The Wisconsin Department of Tourism is on a mission to boost the state's economy by enhancing its reputation and brand. During the March 26, 2025 Assembly Committee on Tourism meeting, officials emphasized the importance of promoting Wisconsin as a premier travel destination. This initiative aims to create economic opportunities for all residents, highlighting the department's commitment to driving growth through tourism. By focusing on elevating the state's image, the Department of Tourism seeks to attract more visitors, which in turn supports local businesses and communities. The discussions underscored the vital role tourism plays in Wisconsin's economic landscape, setting the stage for future strategies to maximize its impact.