‘Discover Wisconsin’ Rhinelander episode coming in early 2026

A film crew was in Rhinelander last week filming an upcoming episode of the long-running tourism and travel show “Discover Wisconsin.”
Lauren Sackett, CEO of the Rhinelander Area Chamber of Commerce, announced the news during the city council’s Aug. 11 meeting.
“Today is their first day in town filming,” she said as part of a presentation on current tourism efforts. The episode is expected to air in early 2026 and Sackett said a community-wide watch party may be scheduled. “We’re really excited to be able to film this episode,” she said, noting that the episode is slated to include 100 percent Rhinelander content. “Rhinelander has not had an episode since the early 2000s so we’re really excited that we were able to secure them for this season.”
The tourism sector is holding steady this summer, with modest gains in revenue and strong engagement from target markets, Sackett told the alderpersons.Room tax collections for the fourth quarter of 2024 and the first quarter of 2025 rose 3.92% compared to the same period last year. Visitor center traffic is on par with 2024, while website views are up 21.5%, with most users coming from priority markets in Chicago, Milwaukee, Minneapolis, and Madison. Social media reach has also grown, she said. State economic data released in June showed Oneida County climbing in visitor spending, ranking 17th among Wisconsin’s 72 counties, Sackett noted.
Looking ahead, the chamber plans to boost “shoulder season” travel in May, June, September, and October, she added, noting that the goal is always to attract new events, and address ongoing challenges such as seasonal staffing shortages and limited lodging capacity during peak months. As always, weather is also a factor. Sackett noted the Second Saturday in June car show and art fair on the courthouse lawn saw lower numbers this year due to rainstorms. While tourism remains a major economic driver for the Rhinelander area, Sackett cautioned that the pandemic-era surge in visitors “escaping to the Northwoods” is likely leveling off, making continued marketing efforts essential to sustain growth.

When the floor was opened for questions, Mayor Kris Hanus asked about the room tax rate.
“Do you feel the percentage that we charge for room tax currently is meeting the market needs,” he asked. “Do you think that’s something (the) council should look at changing in the future?”
He then theorized about the potential impact of a $1 increase.
“When you stay at a hotel, do you look at your receipt to see how much tax your paying,” Sackett responded. “I don’t think travelers look at that, where it would be a detriment to our community to increase our room tax. I don’t think that would push people to other communities or anything like that, if there was a tax change.”