Nottinghamshire's tourism industry is worth more than £1.1bn a year, a new report has revealed.
The "N" re-branding of Notts is part of the tourism drive
The figures have been compiled by the organisation responsible for promoting the county and show 34 million people visited the county in 2003.
Two thirds were day trippers, with the rest staying in hotels or with friends.
Experience Nottinghamshire said this showed how important the tourist trade was to the local economy, and it aimed for a 20% increase within five years.
It wants to get more people taking short breaks in the city and the county.
The study cost £12,000 but chief executive, Professor John Heeley, said he thought it was money well spent.