May Designated as “Pure Michigan Month” to Commemorate Iconic Campaign’s 20th Anniversary
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Nick Nerbonne
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How the award-winning Pure Michigan campaign has fueled tourism and grown into a cultural symbol for the state of Michigan over two decades
LANSING, Mich. – April 28, 2026 – Today, Pure Michigan, the state’s beloved travel brand, is celebrating Governor Whitmer’s official proclamation of May as Pure Michigan Month. The designation marks the 20th anniversary of the campaign, which has inspired millions of trips while evolving into a symbol of the state’s identity and elevating perceptions of Michigan as a premier four-season destination.
“Pure Michigan tells our story and defines our state as a world-class destination,” said Governor Whitmer. “This month, we recognize 20 years of Pure Michigan and how it has driven Michigan’s tourism industry, which supports more than 350,000 jobs. I’m proud of our work to grow Michigan’s tourism industry and protect our precious natural resources. I encourage every Michigander and visitor to join us in celebrating 20 years of Pure Michigan.”
In a world full of screens and filters, people are craving genuine experiences and travelers choose Michigan because it feels authentic. That sentiment is shared by fans who have used the #PureMichigan hashtag over 9 million times on Instagram alone to share their favorite photos of Great Lakes sunsets, seasons, and hiking trails.
To inspire travelers seeking connection, Pure Michigan’s newly launched “For Every Season of You” marketing campaign highlights Michigan as a place where people can recharge and reconnect with what matters most. Whether it is a quiet moment along the shores of a Great Lake or a family adventure in a thriving city, the campaign shows there is a version of Michigan for every version of you.
“Over 20 years, Pure Michigan has become more than a campaign; it's a love letter to our state,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “While we love showing off our authentic destinations, cultural attractions, and four-season activities, the real magic is the memories people make here. This anniversary is about the family trips, the weekend getaways, and the stories yet to be told.”
To encourage enthusiastic fans to join in on the anniversary fun, Pure Michigan is launching “Yours Purely,” a digital storytelling initiative that puts the spotlight on the real people who have made the brand what it is today. Fans can share their love for Michigan across social by tagging @puremichigan, #YoursPurely and #PureMichigan20, and favorite fan memories will be shared on the Pure Michigan social channels all year long.
Pure Michigan devotees can also rep their pride with limited-edition 20th anniversary merchandise from The Mitten State. And for travelers looking for inspiration on ways to celebrate 20 years of Pure Michigan, visit michigan.org/anniversary and follow @puremichigan across social media.
About Pure Michigan’s 20th Anniversary
Pure Michigan® is the official travel and tourism arm of the state, operating under the Michigan Economic Development Corporation, focused on inspiring travel across the Great Lakes State. Celebrating its 20th anniversary in 2026, the brand is a global leader in destination marketing, driving billions in economic impact. Recently named to Fast Company’s " Brands That Matter " list, Pure Michigan is recognized for its cultural influence and ability to connect travelers with the state’s diverse offerings. Discover more at www.michigan.org and join the conversation on Facebook , < Instagram , Pinterest , Threads , TikTok , X and YouTube .