent to Cornucopia, Wisconsin’s northernmost town. Siskiwit Bay is protected and shallow, offering great swimming along the south shore. Next to the beach is the “Green Shed,” which houses the Cornucopia Museum. Enjoy a farm-to-table experience at The Fat Radish and spend the night at Siskiwit Bay Lodge Bed and Breakfast, situated right on the bay with spectacular sunset views.
Day 6 Drive to Herbster and enjoy Bark Bay Slough to kayak or canoe among a variety of bird and animal life and exotic water flora and wildflowers. Spend the night at a campground at the end of the peninsula between Bark Bay and Lake Superior. Enjoy a tasty bite, drinks and a view at Woody’s Food & Spirits.
Day 7 An often-overlooked little fishing village, Port Wing offers a wealth of adventures. The nearly two miles of sand beaches provide access for swimming, beach combing and watching some of the best sunsets on the South Shore. Dine out at the Port Bar and Restaurant and rent a cozy cabin to spend the night at the Port Wing Marina & Holiday Pines Resort.
DID YOU KNOW? Superior’s Pattison State Park boasts Big Manitou Falls. At 165 feet high, the waterfall is just two feet shorter than Niagara Falls.
WISCONSIN’S RICH NATURAL ASSETS Bordered by two Great Lakes and the mighty Mississippi River, home to more than 15,000 inland lakes, nearly half covered by forest, crisscrossed by 43,000 miles of river, dotted by rocky outcroppings and alive with abundant wildlife, Wisconsin’s spectacular natural assets just beckon us to come out and play.
WAYS TO EXPLORE: • Thousands of miles of trails (for hiking, biking, paddling, ATVing, snowmobiling, snowshoeing and skiing) • 68,500+ campsites with even more options for rustic camping • 540+ golf courses • 49 state parks
THE GREAT OUTDOORS HAS NEVER BEEN GREATER
• 31 ski and snowboard resorts (third-most in the U.S.) • 15 state forests
Wisconsin’s natural assets are truly remarkable. The Badger State is home to four seasons of incredible outdoor adventure, and that’s why outdoor recreation has long been one of the top reasons for visiting the state. Of course, the larger outdoor recreation industry, from manufacturers to retailers, outfitters and beyond, has long been an important economic sector, bringing in billions of dollars to our state. More than that, outdoor recreation has always been a way of life for Wisconsinites, offering vital mental and physical health benefits for both residents and out-of-state visitors. In the past year, the outdoors has provided an essential respite for so many during the pandemic. An Outdoor Recreation Roundtable survey found in May that 81 percent of Americans spent time outdoors since the onset of the pandemic, and 32.5 percent participated in outdoor activities for the first time. Data from the Wisconsin Department of Natural Resources backs this up. State parks recorded more than 21 million visits in 2020 among other increases in outdoor adventuring across all activities: • State park pass sales were up 42% with non-resident passes up 142% • Fishing license sales were up 11% with a 75% increase in first time fishing licenses • Total camping nights were up nearly 6%, despite campgrounds being closed in April, May and June Outdoor recreation is going to be key to economic recovery. Fortunately, Wisconsin has a winning combination of outdoor brands, retailers, outfitters, nonprofits and more along with an Office of Outdoor Recreation (one of the first in the Midwest) to unite and align the industry to help raise the profile of Wisconsin as an outdoor recreation destination while generating big economic impact.
• 10 state parks with accessible cabins • 2 accessible canoe campsites within the state park system
NATIONAL/INTERNATIONAL RECOGNITION: • 22 Bike Friendly Communities (Middleton, Dane County, Wausau, Green Bay, Sheboygan County, Monona, Menomonie, Sheboygan, Onalaska, Milwaukee, Sturgeon Bay, Appleton, Janesville, La Crosse, River Falls, Stevens Point, Verona, Sun Prairie, Eau Claire, Madison, Shorewood, Fitchburg) • 16 National Recreation Trails (Ahnapee State Park Trail, Anvil Lake National Recreational Trail, Bearskin State Trail, East Bank Trail, Elroy-Sparta State Trail, Ice Age Trail in Langlade County, Jacobus Park Nature Trail, Jordan Park Nature Trail, Kiwanis Trail [Janesville], Kohl Park Hiking Trail, Lauterman Trail, Oak Leaf Trail – Lake Loop, Oak Leaf Trail – Warnimont Park, Rock Lake Trail, Sugar River State Trail and Tribal Heritage Cross of the WIOUWASH Trail) • 6 National Water Trails (Chippewa River Water Trail, FoxWisconsin Heritage Water Trail, Milwaukee Urban Water Trail, Nelson-Trevino Canoe Trail, Rock River Water Trail, St. Louis River Estuary Water Trail) • 2 National Scenic Trails of just 11 in the nation (Ice Age National Scenic Trail, North Country National Scenic Trail) • 2 Nationally Designated Bicycle Routes (USBR 30, USBR 230) • 2 National Scenic Byways (Door County Coastal Byway, Wisconsin Lake Superior Scenic Byway) and One All-American Road (Wisconsin Great River Road) • 1 National Lakeshore (Apostle Islands National Lakeshore) • 1 National Riverway (St. Croix National Scenic Riverway) • 1 Tribal National Park (Frog Bay Tribal National Park) • 1 National Forest (Chequamegon-Nicolet National Forest) • 1 Internationally Recognized Dark Sky Park of just 130 in the world (Newport State Park)
DID YOU KNOW? Bradford beach in Milwaukee was named “America’s Most Accessible Beach.”
• Most Accessible Beach in U.S. (Bradford Beach)
MORE THAN JUST A BIKE RIDE OUTDOOR ADVENTURE DRIVES SIGNIFICANT ECONOMIC ACTIVITY ACROSS DIVERSE ECONOMIC SECTORS. Gear manufacturer designed and built the equipment.
Graphic artists created the tourism ad that inspired the family outing.
Software engineers developed a mapping app to guide the family’s adventure.
Main street retailer Local restaurant provided fitted and sold sustenance and an ice the equipment. cream cone on the way home.
Trail organization designed, built and maintains the recreation area.
Local farmer and grocery store supplied snacks to fuel the outing.
About Travel Wisconsin Travel Wisconsin is the official destination marketing organization for the State of Wisconsin operating under the Wisconsin Department of Tourism. We work to market the state as a premier travel destination while generating greater economic impact for Wisconsin through tourism. TravelWisconsin.com tourinfo@travelwisconsin.com 1-800-432-8747