Tourism Leaders Celebrate Industry Awards, Economic Impact at Pure Michigan Governor’s Conference on Tourism

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Contact: Nick Nerbonne
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  • Awards recognize individuals, businesses and organizations that have provided extraordinary service, hospitality and experiences to travelers 
  • Pure Michigan campaign continues to be effective in attracting visitors to Michigan, driving growth in the state’s economy 
  • Collaboration between Pure Michigan and Grand Traverse Pie Co. celebrates Michigan farmers, agritourism
Governor Whitmer provides remarks at the 2026 Pure Michigan Governor's Conference on Tourism in Traverse City
Governor Whitmer addresses attendees at the 2026 Pure Michigan Governor's Conference on Tourism. | Photo courtesy of Pure Michigan.

 

TRAVERSE CITY, Mich. – More than 500 tourism and hospitality leaders, industry partners, meeting planners, and economic development professionals from across Michigan gathered in Traverse City April 7-9 for the 2026 Pure Michigan Governor’s Conference on Tourism. 

Attendees participated in conference programming focused on the latest industry trends and best practices, destination development, sustainability, and integrating AI technologies into tourism marketing strategies, among other educational opportunities. 

The conference also included a special celebration marking the 20th anniversary of the award-winning Pure Michigan campaign. Throughout its 20-year history, the Pure Michigan brand and marketing campaign has inspired millions of travelers to visit Michigan while serving as a catalyst for growth in a critical sector of the state’s economy, and has been established as one of the country’s most recognized travel brands.

“Tourism fuels Michigan’s economy, contributing more than $50 billion in annual economic impact and supporting more than 350,000 jobs for Michiganders,” said Governor Whitmer. “As the industry gathers in Traverse City to celebrate our success and honor a milestone year for Pure Michigan, I encourage everyone to experience the people and places across our two peninsulas that make Michigan special. I hope you’ll join me in celebrating and exploring Pure Michigan this spring and summer.”

During the conference, travel industry leaders recognized individuals, businesses, and organizations for their contributions to Michigan’s tourism industry through the Governor’s Awards for Innovative Tourism Collaboration, Legacy Award, and Pure Award. 

“Behind every memorable travel experience is a team of dedicated professionals who bring those moments to life,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “These annual awards are an opportunity to celebrate the leadership, passion, and partnerships that are so critical to the success of our industry.”

The 2026 Governor’s Awards for Innovative Tourism Collaboration celebrate outstanding initiatives and innovative collaborations within Michigan’s tourism industry and highlight the creativity and dedication that have established Michigan as a premier travel destination.
 

  • The Innovative Tourism Collaboration Award for Tourism Marketing was presented to the collaboration of Experience Grand Rapids, Downtown Grand Rapids Inc., Grand Action 2.0, Grand Rapids Public Museum, Grand Rapids WhiteWater, IDEOLOGY Productions, Legends Global, Progressive Companies, and RiverRestoration for the creation of the Dream Grand and Grow Video.

    Grand Rapids is currently in the midst of one of the nation’s largest active river revitalization efforts, which will transform the city’s downtown Grand River corridor over the next five years. The team developed an innovative approach to telling the river revitalization story through a combination of real-life and animated video footage, inviting viewers along for a kayak ride down the Grand River to see the developments taking shape before them.

  • The Innovative Tourism Collaboration Award for Tourism Experience Development was awarded to the Ann Arbor Sports Commission, Eastern Michigan University, Ypsilanti Township, and Ann Arbor Marriott Ypsilanti at Eagle Crest. 

    Through a strategic partnership among the organizations, Ford Lake in Ypsilanti Township was transformed into Michigan’s first and only Olympic-caliber, eight-lane, 2,000-meter rowing venue. The finished course stands among a small number of championship-level rowing venues nationwide capable of hosting major regional, national, and international competitions, reaching a defining milestone in July 2025 when it hosted the U.S. Rowing RowFest National Championships.

  • The Innovative Tourism Collaboration Award for a Non-Traditional Tourism Partnership was presented to the collaborators of Cadillac KISS50.

    The KISS Army is a real force, millions strong. Fans across the country are familiar with the band’s connection with Cadillac from the infamous KISS visit to Cadillac High School in October 1975. Over a 3-day span, the band and the town bonded through a series of memorable events, including leading the homecoming parade, receiving a key to the city, playing a concert in the school gym, and flying away from the football field in a helicopter.

    The 50th anniversary of the KISS Alive! album in 2025 created a unique opportunity for the Cadillac community to create an authentic and fully immersive experience as a nod to what the band experienced in 1975. 

    With the full support of KISS and their management companies, local partners and the Cadillac community hosted a multi-day celebration filled with anniversary activities, including KISS50 tour stops & displays, KISS50 Museum exhibit w/live presentations, Football tailgate party w/KISS themed half time, the first ever KISS drone show, a KISS50 5K race, two new rockumentary movies, two sold out Mr. Speed tribute concerts, and other celebrations across the city. 

2026 Legacy Award 
The annual Legacy Award honors leaders and visionaries in the Michigan tourism industry and is presented to a person or organization that has positively impacted the industry in a transformative way.

The 2026 Legacy Award was awarded to Linda Hoath, Executive Director of the Sault Ste. Marie Convention and Visitors Bureau.

For nearly 25 years, Linda has championed her community - not just Sault Ste. Marie and the Upper Peninsula, but all of Michigan, helping shape it as the most welcoming destination in the entire United States.

Throughout her career, Linda has ushered in multi-million-dollar projects, helped niche events grow, and never shied away from creating some serious community impact. For her latest achievement, she led the renovation of Sault Ste. Marie's historic I-500 snowmobile track, helping secure a $2.5 million federal grant to transform it into a year-round attraction.

 

2026 Pure Award 
Presented by Michigan Cares for Tourism, the Pure Award is awarded in two categories to honor individuals and sites, attractions and organizations in Michigan’s tourism industry who are working to preserve and protect Michigan’s cultural, historical, and environmental treasures.

This year’s organizational honoree is Travel Marquette, which developed a series of stewardship-focused programs that actively engage both visitors and residents in protecting Marquette County’s outdoor spaces. Programs like the Collect Marquette Pass, Bark Ranger initiative, and Junior Explorers Pass encourage responsible recreation while helping preserve the natural areas that draw people to the region.

Jamie Jacklitch of Sturgeon River Paddle Sports was recognized as this year’s individual honoree. Jamie’s business, Sturgeon River Paddle Sports, offers paddleboard, kayak, and raft rentals on the Sturgeon River, the fastest flowing river in Michigan’s Lower Peninsula. Jamie and his team added winter rafting trips to their offerings, creating a truly unique outdoor experience that has boosted tourism in the Gaylord area during the winter months and garnered significant media coverage for the region.

When northern Lower Michigan was impacted by a major ice storm in March of 2025, Jamie went to work, spending hundreds of hours clearing the river of downed tree limbs, branches, and debris. These efforts not only helped to restore the natural beauty of the Sturgeon River watershed and allowed rafting trips to continue – they also benefitted area fishing guides, local residents, and visitors who enjoy the river throughout the year.  

Pure Michigan Trails and Trail Towns 
Also announced during this week’s programming were the latest trails to receive a Pure Michigan Trail designation. Each year, the Michigan Department of Natural Resources and Pure Michigan spotlight some of the state’s best trails and trail destinations through the Pure Michigan Trails and Pure Michigan Trail Towns program. Designed to help boost Michigan’s standing as the “Trails State,” the program provides recognition to locations that represent some of Michigan’s best trail experiences.

2026 Pure Michigan Trails:

  • The White Pine Trail: Spanning 92 miles, the paved Fred Meijer White Pine Trail State Park, Michigan’s second-longest rail trail, links Comstock Park near Grand Rapids to Cadillac. Following the historic Grand Rapids and Indiana Railroad bed, it traverses 15 towns and cities and rural farmland, and offers scenic overlooks, picnic areas and abundant wildlife viewing opportunities.
     
  • The Michigan Air Line Trail is a 7.5-mile multi-use pathway that travels through three communities in western Oakland County: Wixom, Walled Lake and Commerce Township. The Air Line connects with the Huron Valley Trail on the west, the West Bloomfield Trail on the east, plus a junction with the M-5/I-275 Metro Trail to the south. The trail is part of the Great Lake to Lake Trail, a 270-mile cross-state pathway that stretches from Lake Michigan to Lake Huron, providing access to local amenities like parks, local restaurants, ice cream shops, campgrounds and overnight accommodations.
     
  • The Great Lakes Way water trail is a national greenway and blueway system that is 160 miles of greenways and 156 miles of blueways linking residents and visitors to a collection of world-class freshwater, wildlife and recreation activities, including fisheries, bird migration paths, parks, working waterways, preserved woodlands and restored wetlands. The Great Lakes Way can also help catalyze economic development, increase property values, support healthy living, promote conservation and celebrate historical and cultural assets.


“The Pure Michigan Trails program recognizes Michigan pathways that provide a quality trail experience, whether these trail users are hiking, biking, riding or paddling,” said DNR State Trails Coordinator Tim Novak. “This year’s Pure Michigan Trails have broad community support, and the organizations and dedicated individuals helping to maintain these high-quality trails have worked hard to support and advocate for trail development and access while providing safe, accessible recreational experiences for residents and visitors year-round. That is why we are proud to recognize them with the Pure Michigan Trails designation.”

Trails that receive the Pure Michigan Trail designation are identified as among the best in the state of Michigan, promoting healthy lifestyles, conserving natural resources, and providing a catalyst for economic activity in their communities.


Impact of the Pure Michigan Campaign 
Pure Michigan conducts annual research to assess campaign effectiveness, and this year’s conference included the release of 2025 performance data highlighting the positive impact of the award-winning Pure Michigan campaign on the state’s economy.

The 2025 report from SMARInsights found that advertising influenced 1.5 million leisure trips to Michigan from national, regional, and in-state markets targeted by the Pure Michigan campaign, generating $2.8 billion in visitor spending and more than $171 million in state tax revenue. 

The Pure Michigan campaign continues to drive increased visitation across all metrics. In 2025, fresh creative, innovative tactics, and a multi-channel approach generated $10.78 in state tax revenue for every dollar invested in paid media.

The campaign also successfully encouraged visitors to stay longer and do more during their visits. Travelers who were exposed to the Pure Michigan campaign stayed 4.4 nights and participated in 4 more activities, while travelers who were not aware of the campaign stayed 3.9 nights.

“This research measures the impact of the Pure Michigan campaign, allowing us to evaluate the effectiveness of our campaign strategy to inspire leisure travel in Michigan,” said Wolgamott. “The 2025 findings show the campaign continues to influence travelers to choose Michigan, helping more people discover the people, places, and experiences that have established our state as a premier four-season destination.”

Celebrating the Farmers and Flavors of the Fresh Coast 
Also announced at the conference, Pure Michigan is teaming up with Grand Traverse Pie Co. to celebrate Michigan tourism and agriculture with Pure Michigan Fresh Coast Pie, a limited-edition pie made with Michigan-grown Montmorency cherries, Rubel blueberries, and Northern Spy apples. 

Created in celebration of Pure Michigan’s 20th anniversary, Fresh Coast Pie offers of taste of Michigan in every slice.

“We are delighted to continue our partnership with Grand Traverse Pie Co. with this delicious summer treat,” said Wolgamott. “The combination of fruits and flavors in Fresh Coast Pie is an incredible way to celebrate Michigan farmers and the spring and summer seasons in Pure Michigan.” 

The limited-edition pie will be available in 6-inch and 9-inch sizes through September at all Grand Traverse Pie locations.

 

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, and X.