Tourism and Hospitality Leaders Share Insights, Inspiration at Pure Michigan Governor’s Conference on Tourism
- Industry awards recognize individuals, businesses and organizations that have provided extraordinary service, hospitality and experiences to travelers
- Pure Michigan campaign continues to be effective in driving economic growth, inspiring travel to Michigan
- Collaboration between Pure Michigan and Mackinac Island celebrates one of Michigan’s signature treats
Gov. Whitmer delivers remarks at the 2025 Pure Michigan Governor's Conference on Tourism. Photo courtesy of Pure Michigan.
DETROIT, Mich. – More than 500 tourism and hospitality leaders, industry representatives, meeting planners and economic development professionals from across Michigan gathered in Metro Detroit April 15-17 for the 2025 Pure Michigan Governor’s Conference on Tourism, held in conjunction with the Michigan Food & Hospitality Show, hosted by the Michigan Restaurant & Lodging Association (MRLA).
As part of the programing, attendees participated in sessions focused on the latest industry trends and best practices, destination development, branding and digital marketing, and opportunities to make travel more accessible and inclusive for a diverse range of travelers, among other educational opportunities.
“Michigan’s strong tourism and hospitality industry contributes more than $50 billion to our economy every year and supports more than 325,000 jobs across the state,” said Gov. Whitmer. “As the industry gathers in Detroit this week, I encourage everyone to explore both of our spectacular peninsulas this spring and summer and experience the places that make Michigan special. We have so much to offer for residents and visitors, from our flagship attractions to hidden gems to vibrant cities and charming downtowns. Let’s keep working together to make Michigan the best to live in or visit."
During the conference, travel industry leaders recognized top tourism and hospitality 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. Also announced during this week’s programming were the latest trails to receive a Pure Michigan Trail designation.
“Michigan’s tourism and hospitality professionals are at the heart of the amazing destinations and experiences that visitors can find across our state,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “The best in tourism awards are an opportunity to say ‘thank you’ and provide well-earned recognition to our tourism and hospitality partners for their passion, dedication, and collaboration, which are critical to the success of Michigan’s travel and tourism industry.”
2025 Governor’s Awards for Innovative Tourism Collaboration
Presented by Tourism Industry Coalition of Michigan (TICOM) President, Holly Laurencelle, the Governor’s Awards for Innovative Tourism Collaboration were created in 2009 to celebrate outstanding efforts and innovative collaborations within Michigan’s tourism industry, and to highlight the creativity and dedication that contribute to making Michigan a premier travel destination.
- The Award for Education and Training Collaboration was presented to Traverse City Tourism.
In 2024, Traverse City Tourism collaborated with various community partners to provide extensive training on autism awareness and sensory sensitivity. Hundreds of individuals participated, earning certifications that contributed to the destination's overall achievement. This initiative has led to numerous lodging partners, attractions, and activities becoming certified as autism-friendly, including popular facilities like the Great Wolf Lodge, Crystal Mountain, and the Traverse Area District Library, and has earned Traverse City certification as the first Autism Certified Travel Destination in the Midwest by the International Board of Credentialing and Continuing Education Standards (IBCCES).
The training has resulted in significant accommodations for guests, such as the creation of a "Comfort Room" at the Traverse City Visitor Center and customized fidget toys at the Traverse Area District Library. These efforts have made Traverse City a welcoming and inclusive destination for all visitors, demonstrating the community's commitment to accessibility and support for neurodiverse individuals.
- The Marketing/Promotion Collaboration Award went to Cider Week Grand Rapids.
Experience Grand Rapids and the Michigan Cider Association collaborated to bring back Cider Week GR in 2024, making it bigger and better than ever. Their efforts included expanding the event to nine days, enlisting local businesses, and promoting the event through multiple channels, including a presence at CiderCon in Portland, Oregon.
Held May 10-18, 2024, the nine-day celebration of cider featured a variety of engaging events, including tap takeovers, cider brunches, pairing dinners, orchard tours, and a grand community-wide Cider Festival. Promotional strategies were extensive and effective, with quadrupled attendance at the Cider Festival and significant media coverage, including features in Yahoo News and TimeOut Magazine.
- The Award for Experience Development Collaboration was presented to the Cadillac Area Visitors Bureau.
The Cadillac Area Visitors Bureau (CAVB), along with the US Forest Service and Wexford County Road Commission, were honored for an exceptional collaborative project, the 100-mile ORV Scenic Ride. This initiative enhances off-road recreation in Wexford County, leveraging increased OHV (Off Highway Vehicle) usage and addressing unpredictable winter weather.
In 2021, the U.S. Forest Service opened federal roads to OHVs, creating a significant tourism opportunity. The CAVB secured grant funding from the USDA Rural Business Development program in 2022 and collaborated with key stakeholders to implement cohesive signage, maps, and wayfinding tools. The project saw a soft launch in late 2023, featuring kiosk installations and a large-scale cleanup effort, and officially launched in May 2024. The ORV Scenic Ride now offers over 100 miles of recommended routes, passing a dozen points of interest along open Wexford County and U.S. Forest Service roads.
- The Non-Traditional Collaboration Award was presented to the 2024 Memorial Cup.
In December 2022, the Ontario Hockey League's Saginaw Spirit, in partnership with the Go Great Lakes Bay Regional Convention & Visitors Bureau, submitted a vibrant and detailed bid to host the 104-year-old Memorial Cup. Their successful bid in March 2023 marked the beginning of a transformative journey for the city of Saginaw and the Great Lakes Bay Region that helped bring the 2024 Memorial Cup to life.
The Saginaw County Board of Commissioners played a pivotal role by endorsing essential upgrades to the Dow Event Center, sparking a broader transformation within the county. This initiative showcased the region's cultural and economic vitality, attracting tens of thousands of visitors and ensuring sustainability for the future.
Key partnerships and collaborations were forged with various organizations, including the Saginaw County Convention & Visitors Bureau, Great Lakes Bay Regional Convention & Visitors Bureau, Frankenmuth Chamber/CVB, Michigan's Department of Transportation, Saginaw Economic Development Corporation, UA Local 85, Saginaw Transit Authority Regional Services (STARS), and Garber Management Group. These efforts collectively enhanced the event's success, and addressed critical aspects such as transportation, public safety, and local business support.
2025 Legacy Award: Julie Pingston, Choose Lansing
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.
Julie Pingston began her career in tourism with the U.S. Travel & Tourism Administration within the Department of Commerce in Washington, D.C. She joined Choose Lansing in 1993, and after 27 years was named President and CEO in March of 2020. As CEO, Julie leads the Choose Lansing team toward the mission to positively impact the Lansing community’s quality of life by developing the region as a visitor destination, while also creating opportunity for the industry through development of the first Certified Tourism Ambassador program in Michigan and facilitating the Lansing region's first master plan for tourism.
Throughout her more than 32 years of service to Michigan’s tourism industry, Julie has been a passionate advocate for improving accessibility in travel, developing programs like Lansing's Sensory Friendly Destination initiatives, which have been recognized as best practices at the state and national levels. Her efforts in the Greater Lansing region earned her recognition as an Accessibility Champion to Watch from TravelAbility in 2024, and the Lansing community was named by Accessible Journeys Magazine as the #2 destination in the country for accessible travel, especially for those with neurodiversity.
Julie currently serves as President of the Michigan Association of Convention and Visitors Bureaus, just one of many leadership roles she has served in Michigan’s tourism industry and in the Greater Lansing community.
2025 Pure Award: Manistee Tourism’s “Origins”
Presented by Michigan Cares for Tourism, the Pure Award is designed to honor tourism sites, attractions and organizations who are working to preserve and protect Michigan’s cultural, historical, and environmental sites that are so widely recognized around the globe.
This year’s honoree is Manistee Tourism’s “Origins.” In partnership with the Manistee County Historical Museum and the Little River Band of Ottawa Indians Historic Preservation, Manistee Tourism sought to create a new way to tell the history of Manistee County, its settlement, and the 20 most influential people who made Manistee what it is today. Through Origins, a series of interpretive artwork, sculptures and narration placed in an existing Manistee city park, and a comprehensive history guidebook free to the public, the three organizations worked together to tell the "origins" of Manistee from a viewpoint that encompassed all people.
Origins was designed as an educational and cultural tool to take everyone who views it on a journey through time, dating back to indigenous inhabitants and their way of life, progressing to the modern era. The site’s popularity has inspired Manistee Tourism to broaden the focus to include new phases of the sculpture along the Manistee River to tell the story of "Journeys" -- how the river is used as settlement, transportation, and fisheries -- both historically and today.
Stories of Inspiration
The awards presentation also included special recognition for three “Stories of Inspiration,” designed to honor individuals and businesses who have made unique and lasting contributions to their respective communities and to Michigan’s travel and hospitality industries.
Honorees for 2025 included:
- Barb and Ben Robertson of Kernel Benny’s Popcorn in Frankenmuth
- Tristan and Jackson Bredehoft, co-owners of Café Rica and community partners in the Breaking Bread Bazaar in Battle Creek
- Jason Deibler, owner of the Lucky Wolf Café in Paw Paw
Pure Michigan Trails and Trail Towns
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 designation 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.
2025 Pure Michigan Trails:
- The Chain of Lakes Water Trail is a 100-plus-mile inland water trail made up of 12 lakes and interconnected rivers spanning four counties and 84 access sites in northwest Michigan. Hosted and supported by Paddle Antrim, the flatwater system was one of the first state-designated water trails in Michigan, connecting residents and visitors to the region’s natural environment, and providing access to local communities Ellsworth, Central Lake, Bellaire and Elk Rapids, all of which offer access points that allow paddlers to easily walk into town to enjoy the plentiful amenities including restaurants, retail stores, outfitters, art galleries and more.
- The Betsie Valley Trail extends 22 miles from Frankfort, through Elberta and Beulah, to Thompsonville along a former Ann Arbor Railroad grade in Benzie County, Michigan. In the spring, summer, and fall, cyclists and pedestrians enjoy views of Betsie Bay, the Betsie River, surrounding marshlands and hardwood forests along the route, with access to local amenities like parks, local restaurants, ice cream shops, campgrounds and overnight accommodations. The trail is open to snowmobiling Dec. 1 to March 31.
“The Pure Michigan Trail 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. “The organizations and dedicated individuals helping maintain these high-quality trails have worked hard to support and advocate for trails and trails users while providing safe, accessible recreational experiences year-round. This year’s Pure Michigan Trails have broad community support. Their respective organizations understand and support the economic and social impacts of trails and how important they are to improving quality of life for residents and visitors. That is why we are proud to designate them as Pure Michigan recipients.”
The trails and towns that receive this designation are identified as among the best of 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 reporting to assess campaign effectiveness, and this year’s conference included the release of 2024 performance data highlighting the positive impact of the award-winning Pure Michigan campaign on the state’s economy.
The 2024 report from SMARInsights found that advertising influenced more than 789,000 leisure trips to Michigan from national, regional, and in-state markets targeted by the Pure Michigan campaign. Ad-influenced visitors to the state spent more than $1.3 billion in 2024, generating more than $79 million in state tax revenue.
Despite lower ad spending in 2024 that correlated to reduced ad-influenced visitor spending, the campaign continued to deliver a strong return on funds invested, generating $12.22 in state tax revenue per $1 invested in paid media.
The campaign successfully encouraged visitors to stay longer, explore more Michigan destinations, and engage in a greater number of activities during their visits. Ad-aware travelers stayed 5.5 nights and participated in 2.5 more activities, while travelers who were not aware of the campaign stayed 3.7 nights. Campaign ads also inspired travelers to discover new destinations across the state, with ad-aware visitors exploring 1.3 regions on average compared to 1.2 for those unaware.
“Measuring the impact of the Pure Michigan campaign at a national and regional level allows us to evaluate the effectiveness of our campaign strategy to inspire leisure travel in Michigan,” Wolgamott said. “The 2024 research shows that the campaign continues to be effective in influencing travel to and within the state, and remains a key pillar in statewide efforts to showcase Michigan as the country’s top four-season location to live, work and discover truly memorable travel experiences.”
A Collaboration Celebrating a Taste of Mackinac
Also announced at the conference, Pure Michigan is teaming up with Mackinac Island Tourism Bureau and Ryba’s Fudge Shops to create a special flavor of Mackinac Island Fudge.
Made with ingredients sourced from Michigan, “Sweet Maple Waffle” fudge will draw its delicious flavors from waffle chunks that add a bakery-fresh sweetness, and maple sugar from Postma Brother’s Maple Syrup Centennial Farm in the Upper Peninsula.
“We are delighted to partner with Mackinac Island to celebrate one of Michigan’s favorite sweet treats,” said Wolgamott. “Fudge has been a tradition on Mackinac Island for generations of visitors, and with a delicious combination of flavors from Michigan-sourced ingredients, Sweet Maple Waffle is sure to be a hit this season.”
The limited-edition flavor will be available for purchase exclusively at Ryba’s Fudge Shops locations on Mackinac Island beginning May 2, with additional seasonal flavors to follow later this year.
“Making fudge on Mackinac Island is a time-honored art,” said Tim Hygh, Executive Director of Mackinac Island Tourism Bureau. “Blending that heritage with Pure Michigan’s mission to share the best of our state makes for a deliciously authentic collaboration. We’re proud to bring a taste of Michigan to residents and visitors alike.”
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 Twitter.
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