The head of the state tourism agency is looking forward to the holiday weekend.
Wisconsin Department of Tourism Secretary Kelli Trumble is optimistic about the industry — not only for the Fourth of July weekend, but also the entire summer.
"Well we're really looking forward to moving into July now and the Fourth of July weekend because we move into the strongest and most important part of the summer travel season — the next six weeks."
Trumble, who grew up in Wisconsin Dells, says her office is hearing from businesses in the tourism industry accross the state that reservations look good and strong. Adding to Trumble's positivity is the fact that Wisconsin has always been an easy drive destination, and a great value.
"Gas prices are lower than they were last year at this time and because of our value, easy drive destination, and that there are such great packages and deals out there we are cautiously optimistic as we move into July and August."
And, all the hype from the new Public Enemies movie can't hurt, either. Tourism is Wisconsin's number three revenue-producing industry.