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BERGLAND -- The Western U.P. is a national tourist destination waiting to happen, and according to Northern Initiatives, that means it's also a cash cow.

With natural beauty like Ontonagon County's Agate Falls and Gogebic County's Lake Gogebic, the counties have the potential to rake in big bucks in tourism, but promotion is key.

With a $150,000 grant from North American Development Bank, they plan to launch a two-year campaign.  Thursday, they held a strategy session in Bergland with Gogebic and Ontonagan County representatives to discuss the initiative.  One major piece of the puzzle:  a partnership with the 'Pure Michigan' Campaign.

"We think there's lots of opportunity," said George Zimmerman, Vice President of Travel Michigan.  "Obviously this is a great part of the state for visitors--it attracts a lot of visitors--but we think that maybe plugging them (Gogebic and Ontonagon Counties) into our program, both advertising and our Web site and our Facebook page, that we can get more exposure for this part of the state."

In addition to making the Western U.P. a feature destination on the Pure Michigan Web site, the partnership will involve TV and radio spots and a free Facebook page that has over 57,000 fans.

"A lot of these things are free," Zimmerman said.  "My favorite price!"

Local travel experts say that increasing tourism in the western U.P. increases the potential for small business growth--people visit, like what they see, and settle down.

"The more people that come into the area, then obviously to serve that, as businesses receive success, it may encourage an outfitter to start a business," added Chris Rector of Northern Initiatives.

With more people, more businesses and more jobs, creating a healthier economic climate in the western U.P. starts with tourism.