Periods of wildfire smoke do not help to attract tourists to the region. And sometimes it’s not actual smoke that causes a dip in visitors like this past weekend, but merely reports of fires in the Pacific Northwest. The Dalles Area Chamber of Commerce CEO Lisa Farquharson says they are constantly fighting perceptions when the word fire is mentioned in association in the Gorge. She says they are constantly reminding potential visitors that most of the summer, fire and smoke does not prevent the Gorge from being open for business. Farquharson adds she urges everyone in the community to have a consistent message about what is available in the Gorge and what is actually an accurate picture of smoke and fire issues in the region.