New La Crosse Co. Convention and Visitors Bureau Director introduced

LA CROSSE, Wis. (WKBT) — We’re meeting the new face of tourism in La Crosse County.

AJ Frels was formally introduced as the new executive director of the La Crosse County Convention and Visitors Bureau Thursday morning.

He comes to La Crosse after leading the Carson Valley Visitors Authority in Nevada.

He says he’s felt a connection with our area ever since he first came to visit seven years ago.

“I just loved the rolling hills, loved the view, the outdoors. I’m an outdoors person, so I just fell in love with that. The restaurants you have to offer, the dining experiences and so forth, and just everything that’s here, I just fell in love with it back then,” said Frels.

He isn’t a total stranger to the tourism industry in Wisconsin. He also spent 5 years as the executive director of the Wisconsin Rapids Area Convention and Visitors Bureau.