Wisconsin's outgoing tourism chief talks about the challenges facing the industry. Jim Holperin will step down as Secretary of the Wisconsin Department of Tourism early next year. He says the industry in Wisconsin is well positioned for continued growth. Holperin says "the challenge will be to maintain a consistent invitation, a confident message of welcome, through a marketing campaign."
Holperin says the state's current "Life's So Good" promotional campaign is working pretty well, although he says emphasizing Wisconsin's natural resources and environmental heritage — so-called "green tourism" — will serve the state well in the future. Holperin says it's been a pleasure serving the state, but with his home in Eagle River it made for some long commutes. Holpein will be relocating to Arizona, where his wife has accepted a new job.