Minocqua, WI — The Minocqua Area Visitors’ Bureau has been awarded the Outstanding Partnership (Budget Under $1.5 Million) honor at the 2025 Destinations Wisconsin Fall Conference, recognizing an exceptional collaboration with Major League Fishing (MLF) and its national media network to elevate the visibility of bass fishing and outdoor recreation in the Northwoods.
This award celebrates a project that not only showcased the region’s strengthened fishery and natural beauty to a national audience but also delivered meaningful educational impact to 500 local students through interactive, conservation-focused presentations led by top MLF professionals.
Promoting Minocqua to a National Audience
A decade ago, declining walleye populations on the Minocqua Chain led to a moratorium that dramatically reduced fishing tourism. Today, a revitalized fishery and a bold shift toward promoting world-class bass fishing have positioned Minocqua back on the map.
Although other cities have hosted MLF events, 2025 marked the first time the series traveled this far north in Wisconsin, providing a major opportunity to highlight Minocqua’s lakes, vibrant outdoor culture, and growing sports-tourism sector.
Through MLF’s extensive digital, broadcast, and social platforms—reaching over one million followers across Facebook and Instagram alone—viewers nationwide were introduced to the area’s lakes, wildlife, vibrant fall colors, and local stories. The tournament generated remarkable visibility, amassing 613,356 video views, 13.4 million minutes watched, and 5.2 million social media impressions, all of which helped elevate the area’s profile as a premier outdoor and fishing destination.
Repeated destination mentions and visual highlights throughout six days of broadcast coverage
Additional media coverage expanded the reach even further through WJFW, WSAW, WJJQ, Vilas County News, The Lakeland Times, The Outdoor Channel, Anglers Channel, TikTok, YouTube, RFD-TV, BBC Boards, The Bass Cast, and more.
Six, two-hour national television broadcasts of the tournament will air in 2026 on The Outdoor Channel.
Inspiring the Next Generation of Northwoods Anglers
A cornerstone of the collaboration was its emphasis on community outreach through youth education. On Tuesday, September 16, eight Major League Fishing professionals delivered an interactive presentation to 500 K–8 students at the Minocqua J1 School District, offering conservation lessons, sustainable fishing practices, insights into careers within the outdoor and fishing industries, demonstrations of professional fish-handling techniques, and video highlights from the MLF Team Series filmed in Minocqua. The session concluded with a lively Q&A and prize giveaways, and students were highly engaged throughout, asking thoughtful questions, participating enthusiastically, and gaining meaningful exposure to careers and recreation opportunities rooted in the Northwoods’ natural resources.
A Milestone Collaboration for the Community
“This partnership marked a turning point for Lakeland Area,” said Krystal Westfahl, President and CEO of the Visitors’ Bureau. “Bringing Major League Fishing here wasn’t just about hosting an event; it was about showcasing our thriving fishery, supporting our local economy, and inspiring our next generation. We’re honored to be recognized for work that will have a lasting impact on tourism, conservation, and community pride.”
About the Minocqua Visitors’ Bureau
The Minocqua Visitors’ Bureau is dedicated to promoting tourism, outdoor recreation, and economic growth throughout the Minocqua Area and the broader Northwoods region. By leveraging partnerships and innovative marketing strategies, the organization showcases the area’s unmatched natural beauty, vibrant activities, and welcoming community.
Our North Star: The Minocqua Area Visitors Bureau’s mission is to strategically market to visitors for the purpose of fostering conditions for positive economic impact. Our vision is to welcome you into your authentic Northwoods experience.
