TORONTO — Sports tourism is on the rise, and Wisconsin is tapping into that momentum in a big way. With major league teams, family-friendly attractions and new developments on the horizon, the state is positioning itself as a dynamic year-round destination for travellers seeking both game-winning fun and authentic Midwestern hospitality.
“Wisconsin has always prided itself on being a warm and welcoming destination for all visitors,” said Frédérique Roy, Senior Specialist at Faulhaber, which represents Travel Wisconsin in Canada. “From its vibrant cities to charming small towns, we celebrate diversity and embrace the values of inclusivity and respect. Our communities thrive on sharing authentic experiences and are committed to ensuring that every traveller feels safe, valued and appreciated.”
While hosting Canadian travel trade partners and media at a Toronto Raptors vs. Milwaukee Bucks game in Toronto earlier this week, Roy highlighted the “sports state” as a major draw for Canadians in particular.
Toronto Raptors vs. Milwaukee Bucks, Nov. 4, 2025
“For Canadians who don’t have an NFL team of their own, catching a Green Bay Packers game at legendary Lambeau Field is a true bucket-list experience, complete with die-hard fans and unforgettable tailgates. Plus, it has the added benefit of being not too far from the border,” she told Travelweek.
In Milwaukee, NBA enthusiasts can cheer on the Bucks and two-time MVP Giannis Antetokounmpo at Fiserv Forum, located in the heart of the vibrant Deer District. Baseball fans, meanwhile, can experience the excitement of a Milwaukee Brewers game at American Family Field where they can also enjoy behind-the-scenes tours. And those following college sports can immerse themselves in the energy of a Wisconsin Badgers game in Madison.
Ishnala Supper Club
“By showcasing these diverse sports experiences, Travel Wisconsin is positioning the state as a destination for fans seeking both thrilling games and memorable, all-encompassing sports tourism experiences,” said Roy.
MAJOR NEW OPENINGS FOR 2026
Beyond the big games, Wisconsin is expanding its tourism offering with a wave of new developments opening through 2026 and 2027. Among the most anticipated is the $405 million Ho-Chunk Casino in Beloit, scheduled to open in summer 2026. The large-scale project will include an expansive gaming floor, multiple restaurants and bars, and an 18-storey hotel and entertainment venue debuting the following year.
Also in the works is a $15 million Oneida Nation Museum and Visitor Centre in De Pere, which will showcase the rich history and traditions of the Oneida people through interactive exhibits and cultural programming. Roy said Indigenous-led tourism is an important part of Wisconsin’s growth strategy, aligning with a broader global interest in authentic cultural experiences.
Milwaukee Art Museum
FAMILY FUN IN WISCONSIN
Family travel remains another major focus for the state. Wisconsin Dells, known as the “Waterpark Capital of the World,” is set for two major additions: the whimsical Dellshire Resort, slated for a spring 2026 opening with 257 themed rooms and family-friendly amenities, and an $85 million expansion of Kalahari Resorts that will add new slides, spa features and a retractable roof by fall 2026.
In Janesville, families will soon have a new reason to visit with the fall 2026 opening of the Children’s Museum of Rock County, offering hands-on exhibits designed to inspire creativity and learning through play.
Kayaking at Apostle Islands in Bayfield
A NEW ERA FOR GOLF
For sports lovers who prefer to spend their time on the green, Wisconsin’s golf scene continues to make headlines. The state already ranks among North America’s premier golf destinations, and two upcoming additions are set to broaden its appeal.
Sand Valley will debut The Commons, a 12-hole family-friendly course opening in 2026 that brings the resort’s total to an impressive 101 holes. Grand Geneva Resort & Spa will introduce Wee Nip, a 10-hole short course designed for all skill levels, featuring music, a viewing area, and full food and beverage service.
“Golfers are looking for experiences that are as social as they are skill-based, and Wisconsin is delivering exactly that,” said Roy. “The goal is to make the game more accessible and fun for everyone.”
For more information on travel to Wisconsin, go to https://www.travelwisconsin.com/.
Summerfest Grounds
