Greater madison convention & visitors bureau, INC.'s mission is to inspire a love of madison. We do this by leading and directing the destination's tourism industry in strategic and dynamic activities. Accomplishing this mission will result in support for our efforts and increased, optimum levels of visitor traffic and maximum generation of visitor dollars for madison and DANE county. The impact of living this mission on a day-to-day basis is summed up by our vision for the destination, our destination partners, and our organization team: madison is a place for ALL.