PURE MICHIGAN CITES WINTER FORECAST AS “SNOWY WITH A CHANCE OF SPENDING”

Many residents look to their Farmer’s Almanac, favorite local meteorologist or the National Weather Service for a glimpse of what to expect over the winter in Michigan. Travel Michigan is promoting the upcoming season with the launch of its regional winter campaign.

“We embrace winter and the travel opportunities it brings here in Pure Michigan, and this campaign is designed to inspire winter getaways to Michigan this season,” said David Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “Last year, visitors spent nearly $3.9 billion on leisure travel during the winter, highlighting the economic importance of the season in addition to the beauty and unique recreation opportunities it offers.”

A new report from Tourism Economics found visitors spent $23.7 billion in Michigan in 2016, a three percent growth from the previous year. That growth is attributed to a growth in visitors, with more than 119 million traveling in Michigan in 2016.

A report by Longwoods International released earlier this year found the Pure Michigan advertising campaign generated 5 million trips to Michigan from out-of-state travelers, resulting in $1.5 billion in visitor spending.

“Our winter advertising efforts are aimed at inspiring travel to Michigan from the region that will result in overnight stays and getaways, in addition to the advertising campaign, we utilize social media, our seasonal travel guides, the Michigan.org website and our consumer newsletter to provide ideas and planning tools to turn that inspiration into a trip,” said Lorenz.

The impact of Michigan’s tourism industry on the state’s economy is clear. Increases in visitor activities in 2016 also supported a 1.7 percent growth in employment, marking the sixth straight year of growth for tourism supported employment in Michigan.

For more on the full Tourism Economics report on the Economic Impact of Travel in Michigan (2016), visit Michigan.org/industry/research.

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