For nearly 40 years, Discover Wisconsin has been inspiring people to explore every corner of America’s Dairyland. From scenic hiking trails and charming small towns to iconic supper clubs and hidden gems, our Emmy Award-winning series has taken pride in showcasing the adventures of Wisconsin travel.
But Discover Wisconsin is more than just a television show. It is a storyteller, a trusted guide, and a celebration of the people and places that make Wisconsin unlike anywhere else.
A Vision That Started in 1986
Discover Wisconsin was founded by Dick Rose in 1986 with a simple but ambitious goal: showcase everything that makes Wisconsin worth exploring. The first episode aired in 1987, marking the beginning of what would become the nation’s longest-running travel and tourism television series.
Long before social media, travel blogs, or smartphones, Discover Wisconsin was introducing viewers to destinations they may never have known existed. Whether highlighting a family-owned business, a state park, or a local festival, every story was rooted in authentic experiences and genuine connections.
Nearly four decades later, that mission has remained remarkably consistent.
Showcasing the Best of Wisconsin
At its core, Discover Wisconsin exists to help people experience the very best our state has to offer.
Every episode is designed to inspire adventure while highlighting Wisconsin’s natural beauty, thriving communities, local businesses, rich history, and unique culture. Through thoughtful storytelling and cinematic visuals, the series encourages viewers to see familiar places through a new lens and to discover destinations they’ve never visited before.
As Wisconsin has grown and changed, so has the way Discover Wisconsin tells those stories.
Meeting Audiences Wherever They Are
While television remains at the heart of the brand, Discover Wisconsin has expanded far beyond the broadcast screen.
Today, audiences can watch full episodes, bite-sized digital shorts, and curated day-trip adventures across YouTube and social media. Travelers looking for inspiration can dive deeper through The Bobber Blog, and enter contests featuring unforgettable Wisconsin experiences.
For those who prefer to listen, Discover Wisconsin offers two podcasts that bring the state’s stories to life in a different way. The Cabin Podcast explores hidden gems, outdoor adventures, and local legends, while The Bobber Podcast, hosted by Hailey Marien, granddaughter of founder Dick Rose, shares conversations about Wisconsin travel, food, and culture from a fresh perspective.
No matter the platform, the goal remains the same: inspire people to discover something new.
More Than Destinations
While beautiful scenery is certainly part of the story, Discover Wisconsin has always been about something deeper.
Every episode celebrates the people behind Wisconsin’s communities. From family-owned restaurants and artisans to outdoor guides and local entrepreneurs, the series shines a light on the businesses and individuals who help shape the state’s identity.
By connecting viewers with authentic experiences, Discover Wisconsin not only encourages travel but also supports local economies and fosters pride in the communities that make Wisconsin special.
Looking Ahead
Nearly 40 years after its debut, Discover Wisconsin continues to evolve while staying true to the vision that started it all.
New platforms may change how audiences consume content, but great storytelling remains timeless. Whether someone discovers their next weekend getaway through a television episode, a podcast, a blog, or a short-form video, the mission is the same as it was in 1987: to celebrate Wisconsin through authentic stories that inspire people to explore.
Perhaps some of the best adventures are closer to home than you think.