The Wisconsin Department of Tourism has awarded two Joint Effort Marketing (JEM) Grants totaling nearly $80,000 to Visit Wausau and the Greater Wausau Prosperity Partnership (GWPP) to boost the region’s outdoor recreation and tourism economy.
The initiatives focus on promoting two major attractions: the Great Pinery Heritage Waterway and Ride Wisconsin Gravel.
The new funding underscores the Greater Wausau area’s leadership in outdoor recreation marketing and destination development.
Both projects align with the state’s focus on sustainable tourism and outdoor adventure, building on previous JEM-backed efforts such as Wisconsin’s Basecamp – The Great Pinery Heritage Waterway and Granite Trails: Ride Wisconsin Gravel.
Visit Wausau received $39,550 for Year 2 of its “Two National Trails. One Basecamp.” campaign, highlighting the Great Pinery Heritage Waterway’s recent designation as a National Recreation Trail.
The campaign celebrates the 108-mile paddling route and its connection to the Ice Age National Scenic Trail, positioning Marathon County as one of the few destinations nationwide with two nationally recognized trails.
Running from March through September 2026, the marketing initiative will feature digital and social media advertising, print promotions, public relations outreach, and guided paddling events.
The goal is to drive visitation and overnight stays throughout central Wisconsin by showcasing the region’s growing network of outdoor experiences.
The GWPP was also awarded $39,550 to launch Ride Wisconsin Gravel – Northcentral Wisconsin Segment, a marketing campaign promoting the area’s 900-plus miles of interconnected gravel cycling routes.
Covering five counties, the campaign aims to attract cycling enthusiasts from across the Midwest.
Scheduled from May through August 2026, the Ride Wisconsin Gravel campaign will also include paid digital and connected TV advertising, influencer partnerships, signage, and event activations. These efforts aim to position northcentral Wisconsin as a premier destination for endurance and adventure cycling.
“These grants continue to prove that Wisconsin recognizes the Wausau area as a leader in outdoor recreation,” Tim White, executive director of Visit Wausau, said in a press release. “With two National Trails and a thriving cycling community, we’re showing how outdoor adventure fuels not just tourism, but local pride and economic growth,” White added.
“Ride Wisconsin Gravel represents a new kind of collaboration that connects counties, towns, and trail users,” said Renae Krings, senior director of the Greater Wausau Prosperity Partnership. “It’s about uniting communities through shared quality of life assets and leveraging our ‘Wisconsin’s Basecamp’ identity to attract visitors from across the Midwest.”
The Greater Wausau area has become one of Wisconsin’s most recognized destinations under the JEM Grant Program, earning multiple awards since 2023.