WHLA at WIGCOT 2026: Education, Networking, and Industry Celebration

From March 15–17, WHLA staff and members joined tourism professionals from across the state at the 2026 Wisconsin Governor’s Conference on Tourism (WIGCOT), held at Milwaukee’s Baird Center and hosted by the Wisconsin Department of Tourism. As one of the nation’s premier state tourism conferences, WIGCOT once again delivered a dynamic mix of education, inspiration, and meaningful connections that continue to strengthen Wisconsin’s tourism industry.

Bringing together destination marketing organizations, attractions, and industry partners, the conference offered valuable insights into the latest trends, tools, and strategies shaping tourism today. From marketing and public relations to inclusivity, outdoor recreation, and grant opportunities, attendees walked away with fresh ideas to elevate their work and drive impact in their communities.

A Strong Start in a Championship City

​The conference kicked off Sunday evening with an energetic Opening Reception sponsored by Visit Milwaukee. With a sports-inspired theme fitting for the host city, attendees enjoyed interactive games, great food and beverages, and lively entertainment from Milwaukee Bucks DJ Shawna. The evening set the tone for the days ahead—bringing together colleagues, partners, and friends for connection and celebration.

Learning, Networking, and Industry Insights

Monday began with breakfast and a keynote session that energized attendees for a full day of breakout sessions. Topics spanned key areas of focus for today’s tourism leaders, offering practical takeaways and forward-thinking strategies.

A highlight of the day was the Networking Lunch: Honoring Tribal Tourism, sponsored by Potawatomi Casino Hotel. Attendees had the opportunity to learn more about Wisconsin’s 11 tribal nations and the growing impact of tribal tourism. Insights from industry leaders highlighted both longstanding and emerging attractions, along with ongoing efforts to elevate these important cultural experiences across the state.
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That evening, WHLA brought members together for a special “WHLA + Friends Networking Dinner” at the historic Brewhouse Inn & Suites. The group enjoyed great conversation over dinner before touring several unique suites within the property, hosted by General Manager Michael Carstedt—an experience that blended networking with a behind-the-scenes look at one of Milwaukee’s distinctive hospitality destinations.

Celebrating Excellence and Looking Ahead

Tuesday morning began with the Governor’s Tourism Award Nominee Recognition Breakfast & Keynote, where WHLA was proud to celebrate Jon Jossart of the Ambassador Hotel as a nominee for the Service Excellence Award—an honor that celebrates exceptional service to customers and a strong charitable involvement in the community.

The momentum continued throughout the day with additional breakout sessions and peer-to-peer roundtables, where attendees exchanged ideas and best practices on topics including marketing strategy, social media, group travel, outdoor recreation, and data-driven decision-making.
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During Tuesday’s lunch, attendees also got a look ahead as the Fox Cities were announced as the host of the 2027 WIGCOT.

A Memorable Finale

The conference concluded Tuesday evening with the Governor’s Tourism Awards Celebration Dinner, sponsored by the Wisconsin Dells CVB. With a theme of “Elegant in Emerald” in honor of St. Patrick’s Day, attendees embraced the festive spirit while celebrating the year’s award winners.
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The evening showcased the best of Wisconsin tourism—recognizing innovation, leadership, and the individuals and organizations that continue to move the industry forward. With entertainment inspired by Milwaukee’s reputation as the “City of Festivals,” it was a fitting and celebratory close to an impactful three days.

Continuing the Momentum

WIGCOT 2026 reinforced the strength and collaboration that define Wisconsin’s tourism and hospitality industries. WHLA is proud to have been part of this year’s conference and to stand alongside members and partners who are committed to growing and enhancing tourism across the state.
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We look forward to continuing the conversations, applying new ideas, and building on the connections made in Milwaukee—and to seeing many of you again in the Fox Cities for WIGCOT 2027.