From the Milwakee Journal Sentinal 9/30/09:
The folks at the Wisconsin Tourism Federation, a 30-year-old tourism lobbying coalition based in Sun Prairie, couldn't possibly have predicted how the Internet would change the lingo.
While its abbreviation, WTF, was fairly innocuous a few decades ago, it means something entirely different these days.
That meaning - a phrase that can't be printed in a family newspaper, even though kids all over the country are texting it on a regular basis - isn't what anyone in tourism wants potential visitors to associate with Wisconsin.
So the name has been changed to protect our innocence. It's now the Tourism Federation of Wisconsin - an easy acronym switch that avoids any uncomfortable, ambiguous meanings. However, the URL www.witourismfederation.org, remains the same.
When I heard about this, and saw their logo on TV, it made me think about my natural reaction to the idea of tourism in Wisconsin: WTF? Sure, I want to spend my vacations in Wisconsin. Uh, huh. Yeah, right.
I'm sure Wisconsin is a nice enough place to live, but it isn't a major travel destination.