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New Study Reveals Wisconsin Agritourism’s Economic Impact

Wisconsin’s agricultural tourism industry is making a significant impact on the state’s economy and rural communities. Recognized by Governor Tony Evers, a new economic impact study conducted by the Wisconsin Agricultural Tourism Association (WATA) highlights the growing importance of farms offering recreational, educational, and authentic agricultural experiences.

Based on 2025 visitor data from 240 agritourism destinations, the study found that agricultural tourism generated more than $765 million in economic impact, with participating destinations welcoming over 4.3 million visitors from Wisconsin and beyond.

Explore the documents below to learn more about the study and its findings.

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Press Releases

Explore recent announcements and news about our association and its members.

WATA Launches New Digital Passport Experience: Spring Babies on the Farm

The Wisconsin Agricultural Tourism Association invites visitors to experience the joy of spring on Wisconsin farms with the launch of the Spring Babies on the Farm Digital Passport. This free, mobile-friendly pass connects families and animal lovers with farms across the state where they can meet newborn animals, learn about agriculture, and celebrate the season of new life.
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Agricultural Tourism Destinations Nominated for Governor’s Tourism Awards Statewide Press Release

The Wisconsin Agricultural Tourism Association (WATA) is proud to announce that six of its key partners and leaders have been nominated for the prestigious 2026 Governor’s Tourism Awards. Representing the fastest-growing segment of the state’s $25.8 billion tourism industry, these nominees exemplify the leadership, innovation, and heritage that make Wisconsin a premier agricultural tourism travel destination.
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Calumet County’s Rick Sense Nominated for 2026 Governor’s Tourism Rising Star Award

The Wisconsin Agricultural Tourism Association (WATA) has officially nominated Rick Sense, Economic Development and Tourism Specialist for Calumet County, for the 2026 Governor’s Tourism Rising Star Award. This prestigious honor recognizes newcomers who demonstrate transformative leadership and a deep-seated passion for Wisconsin’s $25.8 billion tourism industry.
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Rainbow Ridge Farms Nominated for 2026 Governor’s Tourism Bright IDEA Award for Radical Accessibility

The Wisconsin Agricultural Tourism Association (WATA) has nominated Rainbow Ridge Farms for the 2026 Governor’s Tourism Bright IDEA Award. This honor recognizes initiatives that drive meaningful impact through Inclusive, Diverse, Equitable, and Accessible (IDEA) tourism. Rainbow Ridge Farms is being celebrated for its groundbreaking partnership with the North American Squirrel Association (N.a.s.a.), which provides all-terrain Action Track Chairs to ensure the farm’s rugged outdoor terrain is accessible to every visitor.
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Agriculture Pioneers Bob and Mary Ann Pearce Nominated for Governor’s Tourism Legacy Award

The Wisconsin Agricultural Tourism Association (WATA) is proud to announce the nomination of Bob and Mary Ann Pearce, owners of Pearce’s Farm Stand, for the prestigious 2026 Governor’s Tourism Legacy Award. This nomination honors their 60-year commitment to building a destination that defines Wisconsin’s farming heritage and serves as a vital economic engine for Walworth County.
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