Today, the Wisconsin Department of Tourism announced that for the first time since 2017, it will host its 2026 Wisconsin Governor’s Conference on Tourism (WIGCOT) in Milwaukee from March 15-17, 2026. As one of the state’s premier tourism industry events, WIGCOT brings together hundreds of business owners, tourism professionals, and community leaders to share insights, foster collaboration, and celebrate Wisconsin’s vibrant travel industry.
“We are honored to welcome the 2026 Wisconsin Governor’s Conference on Tourism to Milwaukee and incredibly grateful to Secretary Anne Sayers and her team for this opportunity,” said Peggy Williams-Smith, president and CEO of Visit Milwaukee. “Following the wonderful conference in La Crosse this year, we are excited to showcase Milwaukee’s world-class hospitality scene and vibrant cultural attractions to our peers and partners in the tourism industry. We look forward to collaborating with Milwaukee’s hospitality community and the stunning Baird Center team led by Marty Brooks to ensure a remarkable experience for everyone involved.”
WIGCOT 2026 is expected to draw hundreds of attendees from across Wisconsin, including representatives from destination marketing organizations, hotels, restaurants, tour operators, and attractions. Held at the newly expanded Baird Center, the conference will offer participants the chance to enjoy insightful educational sessions led by tourism experts who will share the latest strategies in marketing, visitor engagement, and economic development. High-profile keynote speakers will inspire attendees with success stories, best practices, and forward-thinking ideas that exemplify innovation in travel and tourism. A range of networking opportunities will foster new partnerships, and Milwaukee’s “Top Chef”-recognized culinary scene, iconic entertainment, and diverse attractions will be showcased throughout, illustrating why the destination continues to emerge as a one of the best big cities in the country, according to readers of Conde Nast Traveler.
The 2025 conference, held in La Crosse from March 9 to 11, marked a significant milestone for tourism professionals statewide. Attendees experienced top-tier educational sessions, dynamic keynote speakers, and networking opportunities that reinforced Wisconsin’s standing as a leading travel destination. Building on the momentum and success of the La Crosse gathering, Milwaukee is poised to deliver an equally unforgettable conference in 2026.
“We can’t wait to roll out the red carpet for our colleagues next year,” said Williams-Smith. “The energy in Milwaukee is palpable right now and with so much momentum and plenty of new tourism developments on the horizon, I’m positive that our community will delight both first-time attendees and returning guests. Hosting WIGCOT 2026 underscores our commitment to growing Wisconsin’s tourism industry—and doing it together.”
Additional conference details, including venue information and speaker lineups, will be announced at a later date. For the latest updates and more information on the Wisconsin Governor’s Conference on Tourism, please visit industry.TravelWisconsin.com or Visit Milwaukee's WIGCOT 2026 page.