WHLA Leaders Testify on SB 998, the “Tourism Promotion Improvement District Bill”

​Today, March 10, the Wisconsin Hotel & Lodging Association (WHLA) took an important step forward in advancing SB 998, also known as the Tourism Promotion Improvement District (TPID) Bill.

WHLA President & CEO Bill Elliott, CAE, provided testimony in support of the legislation, joined by Amy Boston, dual General Manager of the Holiday Inn Hotel & Conference Center and Holiday Inn Express in Stevens Point and WHLA Board Chair, and Larry Robe, General Manager of the Knickerbocker on the Lake and WHLA Board Director as well as President of the Greater Milwaukee Hotel & Lodging Association (GMHLA).

This testimony reflects WHLA’s ongoing commitment to strengthening Wisconsin’s tourism industry and supporting tools that allow local communities to grow their visitor economy. Our members have been following this legislation closely, and today’s testimony represents a pivotal moment in advancing this effort on behalf of hotels, motels, short-term rentals, and the broader hospitality ecosystem.

What SB 998 / TPID Legislation Does

Tourism is a vital economic driver for communities across Wisconsin. SB 998 would allow municipalities or counties to establish Tourism Promotion Improvement Districts (TPIDs) at the request of lodging businesses. A TPID may be created when hotel, motel, and short-term rental owners representing at least 50% of rooms in a proposed district request its formation.
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Key elements of the bill include:

• Lodging owners develop an operating plan, subject to municipal or county approval, outlining tourism-related improvements, funding sources, and the intended lifespan of the district.
• Funding may include assessments on participating hotels, motels, and short-term rentals.
• TPIDs may coordinate with existing destination marketing organizations (DMOs), such as convention & visitors bureaus or chambers of commerce, to carry out tourism promotion activities.

Strong safeguards ensure accountability and flexibility: TPIDs can be renewed with owner support representing at least 50% of rooms, and districts may be dissolved in cases of mismanagement or by request of owners representing 65% of rooms.

Why This Matters

TPIDs offer a voluntary, locally driven tool for communities to strategically invest in tourism promotion. By partnering with local governments, hotels, motels, and short-term rentals can help their communities attract more visitors, extend stays, and build long-term economic growth.

WHLA extends sincere thanks to Representative Dave Armstrong and Senator Jesse James for their leadership in advancing Wisconsin’s tourism industry. We are proud of today’s testimony and remain committed to working with lawmakers, members, and community leaders as SB 998 moves through the legislative process.