A study in 2015 found that travelers from outside of Idaho weren't familiar with Idaho and considered the Gem State to be ordinary although the study also showed that people think Idaho is safe and affordable.
Here is a link to the study done by Insights Strategic Marketing and Research, the firm found that when compared to surrounding states Idaho doesn't receive as much interest from potential travelers.
Washington, Oregon, Colorado and Nevada all received a four rating out of a possible five, then comes Montana, Utah and Wyoming, then Idaho at a 3.3 ranking then South Dakota.
Tourism is Idaho's third largest industry accounting for more than 57,000 jobs and bringing in more than three billion dollars to the state's economy.
Local businesses got a taste of the season with Memorial Day coming to a close, Idaho River Sports had a busy weekend and is optimistic about this summer.
"It's starting to ramp up definitely there was a lot of families coming in," said Max Walton of Idaho River Sports. "I would say Idaho is anything but ordinary, we have everything from the mountain tops to the deserts, honestly there is any type of landscape you want to see for recreation."
Outdoor recreation certainly drives the industry and since the study in 2015, the Idaho Commerce Department has made a commitment to targeting families, attempting to get parents to bring their children to Idaho for summer vacation.