Tourist Information Center Grant Program

The Tourist Information Center Grant Program is administered by the Wisconsin Department of Tourism to support organizations that operate regional tourist information centers across the state. The program is designed to enhance visitor services by ensuring that travelers have access to reliable, comprehensive, and welcoming sources of tourism information. These centers play a critical role in driving economic activity by directing visitors to local and statewide attractions, businesses, and cultural destinations. The Department emphasizes the importance of these centers as frontline resources that shape visitor experiences and influence travel spending patterns throughout Wisconsin. The primary purpose of the program is to provide financial reimbursement to eligible entities for costs associated with operating a tourist information center. Funding supports operational components that directly enhance visitor engagement, including staffing, signage, and display infrastructure. The program reimburses up to 50 percent of eligible expenses, with a maximum annual award of 15000 dollars per organization, distributed across two application cycles per year. Funds are not provided upfront; instead, they are issued as reimbursements for expenses that have already been incurred within defined eligibility periods. Eligible applicants include nonprofit tourism organizations, municipalities, and Native American tribal governments that operate a regional tourist information center. To qualify, applicants must maintain a physical location accessible to travelers, employ trained staff, track visitor data, and provide comprehensive tourism information covering both the local region and the broader state of Wisconsin. Centers are also required to distribute the Official Wisconsin Travel Guide along with other printed tourism materials representing destinations throughout the state. Allowable expenses under the program include staffing costs, wayfinding or location signage, and standard display equipment such as racks or shelving. Certain costs are explicitly excluded, including general office overhead, publication printing, advertising, promotional merchandise, public relations activities, and matching funds for other marketing initiatives. This distinction ensures that grant funds are used strictly to support direct visitor service operations rather than broader promotional or administrative functions. The application process is conducted through an online grant portal and requires applicants to submit detailed documentation demonstrating their center’s operations and impact. Required components include operational hours, visitor counts, descriptions of services provided, justification of the center’s location, lists of available publications, and financial documentation such as receipted vouchers and payroll records. Applications must reflect expenses already incurred within the applicable timeframe and are evaluated based on the center’s ability to deliver meaningful tourism information and economic benefit. The program operates on a recurring, semiannual cycle with deadlines on January 1 and July 1 each year. Applications submitted by January 1 must reflect expenses incurred between July 1 and December 31 of the previous year, while July 1 applications must reflect expenses from January 1 through June 30 of the current year. Awards are reviewed twice annually, and applicants are encouraged to consult with program staff prior to submission to strengthen their applications. Support is available throughout the application process from the Department’s Tourism Development Specialists and Grant Manager, who provide guidance and feedback. The primary contact for the program is Heidi Schultz, who can assist with account setup, application questions, and overall program navigation. This structured yet accessible program ensures that qualified tourism organizations can maintain high-quality visitor services while contributing to statewide economic development.

Emphasize measurable visitor impact, clearly document staffing and visitor tracking, and demonstrate how the center promotes statewide tourism