Brandon Lamb and his daughter, Ellie, 3, take in the sights during a visit to the opening day of Madison Museum of Contemporary Art’s Art Fair on the Square in July 2024. The art fair is one of Madison’s signature events and draws thousands of people to the city.
Whether it was camping at a state park, taking in an art fair, snowmobiling in the North Woods or strolling the Dane County Farmers' Market on a Saturday morning, tourists have come to Wisconsin in record numbers.
An estimated 50,000 people attend World Dairy Expo each fall at the Alliant Energy Center. The event helps buoy Dane County as one of the top tourist destinations in the state.
Sports are big business for the Madison area with thousands showing up at Camp Randall each fall for Badgers football games. The games pack area hotels and restaurants.
The state is filled with campgrounds, miles of rivers to paddle and lakes to fish. Eagle watching along the Wisconsin River is also a popular outdoor activity each January.
More than 600,000 people attended the NFL Draft at Lambeau Field in April 2025. The event pumped $105 million into the local economy and helped increase overall tourism spending in Brown County by nearly 7% to $1.5 billion.
An estimated 50,000 people attend World Dairy Expo each fall at the Alliant Energy Center. The event helps buoy Dane County as one of the top tourist destinations in the state.
Brandon Lamb and his daughter, Ellie, 3, take in the sights during a visit to the opening day of Madison Museum of Contemporary Art’s Art Fair on the Square in July 2024. The art fair is one of Madison’s signature events and draws thousands of people to the city.
More than 600,000 people attended the NFL Draft at Lambeau Field in April 2025. The event pumped $105 million into the local economy and helped increase overall tourism spending in Brown County by nearly 7% to $1.5 billion.
Sports are big business for the Madison area with thousands showing up at Camp Randall each fall for Badgers football games. The games pack area hotels and restaurants.
The state is filled with campgrounds, miles of rivers to paddle and lakes to fish. Eagle watching along the Wisconsin River is also a popular outdoor activity each January.
