Pure Michigan Winter Forecast: Snowy with a Chance of Spending

Release Date: 
Tuesday, November 21, 2017
LANSING, Mich. – Winter time is play time in Pure Michigan, and Travel Michigan is promoting this spectacular season with the launch of its regional winter advertising campaign on November 27. Digital ads have been promoting winter recreation in the state since the beginning of the month, but potential travelers in key markets across the Great Lakes region will start to see and hear Pure Michigan on the television and their radio through the holiday season.
“We embrace winter, and the travel opportunities it brings, here in Pure Michigan and this campaign is designed to inspire winter getaways to Michigan this season,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Last year, visitors spent nearly $3.9 billion on leisure travel during the winter highlighting the economic importance of the season, in addition to the beauty and unique recreation opportunities it offers.”
The impact of Michigan’s tourism industry on the state’s economy is evident in a new report from Tourism Economics that found visitors spent $23.7 billion in Michigan in 2016. This is a 3 percent growth in spending from the previous year and is largely attributed to a 3 percent growth in visitors, with more than 119 million visitors traveling in Michigan in 2016. This visitor spending also directly supported 221,420 jobs across the state.
Tourism plays a critical role in several statewide industries, including lodging (95 percent), recreation (43.5 percent) and food & beverage (25.5 percent). Increases in visitor activities in Michigan in 2016 also supported a 1.7 percent growth in employment, marking the sixth straight year of growth for tourism supported employment in Michigan.
While representing only 42 percent of all stays, overnight visitor spending accounts for 80 percent of all traveler spending, and on average overnight visitors spent $381 in Michigan during their stay in 2016. Pure Michigan seasonal advertising efforts, including winter, are primarily focused on regional and national markets (warm weather only) to drive overnight stays in the state throughout the entire year and generate additional traveler spending.
A report by Longwoods International released earlier this year, found the Pure Michigan advertising campaign generated 5 million trips to Michigan from out-of-state travelers, resulting in $1.5 billion in visitor spending. In a separate report, Tourism Economics estimates that direct visitor spending resulting from the Pure Michigan advertising campaign spurred an additional $897 million in spending in the Michigan economy and total visitor spending supported 21,932 jobs.
“Our winter advertising efforts are aimed at inspiring travel to Michigan from the region that will result in overnight stays and getaways,” Lorenz said. “In addition to the advertising campaign we utilize social media, our seasonal travel guides, the michigan.org website and our consumer enewsletter to provide ideas and planning tools to turn that inspiration into a trip.”
The 2017 Winter Travel guide is currently available at michigan.org and the 14 Welcome Centers throughout the state and fans can follow the #PureMichiganSnowDay hashtag on Twitter and Instagram to find ideas and share their Snow Day experiences in Michigan. Visit michigan.org/winter to plan your winter getaway in Pure Michigan this year.
Visit michigan.org/industry/research for the full Tourism Economics report on The Economic Impact of Travel in Michigan (2016), as well as regional economic impact tables. The Tourism Economic Campaign Economic Impact report is also available, as is a 2016 Michigan Visitor’s Study by Longwoods International.
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 and talent 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 Twitter.
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Editor’s Note: Watch the Pure Michigan Snow Day video on YouTube at https://www.youtube.com/watch?v=92lkOghA_2s

Media Contact: Michelle Grinnell, 517-241-0251, [email protected]