Oklahoma’s tourism industry generated more than $7 billion, in 2012, and according to the Stillwater News Press, the industry is responsible for the state government’s third largest revenue stream of $385 million. But despite the fact that tourism brings in the big dollars, the state is struggling to rev up its reputation among its residents.

“No state can touch, compete, with our history and our heritage. No state,” Lt. Gov. Todd Lamb said in a town hall meeting. “Those 13 original colonies are pretty special. They did a lot of good stuff. ... No state was settled like we were. Three unique ways. ... No state can touch the rich history and rich heritage we have in Oklahoma.”

And that history and heritage that Lamb referred to is largely predicated on Native American’s rich heritage, culture and presence in the state. Whether it be past and present tourists from all over the world are drawn to the Midwest to experience a piece of that history.

But Lamb hinted that some of the state’s residents might not be so proud of its reputation, leading to the industry’s undervaluation. Lamb was asked why the state’s youth are not embracing its reputation like outsiders are.

“If we were to poll or ask kids in Manhattan if they liked living in New York, they’d say ‘no, there’s nothing to do.’ Hey kids in Los Angeles, ‘Do you like living in L.A.’ No, it’s boring here. Part of it is that teenage mindset. ...”

Also according to the news report, Oklahoma lost its best and brightest to other states because there was a lack of high-paying jobs and career options.

“We need to make sure these next generations understand anything you want is right here  ...,” Lamb said. “Those are some challenges we have.”

Cutting the red tape on some of the state’s tourism-related projects have also been scrutinized. Lamb said that the funding for the Native American Cultural Center in Oklahoma City is stalled, as well as the Pointe Vista development in Lake Texoma. KGOU recently reported that the cultural center could be on hold until after the elections in November.

But as setbacks are inevitable, Oklahoma tourism continues to thrive.

“We have so many folks that come to Oklahoma – serendipitously because of commerce, I-40, I-44, I-35, just coming through, and/or Germans in particular, they love our Native American history. ... It’s a great way to show off Oklahoma,” Lamb said.