Tourism Secretary Anne Sayers at a legislative hearing argued for increased investment in Wisconsin tourism, supporting Gov. Tony Evers’ proposed budget that would boost staff and marketing funding.
Sayers told the Assembly Committee on Tourism yesterday the department needs money for marketing to drive visitors to Wisconsin, as well as more staff positions in the upcoming biennium.
Wisconsin was 27th in the nation for direct visitor spending in 2019, and jumped to 23rd in the nation in 2023, according to Sayers. She said a goal for the state is to reach top 20 in the coming years.
Sayers outlined Evers’ proposed tourism budget and warned any cuts to the department would directly impact marketing. The governor’s proposal is similar to the current operating budget of the department at $31 million. Evers’ budget would bring the budget to $34 million over the biennium.
The department does not currently have an office of film and creative industries. Sayers said film work is managed by the communications director, Craig Trost. The governor’s proposal would create the office with three new staff positions, and $10 million of annual tax credits at the Department of Revenue.
Sayers praised the addition of three staff for the office of outdoor recreation and two more staff for the office of group travel proposed in Evers’ budget.
She also backed Evers’ proposed investment in arts spending, as Wisconsin currently ranks 49th in the nation in per capita arts funding. Evers is proposing nearly $3 million in arts funding and $1 million in one-time funding for a Rural Creative Economy grant program housed in the Department of Tourism.
