2026 State of the State Address Gov. Evers Announces Launch of New State Film Office and Tax Credit Program

Administered by Film Wisconsin, the new film tax credit makes $5 million available annually to assist the production of feature and short films, scripted and unscripted television shows, documentaries, broadcast advertisements, and production infrastructure in Wisconsin. Prior to the governor’s creation of the new film office, Wisconsin was just one of four states without a dedicated film office.

Relevant excerpts from Gov. Evers’ 2026 State of the State address are available below:
“…And it’s a darn good thing we’ve been fixing the roads, because, under my administration, Wisconsin’s been welcoming more visitors than ever before. Investing in our tourism industry has been an important part of our work over the last seven years—and it’s paid off. Wisconsin’s travel and tourism industry has been setting records for three years running. In 2024, we had a hat-trick year: Wisconsin tourism brought in more money, welcomed more visitors, and generated a record-high $25.8 billion in total economic impact.

“A big driver of our tourism industry’s success is Wisconsin’s outdoor recreation economy. Biking and hiking, camping and canoeing, fishing and hunting, snowmobiling and skiing—you name it!—outdoor recreation is a part of our DNA as Wisconsinites. It’s also become an $11 billion industry that drives and supports local jobs and economies across our state. I proposed creating our state’s first-ever Office of Outdoor Recreation, and we worked together to get it done so that Wisconsin now has a dedicated office to support this critical economic industry. Our bipartisan budget last year also approved my request to create a new film office at the Department of Tourism and a new film tax credit program. I’m excited to announce we’re launching the new program this week, which will help bolster our travel and tourism economies and bring exciting, creative endeavors right to Wisconsin’s doorstep. …”

With the creation of Film Wisconsin and the new tax credit, new productions will result in a two-fold benefit to the state by employing local workers, requiring local lodging, and the purchasing of local goods and services to bolster local and statewide economies, but also through showcasing the state of Wisconsin and all it has to offer on a national and global stage to attract visitors for years to come.

To be eligible for tax credits, productions must spend a minimum of $100,000 for projects 30 minutes or longer and a minimum of $50,000 for projects less than 30 minutes. Projects may receive up to $1 million in tax credits per fiscal year. Eligible production expenses include cast and crew wages, accommodations, costs of set construction and operations, purchase or rental of facilities and equipment, location fees, and other production-related goods and services purchased and consumed within the state. Film Wisconsin will review tax credit applications monthly.

The tax credits are retroactive to eligible expenditures beginning Jan. 1, 2026. Learn more about Film Wisconsin and the Wisconsin Film Production Tax Credit at FilmWisconsin.com. 

ADDITIONAL BACKGROUND ON EVERS ADMINISTRATION’S EFFORTS TO BOLSTER WISCONSIN’S TOURISM AND FILM INDUSTRY

Since 2019, and especially in the wake of the pandemic, Gov. Evers and his administration have made investing in Wisconsin’s tourism industry a top priority. Thanks in part to the governor’s efforts, in 2024, Wisconsin’s tourism industry saw its third consecutive record-breaking year of economic impact under the Evers Administration. According to 2024 economic impact data, the tourism industry generated a record-high $25.8 billion in total economic impact, or about $70 million per day, surpassing the previous record of $25 billion set in 2023, which itself was a record year.

Additionally, 2024 was a hat trick, as Wisconsin also welcomed a record-breaking 114.4 million visitors —a 1.4 million increase from the previous year and eclipsing the former record of 113.2 million visitors in 2019, and the state’s tourism industry generated a record amount of state and local revenue, generating a record $1.7 billion that goes back to local communities and essential state services.

The 2023-25 Biennial Budget signed by Gov. Evers included a historic $34 million investment over the biennium for the Department of Tourism to promote Wisconsin as a premier destination for leisure, business, and group travel, amounting to the largest increase in tourism marketing and advertising funds in state history. These funds ensured the department could run strategic campaigns and remain competitive with neighboring states. Building on efforts of the 2023-25 Biennial Budget investment, the most recent 2025-27 Biennial Budget signed by Gov. Evers provided additional investments to bolster tourism in Wisconsin, including: