For 71 years, The Great River Road has brought tourists to Western Wisconsin, it's also helped generate more than $500 million in tourism revenue.

"River Road is an awesome area to travel and also to come and visit we have a diverse area that has everything from waterskiing to arts and crafts,” says Onalaska Tourism Director Jean Lunde.

She says the highway features 250 miles of river views and scenic Western Wisconsin towns. Because of that, she says this road draws travelers from all over the country.

"All the way from Minnesota to the Gulf of Mexico The Great River Road National Scenic Byway is a tremendous asset not only to the State of Wisconsin but all the States."

The Wisconsin Department of Tourism says food, shopping and recreational spending last year lead to an almost 3.5% increase in tourism dollars in 2008.

"The promotion of The Great River Road Scenic Byway I know brings in a lot of business and also the people form around the state as well as the entire country,” says Lunde

The DOT also says The Great River Road has been such a success in the last 15 years, spending in the eight counties it runs through has increased 90%.

"I think the Great River Road definitely keeps the State of Wisconsin afloat obviously with a lot of the economic downturn and also tourism dropping off ,” says Lunde.

She says tourism supports more than 12,000 jobs along the highway, and as long as the visitors don't go away, she says the jobs shouldn't either.

"Employment at this juncture and the economic downfall is terrific we actually employ quite a few people up and down the Great River Road within the 33 communities."

If you would like information about traveling on The Great River Road, call 1-800-873-1901.