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UW-La Crosse Tourism Research Institute looks beyond the numbers behind Wisconsin’s travel boom

Summary by WTMJ
Wisconsin tourism is already big business. But one UW-La Crosse researcher says the state’s next challenge may be getting people to see Wisconsin as more than the version they think they already know. MILWAUKEE — For many people outside the Midwest, that version starts with beer, cheese and the Packers. Tanner Knorr gets it. Before […] The post UW-La Crosse Tourism Research Institute looks beyond the numbers behind Wisconsin’s travel boom appear…
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WTMJ broke the news on Tuesday, July 7, 2026.
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