WHLA President & CEO Bill Elliott, CAE, and Vice President Monica Goeke, CAE, represented our association at this year’s event, engaging with members, tourism leaders, and subject matter experts to discuss key industry trends and opportunities.
Embracing a ‘Boundless’ Future for Wisconsin Tourism
This year’s theme, "Boundless," paid tribute to the vast opportunities within Wisconsin’s tourism industry—particularly the growing impact of outdoor and recreational tourism. From hiking and water sports to snowmobiling and eco-tourism, Wisconsin continues to leverage its natural beauty to attract visitors year-round.
The conference also reinforced the power of a growth mindset, highlighted in an inspiring keynote that encouraged industry professionals to embrace innovation, adapt to change, and drive tourism forward. Connecting with Industry Leaders & Celebrating Success
WIGCOT provided an incredible platform for WHLA to connect with our members in attendance, as well as tourism leaders, state officials, and hospitality professionals from across Wisconsin. Engaging sessions and networking opportunities sparked insightful discussions on industry trends, workforce solutions, and strategies for enhancing guest experiences.
One of the event’s highlights was the annual awards dinner, recognizing outstanding contributions to Wisconsin’s tourism industry. The evening was capped by posthumously recognizing Tom Diehl with a legacy award. Mr. Diehl had a profound impact on Wisconsin’s tourism industry, and his advocacy on our behalf helped to bolster our industry over the course of decades. WHLA congratulates all the award winners and nominees who have demonstrated excellence and dedication in promoting travel and hospitality across the state. Milwaukee to Host WIGCOT 2026
Exciting news was shared at WIGCOT 2025--Milwaukee will host next year’s conference! Visit Milwaukee President & CEO Peggy Williams-Smith announced that WIGCOT 2026 will bring tourism leaders from across the state to Wisconsin’s largest city, offering an incredible opportunity to showcase Milwaukee’s dynamic hospitality scene. The Greater Milwaukee Hotel & Lodging Association is thrilled to welcome the industry next year, and we can’t wait to help highlight all that the city has to offer!
Looking Ahead
As we reflect on WIGCOT 2025, we are energized by the collaborations and ideas shared throughout the conference. We look forward to applying these insights to continue advocating for and supporting Wisconsin’s hotel and lodging industry.
Thank you to everyone who connected with us in La Crosse! Stay tuned for more updates as we build on these discussions in the months ahead. Check Out Our Event Photos!
Were you at WIGCOT? We'd love to hear about your key takeaways! Share your thoughts in the comments or tag us on social media.
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