 The tourism industry stresses the romantic character of Franconia.Arguments for this include the picturesque countryside and the many historic buildings that present the long history and culture of the region., In addition, the relatively few industrial towns outside of the main industrial cities is underlined.Franconian wine, the rich tradition of beer brewing and local culinary specialities, such as "Lebküchnerei" or gingerbread baking, are also seen as a draw that is worth marketing, and which make Franconia a popular tourist destination in Germany.