New Glarus Transforms Tourism With Over Sixty Million Dollar Investment in Historic Hotel and Brewing Company by 2026

In the heart of downtown New Glarus, Wisconsin, a historic landmark is undergoing a major transformation. The New Glarus Hotel, a cultural cornerstone since 1853, is being restored in a multi-million-dollar effort to preserve its Swiss heritage while adapting to modern tourism needs.

The main restaurant in the hotel ceased operations in 2021 following pandemic-related challenges. A pizzeria that had operated on the first floor also shut its doors the following year, leaving the building empty. The current development team has launched an extensive renovation initiative, with plans to reintroduce the hotel as a luxury boutique destination for both tourists and locals.

On the second floor, eight boutique-style guest rooms will be constructed. These accommodations will combine vintage architecture with contemporary comfort, appealing to travelers seeking unique stays in heritage-rich locations.

Local businesses such as cafes, cheese shops, and gift stores will likely benefit from the increase in tourist foot traffic. Community planners and tourism advocates expect the hotel to serve as a catalyst for broader downtown revitalization.

Just outside the main downtown area, another transformative project is underway. The New Glarus Brewing Company has launched a $55 million expansion at its Hilltop facility. The project broke ground in late 2024 and is expected to be completed by fall 2026.

The expansion will add approximately 65,000 square feet of new brewing and hospitality space to accommodate larger crowds, special events, and more immersive visitor experiences. The brewery already plays a major role in regional tourism, drawing thousands of visitors each year to sample iconic craft beers and explore the surrounding countryside.

During the construction phase, the Hilltop facility is closed to the public. However, tours are still available at the original Riverside facility. A temporary tasting room has also opened at 218 Hoesly Drive, where visitors can enjoy popular offerings such as Spotted Cow, Moon Man, and other regional favorites.

With both the hotel and the brewery developments underway, New Glarus is experiencing one of the most significant tourism-focused investments in its history. Combined, the two projects total more than $60 million and are expected to create dozens of jobs in construction, hospitality, food service, and tourism management.

Increased visitor numbers are projected to have a ripple effect across the community. Local restaurants, bed-and-breakfasts, and retail shops are preparing for higher demand, and some are already exploring ways to expand or enhance their services in anticipation.

The focus on preserving cultural identity while modernizing infrastructure offers a blueprint for other small towns in Wisconsin and the Midwest. By blending history with innovation, New Glarus is positioning itself as a unique and resilient tourism destination.

Although the official grand reopening is scheduled for early 2026, developers have indicated that a phased approach may be taken. This could involve soft openings of the restaurant and bar before the full hotel launch, or limited guest stays ahead of the formal ribbon-cutting.

This strategy allows the team to fine-tune operations while building community excitement and offering early previews of the revamped space. It also supports flexibility in construction and logistics, particularly as supply chains and labor markets continue to recover from pandemic-era disruptions.

New Glarus is set to redefine tourism by 2026 with over sixty million dollars invested in restoring its historic hotel and expanding its world-famous brewing company. The dual projects blend heritage with modern hospitality to boost local tourism and economy.

The investment in downtown New Glarus is a strong signal of confidence in the long-term viability of rural tourism in Wisconsin. The model of blending historic preservation with targeted economic development is being closely watched by neighboring communities and tourism officials.

By focusing on both authenticity and experience, New Glarus is creating a tourism economy rooted in its unique story. The revitalized hotel and expanded brewery serve not only as business ventures but as symbols of a community embracing its past while investing in its future.

As travelers increasingly seek destinations with character, charm, and meaning, New Glarus is poised to deliver all three in a setting unlike any other.