PORTSMOUTH, Ohio -- A region that has felt neglected over the years is getting increasing attention from tourists.

They are drawn by the natural beauty of the Hocking Hills and other scenic Appalachian areas of mountains, forests, lakes and caves, by myriad festivals that show off the region's music, dancing, crafts and storytelling, or by the quaint charms of Ohio's Amish people and small rural towns with artists, craftsmen, antique shops and homey restaurants.

"What people are looking for is to get in touch with real people, to get back to their roots," said Diane Sphar, whose Cincinnati-based Ohio Travel Treasures agency puts together some 500 tours in the region a year. "Appalachia is very interesting. They are real people living simple lives."

Ohio, the Washington-based Appalachian Regional Commission and regional business groups have increased marketing of the region as a tourist destination. The state Division of Travel and Tourism, working with public relations consultants, this year sent a group showcasing Appalachian culture and travel to Canada as part of an economic development trip led by Gov. Bob Taft. The division also plans tours early this summer for travel writers.

"It's kind of a hidden gem for a lot of people," said Claudio Vecchio, Ohio's tourism director. "Those 29 counties have an enormous amount for people to do in a lot of areas -- outdoors, history, arts and crafts, family travel."

The state says spending by visitors to Appalachia increased 26 percent, from $2.3 billion to $3.1 billion from 2001 to 2003, the last year for which regional totals are available. The number of tourism jobs in the region was more than 60,000 in 2003.

The large Amish community in Holmes County, for example, had some 4 million visitors in 2004 to see its old-fashioned, electricity-free way of living.

Visitors can shop at Amish stores and stands, tour homes and watch candle makers and broom makers, or dress in the Amish basic dark-colored clothes and work alongside Amish families in quilting, canning or making bread.

In the Ohio River city of Portsmouth, antique shops and other businesses in a historical district are being highlighted, along with colorful murals along the 20-foot-tall floodwall that depict the area's history and famous people such as actor-singer Roy Rogers and baseball's Branch Rickey.

Tourism and regional officials say Appalachians have become increasingly interested in working together to create tourist draws and combining marketing efforts.

Vecchio says tourism is an ideal business for the region.

"It takes creativity more than it takes an enormous amount of money," she said. "Places that are economically challenged or distressed are finding tourism can be a great boost to economic development."