NATCHEZ — Those in the tourism industry have found themselves doing defensive public relations as people outside the state form opinions about Mississippi — and Natchez as part of it — after the passage of a controversial law.

And tourism industry representatives say what they’re hearing is not from happy people.

Since Gov. Phil Bryant signed into law a measure that will allow business owners to cite a deeply held religious belief in declining to provide goods or services that can be used in a wedding for a lesbian, gay or transgender couple — or even those who’ve had sex outside of marriage — a number of high-profile corporations, celebrities and states have called for the law’s repeal.

In other instances, advocacy groups have called for a boycott of the state.

That’s where the tourism groups come in. Natchez Convention and Visitor Bureau Administrative Assistant Amanda Hargrove said she’s received a “steady stream” of calls, emails and responses through the CVB’s “contact us” feature on its website.

“Some of them are people who are cancelling, but some of them are aggressive, people who just want to get their two cents in,” she said. “When I talk or respond to them, I am using what the Mississippi Tourism Association says, that all are welcome, our doors are open for anyone and everyone who wants to come to Natchez — that Natchez is a different kind of place. We just want to welcome everybody, to feel comfortable.”

In one instance, a man emailed to say he thought the law was a shame and that he would never visit the state. After Hargrove responded she said he softened his tone — slightly.

“He responded that ‘As soon as the bill is reformed, I will return to the state of Mississippi, but until then, I won’t,’” Hargrove said. “I feel like the damage has already been done.”

In other instances, those who aren’t even part of the official structure are having to respond. CVB Director of Sales Lynsey Smith said she’s had private sector tourism partners tell her they’ve received calls from people wanting to voice an opinion about the measure.

One of those private sector groups is the Natchez-Adams County Chamber of Commerce, which President Debbie Hudson said has received a number of strongly worded emails since the law was passed.

The chamber doesn’t have an official stance on the bill — its charter calls for it to be non-political — but it’s been the recipient of the boycott messages because chambers of commerce are seen as business leaders around the state, Hudson said.

In the meantime, Hudson has forwarded to members of its Chamber’s Tourism Council a statement that Natchez Tricentennial Director Jennifer Ogden Combs had the CVB’s public relations firm — Lou Hammond and Associates — craft.

“Thank you for your call,” the statement reads, “We understand your concerns. Please know that Natchez continues to be a welcoming destination for all, respecting the beliefs and rights of all its citizens and visitors alike. We have earned that reputation for the genuine warmth and openness of our people. That has not, and will not change. You can feel comfortable in the knowledge that you will enjoy true hospitality when you visit us here in Natchez. We hope we will see you soon!”

While the chamber itself is non-political, the Mississippi Economic Council — the state-level chamber of commerce — is, and has started an “All Are Welcome” campaign in response, which some Natchez tourism businesses have picked up.

But despite the volume of calls and emails complaining about the law, the ultimate impact is difficult to predict.

“It will be really interesting to see the numbers, to see if we have a substantial drop in tourists or information requests,” Hargrove said. “As of right now, looking at visitor’s guide requests, they seem to be coming in as quickly as before.”

Regardless of any impact, Hargrove said the CVB is “working with MTA to figure out the best course of action to take to ensure that tourists are welcome and people keep coming through the doors of the city.”