Michigan’s Tourism Industry Generates $54.8 Billion in Economic Impact
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Nick Nerbonne
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New report provides analysis of 2024 visitor spending and economic impact of tourism in Michigan
LANSING, Mich – July 29, 2025 – Michigan’s tourism industry contributed a total of $54.8 billion in economic impact to Michigan’s economy in 2024, according to a new study from Tourism Economics released today by Travel Michigan, part of the Michigan Economic Development Corporation.
The study found that 131.2 million visitors traveled to Michigan in 2024, spending $30.7 billion in destinations across the state, up 4.9% from $29.3 billion in 2023, generating $3.6 billion in state and local tax revenue.
“Michigan’s tourism industry boosts local economies, creates opportunity for small businesses, and supports more than 350,000 Michigan jobs,” said Governor Whitmer. “As we continue to welcome millions of visitors to our state for another unforgettable Pure Michigan summer, let’s keep working together to show the world that Michigan is the best place to live, work, visit, and invest.”
Michigan’s visitor economy supported 351,292 jobs in 2024, according to the study, which equates to one-in-17 of all jobs in Michigan, including 96,000 jobs in the food and beverage sector.
“Tourism remains a powerful engine for Michigan’s economy, driving growth in communities and destinations across the state,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “This report highlights the dedication of our industry and the more than 350,000 tourism and hospitality professionals who deliver exceptional experiences for our visitors and help Michigan stand apart as the country’s top four-season travel destination.”
Impact of the Pure Michigan Campaign
A report from SMARInsights released in April found that the Pure Michigan campaign influenced more than 789,000 leisure trips to Michigan from national, regional, and in-state markets in 2024. Visitors to the state who were influenced by the campaign spent more than $1.3 billion in Michigan communities in 2024, generating more than $79 million in state tax revenue.
The campaign also successfully encouraged travelers to stay longer, participate in more activities, and discover more new destinations during their visits to Michigan in 2024 when compared with visitors who were not aware of the campaign.
For more trip inspiration, travelers are encouraged to explore the 2025 Pure Michigan Spring/Summer Travel Guide, currently available both in print and in a digital, universally accessible format at michigan.org. To stay up-to-date on the latest Michigan travel news and trip ideas, sign up for Pure Michigan’s e-newsletter, visit michigan.org, and follow @puremichigan across social media.
About Michigan Economic Development Corporation
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business 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. Follow along or join the conversation on: Facebook, Instagram, Pinterest, Threads, TikTok, Twitter and YouTube.