Promoting Michigan tourism is worth $50M
Retailers don’t typically have state budget requests. In fact, I often joke that retailers collect (or pay) the taxes that make up the state’s revenue instead of asking for handouts. What we do watch is how appropriations can help support the industry and tourism via Michigan’s iconic and award-winning Pure Michigan campaign.
Shopping may not be the main reason most tourists come to Michigan, but nearly every trip involves shopping in some capacity. Whether that’s for souvenirs, supplies, items forgotten at home, or food for meals and snacks, Michigan retailers are ready to meet the needs of both local residents and visitors. MRA is proud to have launched our Buy Nearby program 11 years ago, encouraging residents – and in this case tourists – to shop locally whenever possible.
That’s why we were thrilled to see the House Appropriations Subcommittee on Labor, Economic Development, and Lifelong Learning, chaired by Rep. Will Snyder (D-Muskegon), propose a $50 million budget for Pure Michigan in May. This is a substantial increase from the $25 million in the current fiscal year’s budget and is a step up from the all-time high of $40 million in FY 2022-2023. It also would help us compete with neighboring states that have allocated $40-67 million to attract visitors. A critical piece of the House’s budget recommendation is the clear direction to use the funds to promote travel and tourist destinations, not for other initiatives attracting new residents to the state.
The campaign deserves adequate funding to reestablish the Pure Michigan brand and support.tourism (Michigan’s third largest industry). Tourism generates $48.5 billion in economic impact, creates 324,000 jobs, and pumps $3.2 million in taxes back into local communities. The ROI on Pure Michigan is about $11.16 for every $1.
Hopefully, by the time you read this, or soon after, lawmakers in both chambers and Gov. Whitmer will have agreed with Rep. Snyder, and finalized a budget to keep Pure Michigan pure to its intent and restore its funding to effectively compete for visitors.
