The state's tourism industry had a strong 2007, posting nearly $204 million in visitor spending, according to reports.

The North Dakota Department of Commerce, tourism division, spent $1.66 million in tourism advertising last year; for every dollar spent on paid media, the return was $123 in visitor spending.

"Research shows we are accomplishing our goals,"of bringing more visitors to the state, said Sara Otte Coleman, director of the tourism division.

Other indicators:lodging tax collected was up 16 percent, total occupancy up 8.3 percent, and national parks visits were up 4 percent.

Research indicated 68 percent of visitor dollars were from out of state, including major target markets such as Wyoming, Minnesota, Montana, South Dakota and Canada.

All forms of media produced success, Otte Coleman said, except television marketing in Canada. While Canadian dollars are still crossing the border, most Canadians responded best to print campaigns.

The survey is completed by Longwoods International, a travel industry market research company, every two years. Results from the 2005 survey indicate the department has made major strides in its campaign; in that year, every marketing dollar spent created $81 in visitor spending.

For 2008, the tourism division announced a new campaign, personalizing the marketing from its traditional "Legendary"branding to an "Iam Legendary"tagline. Otte Coleman said the division will spend $1.9 million on the 2008 advertising plan, continuing to focus on its major markets and niches, including golfing, birding, mountain biking and hunting and fishing.

The outlook is good, Otte Coleman said, despite constant talks of the nation's withering economy.

"Obviously, we're concerned,"she said, but touted in-state travel numbers and the affordability of traveling in and to North Dakota from border cities.

"We're still the most affordable state to travel in,"she said.

(Reach reporter Crystal R. Reid at 250-8261 or at crystal.reid@;bismarcktribune .com)