Gov. Evers grabs ice cream at The Sweet Shop during statewide tour promoting tourism

LA CROSSE (WKBT) -- Governor Evers grabbed dessert in La Crosse on Tuesday to celebrate National Travel and Tourism Week.

Evers swung by The Sweet Shop on Caledonia Street for some homemade ice cream.

The North Side shop has been family owned and operated since 1921.

The governor's visit came the same day he asked the Joint Finance Committee to release $10 million for advertising Wisconsin as a prime cultural and recreation destination.

Evers said Tuesday that money is already approved in the state budget and those investments will boost an ever-growing tourism economy.

"The advertising money really has paid off in big ways. Our tourism budget has increased but the amount of money spent locally in tourism all across the state, La Crosse included, is really important," Evers said.

"We think of the big things--Packers, Brewers, sporting events. But at the end of the day, the people who are going to make our cities strong are places like this."

Economic data says tourism generated more than $23 billion for the state in 2022. 2023 numbers will be released in the next few weeks.

The current state budget has $34 million dedicated to advertising Wisconsin tourism.

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