It was great to see so many of you this week at the Pure Michigan Governor’s Conference on Tourism. More than six hundred industry colleagues came together to gain key insights on how to be even more welcoming to all.

Our primary goal was to do more than just describe what it means when we talk about (DEI), Diversity, Equity and Inclusion. This year, we asked our speakers to explain in real-world terms what we can do better and why it’s so important to consider other people’s life experiences and perspectives when asking them to visit our destinations. I know I’ve said it before, but I think this truly was the best conference we’ve ever had. The conversations were real, and the recommendations were solid. Over the next few weeks, we’ll share some of these tips with those who were unable to attend this year’s conference.

The new Pure Michigan warm-weather campaign “Keep it Fresh” is designed to welcome and inspire visitors through fresh travel perspectives and new voices. As such, we’re intentionally showcasing the diversity of the people, places and experiences that are found here.

For those who might wonder if we’re doing this for political reasons, I want to be clear that this is not the case. The approach is the result of considering research that reveals people want to experience new people, cultures and unique opportunities. It’s just the opposite of a political reaction. It’s simply the right thing to do and it’s good for business.

With the launch of the campaign and in the shadow of our most recent conference, I couldn’t be more inspired and energized. Before I wish you a great weekend, I want to thank so many people for their work on this year’s conference including Larisa Draves and the MACVB, our conference managers, Jim Edelman and Tom Daldin for production assistance, the MEDC/Travel Michigan team for all their work and the host team from Experience Grand Rapids for grand hospitality and professionalism.

The conference planning committee will start working on next year’s annual gathering, which will be at the Kalamazoo Radisson (April 9-11, 2024), in just a few weeks. I hope you’ll be able to be there.

Have a great weekend,
David Lorenz
Vice President
Travel Michigan
(517) 243-3073       

Image: 2023 Pure Michigan Governor’s Conference on Tourism

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