Michigan Travel Commission Announces New Leadership

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Nick Nerbonne
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(517) 230-2599

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Travel Commission names Mackinac Island’s Liz Ware as Chair,
Frankenmuth’s Jamie Furbush as Vice Chair

LANSING, Mich. – May 26, 2026 – The Michigan Travel Commission has named Liz Ware of Mission Point Resort on Mackinac Island as Chair and Jamie Furbush of the Frankenmuth Chamber of Commerce and Convention & Visitors Bureau as Vice Chair, succeeding past Chair Amy Cox and past Vice Chair Glenn Stevens.

Established in 1945 by the Michigan Tourism Policy Act, the Michigan Travel Commission is a 13-member board appointed by the Governor to promote, maintain and develop the growth of Michigan’s tourism and travel industry. The Travel Commission works with Travel Michigan to create a long-range, comprehensive plan to enhance the state’s economic vitality through tourism.

“We are delighted to congratulate Liz Ware and Jamie Furbush on their recent nominations as Chair and Vice Chair of the Michigan Travel Commission,“ said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “Travel moves Michigan’s economy, and we will look forward to continuing our partnership with Liz, Jamie, and the Travel Commission as we move forward with the Michigan Tourism Industry Master Plan.”

Statement from Liz Ware, Vice President of Sales and Marketing, Mission Point Resort, and Chair, Michigan Travel Commission:

“As one of the top three economic drivers in Michigan, travel and tourism is both a source of pride and a way of life in our state. The Travel Commission’s role, defined more than 70 years ago in a public act by state legislators, is to steward the industry’s growth. This year, the 20th anniversary of the beloved Pure Michigan campaign, the Travel Commission will begin implementation of a dynamic new Master Plan focusing on long term needs for the industry. We thank the 600-plus individuals representing all sectors of travel and tourism who came together to help create the plan, and now, we are rolling up our sleeves and getting to work.”

Statement from Jamie Furbush, President & CEO, Frankenmuth Chamber of Commerce and Convention & Visitors Bureau, and Vice Chair, Michigan Travel Commission:

"I am honored by the trust of my fellow Commissioners to help lead the Michigan Travel Commission this year. Liz Ware is a brilliant and passionate business owner in one of Michigan's most iconic places, and I am excited to work with her to implement our new Tourism Master Plan. Representing one of Michigan's top three industries is a great joy and responsibility. The Master Plan focuses on structure and support for the industry to help drive economic growth. It brings a massive and complex industry together to align and collaborate. It helps shape welcoming places and pride in our communities. Travel and tourism will be a powerful driver of our state's future success because it all starts with a visit!"

The Michigan Tourism Industry Master Plan, a strategic roadmap designed to guide the long-term growth and competitiveness of the state’s tourism and hospitality industry, was unveiled at the 2026 Pure Michigan Governor’s Conference on Tourism in Traverse City in April.

Firmly grounded in comprehensive research and brand stakeholder engagement, the planning process engaged more than 600 industry professionals, community leaders, and partners across the state through surveys, listening sessions, and collaborative workshops, ensuring that diverse perspectives shaped the vision and priorities of the plan.

The Michigan Travel Commission conducted a series of in-depth strategic sessions to synthesize research findings, assess the state’s competitive position, and establish a shared framework for future growth. The result is a data-informed, inclusive, and forward-looking plan that reflects both the aspirations and realities of Michigan’s tourism economy.

View the Master Plan here: ​pptx icon Michigan Tourism Industry Master Plan

Additional resources at michigan.org:

About the Michigan Economic Development Corporation
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community development with the focus on growing Michigan’s economy. For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org. For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on Facebook, Instagram, Pinterest, Threads, TikTok, X, and YouTube.