"You really are hitting the cover off the ball," the governor said at the concluding luncheon of the three-day Utah Tourism Conference, which brought together about 280 public and private-sector people involved in tourism promotion statewide.

To support his analogy, Huntsman noted that for the first time ever, more than 20 million nonresident tourists entered the state last year, compared to 17.5 million in 2004, when the state started its new advertising campaign - "Utah: Life Elevated." This influx of visitors contributed to the employment of more than 113,000 people and generated $617 million in state and local taxes.

That said, the governor then issued the industry a challenge.

"Here's to our goal of 25 million visitors by 2012," he said. "I want to put it on the line right here and now."

The crowd in the Hilton Salt Lake City Center ballroom responded to that challenge with a standing ovation, apparently confident that Huntsman was right in saying that bigger numbers are possible if the state continues to improve the delivery of its product.

"We're not perfect," he said. "We have a ways to go and some issues to work on."

For instance?

* More outdoor activities for youth, Huntsman said, to pry them away from sedentary lifestyles in front of televisions and computers.

* Boosting Utah's image to the outside world, even if that includes tinkering with Utah's often maligned liquor laws. Messing with liquor laws is a touchy issue for every governor, he acknowledged, adding "we'll work on it."

* Building local convention hosting capabilities. "We're doing OK, but we're not where we need to be to meet the needs of the future," Huntsman said.

* Providing more film incentives for movie and commercial makers to work in Utah.

* Dealing with immigra- tion issues.

* Preparing to welcome more international visitors, especially from new markets such as China and India, where newly disposable income is creating a tourist class.