MADISON (WKOW) -- The results of a study for the state Department of Tourism show growth in Wisconsin's tourism industry.
The state saw a 7.6 percent rise in visitors from 2010 and the tourism economy grew as a whole by nearly 8 percent.
The study also shows visitor spending generated $16 billion in total business sales, up from $14.8 billion in 2010.
A 2011 advertising campaign called "Picture the Fun" motivated more than 2.1 million visits, helping to generate an additional $257 million in tourism spending and $22 million in tax revenue.
More than 95 million visited Wisconsin, which helped support 181,000 jobs. Columbia, Fond du Lac and Monroe counties experienced more than a 20 percent increase in visitor spending. Overall, visitors generated $1.3 billion in state and local revenue and $950 million in federal taxes in 2011.