Circle Wisconsin’s signature marketplace has connected tour operators and suppliers across the region, creating high-value partnerships and unforgettable itineraries.
Midwest Marketplace is organized annually by Circle Wisconsin, a membership-based organization that promotes statewide tourism. Since 2014, Midwest Marketplace has been the go-to industry event for creating unforgettable itineraries for groups.
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Originally launched to spotlight midwestern group-friendly destinations, Midwest Marketplace has grown steadily in both scope and reputation over the past decade. What began as a focused regional meeting of operators and suppliers has evolved into a cornerstone for Midwest travel planning, drawing tour planners and operators from across the United States and Canada, along with hundreds of destination and attraction suppliers from states including Wisconsin, Minnesota, Michigan, Illinois, Indiana, Iowa, and the Dakotas.
Each year’s host city brings its own local flavor to the event, from the riverfront charm of La Crosse to historic Galena and the vibrant tourism scene in the Wisconsin Dells. The gathering features pre-scheduled one-on-one appointments, social receptions, and familiarization (FAM) tours, helping attendees form deep professional relationships while discovering the unique experiences each Midwest community offers.
What sets the event apart from other group tour conferences is its concentration on the Midwestern states and a price point favorable to suppliers who cannot attend larger shows, said Circle Wisconsin’s executive director, Wendy Dobrzynski.
“It’s a very value-oriented show for suppliers,” Dobrzynski explained. “We get venues and attractions that don’t attend other shows, so the tour operators get a chance to meet some people they ordinarily wouldn’t have a chance to meet.”
Both suppliers and tour operators often praise Midwest Marketplace for the many opportunities to network.
Melissa Wraalstad, executive director of the Wisconsin Museum of Quilts & Fiber Art in Cedarburg, said, “As a smaller nonprofit, it’s more accessible for us to attend versus the really large shows, in terms of both pricing and location. That is an advantage for venues like us who don’t have the same kind of recognition that larger, well-known places would have. It also exposes the operators to new places and ideas to keep their tours fresh.”
Stay ahead of the trends in group travel. Download the current issue of Leisure Group Travel and discover top destinations, planning tips, and industry news—all for free!
