JACKSON, Miss. (AP) — Mississippi is revamping its tourism promotions with a new slogan: "Find Your True South."

Mississippi Development Authority director Gray Swoope unveiled the new marketing campaign Wednesday at the Capitol.

He says ads and brochures will promote the state's history, cuisine, casinos, outdoors activities and literary and musical heritage.

MDA tourism director Mary Beth Wilkerson says extensive research shows tourists perceive Mississippi as "an authentic place," and many see it as the most southern state.

Swoope says 19.5 million tourists visited the state last year, spending $5.5 billion. Travel and tourism is the state's fifth-largest private sector employer.

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