Wisconsin is renowned for its natural beauty, picturesque landscapes, and enchanting small towns. Every year, countless travelers traverse its winding roads in search of lush forests, sparkling lakes, historic landmarks, and hidden gems.
Among the many routes that crisscross the state, one road consistently stands out for its breathtaking vistas and unique charm: the Great River Road. Recently crowned the “most scenic road” in Wisconsin for 2025, this famed byway exemplifies the heart and soul of Wisconsin’s natural splendor.
The Great River Road: Wisconsin’s Most Scenic Journey
Stretching approximately 250 miles along the Mississippi River, the Great River Road (Highway 35) invites travelers on an unforgettable journey from the state’s southwest corner near Kieler northward to St. Croix Falls.
Designated as an All-American Road, this stretch is celebrated for its dramatic river bluffs, verdant valleys, and a string of over 30 vibrant river towns that offer festivals, local cuisine, and warm hospitality.
What Makes It So Distinctive?
Dramatic Natural Backdrops: The Great River Road follows towering limestone bluffs, winds through wooded valleys, and offers panoramic overlooks where visitors can pause and appreciate the mighty Mississippi’s grandeur.
Charming Towns and Culture: The byway is dotted with historic destinations such as Potosi, Prairie du Chien, and La Crosse—each with their own unique attractions, from breweries and museums to Victorian neighborhoods and lively arts scenes.
Wildlife and Recreation: The route is a haven for birdwatchers, particularly during the migration seasons, as the Mississippi Flyway hosts thousands of songbirds, waterfowl, and raptors. National wildlife refuges and state parks provide ample hiking, biking, and kayaking opportunities.
Year-Round Beauty: In autumn, the bluffs ignite in fiery reds and golds. Summer brings lush greenery, while spring reveals wildflowers in bloom and winter cloaks the riverbanks in sparkling frost.
Rustic Roads and Scenic Byways: Celebrating Wisconsin’s Natural Legacy
While the Great River Road is the crown jewel, Wisconsin boasts a network of five officially designated Scenic Byways and a remarkable Rustic Roads program. As of 2025, the Rustic Roads program is celebrating its 50th anniversary, now encompassing 126 routes through 61 counties, weaving nearly 760 miles across rural landscapes.
These roads are marked with distinct brown and yellow signs and are deliberately lightly traveled, inviting motorists, cyclists, and hikers to immerse themselves in untouched nature, diverse wildlife, and authentic Wisconsin charm.
Other Notable Byways: Door County Coastal Byway (Lake Michigan vistas, lighthouses), Lake Superior Scenic Byway (Apostle Islands access), Lower Wisconsin River Road (sandstone bluffs), Nicolet-Wolf River Scenic Byway (Chequamegon-Nicolet National Forest), and Kettle Moraine Scenic Drive (glacial landforms).
Contribution to Tourism: Scenic and rustic roads bolster Wisconsin’s robust tourism sector. In 2023, tourism generated a record $25 billion in economic impact, welcomed 113 million visits, and supported more than 178,000 jobs statewide, with these figures expected to rise in the soon-to-be-released 2024-2025 statistics.
Travel Tips
Plan Your Season: Fall foliage and spring wildflowers are particularly stunning. Many towns host harvest festivals, art shows, and food fairs along the way.
Stop and Explore: Don’t miss National Brewery Museum in Potosi, Prairie du Chien’s Villa Louis Historic Site, La Crosse’s Riverside Park, or the many overlooks and wildlife reserves.
Download Guides: The new 2025 Wisconsin Rustic Roads and Scenic Byways guides are available for free in print and online, providing detailed maps, route instructions, and attraction highlights for your trip.
Conclusion
The Great River Road earns its title as Wisconsin’s “most scenic road” not only for the landscapes it traverses but also for the deep connection it fosters with the state’s history, environment, and communities.
Whether you’re a seasoned road-tripper or a weekend explorer, this route promises ever-changing vistas, vibrant local culture, and the serenity that only Wisconsin’s countryside can offer. As more travelers seek out the restorative beauty of the Badger State, its scenic byways and rustic roads will continue to shape unforgettable memories for generations to come.
Source:
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[15] https://infrastructurereportcard.org/cat-item/roads-infrastructure/
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[17] https://content.govdelivery.com/accounts/WIGOV/bulletins/3de8113
[18] https://www.nhtsa.gov/sites/nhtsa.gov/files/2023-10/WI_FY24HSP-tag.pdf