In about a month, we’ll launch the 2023 Pure Michigan warm weather advertising campaign. I am eager to showcase the new creative developed by our very talented MMGY partners. As we plan for future marketing efforts, we can gather insight from important visitor-activity data that has been recently shared with our team. The 2021 study from Tourism Economics shows Michigan visitor activity increased as the impact of the pandemic waned and travel confidence improved.

Statewide, the number of visitor trips grew by more than 11 million, a 10% increase over the prior year. Spending grew by $5.2 billion to reach $24 billion at hotels, restaurants, retailers and other businesses supported directly by the visitor economy. Overall visitor spending rebounded to 91% of 2019 levels. The entire report, including county-by-county travel volume and spending, can be found here.

We’re working with various entities to have the 2022 report in time for release at the upcoming Pure Michigan Governor’s Conference on Tourism which will be held in Grand Rapids, April 10-12. Please hold these dates and look for registration to open next month.  

I know it doesn’t appear very winter-like in lower Michigan right now. Having said that, fellow snow-sports lovers should remember that our ski resorts know how to make snow and Northern Michigan and the Upper Peninsula continue to have bragging rights as the Midwest, premier winter paradise destinations. In fact, the state is setting the stage for some upcoming Upper Peninsula iconic winter events, like the I-500 snowmobile race, the UP-200 sled dog race and the Ice Climbing Festival in Munising. Be sure to check our ski page for great winter deals and events at ski properties across the state throughout the season.

If you’re looking for cold refreshment of a different sort, check out the Pure Michigan Winter Pils, produced by Short’s Brewery with all-Michigan ingredients. The brew is available now at Short’s in Bellaire, Meijer and other retailers in Michigan and Indiana.  

Cross your fingers for cold and snow!

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

Image: Short’s Pure Michigan Winter Pils

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