This week, nearly 500 leaders from the Michigan travel industry converged in Traverse City for the Pure Michigan Governor's Conference on Tourism. The theme of the conference was “Making Music Together,” a call for collaboration at a time of challenge.  Insightful keynote speakers gave the audience a glimpse at how visitors have changed their travel habits and urged attendees to consider emerging expectations such as attentiveness to sustainable practices, accessible amenities and wellness travel options. Tips were shared about ways to go beyond a “check the box” approach to diversity, equity and inclusion and leading trend analysts showed how pent-up demand for travel will likely overpower concerns about increasing costs as travelers adjust to meet their budget by reducing the amount they will spend. We were proud to welcome both MEDC CEO Quentin Messer, Jr. and Governor Gretchen Whitmer to this year’s conference as we continue to align travel and tourism industry efforts with the continued economic growth of communities all across our state.

My highlight of the week came on Wednesday night in the sharing of some truly incredible stories of inspiration. We are blessed to have so many colleagues who always find ways to go above and beyond the call to duty.  Those champions of our industry include the 2022 Pure Michigan Legacy Award winners, Jennifer Petrous Olinger of Visit Detroit and the Shepler Family of Shepler’s Ferry Service for all they do to make Michigan a place that is welcoming to all.

I want to thank the entire conference planning committee including Larisa Draves of MACVB, the Pure Michigan/ MEDC team, Traverse City Tourism, Grand Traverse Resort and countless others who helped to make this a tremendous and impactful gathering. I also want to recognize Wallace Guitar of Detroit for designing and building the Pure Michigan branded jazzmaster guitar. This beautiful instrument will be raffled for the benefit of Michigan Cares for Tourism and will share details of that raffle during National Travel and Tourism Week on May 2. You can watch the making of the guitar here.

Collaboration, innovation and a receptive spirit is at the heart of what we do. As we prepare for the upcoming busy travel season, we will each play our part while “reading off the same page of music” so to speak, to make something beautiful and take another step toward our goal of being the most welcoming state in the county.  

All Best,
David Lorenz
Vice President
Travel Michigan
(517) 243-3073       

Photo:  2022 Pure Michigan Governor’s Conference on Tourism “Stories of Inspiration” Champions 

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