4th Annual Live Love Lubbock luncheon held Wednesday

The 4th Annual Live Love Lubbock luncheon honors the city's ambassadors and professionals in the travel and tourism industry.

Visit Lubbock and the Lubbock Hotel Motel Association sponsoring the event to celebrate National Travel and Tourism week.

"Tourism is on a very upward climb right now we're seeing more and more visitors every year," said LEDA and Visit Lubbock CEO John Osborne. "The visitors that we are getting have higher household incomes and so we're seeing that spending is also up and the impact tourism is having on our local economy continues to grow."

Lubbock ranks 7th in the state as the most popular destination according to the Metropolitan Statistical Area.