Destination Toolkit: Madison, WI

We’re so proud to count you among our Destination Champion partners—and we’ve curated the free resources on this page just for you! This toolkit is refreshed seasonally, and we invite you to share it with others in your organization who are working to provide value via employee resources, recruitment tools, relocation assistance and more. 

We’re grateful for your investment in our work and all the important ways we’re growing Greater Madison together. 

Jump around to discover:

• Visitor Data + Trends
• Seasonal Images + Articles
• Upcoming Conventions + Events
• Partner Events
• VIP Opps + Exclusive Experiences
• Partner Resources

Visitor Data + Trends

We invest in highly regarded industry firms like Longwoods International, Tourism Economics and Future Partners to secure data that provides indicators about tourism's impact on our community. Below are highlights from recently released reports on topics ranging from visitor spending and trends to resident sentiment and ROI. 

Research says: Visitors to Madison are 21% more likely to identify as adventurous travelers than the average American traveler. (Source: Future Partners State of the American Traveler) 
Did you know? Madison is one of only two U.S. cities on an isthmus, meaning our downtown is surrounded by lakes and home to all kinds of urban outdoor adventure—even in winter! 

Research says: 70% of American travelers agree that authentic experiences are the real definition of “luxury travel” (Source: Future Partners State of the American Traveler) 
Did you know? Discovering only-in-Madison, authentic experiences is as easy as signing up for our Madison Like a Local digital travel itinerary. 

Research says: 69.5% of meeting planners consider social impact efforts, including stewardship, highly or extremely important as secondary considerations when evaluating destinations.” (Source: Destinations International) 
Did you know? Destination Madison offers a voluntourism portal with drop-in volunteer opportunities for visitors, including Stay One More Day opportunities for meeting planners and attendees. 

Seasonal Images + Articles

Our seasoned team of brand marketers crafts compelling assets that showcase Madison as a must-see city. This curated collection of seasonal imagery and articles is free for you to use when creating your own materials that aim to provide value via employee, client, recruitment or relocation communications. 

Upcoming Conventions + Events

One of the perks of being a Destination Champion partner? Getting the inside scoop on convention events and sporting competitions coming to town. Below is the list of events we will be hosting now through April that may lead to increased demand in our hotels, restaurants and attractions: 

February 6–7: Midwest Honeybee Expo | Alliant Energy Center 
February 13–15: Garden & Green Living Expo 2026 | Alliant Energy Center 
February 13–16: 2026 Presidents Day Classic | Legacy20 Arena, Middleton 
February 21–22: 2026 Dairy Aire Gymnastics Invitational | Monona Terrace Community and Convention Center  
February 26–28: WIAA Boys & Girls Individual Wrestling Tournament 2026 | Kohl Center 
March 4–5: 2026 Professional Dairy Producers of Wisconsin Business Conference | Alliant Energy Center 
March 5–7: 2026 WIAA Boys & Girls State Hockey | Legacy20 Arena, Middleton  
March 7–8: 2026 Badger Region Championships | Alliant Energy Center 
March 13–15: 2026 Wisconsin Middle School State Championship | UW Bakke Recreation Center  
March 19–21: 2026 WIAA Boys State Basketball | Kohl Center  
April 7–8: State Leadership and Skills Conference 2026 | Alliant Energy Center  
April 10–12: 2026 Freestyle & Greco Spring National Championships | Alliant Energy Center  
April 11–14: 2026 ACCA Cancer Center Administrators Forum | Monona Terrace Community and Convention Center 
April 17–19: 2026 National Basketball Championships | UW Nicholas Recreation Center  
April 27–May 7: Epic XGM | Epic Campus, Verona 

Partner Events

One of the perks of being a Destination Madison partner is getting invited to a year's worth of events dedicated to networking, learning and creating connections! Learn more and register for our 2026 events—they fill up fast! 

February 10: Partner Start Up Orientation 
March 18: Partner Pop Up x Forward Club at Breese Stevens Field 
April 15: Partner Workshop: De-escalation Training with CultureAlly (virtual event) 
May 11: Partner Pop Up x J. Henry & Sons 
May 12: Partner Startup Orientation 
June 25: Summer Summit + Destination Madison Awards 

VIP Opps + Exclusive Experiences

EXCLUSIVE EVENTS FOR CORPORATE PARTNERS 

February 5: Celebrate National Girls and Women in Sports Day with LOVB 
Now in their second season, the women’s LOVB team is a powerful display of top college and Olympic athletes, and we’re your ticket to watching them take on LOVB Salt Lake! We’re proud to host Destination Champion partners with VIP tickets, refreshments, networking (and free parking!) at Alliant Energy Center. Spots are limited, so don’t miss your chance to attend! Click here to register before Monday, February 2.

March 18: Partner Pop Up x Forward Club
Mix, mingle and go Full Mingo at our first Partner Pop Up event of the year! Join us at Breese Stevens Field—celebrating its 100th anniversary in 2026—for a behind-the-scenes stadium tour, happy hour with partner peers and a chance to learn more about Forward Madison and Rally Madison teams. Get details and save your spot.

March 19-21: Experience the Suite Life at the WIAA State Boys Basketball Tournament 
Get a VIP seat to watch the best in boys’ basketball compete on the Kohl Center court! Destination Madison is hosting suites at select times Thursday through Saturday, and Destination Champion partners are invited to join us. You’ll enjoy multiple games, refreshments and pop-in, photo opp appearances by Bucky Badger! Spots are limited, so don’t miss your chance to attend! Email Casey Kimmel to reserve your spot.

Questions about any of these events? Contact our Director of Partnerships, Casey Kimmel.