Week of activations highlights tourism’s impact, national momentum, and the energy driving Milwaukee forward

Visit Milwaukee is celebrating National Travel & Tourism Week (May 3–9) with a dynamic lineup of events and storytelling that showcase how tourism is fueling the city’s momentum and shaping what’s next.

In Milwaukee, tourism isn’t just about visitors. It’s a major driver of the local economy and the experiences residents enjoy every day. Visitors account for 28% of all spending across key sectors, including restaurants, retail, attractions, and accommodations, helping power businesses and neighborhoods across the city. For restaurants in particular, visitor spending accounts for 34% of all spending. Milwaukee’s tourism industry continues to grow, generating $4.321 billion in total economic impact and supporting more than 28,000 Milwaukee families, while delivering significant tax revenue that benefits residents.

“Tourism is one of the engines behind Milwaukee’s growth right now,” said Peggy Williams-Smith, president and CEO of Visit Milwaukee. “It supports local businesses, creates jobs, and brings new energy to every neighborhood. National Travel & Tourism Week is our chance to celebrate that impact and invite more people to experience Milwaukee for themselves.”

“In Milwaukee County, tourism strengthens our economy, supports thousands of good-paying jobs, and showcases everything that makes our community special,” said Milwaukee County Executive David Crowley. “When people choose to visit Milwaukee, they’re investing in our local businesses, our neighborhoods, and the experiences that make this community so vibrant. During National Travel and Tourism Week, we highlight the vital role of tourism in growing our economy, supporting working families, and bringing people together.”

“Visitors add enormously to Milwaukee’s economy. Travel and tourism amplify our national reputation, they boost our quality of life, and, most of all, the money visitors spend creates jobs in Milwaukee,” Mayor Cavalier Johnson said. “I am enthusiastic about our hospitality industry all year, especially during National Travel and Tourism week.”

“Restaurants are at the heart of Milwaukee’s story, and visitors play a huge role in keeping that story vibrant,” said Kristine Hillmer, President and CEO of the Wisconsin Restaurant Association and Visit Milwaukee Board Chair. “When people choose Milwaukee, they’re not just filling tables, they’re supporting local chefs, family-owned establishments, and the teams that bring our dining scene to life every day. With more than a third of restaurant spending coming from visitors, tourism directly fuels innovation, job creation, and the unique culinary experiences that define Milwaukee’s Flavor Era. It’s a powerful cycle that benefits both our industry and our community.”

To kick off the week, Visit Milwaukee is launching two new videos that provide an inside look at how tourism works in Milwaukee and why it matters. “How Tourism Powers Milwaukee” is an overview of how the organization promotes the city and supports the local economy, while “How Meetings Come to Milwaukee” offers a behind-the-scenes look at how conventions and major events are secured and the impact they bring. Both videos are available here and will be promoted throughout the week. To download high-resolution versions of the videos, click here.

This week will also signal the start of Visit Milwaukee’s annual City of Festivals campaign, which promotes our rich culture of celebration, our unique festival grounds, and our dynamic neighborhood fests.

“As the City of Festivals, Milwaukee draws travelers from around the world to Henry Maier Festival Park , where they experience music, food, and cultural celebrations along the lakefront,” said Sarah Pancheri, President and CEO, Milwaukee World Festival, Inc. “Locally, those visits contribute to significant results —events at the park generate $263.2 million in economic impact annually for the city and support thousands of jobs.”

Throughout National Travel & Tourism Week, Visit Milwaukee will highlight the many ways visitors experience the city and contribute to its continued growth:

• Meetings Matter (May 4): Spotlighting the economic impact of meetings and conventions, including the arrival of Meetings Today Live! in Milwaukee, which is a gathering of regional meeting planners hosted by the trade publication and taking place May 3-6 at the Hyatt Regency.
• Culinary Tourism (May 5): Celebrating Milwaukee’s growing reputation as a dining destination, building on recent national attention and the forthcoming America Great Lakes Michelin Guide.
• City of Festivals (May 6): Showcasing the events and cultural moments that define Milwaukee’s energy year-round, while launching our annual summer-long, Midwest-wide campaign that celebrates Milwaukee as the City of Festivals.
• Sports Tourism (May 7): A major announcement bringing a high-profile, philanthropic sports moment to the city this summer.
• Gold Rush Cheese Swap (May 8): All are invited to attend this playful, community-driven event at The New Fashioned on May 8 at from 11-1 p.m. where participants swap unique blocks of cheese while exploring Milwaukee through the Gold Rush scavenger hunt in partnership with Map King. The Gold Rush experience encourages participants to discover new neighborhoods and businesses across the city. The interactive guide is available here.

Milwaukee continues to gain national attention for its dining scene, festivals, sports, and cultural experiences. From major events to everyday exploration, visitors are discovering the city in bigger ways and contributing to its continued growth.

“Milwaukee is having a moment, and people are noticing,” said Williams-Smith. “This week is about celebrating the role tourism plays in that momentum and making sure more people are part of it.”

For more information on how tourism impacts Milwaukee and to explore Milwaukee’s Flavor Era, visit visitmilwaukee.org/insights.

To check out Visit Milwaukee’s new Flavor Era merchandise, also launching this week, click here.

About Visit Milwaukee

Visit Milwaukee creates economic impact and supports a stronger, more inclusive community by promoting the Greater Milwaukee area as a premier tourism destination. Strengthened by Visit Milwaukee’s dynamic convention and leisure marketing initiatives, tourism to Milwaukee contributes $6.388 billion to the local economy, supporting nearly 44,000 hospitality employees. Visit Milwaukee has over 900 members, including hotels/motels, restaurants, attractions, services, and area businesses. The Wisconsin Center District, with its recently completed $456 million Baird Center expansion, the city of Wauwatosa, and Potawatomi Casino | Hotel are strategic partners with Visit Milwaukee, providing funding support for conventions and tourism programs. For more information call (800) 554-1448 or visit www.visitmilwaukee.org.