CODY - The draw of Wyoming and other wild and scenic places remains strong for vacation travelers, but rising gas prices and a weakening economy may mean visitors spend less once they reach their destinations.

That's one of the challenges facing dude ranch owners from Wyoming, Montana, Colorado and other states as they gather in Cody for the 82nd Dude Ranchers' Association convention.

"So far, it seems that $3 gas is not enough to discourage people from traveling. Yellowstone had its best year last year," Gov. Dave Freudenthal said to group members last week.

"People are still traveling, but they may not be buying as many things in the shops, and they may be eating less expensive meals when they get there," he said.

In Wyoming, that has meant the tourism industry has had to adopt a new strategy aimed at marketing to visitors who travel shorter distances, Freudenthal said.

"The declining value of the dollar may bring more international travelers," but resort owners won't know for sure until later in the season, he said.

Freudenthal said dude ranch owners could take a cue from marketing strategies being used by energy companies and other industries, and focus on the environmentally friendly aspects of a Western wilderness vacation.

"A number of you can position dude ranching as the original green experience," he said.

Managing growth, particularly in the form of rural subdivisions encroaching on open spaces around national forests and other scenic areas where dude ranches are located, is a key part of protecting the industry's future, Freudenthal said.

"We have a regional identity centered around a particular lifestyle. That makes us the target for growth, and if we're not careful, our region will lose what it is that makes people want to be here," he said.

Other challenges facing the industry include helping the mostly family-run properties use the Internet for marketing, and working with state and federal land managers for improved access, said Colleen Hodson, association director.

Based in Cody, the association has more than 100 members and works with ranch owners to assure safe, quality experiences for guests, she said.

"We've seen a small decline in the industry in recent years," Hodson said.

"We have to continue to work to help keep the dude ranch experience fresh and affordable as a viable form of adventure travel that's attainable for the average family," she said.

The association has 28 members in Wyoming, 21 in Montana, 28 in Colorado and 28 in other states and Canada.

A 2007 membership survey shows the average dude ranch season as being 17 weeks long, with ranches hosting an average maximum of 36 guests at once and 461 total guests for the season.