“Pure Michigan” campaign keeps growing for state


LANSING, Mich. (WLNS)-  The Pure Michigan campaign continues to have a large impact on our state’s economy, according to data released at the 2016 Pure Michigan Governor’s Conference on Tourism.

Both the number of trips and overall spending were up in 2015.

4.6 million trips were made because of the Pure Michigan advertising campaign. Those trips made $1.4 billion for communities and local businesses across the state, according to Longwoods international.

Michigan hotels also saw some of this success. According to Smith Travel Research, Inc. hotel occupancy rates continued to climbed, beating average national rates.

“This data supports what we’ve been hearing from so many businesses and destinations across the industry – 2015 was a strong year for tourism here in Michigan,” said Dave Lorenz, Vice President of Travel Michigan, which is part of the Michigan Economic Development Corporation. These visitors are spending money in our businesses, supporting jobs in our community and inspiring their friends and family with all that Pure Michigan has to offer.”

In addition to this success, the campaign also has a strong return on investment of $7.67 for every one dollar spent in 2015. In 2015, $12.7 million was spent on out-of-state advertising and the campaign made $98 million in tax revenue for the state.

Researchers from Michigan State predict leisure travel will remain high in 2016.

“In the past ten years we have made great strides in raising awareness of Michigan as a leisure travel destination – but there continues to be a tremendous growth potential for the industry,” Lorenz said, “It is an exciting time for our industry.”

The full report is available here.

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