While election ads have dominated the past few weeks, I’m excited to be looking forward because it’s about time for the Pure Michigan winter season marketing campaign to kick off for 2022.  Next week, you’ll start to notice advertising designed to encourage travelers to seek out winter’s snowy fun and indoor culture, food and craft beverages. We are also excited to be releasing a new TV ad as part of the campaign—and michigan.org will officially switch over to its winter theme. The website changeover will launch early next week. We’re also working with our partners at the MEDC to encourage all to “eat, shop and stay local” this holiday season. We’ll share more about this collaborative effort with MEDC’s business marketing team soon.   

It appears that both campaigns come as travelers say they are ready to get out there during the holidays.  Amir Eylon, President of Longwoods International says their recent American Travel Sentiment Study shows that “despite decades-high inflation, rising gas prices and a feared resurgence of pandemic variants, intent to travel is still unwavering as 92% of American travelers indicate plans to travel in the next six months.”  The survey showed that seven out of ten travelers plan to travel this holiday season to visit family and friends.  60% indicate shopping trips… and the biggest areas of growth year over year are visiting museums at 27% (up 6 points from 2021), attend a festival/fair at 25% (up 7 points) and attend a live performance at 21% (up 5 points). 

It’s great to see that holiday travel is returning more to pre-pandemic patterns. I’m hopeful that this attitude will also encourage people to get back into the workforce. Time will tell.

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

Image: Little Sable Point Lighthouse

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