Evers visits Cable, highlights Wisconsin tourism growth

Governor Tony Evers visited Cable, Wisconsin, this week as part of a statewide tour highlighting the importance of tourism.

The visit to the Cable Natural History Museum comes during National Travel and Tourism Week, where state leaders are recognizing the impact the industry has on local communities.

Evers, joined by state tourism officials, toured the Cable Natural History Museum and the Wayside Wanderings Natural Play Area, which was developed by the museum to help children learn about the region’s wildlife, forests, and natural landscapes.

“I’m just amazed at the work that local folks are doing to bring people to Wisconsin. Obviously, it’s a tourism place, but it’s one of these tourism activities where you’re learning at the same time. And the extraordinary talent of the people in the museum and what’s happening here is really quite extraordinary. So, good to be here—and I’ll be back,” said Evers.

State officials say tourism continues to be a major part of Wisconsin’s economy, with record levels of visitors and spending in recent years.

According to the Wisconsin Department of Tourism, the industry generated a record $25.8 billion in economic impact in 2024, averaging about $70 million per day.

The state also saw a record 114.4 million visits in 2024, along with $1.7 billion in state and local revenue generated from tourism activity.

Evers also pointed to outdoor recreation as a major driver of Wisconsin’s tourism economy, particularly in northern Wisconsin.

“Outdoor recreation in particular is really strong in Wisconsin. When I came into this office, one of the very first things was to make sure that we had outdoor tourism efforts in our state. And it’s paying off financially in every other way. So, I think we’re in a good place. We can always do more. But think about all that’s happening here in the Cable area, along with the museum and this facility—it’s just amazing. You don’t see that in other states,” said Evers.

The governor’s tour continued later in the day with a stop in Athens as part of a broader effort to highlight tourism across Wisconsin.