Peggy Williams Smith

Peggy Williams-Smith is a Milwaukee native, hospitality veteran, and the first female President & CEO of VISIT Milwaukee, the region’s destination marketing organization. Since taking the helm in 2019, she has helped elevate Milwaukee’s national profile and strengthen tourism as a powerful economic driver for the region.

Under her leadership, VISIT Milwaukee launched its first new brand campaign in more than 20 years, ushering in a bold new era of destination storytelling and community pride. Her team has developed innovative marketing strategies and strategic partnerships that have expanded Milwaukee’s reach, increased visitation, and generated record-setting economic impact for the community.

Williams-Smith has led some of the city’s most significant tourism and convention wins, including helping secure and host the 2024 Republican National Convention, building momentum for major future conventions and meetings, and amplifying Milwaukee’s growing national recognition as a culinary and cultural destination. Most notably, she helped position Milwaukee as a Michelin Guide destination—an achievement that elevated the city’s culinary credibility on an international stage. Her team has also spearheaded high-profile national marketing activations, including partnerships with Wheel of Fortune that showcased Milwaukee to millions of viewers across the country.

Her leadership has contributed to consecutive years of growth in convention bookings, visitor spending, and economic impact, positioning Milwaukee as one of the Midwest’s most dynamic and competitive destinations.

Prior to joining VISIT Milwaukee, Williams-Smith spent more than 22 years with Marcus Hotels & Resorts, where she built her foundation in hospitality, sales, and destination leadership.

A committed mentor and advocate for women in business, Williams-Smith dedicates her time to civic and charitable causes through board service and community leadership. Her honors include Milwaukee Business Journal Women of Influence (2017), Tempo Mentor Award (2021), Milwaukee Business Journal Executive of the Year (2022), recognition as one of Milwaukee’s Power Players for 10 consecutive years, and the 2025 Professional Dimensions Imprint Award.