ACME — As the iconic “Pure Michigan” marketing strategy enters its third decade, the state’s tourism leaders say there are no plans to take their foot off the gas of Michigan’s signature promotional campaign.
The annual Pure Michigan Governor’s Conference on Tourism hosted by the Grand Traverse Resort & Spa which wrapped up Thursday celebrated the 20th anniversary of the 2006 launch of the Pure Michigan campaign. While state officials said there are plenty of tweaks, new platforms and revamped messaging planned for the promotional initiative this year, the Pure Michigan brand will continue to headline the state’s publicity efforts for the foreseeable future.
“The campaign has continued to evolve as Michigan has evolved,” said Kelly Wolgamott, vice-president of the Pure Michigan state marketing initiative. “It started as a travel brand but it’s become a source of pride for Michiganders.”
“Every state wants a Pure Michigan campaign,” she said. “It’s one of the most recognizable tourism brands in the country.”
Wolgamott delivered the keynote address at the conference, which attracted more than 500 tourism and hospitality professionals and business owners from across state. She highlighted some of the data collected in 2025 and 2024 on the economic impact of Michigan tourism from research firms including Longwoods International and Strategic Marketing and Research Insights.
That data showed that in 2024, upward of 131 million travelers visited Michigan. They generated almost $31 billion in direct visitor spending and almost $55 billion in total economic impact, and paid out an estimated $3.6 billion in state and local tax revenue. More than 351,000 jobs in Michigan are tied to tourism, according to the data — about 1 in every 17 jobs across the state. The state’s tourism dollars generated a $10.78 return on investment for every dollar spent, she said.
In the 10-county northwest Michigan region including the Grand Traverse area, the tourism industry employed more than 28,000 workers and generated more than $288 million in state and local tax revenue. The northeast Michigan region accounts for just 8,000 tourism-sector jobs and almost $90 million in state and local tax revenue.
Wolgamott also drilled down on the impact of the Pure Michigan campaign. Visitors exposed to Pure Michigan advertising extended their overnight stays by almost 13 percent, visited more regions in the state and took in more activities. More than twice as many visitors from out-of-state markets considered Michigan as a “good place to live” compared to those unfamiliar with the campaign.
The state’s top tourism official also offered an optimistic outlook for the 2026 travel season.
“Michigan travelers are not hitting the brakes in 2026,” Wolgamott said. “(While) their financial position may not be stronger than the larger America population, they are the most resilient when it comes to budgeting for travel.” Sixty-three percent of “Michigan-interested” travelers indicate they’re more interested in travel this year than last, she said.
“This is a huge advantage for the state … the Michigan-target audiences are still resilient,” she said.
Travelers are also opting for more “familiarity” and “tradition” in their trips.
“The wanderlust that defined the early 2020s is giving way to a sense of comfort and convenience,” Wolgamott said, adding that fewer consumers are taking part in international travel for their biggest vacations, impacted by higher energy costs and concern over various international conflicts. Travel via road trips is also expected to increase this year.
Travel is also trending toward what she described as “now-stalgia,” where visitors are seeking to link past travel adventures with new experiences in tastes and technologies to revive memories of childhood vacations.
This year’s Pure Michigan initiative will also include a new campaign being launched this spring called “For Every Season of You” that will highlight stories of people enjoying the state’s four seasons. Wolgamott previewed two of the ad spots that will be part of the new campaign.
Travel Michigan will also collaborate with National Geographic to re-create three classic ads from the Pure Michigan campaign over the years.
“Each creator brings a unique vision and style to the project using the scripted dialogue as a creative thread throughout the campaign,” Wolgamott said.
This year’s state budget includes $16 million to promote the Pure Michigan effort.
While that’s less than half of the Pure Michigan funding from several years ago, Travel Michigan is also working with local convention and visitors bureaus which will invest nearly $900,000 to partner on Pure Michigan advertising.
Trevor Tkach, president and CEO of Traverse City Tourism who was also among the conference presenters, said his CVB will invest $75,000 with Travel Michigan on Pure Michigan advertising this year, plus extra funds through its involvement with the American Summer Golf Capital program which is also a Travel Michigan partner.
“We communicate with (Travel Michigan) on a regular basis,” Tkach said. “We knew there’d be a nostalgic feel to the (Pure Michigan) campaign this year.”
Tkach said this year’s Pure Michigan themes on nostalgia, more-relaxed vacations and a focus on food and wine-based travel experiences are a good fit for the Grand Traverse region, where activities this year will include the 100th anniversary of the National Cherry Festival and Traverse City Tourism’s second annual Traverse City Food & Wine Festival.
The 3-day conference included presentations and panels on industry trends and best practices, destination development, branding and digital marketing, and how to make travel more accessible and inclusive for a wide range range of travelers.
It included a meeting of the Michigan Travel Commission, and a dinner celebrating the 20th anniversary of the Pure Michigan campaign.
It also featured programs on the impact of artificial intelligence on the tourism industry, trends and strategies for attracting international travelers to the state, drawing major sports events to regions in Michigan, trends in meetings and conference activities, supporting tourism sector employees and legislative efforts impacting Michigan tourism.
The 2027 Pure Michigan Governors Conference on Tourism is set for May 12 — 14 at the Amway Grand Plaza in Grand Rapids.