Travel Wisconsin is the official destination marketing organization for the State of Wisconsin, operating under the Wisconsin Department of Tourism. Its mission is to promote Wisconsin as a top travel destination and to boost the state's economy through tourism. The organization highlights the state's unique attractions, natural beauty, and friendly atmosphere to attract visitors from across the country and beyond.

Travel Wisconsin develops and executes statewide tourism marketing campaigns to raise awareness and engage potential travelers. It collaborates with industry stakeholders through grants, promotional cooperatives, and events like the Wisconsin Governor’s Conference on Tourism. The organization also conducts research to understand traveler perceptions, which informs its marketing strategies. Additionally, it provides resources such as travel guides and event calendars to help visitors plan their trips and discover the diverse experiences Wisconsin has to offer.