Fresh. Flavor. Forward.
2024 VISIT MILWAUKEE ANNUAL REPORT
TOURISM DRIVES MILWAUKEE
Milwaukee realized impressive growth in tourism spending in 2024, underscoring its essentiality to the region’s economy.
$2.439 BILLION 28,091 IN DIRECT VISITOR SPENDING FULL-TIME JOBS SUPPORTED BY TOURISM
$242.2 MILLION
$4.321 BILLION IN TOURISM-BASED ECONOMIC IMPACT
$6.632 BILLION IN TOURISM-BASED ECONOMIC IMPACT IN THE FOUR-COUNTY GREATER MILWAUKEE AREA 25.68% OF THE STATE’S TOURISM IMPACT
VISITOR SPENDING PERCENTAGE BY CATEGORY
THERE’S POWER IN GETTING TOGETHER. AND NOBODY DOES IT BETTER THAN MILWAUKEE.
DEAR VISIT MILWAUKEE PARTNERS AND SUPPORTERS, Milwaukee’s vibrant visitor economy is more than just numbers— it’s the lifeblood of our community, fueling equitable growth, job creation, and unforgettable experiences. The year 2024 proved just how fundamental tourism is to our city’s identity, bringing together diverse stakeholders and forging new pathways for sustainable success.
Hosting the Republican National Convention ignited an unprecedented wave of visitors, filling hotels, restaurants, and entertainment venues to capacity. Our community benefited from this surge, and Milwaukee’s reputation as a world-class destination soared. But it wasn’t about a single event. Our tourism momentum continued year-round, from marquee sporting events to leisure travelers eager to explore our cultural treasures and waterfront vistas.
Looking ahead, we see unlimited opportunities for further community alignment and sustainable growth. With a new era for our Baird Center, the rich legacy and continued development of our festivals, and the enduring support of local partners, we’re poised for remarkable achievements for years to come. Together, we’ll keep Milwaukee shining as an unbeatable destination for visitors and an economic powerhouse for residents, embracing the next phase of our collective journey. I want to express my heartfelt gratitude to all of our partners
and the dedicated Visit Milwaukee team, led by Peggy WilliamsSmith, whose tireless efforts have made our community shine throughout my two-year term as chair of the Visit Milwaukee Board of Directors. As I pass the torch to incoming chair Kristine Hillmer, president & CEO of the Wisconsin Restaurant Association, I wish her the very best in continuing to guide Milwaukee’s tourism sector toward a vibrant and prosperous future.
Sincerely,
Sarah Pancheri Chair, Visit
Milwaukee President and Chief Executive Officer Milwaukee World Festival, Inc.
MEETINGS MOVE MILWAUKEE FORWARD
MILWAUKEE’S MEETINGS AND CONVENTIONS SCENE didn’t just hit new heights in 2024, it soared. Thanks to strategic sales outreach, national partnerships, a new tradeshow booth, and a relentless pursuit of opportunity, Visit Milwaukee’s Sales team set the stage for sustained success.
Sales Team Record
The team secured an impressive 287,000 hotel room nights, exceeding target by 117% and setting a new record for city-wide bookings. Their tireless efforts—backed by 32 tradeshows, 95 site visits, and three strategic sales missions—are clear proof that boots-on-the-ground engagement pays off.
Legacy Bookings for Future Decades
Our biggest headline yet? The American Society of Association Executives (ASAE) chose Milwaukee for its flagship 2034 Annual Meeting & Exposition, a 5,000-attendee event often called the “Super Bowl of meetings.” With immediate economic impact projected at $15–18 million and long-term bookings from up to 20% of attendees within 5 years, ASAE’s commitment cements Milwaukee’s national meetings prominence for the future.
Forging Strong Industry Partnerships
Connect Marketplace, with its unforgettable showcase last August, was just the beginning. We forged deep ties with PCMA in Year Two of our partnership and launched our first official ASAE alliance in early 2025, ensuring Milwaukee remains top of mind among meeting professionals and advisors.
Looking Ahead—More Big Events
IAEE’s Expo! Expo! heads to Milwaukee in 2026 and the TEAMS Conference & Expo for 2027. These bookend our broader strategic calendar, stacking momentum for sustained economic impact by bringing in hundreds more association and sports event planners.
EVENT EXPERIENCE TEAM RATED
4.95/5 BY MEETING PLANNERS
100% OF MEETING PLANNERS SAID THEY WOULD RETURN TO MILWAUKEE SALES TEAM BOOKED
287,000 HOTEL ROOMS
None of this would have happened without the $456 million expansion of the Baird Center that not only doubled venue capacity, it powered this entire meetings pipeline. With 192 events and 420,000+ attendees in its first year post-expansion, the venue has positioned Milwaukee as the must-see destination for convention business.
A DEFINING MOMENT FOR MILWAUKEE
The 2024 Republican National Convention (RNC) showcased Milwaukee’s resilience, community alignment, and world-class hospitality. The numbers speak for themselves: The event delivered over 1.1 trillion potential media impressions, $2.1 billion in ad equivalency, and a total economic impact of $321.5 million—supporting 3,441 total jobs and generating $16.8 million in state and local tax revenue.
Hotels reached capacity, with some properties reporting 100% occupancy and record-breaking revenue. Industry leaders hailed the economic boost, noting that the influx of visitors fueled nearly every sector—from dining and retail to arts and culture. An estimated 50,000 attendees descended on Milwaukee, driving $216.3 million in direct spending for the event and ultimately propelling Milwaukee’s hospitality sector to one of its most robust performing weeks in modern history. Even an unexpected security incident couldn’t derail our collective efforts. Local businesses, volunteers, and public safety officials joined forces to ensure visitor wellbeing,
exemplifying the community spirit that defines Milwaukee. Partner restaurants like Dorsia, 3rd Street Market Hall, and Mader’s each logged remarkable foot traffic, while Antigua and Central Standard saw surges in demand and brand visibility.
The convention’s ripple effects will continue to linger, attracting future conventions, driving infrastructure enhancements, and advancing Milwaukee’s status as a premier destination.
$216.3 MILLION
GENERATED IN DIRECT SPENDING
“Looking at Milwaukee as a destination for my clients with a large citywide conference is a no brainer. They’ve proven they can handle a major group when they successfully hosted the RNC.” – MEETING PLANNER, RNC ATTENDEE
SCORING BIG WITH SPORTS
Sports Milwaukee knocked it out of the park in 2024 with a robust slate of sports-related bookings and promotions.
USA Wrestling Junior National Duals and USA Fencing’s Summer Nationals
These events will spotlight Milwaukee’s capacity to host largescale sports competitions and cultivate visitor engagement.
Bobby Portis & Christian Yelich Campaigns
By partnering with local sports icons Bobby Portis and Christian Yelich, we showcased Milwaukee’s athletic spirit and community pride. Over 1M impressions and 21.8K engagements fueled enthusiasm for the city’s sports scene through our Bobby Portis campaigns, and Christian Yelich’s Homeplate fundraiser generated significant funds benefiting our hospitality tuition grant program.
Home Team Collaborations
Partnerships with the Milwaukee Bucks, Brewers, Admirals, Wave, Milkmen, and UW-Milwaukee Panthers in 2024 amplified brand awareness, broadening our reach to new audiences and reinforcing Milwaukee's position as a high-energy sports destination.
56,911 Booked business for future years
53,272 Rooms booked in 2024
$88,596,780 Economic Impact
CHRISTIAN YELICH
LEISURE TRAVEL TAKES CENTER STAGE
MORE VISITORS, MORE FUN! Our marketing and earned media campaigns in 2024 championed Milwaukee’s fresh flavors and fresh coast vibes, helping to increase demand for Milwaukee’s hotels nearly a full percentage point year over year.
Milwaukee Flavor: The Cookbook Campaign
A fresh, flavorful take on tourism, the digital launch of this cookbook enticed culinary enthusiasts with personal recipes from 65+ diverse Milwaukee chefs. Marketing around the cookbook’s release served up 751K+ impressions and 17.7K engagements, inviting visitors to truly taste Milwaukee.
Joshing Around Milwaukee
Our podcast moved to WTMJ Radio in 2025, but continued to highlight hidden gems and signature experiences through the lens of local personalities Josh Albrecht and...our own Chief Marketing Officer Josh Albrecht. The podcast generated 812K+ impressions and 7,949 engagements, inspiring travel itineraries and promoting partner businesses.
Seasonal Marketing Blitzes
Targeted digital promotions captured Milwaukee’s all-season appeal—from our annual City of Festivals campaign to fall harvest events to winter wonderlands. Collectively netting 7.36M digital ad impressions and 122.3K clicks, Milwaukee proved it’s a destination for every traveler profile.
2024 Epsilon Digital Campaign
With this campaign, which targeted high-intent travelers across regional markets, we generated a substantial $4.6 million in visitor spend, boasting a $42:1 return on ad spend.
More than 425,000 unique individuals were reached, translating into 22,200 visitors who executed 71,500 transactions, with dining (26% of total spend) reigning supreme. Chicago remained our top feeder market, contributing 40% of visitor spend and 42% of visitors, reaffirming Milwaukee as prime regional getaway.
In 2024, the Milwaukee Theater District continued to strengthen its position as the city’s premier hub for performing arts through strategic marketing campaigns, community engagement, and digital growth.
Annual initiatives such as It’s Alive on the RiverWalk and Milwaukee Theater Week returned with strong results, driving awareness and audience engagement. New activations, including the spring giveaway Marquee Madness, successfully boosted newsletter sign-ups and expanded the district’s digital reach.
1,243 Total Bookings 315 Room Nights $294k+ Gross Sales
Source: Hopper Data, Q2 2024
18 Member Groups IN 2024
1.28M
Tickets Sold
2.8K Performances
MILWAUKEE’S FRESH BRAND STORY
Unified Brand Identity Rollout
In 2024, Visit Milwaukee launched a new brand identity that encompassed a new visual style, a new corporate logo, and an invigorating color palette. Created based on the most popular feedback from the two years of research, surveys and interviews, the new brand and logo are anchored to the following messaging themes about Milwaukee: Fresh, flavor, and forward. Thanks to design work from Ocupop, and strategy from our friends at P3 Development and Culture x Design, this comprehensive brand package was unveiled through a mix of citywide events, digital media spots, and printed collateral, ensuring a consistent look and feel across every touchpoint.
From iconic visuals of our lakefront to social posts highlighting our distinct neighborhoods, all brand communications conveyed a unified sense of Milwaukee’s identity—one of warmth, inclusivity, and genuine civic pride. Strategic brand guidelines ensured messaging consistency across campaigns, aligning local businesses, partners, and tourism stakeholders under a shared vision of Milwaukee’s future.
Major Media Recognition
Spread across 2,903 earned media hits and bolstered by major media moments like the Republican National Convention, Visit Milwaukee’s influence on or appearances in CNN, Condé Nast Traveler, and trade publications like Connect’s BizBash propelled Milwaukee’s brand equity to new heights, culminating in $45.9M in earned media value and potentially reaching 11.5B readers. Publications lauded our vibrant festivals, waterfront activities, and welcoming spirit, expanding consumer interest across diverse travel segments, ranging from family getaways to sports tourism and beyond.
Influencer & Ambassador Integrations
Working with local luminaries, sports icons, and diverse content creators in 2024 amplified Milwaukee’s reach. These collaborations emphasized experiential storytelling, bridging digital audiences and real-world visits and generated over 3.2M impressions, 142k engagements, and an earned media value of $1.5M across 126 posts. By focusing on emotional resonance and personal discovery, we deepened the connection between visitors and the community.
MILWAUKEE ON SCREENS AROUND THE WORLD
Bravo’s “Top Chef’s” 21st Season
One of Milwaukee’s biggest pop culture moments of 2024, “Top Chef” filmed its 21st season right here in the Cream City, spotlighting our culinary talent, iconic locations, and vibrant hospitality scene. The exposure translated directly into travel: within months of the premiere, the show inspired $1.6 million in hotel and flight bookings. Participating restaurants and chefs reported lasting buzz and increased visitor demand, affirming Milwaukee’s rising status as a top-tier foodie destination.
“The Real Housewives of Salt Lake City”
In February 2024, we hosted the cast and production team, resulting in two Milwaukee-centric episodes that aired in September. Viewers tuned in to our city’s unique culture and hospitality, widening Milwaukee’s appeal to new audiences and underscoring our ability to welcome and inspire across diverse traveler segments.
“Good Things Brewing,” Season 2
Milwaukee’s Emmy-nominated show returned in February along with an integrated marketing plan across 10 Midwest markets and Visit Milwaukee’s digital channels. The series followed host David Caruso as he explored American Family Field, the Public Museum, Summerfest, State Fair and more—showcasing our food, businesses, culture, and authentic stories from local residents.
Through these initiatives, Milwaukee not only elevated its profile as a premier regional destination but also underscored the power of collaboration in creating a well-rounded visitor experience—one rooted in authenticity, innovation, and ongoing community alignment.
FROM 250+ MILES AWAY INCREASED 3.3% YOY IN 2024, THANKS TO OUR CAMPAIGNS IN 2024
$1.6M In revenue hotel+flight booking
5,461 Hotel nights booked PEOPLE WHO WATCHED “TOP CHEF” AND “GOOD THINGS BREWING” GENERATED
2,254
Source: Adara
STRENGTHENING COMMUNITY CONNECTIONS
Visit Milwaukee’s Partnership team achieved remarkable milestones this year, reinforcing our commitment to collective impact and destination stewardship.
• We welcomed our 1,000th partner business, symbolizing the strength and growth of a diverse tourism ecosystem.
• Over 31 percent of our partners are now classified as IDEA businesses (minority-, LGBTQ+-, veteran-, or women-owned), ensuring representation and inclusivity in our tourism economy.
• Corporate partnerships surged to 35, marking a 26 percent increase year over year, and include high-profile collaborators like Boelter Companies, Carma Laboratories, Hackbarth Hospitality Group, and the Pabst Theater Group.
• A brand-new alliance with Discover the North Shore launched co-marketing initiatives across Bayside, Shorewood, Whitefish Bay, and more—expanding Milwaukee’s draw into our welcoming suburbs.
• We continued to support strategic partners like the City of Wauwatosa, which hosted another record breaking Art 64, as well as Potawatomi Casino | Hotel, which opened its worldclass Potawatomi Sportsbook to rave reviews in 2024.
Together, we’re amplifying Milwaukee’s appeal across the region, fostering sustainable growth, and strengthening our destination brand—one partnership at a time.
We’ve evolved from a simple tourism office to a dynamic, world-class travel brand, laying the foundation for Milwaukee’s growth as a premier hub for culture, business, and equitable economic development. By prioritizing community alignment, we ensure that the benefits of our visitor economy extend well beyond guests— enriching our neighborhoods, uplifting local businesses, and reflecting the vibrant diversity that makes Milwaukee shine. Destinations
This report is designed to evaluate inclusion-related practices and measure progress across destination organizations. Visit Milwaukee far exceeded industry averages, leading the way in creating an inclusive workplace that is welcoming to people from all backgrounds and abilities.
1,023
FINANCIALS & OVERSIGHT
We are committed to prudent financial stewardship, ensuring transparency and accountability in all we do. With an annual audit conducted by a third party and through governance by a diverse and engaged Board of Directors, our internal oversight ensures every dollar invested delivers a tangible benefit.
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VISIT MILWAUKEE TEAM
SENIOR LEADERSHIP
ADMINISTRATION & FINANCE
Manuel Rocha National Account Executive
Megan Husband
Shaylynn Libby Convention Sales Coordinator
Raymond Valles National Account Executive
Chad Chappell National Account Executive
Laura Nelson Associate Director of Sales
Katie Lawrence Account Executive
Christina Fox Senior Convention Sales Coordinator
Devric Hitchcock
Aaron Kosma
Ann-Marie Parker
Marisol Acevedo
OFFICERS
DIRECTORS
Kristine Hillmer Vice Chair, Wisconsin Restaurant Association
Jim Villa Treasurer, National Association for Industrial & Office Parks (NAIOP)
Dr. Eve M. Hall Immediate Past Chair, Milwaukee Urban League
Peggy Williams-Smith President & CEO Visit Milwaukee
Sarah Pancheri Board Chair, Milwaukee World Festival, Inc.
Brian Dranzik Milwaukee Mitchell International Airport
Michael Evans Marcus Hotels & Resorts
Tracy Johnson Commercial Association of REALTORS® Wisconsin
Mark Flaherty Jackson Street Holdings
James Kanter Central Standard Craft Distillery
Tami Garrison Generac
Beth Gleesing Disocver Wauwatosa
Marty Brooks Wisconsin Center District Amber Christopher Harley-Davidson Museum
Danielle Bergner Hall & Render
Clifton Crump City of Milwaukee
Kate Braasch Marquette University
Grady L. Crosby Northwestern Mutual
Michael Cosentino Milwaukee Brewers
Steve Baas Wisconsin Transportation Builders Association
Paul Bartolotta The Bartolotta Restaurants
Shari Black Wisconsin State Fair
Amos D. Morris. Jr. Milwaukee County Zoo
Yussef Morales Puerto Rican Festival of Wisconsin
Jeremy Lucas Milwaukee County
Curt Kluth Saz’s Hospitality Group
Dennis McBride Mayor of Wauwatosa
Kevin Newell Royal Capital
Samantha Maldonado Chaska Consulting
Gerard A. Randall, Jr. Milwaukee Partnership Academy
Jason Rae Wisconsin LGBT Chamber of Commerce
Alexx Zawada Potawatomi Casino | Hotel
Dennis Williams Fiserv Forum
Jason Wilke Wauwatosa Common Council President
Craig Kammholz Ex-Officio, MMAC
Alderman Russell W. Stamper II Milwaukee Common Council
Alderman Lamont Westmoreland Milwaukee Common Council
Beth Weirick Ex-Officio, Milwaukee Downtown, BID #21
FROM TOP STORIES TO THE BOTTOM LINE, TOURISM MAKES A DIRECT IMPACT ON MILWAUKEE.
HELLO FRIENDS AND CHAMPIONS OF MILWAUKEE,
What a ride 2024 has been! Our visitor economy roared to $4.321 billion in total economic impact, marking three consecutive years of breaking records. Inside that success is $2.439 billion in direct visitor spending—$6.6 million per day— supporting 28,091 fulltime jobs and delivering $242.2 million in tax revenue. Those aren’t just stats; they’re community wins— fueling livelihoods, supporting local families, and powering the services we all count on.
One standout moment this year was the grand opening of the expanded Baird Center in May. This $456 million milestone doubled our convention capacity, hosted 192 events with over 420,000 attendees, and generated $174 million in economic impact in its first year—ushering in a new era for meetings and conventions in Milwaukee. Thanks to the hard work of Wisconsin Center District President and CEO Marty Brooks and his team at the Wisconsin Center District, the expansion
charted a bold new course for our meetings business and set the stage for even larger events on the horizon.
None of these wins happen without YOU—our 1,000+ incredible partners, from vibrant restaurants and bustling breweries to iconic attractions and frontline hospitality teams. You are the true drivers of Milwaukee’s tourism momentum. Thank you for always stepping up, opening your doors, and showcasing Milwaukee’s generous hospitality heart. Every smile, every interaction, and every moment of authentic connection matters—and it’s why our travelers feel welcomed and return time and time again.
I also want to recognize the Visit Milwaukee team—my team— and say how proud I am of your spirit and dedication. You bring energy to every initiative, pour your hearts into every project, and lift this city through your work each and every day. You are building a legacy of inclusivity, sustainability, and civic pride, and it shows in every campaign, every meeting you help land, and every metric we celebrate.
This year, we showcased our brand to the world. From hosting Bravo’s Top Chef and Real Housewives of Salt Lake City to launching our bold redesigned brand and expanding our digital presence through a variety of campaigns. We doubled down on sports tourism, booked major conventions, and made our mark on the world stage by hosting the 2024 Republican National Convention.
Looking at 2025, I’m filled with optimism. Our calendar includes major conferences, festivals, and marketing programs that promote everything from our accessibility to unique history— all supported by partnerships that reflect the spirit of community alignment.
We’ll continue strengthening Milwaukee’s reputation through collective impact and thoughtful destination stewardship, always working to spread economic success to every corner of the community.
From the bottom of my heart—thank you. To our partners, for your innovation and your role in welcoming travelers. To our team, for your passion and perseverance. To our city, for showing the world what Milwaukee is all about.
Here’s to an even stronger, more vibrant 2025. I’m thrilled to be on this journey with all of you.
Sincerely,
Peggy Williams-Smith President and CEO Visit Milwaukee
@visitmilwaukee | #visitmke