As a proud Michigander, I understand why people from all over choose to vacation and travel to our beautiful peninsula that is surrounded by four out of five of the Great Lakes, which include:
- The best sunsets and waves of Lake Michigan (my favorite!)
- Lake Huron, with its incredible sunrises and rock hunting opportunities
- Phenomenal fishing and boating on Lake Erie
- The mighty Lake Superior, with stunning views and cliff jumping
I also know first-hand how hectic everything gets in Michigan during peak travel times. Especially in the summertime, it is such a busy tourist time – good luck trying to get into a hotel in Northern Michigan, let alone a campground.
According to the experts at D-Business (Detroit’s Premier Business Journal), their tourism data research reports that, “Michigan’s tourism industry contributed a total of $54.8 billion in economic impact to the state’s economy in 2024, according to a new study from Tourism Economics released today by Travel Michigan, part of the Michigan Economic Development Corp. (MEDC) in Lansing.
The study found 131.2 million visitors traveled to Michigan in 2024, spending $30.7 billion in destinations across the state — up 4.9 percent from $29.3 billion in 2023 — and generating $3.6 billion in state and local tax revenue.
‘Michigan’s tourism industry boosts local economies, creates opportunity for small businesses, and supports more than 350,000 Michigan jobs,’ says Gov. Gretchen Whitmer.
Michigan’s visitor economy supported 351,292 jobs in 2024, according to the study, which equates to one-in-17 of all jobs in Michigan, including 96,000 jobs in the food and beverage sector.
A separate report from SMARInsights released in April found that the Pure Michigan advertising campaign influenced more than 789,000 leisure trips to Michigan from national, regional, and in-state markets in 2024. Visitors to the state who were influenced by the campaign spent more than $1.3 billion in Michigan communities in 2024, generating more than $79 million in state tax revenue.
The campaign also is said to have successfully encouraged travelers to stay longer, participate in more activities, and discover more new destinations during their visits to Michigan in 2024 when compared with visitors who were not aware of the campaign,”.
Pure Michigan Commercials
Of course, I am probably a little biased because I adore the Pure Michigan campaign. In fact, sometimes I get choked up and cry happy, sentimental tears during some commercials.
Probably for a couple of reasons. One, as I said, I am a proud lifelong Michigander born and raised. And two, I am an advertising professional who has watched this campaign, in particular, bring in so much revenue to our state and raise awareness among folks elsewhere who had no idea just how beautiful and awesome our Great Lake state really is.
When I volunteered on the Ann Arbor Ad Club board (a local chapter of the American Advertising Federation), we had the honor of bringing in some speakers who worked on the Pure Michigan campaign during its inception many years ago.
At that time, McCann World Group was the agency of record for the state of Michigan’s travel and tourism. They said that for every dollar the state spent on the iconic campaign, we received three dollars back in travel spending. That’s a humongous return on investment!
Recently, MMGY was awarded the business, and in a press release, they announced that, “The Michigan Economic Development Corporation (MEDC) has appointed MMGY Global as advertising agency of record for its iconic Pure Michigan brand following a competitive review process. MMGY will assume the duties immediately, including the expansion of its Michigan presence with a new Detroit office as well as the additions of new staff and partner suppliers.
As a firm focused on innovative and integrated marketing for the travel industry, MMGY’s expertise built over 40 years will inform Pure Michigan’s brand and creative strategy, paid media investments and digital content storytelling.
‘To have the opportunity to build the next chapter in Michigan’s tourism and economic development success is not only exciting but certainly a very serious responsibility. Working with great businesses and leaders across the state, we have big plans to evolve the Pure Michigan platform while connecting its message to both past and new travelers from around the world. What a privilege,’ said Clayton Reid, CEO of MMGY Global,”.
I always wanted to work on this campaign!
Places to visit in Michigan during summer
As an advertising professional, I am not only a huge supporter of travel and tourism in Michigan but also an avid outdoor enthusiast. Throughout my life, I have had the privilege of visiting many of Michigan’s top travel spots, as well as some of the hidden gems – known only to locals.
For example, one year, my cousins and our friends, about twenty of us in our early twenties, were camping at a campground. We arrived after midnight and were setting up our tents when the campground manager came by to let us know it probably wasn’t the ideal spot for us.
He was a local and let us in on an unknown, unofficial spot to camp on the shores of Lake Michigan in Frankfort, a few miles up the road. Turns out, it was (and still is) one of the coolest and most beautiful spots I have ever camped!
Speaking of shoreline, did you know that we have the longest freshwater coastline? Most notably, data about Pure Michigan’s water wonderland, according to the Michigan Department of Natural Resources (DNR), reports the following: “Natural resources at a glance:
- Michigan is home to 10,899 inland lakes (five acres or more).
- Michigan has 3,300 miles of Great Lakes shoreline, the longest U.S. freshwater coastline.
- Michigan has more total shoreline than any state except Alaska.
- Michigan has 52,053 miles of streams.
- In Michigan you’re never more than 6 miles from a body of water or 85 miles from a Great Lake – which means you’re never more than six miles from great fishing!,”.
Below are some of my favorite State and National Parks to visit, located Up North in the lower peninsula:
- Huron Manistee forest in Oscoda, on the Au Sable River
- Manistee National Forest, Manistee, footsteps from Lake Michigan
- Ludington State Park, on the shores of Lake Michigan
- Lakeport State Park, on the shores of Lake Huron
- Proud Lake State Park, on the Huron River (close to home)
- Seven Lakes State Park, for Halloween camping (close to home)
- Algonac State Park, on the shores of Lake Huron (great pier fishing)
- Burt Lake State Park, on Burt Lake (which connects to the Indian River, connecting to Mullet Lake, which feeds into the Cheboygan River, which leads to Lake Michigan)
- Mears State Park, on the shores of Lake Michigan, is minutes away from the world-renowned Silver Lake Sand Dunes
Michigan tourism data
In conclusion, because Michigan’s natural beauty and thriving tourism industry make it an unforgettable destination, I am especially grateful to call this Great Lakes state home.
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