Economic Development, Marketing, PR & Advertising, and Travel & Tourism

'Pure Michigan' attracts $1.4B in visitor spending

May 9, 2016
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Pure Michigan campaign generates $1.1 billion in spending
The state’s "Pure Michigan" advertising campaign, which has featured Great Lake beaches, has attracted millions of out-of-state visitors. Photo via

The state's "Pure Michigan" campaign attracted $1.4 billion in visitor spending in 2015.

Research firm Longwoods International credits the state's “Pure Michigan” campaign as the catalyst for 4.6 million trips into the state by tourists in 2015 and the financial impact of those trips on the state’s communities and local businesses.

The data was presented last month during the 2016 Pure Michigan Governor’s Conference on Tourism.

Additional data from Smith Travel Research show that hotel occupancy continued to climb in 2015, outpacing national growth rates.

Also in 2015, Michigan recorded its highest occupancy rate, revenue per available room rate and average daily rate since that data has been available.

Dave Lorenz, VP of Travel Michigan, part of the Michigan Economic Development Corp., or MEDC, said the data support what the travel industry has been hearing from businesses and destinations across the industry — that 2015 was a “strong year for tourism” in Michigan.

The “Pure Michigan” campaign also saw a return on investment of $7.67 in 2015, up from $6.87 in 2014. The cumulative return on investment for the campaign since 2006 is now $5.15.

In 2015, $12.7 million was spent on the out-of-state “Pure Michigan” advertising campaign in regional markets and the national cable advertising campaign, while out-of-state visitor spending motivated by the campaign generated $98 million in state tax revenue.

Researchers from Michigan State University predicted last month that demand for leisure travel in Michigan would “remain high” in 2016.

“In the past 10 years, we have made great strides in raising awareness of Michigan as a leisure travel destination, but there continues to be tremendous growth potential for the industry,” Lorenz said.

He noted it's “an exciting time” for the industry.

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