MADISON – Gov. Tony Evers, together with the Wisconsin Department of Transportation (WisDOT) and the Wisconsin Department of Tourism, today announced the 2026 Rustic Roads Guide is now available in print and online, showcasing Wisconsin’s 126 unique Rustic Roads and Wisconsin’s five Scenic Byways. A new Rustic Roads Guide is developed each year by WisDOT and distributed through a partnership with the Wisconsin Department of Tourism. The guide includes photos and descriptions of all Wisconsin’s Rustic Roads and Scenic Byways, detailing how Wisconsinites and visitors to the state alike can explore these unique destinations.
“Whether traveling by car, motorcycle, bicycle, or on foot, Wisconsin’s Rustic Roads program has allowed Wisconsinites and visitors alike to experience our state’s natural beauty and historic charm for over half a century,” said Gov. Evers. “No matter the season, traveling on these one-of-a-kind roadways will encourage folks to unwind and enjoy all of our state’s vast and vibrant outdoor spaces and a unique piece of our history.”
Created in 1973, the Rustic Roads program is one of WisDOT’s oldest programs and has contributed to the growth of Wisconsin’s travel and tourism economy by encouraging Wisconsinites and out-of-state tourists alike to visit a variety of communities across the state. Over half a century later, there are now 126 Rustic Roads, spanning approximately 760 miles of scenic, country roads across 61 counties. Unique brown and yellow signs mark the routes of all 126 officially designated Rustic Roads, which range from two miles to 37 miles in length and have a maximum speed limit of 45 miles per hour. New routes are still being proposed and added to the statewide system thanks to the program’s popularity and the participation of local municipalities and governments.
“The Rustic Roads program is a great opportunity to promote the exploration of Wisconsin’s roads less traveled,” said WisDOT Secretary Kristina Boardman. “Wisconsin’s Scenic Byways and Rustic Roads are both the result of collaboration with local leaders, and we are thankful for the ongoing efforts that make these programs so strong. We encourage communities across the state to submit applications and nominate new routes because we believe there is always one more great destination to uncover in Wisconsin.”
Since Day One, Gov. Evers and his administration have made it a priority to invest in improvements to local roads, bridges, and infrastructure and bolster the travel and tourism industry, which are both major economic drivers for the state. Since 2019, under his administration, the state has improved more than 9,600 miles of roads and 2,400 bridges statewide.
Rustic Roads also help contribute to Wisconsin’s thriving travel and tourism industry, particularly in the state’s rural communities. Last summer, Gov. Evers and the Wisconsin Department of Tourism announced 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.
Wisconsin also welcomed a record-breaking 114.4 million visitors in 2024—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. Additionally, in March, Gov. Evers announced Wisconsin’s outdoor recreation industry also saw its third consecutive year of record-breaking economic growth in 2024.
“Wisconsin’s Rustic Roads and Scenic Byways encourage us to slow down and enjoy the moment,” said Tourism Secretary Anne Sayers. “The feeling of discovery along a Rustic Road will leave you wanting more. One more quiet country bend. One more unexpected roadside farmstand. One more route that leads to a local eatery or hiking trail. This Rustic Roads Guide is your trusted copilot for a memorable Wisconsin road trip.”
To become a Rustic Road, a roadway must have outstanding natural features along its borders, such as rugged natural terrain, native vegetation, native wildlife, or include open areas with rustic or agricultural vistas, which, singly or in combination, uniquely set this road apart from other roads; must be a lightly traveled local access road, one which serves the adjacent property owners and those wishing to travel by auto, motorcycle, bicycle, or hiking, for purposes of recreational enjoyment of its rustic features; and must not be scheduled or anticipated for major improvements which would change its rustic characteristics.
WisDOT oversees the Rustic Roads program; however, these roads remain under local government authority. More information on the Rustic Roads Program and nomination process is available on WisDOT’s website.
For a free copy of the 2026 edition of Wisconsin Rustic Roads, visit https://travelwisconsin.com/order-guides or call 1-800-432-8747.
Published on: May 19, 2026 at 9:54 am