Evers visits Cable, highlights Wisconsin tourism growth

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

The visit, held at 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 museum and its Wayside Wanderings Natural Play Area. The outdoor space was developed to help children learn about the region’s wildlife, forests, and natural landscapes.

The Cable Natural History Museum is the only accredited natural museum in the northern part of the state.

“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,” 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.

“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 and 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.