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Pink tulips cover the lawn outside the Capitol building. The Forward statue and the Capitol building are in the background.

Photo by Focal Flame Photography

Inspiring a Love for Madison

We are proud to share Madison with visitors and residents.

About Us

At Destination Madison, we are people with a passion. A passion for the amazing community. A city of inquisitive minds, inclusive spirits with an independent vibe. We share Madison's story far and wide. And we welcome others to experience our energy. In short, we inspire a love for Madison. Join us.

What We Do

  • Attract new conventions, sporting events and competitions to the community
  • Provide expert service and support to existing and repeat events
  • Share comprehensive and easy-to-access information with visitors
  • Conduct and analyze tourism research
  • Build our local economy!

Destination Madison is dedicated to creating economic impact through tourism. The effects of our "invisible industry" benefit everyone living in Dane County in key areas including jobs, community services and quality of life. The latest economic impact data released by the Wisconsin Department of Tourism indicates the strength of the tourism industry—particularly in Dane County, where we experienced a 8% increase in tourism dollars spent compared to the prior year. This exceptional growth reflects the strategic and focused efforts we devote to our local economy.

We recently announced a record $1.4 billion was spent by tourists in Dane County in 2019, supporting thousands of local people working in the hospitality industry and providing a boost to hundreds of businesses in our community.

Why we do what we do: 

  • In 2019, visitors contributed $2.3 billion dollars in total business spending, which supported more than 22,603 full-time equivalent jobs in Dane County. That's 11% of tourism-related jobs in the entire state! Read more about our economic impact.
  • In the absence of the state and local taxes generated by tourism, each Dane County household would need to pay $730 to maintain the current level of government services.
  • Tourism is often the first impression of our community for potential business investors and innovators who may become residents that, in turn, expand our intellectual capacity and growth. Our efforts help make an impactful impression of the greater Madison area.
  • To see where we are heading, view our strategic plan.

Our Team


Not only do we strive to live out our brand promise each and every day—we have fun while doing it! Meet our Team and get the behind-the-scenes scoop on what inspires us to be the best ambassadors for our amazing destination. 

For more info about Destination Madison, Madison Area Sports Commission or Destination Madison Foundation, please contact us at any time.

Our Recovery Strategy

Destination Madison has identified six paths to recovery, which we’ve developed in conversation and cooperation with our partners.  View the most recent dashboard here.


Our Team

Meet Our Team!


Use this toolkit to help spread the word about the Madison area and all the things to see and do...

Board of Directors

Board of Directors | Greater Madison Convention & Visitors Bureau

Recovery Dashboard

See the latest updates on Destination Madison's recovery plan.