President and CEO
VISIT Milwaukee | Milwaukee
Peggy Williams-Smith joined VISIT Milwaukee as its first female president and CEO in 2019. Under her leadership, the firm recently completed a rebrand and has launched several marketing campaigns to elevate the city’s reputation and tourism economy. Williams-Smith was instrumental in promoting the city during the Milwaukee Bucks’ 2021 championship run and during the city’s bid to secure the 2024 Republican National Convention. Prior to VISIT, she held leadership roles at Marcus Hotels & Resorts for over 22 years.
Highlights from the past 12 months: “We had a record-breaking year for tourism in 2023. We played a pivotal role in driving Milwaukee County’s direct visitor spending to an all-time high of $2.3 billion … (thanks to) partnerships with local sports celebrities, large-scale events like the USA Triathlon and creative marketing initiatives like the Emmy-nominated Good Things Brewing. We continued the growth into 2024 with ‘Top Chef,’ welcoming the 2024 Republican National Convention and hosting Connect Marketplace.”
Your secret talent: “I am a fabulous cribbage player.”
Advice for first-time leaders: “Surround yourself with people smarter than you.”
If you could time travel: “Back to 1988, as a junior in high school. My grandparents and parents were still alive. It was a time of innocence that we can’t recapture today.”
2022 Wisconsin 275 Profile
Hospitality | Tourism
President and CEO
VISIT Milwaukee | Milwaukee
Peggy Williams-Smith has led VISIT Milwaukee, the region’s convention and visitors’ bureau, since late 2019. Just a few months into her role, Williams-Smith had to steer the organization through the COVID-19 pandemic, which upended the local tourism economy and rendered the Democratic National Convention a mostly virtual event. As the region rebounds, VISIT is responsible for helping draw conventions, trade shows and leisure travel back to the city. Milwaukee’s successful bid for the DNC helped it secure the 2024 Republican National Convention, which VISIT Milwaukee estimates will have a $180 million to $200 million economic impact and draw 45,000 visitors.
First job: “Arby’s as a cashier. I learned, immediately, that I loved going to work. I loved the sense of accomplishment it gave me and the feeling of family I got from my coworkers.”
Toughest business challenge you’ve ever faced: “The effects of COVID. Coming into a new job and having to lay off one-third of the team within the first six months.”
Biggest recent success: “Securing the Republican National Convention for the summer of 2024.”
Why you are excited for the future: “The new leadership in our region. We have energetic young leaders who grew up in our city. They know the issues we face, but they know that the way to move forward is public and private collaboration.”
