Wisconsin tourism is already big business. But one UW-La Crosse researcher says the state’s next challenge may be getting people to see Wisconsin as more than the version they think they already know. MILWAUKEE — For many people outside the Midwest, that version starts with beer, cheese and the Packers. Tanner Knorr gets it. Before moving to Wisconsin last year, that was part of his impression, too. “For me, I definitely thought beer, cheese, and Packers,” Knorr said.