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INDIANAPOLIS (AP) — Indiana officials are looking for ways to lure more tourists to the state.

The Indianapolis Business Journal reports that the Indiana Office of Tourism Development plans to hire a marketing firm to lead the effort.

In a document seeking proposals, state officials say their goal is to become a “leading regional destination” with annual growth exceeding that of adjacent states. The tourism office spends about $2 million annually on marketing services.

The winning firm is expected to develop print, television and radio ads, as well as billboards, email marketing and social media efforts.

A state report says tourism in 2016 employed 242,000 workers, generated $12.2 billion in annual spending and attracted 79 million visitors.