Live From IPW: Wisconsin's Tourism Chief on Breaking Records—and Breaking Stereotypes

Wisconsin is proving that the Midwest can surprise travelers while breaking tourism records. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Wisconsin Secretary of Tourism Anne Sayers joins Afar deputy editor Michelle Baran to discuss how the state has achieved three consecutive record-breaking years of tourism growth under her leadership since December 2020, expanding from six media markets in 2019 to 14 today while transforming perceptions of the destination. A key part of Anne's strategy has been reframing Wisconsin as a four-season destination, showcasing winter activities like skiing, snowmobiling, and cozy cabin experiences to combat the perception that it's only a summer getaway. She emphasizes Wisconsin's unique blend of iconic American brands like Harley-Davidson, architectural treasures from Frank Lloyd Wright, and genuine Midwestern hospitality that creates unexpected discoveries for visitors. As Wisconsin rides momentum from hosting major events like the Ryder Cup and political conventions, Anne's vision is to establish the state as a must-visit domestic leisure destination where travelers can "discover the unexpected" throughout the entire state, from the Apostle Islands in the north to countless surprises in between. What You’ll Learn: Wisconsin is bursting with outdoor activities, including winter surfing and rockclimbing Wisconsin has a festival dedicated to when a piece of Sputnik fell in Manitowoc Wisconsin has 600 varieties of cheese. Wisconsin is the birthplace of Frank Lloyd Wright. Key Moments: [02:38] Sayers started her role in December 2020, and Wisconsin Tourism has now had its third record-breaking year in a row. [06:49] Wisconsin excels in celebrating winter with all kinds of outdoor fun, including skiing, snowmobiling, and walking on frozen lakes. [8:53]: Visitors can see Frank Lloyd Wright’s home and a school, place of worship, and conference center all designed by him. [11:13]: Wisconsin is home to the world’s largest refracting telescope. Resources Read the transcript of this episode Learn more about Travel Wisconsin Find Travel Wisconsin on Facebook and Instagram Read Afar’s recent Wisconsin coverage Previous Episode: Brad Dean, President & CEO of Explore St. Louis, on the city’s incredible momentum. Up Next: Carolann Ouellette, President of the Maine Office of Tourism. Complete Series: View From Afar Also in this IPW series: Hear from Kristen Reynolds, President & CEO of Choose Chicago, on how the city celebrates diversity, inclusion, and the Pope (of course). Stay Connected Subscribe to View From Afar to catch all 20 IPW episodes this week. Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content. Sign up for our travel industry newsletter, Afar Advisor. Rate and review the show to help other travel professionals discover these insights. Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week. This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound. Learn more about your ad choices. Visit megaphone.fm/adchoices