WISCONSIN DELLS, Wis. -- For a state that prides itself on summer tourism, it's been a challenging season in Wisconsin.

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Between sky-high gas prices, a slumping economy and flooding across the state, business owners have had a tough go.

"The summer of 2008 will really test the metal of the businesses that really rely on discretionary income," said Wisconsin Tourism Secretary Kelli Trumble.

But Trumble said it's also kept business owners on their toes and forced everyone in the industry to be more creative than ever.

New digital billboards in Milwaukee, Chicago and Minneapolis remind travelers that Wisconsin is ready for their business.

And, the state's premier travel Web site TravelWisconsin.com just began a new two-week campaign complete with hundreds of new travel deals.

Trumble calls this mid-season mindset her "can do" attitude.

"That's what is so exciting about the tourism industry," said Trumble "It's resilient, it's diversified and we have the four seasons to celebrate."

And there may be more to celebrate.

Trumble said her department keeps in close contact with all tourism businesses across the state. She said that many are reporting average numbers, despite the economic hardships.

Brent Gasser, who owns Jellystone Campground and Resort in the Wisconsin Dells, said he's noticed a few seasonal changes this year, including more Wisconsin license plates in his campground.

"We've actually seen more people coming from the state of Wisconsin, Milwaukee and Madison specifically and maybe a slight decrease from the Minnesota market," said Gasser. He also said he's had about the same number of campers from Illinois that he usually has.

Gasser's Jellystone business offers more than campsites. The resort also offers rentals of cabins for campers who don't have or don't want to camp in a tent or camper, WISC-TV reported.

"We've noticed a slight increase in people downgrading their lodging, but they're still coming and staying longer," said Gasser.

Gasser said this isn't the first time Jellystone has ridden out an economic hardship.

Gasser's family has owned the park since 1971.

"We've survived gas shortage, gas lines bad recessions and this is no different," said Gasser. "It might be a little more tight than normal, but camping responds extremely well. Campers are really resilient."

At Hickory Hills Campground in Edgerton, owners said their numbers are similar to last year. Although, they said the number of seasonal campers has increased.

Seasonal campers pay to stay in a site all summer, rather drive to different campgrounds all summer, WISC-TV reported.

After polling tourism businesses for weeks, Trumble said she expects the state's nearly $13 billion tourism industry to be about the same as last year, which was only slightly off from 2006.

She said there are inspiring stories across Wisconsin.

"We received communications from our colleagues in Bayfield and Madeline Island and they actually sold out of food on all of Madeline Island over the extended weekend," said Trumble.

Trumble said there is even more inspiring news from some resorts on Lake Delton, such as Baker's Sunset Resort, which reported a full occupancy over the Fourth of July weekend.

"That's really positive and very optimistic," said Trumble.

And to give tourism a boost, the state is providing $250,000 for one-time grants to assist tourism marketing and promotions in flood-ravaged counties.

"This is peak season and we knew we may need to provide some additional support in marketing to keep driving people to their events and festivals," said Trumble. "For many of the communities, it's one of their largest revenue sources."

Trumble said Gays Mills is one example of a community which was devastated by floods twice in the past year, but wants and needs travelers during their peak season, apple harvest.

"They are anxious for the word to be out that, 'We're good, we're dry, please visit,'" said Trumble.

Trumble said the longer summer season may also assist tourism across the state.

While Memorial Day might be the "unofficial" start to summer, tourism comes more into full swing in Wisconsin after the Fourth of July and runs through September, according to tourism experts.