Wisconsin tourism is a booming $17.5 billion dollar a year industry and La Crosse is a big contributor.
The Mississippi River, the bluffs and our many outdoor trails are just a few of La Crosse's attractions.
The state had nearly one million visitors in 2013.
Wisconsin's tourism employs more than 4,000 people full time.
But tourism leaders said the industry is beginning to change.
"10 years ago we weren't talking about how we were going to advertise via Facebook or Instagram and now that is a major part of what we do," said Stephanie Klett, Secretary of The Wisconsin Department of Tourism.
Klett spoke at the Governor's Council of Tourism conference in La Crosse Sunday.
Representatives gathered to discuss where the industry is heading over the next four years.
Governor Walker is scheduled to speak at the event Monday morning.