It will not be long before Martin Park fills up and people crowd city streets in Sturgeon Bay. Destination Sturgeon Bay and other area business associations are awaiting the start of the tourism season, which typically begins around Memorial Day weekend and continues through late fall.

The start of the season also brings a variety of festivals and events that become highlights for visitors to the area. Destination Sturgeon Bay Executive Director Cameryn Ehlers-Kwaterski said her team is putting the final touches on planning efforts for the Sturgeon Bay Fine Art Fair and the kickoff of the farmers market the following weekend. She added that while the work is demanding, it is rewarding to see so many people enjoying themselves in the community.

Though official tourism numbers will not be released until next month, preliminary data is promising. According to the Door County Tourism Zone, total lodging revenue increased 6% in 2025 compared with 2024, and the number of occupied rooms also rose 1.5% to more than 625,000. Organizations across the country are celebrating National Travel and Tourism Week, recognizing the impact the visitor economy has on their communities.