The new Explore La Crosse travel guide was recently released. The guide offers up many opportunities to visit, enjoy and discover in Western Wisconsin. It features articles about festivals, adventures and destinations navigation guides.  Explore La Crosse Executive Director A.J. Frels spoke appeared on La Crosse Talk with Sean Dwyer on Tuesday. He began by explaining how they market the community to potential tourists and visitors. There was also a discussion on what is coming up in 2026 for activities in the community. First, they talked about who makes the trip to the La Crosse area and how much they spend enjoying their time in the Coulee Region. Folks from Milwaukee like it here!