Warm weather is making its way here; as Michigan’s tourism industry plans for the travel season, the Pure Michigan advertising campaign continues to bring an overwhelmingly positive impact to the state’s economy, according to a new study released on March 29 at the 2018 Pure Michigan Governor’s Conference on Tourism.

Released by SMARInsights, the report highlights key insights into the economic impact and the effectiveness of the campaign. The study found that in 2017, over 5.6 million person-trips were made to Michigan from outside the state as a result of exposure to the Pure Michigan campaign. Across the state, visitors spent $2.1 billion in communities and local businesses.

The report also found that recall and awareness of the Pure Michigan campaign ads were high, predominately in television. Michigan has been able to set itself apart from other Midwestern states as a leisure-travel destination and is perceived as excelling as an outdoor destination, especially in water-based recreation, according the report.

The result of these trips and visitor spending was a return on investment of $8.99 for the Pure Michigan campaign in 2017. Smith Travel Research Inc. also reports at hotel occupancy continued to climb in 2017.

“We are proud to work hand-in hand with Michigan’s tourism industry to continue to deliver an economic benefit to the state through the Pure Michigan campaign,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “While the campaign appears timeless, we are always adjusting and finding the most effective way to deliver the message that Michigan offers one of America’s great vacation destinations. This report plays a critical role in the process.”

The full report is available at Michigan.org/industry/research.


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