Just about every TV channel-surfer is familiar with the “Pure Michigan” commercials promoting the Mitten State as a prime tourist location. The commercials depict scenic coastlines, lighthouses, pristine forests and museums.

Some Pennsylvania legislators are pushing a similar campaign for Pennsylvania. And why not? The Keystone State has scenic venues that rival the best of any state. There’s Presque Isle, Cook Forest, World’s End, Amish Country and the Delaware Water Gap. We’re home to the chocolate capital of Hershey, the historic Gettysburg Battlefield and Independence Hall in Philadelphia. Closer to home there are the annual Bantam Jeep Heritage Festival, Historic Harmony and Moraine State Park.

All of these attractions should be depicted in a national advertising campaign as artfully and professionally conceived as Michigan’s campaign — which, by the way, cost $12 million.

By contrast, Pennsylvania has just $2.6 million budgeted for tourism marketing this fiscal year, a dramatic decrease from the Gov. Tom Ridge-era budget of $44.3 million in fiscal 2001.

The big hurdle, as always, is coming up with the money to pay for a big campaign. And if financially strapped Michigan can afford to put out such a splendid welcome mat, then why can’t we?

State Rep. Keith Gillespie, a Republican from York County, offers a solution.

Lawmakers are considering a bill sponsored by Gillespie that would enable Butler County and 53 other counties to raise their hotel taxes to 5 percent from 3 percent. The increase would give visitors bureaus statewide more money to promote the state.

The County Commissioners Association of Pennsylvania is backing the legislation. So are the visitors bureaus. And here’s a surprise: So is the state’s lodging industry. John Longstreet, president and CEO of the Pennsylvania Restaurant and Lodging Association, says it’s good business to invest in marketing.

It’s big business as well. Travelers and tourists spend $38.4 billion annually in Pennsylvania, including $4 billion in state and local tax revenue, according to the state Department of Community and Economic Development.

By one official estimate, every dollar spent on tourism marketing nets $7 in return.

Granted, the increase will translate into higher hotel rates. But it also means the travel industry is taking responsibility for its own marketing expenses instead of thrusting the cost on state taxpayers — or making itself dependent on the fluctuations of a state budget.

As state legislators debate Gillespie’s bill, they might consider an amendment earmarking a substantial portion of the increase to a marketing campaign similar to the Pure Michigan campaign. We Pennsylvanians deserve a big, beautiful marketing campaign that reflects the big, beautiful state we are.