Pure Michigan

So here's the thing about Michigan-it's kind of having a moment. And not in that forced, trying-too-hard way. Pure Michigan is as an advertising campaign by the State of Michigan to market itself as a travel and tourism destination. It was launched in 2008 featuring the voice of actor and comedian Tim Allen, and honestly? It worked. Like, really worked.

For the seventh year in a row, michigan.org was the most visited state tourism website in the country, according to the independent online measurement company Experian Hitwise. According to Hitwise, michigan.org's market share of 6.12 percent of all the web traffic to state tourism websites was the best in the nation. That's not just a fluke-that's people genuinely wanting to know what Michigan's all about.

And what is Michigan about, exactly? Well, Michigan offers more than 3,000 miles of freshwater coastline on four Great Lakes, more than 20 scenic byways, 13,400 miles of designated trails, more than 19 million acres of forestlands, and 11,000 inland lakes. Notice how those numbers aren't just impressive-they're the kind that make you stop scrolling and think, "Wait, really?"

But Michigan's not resting on its beaches (though they're gorgeous). Following years of ratcheting national stress and a bubbling desire to reclaim time and connection, travel brand Pure Michigan predicts 2025 will see a surge in slow travel interest. They're basically saying what we're all thinking: maybe we should actually enjoy our vacations instead of cramming in 47 activities per day.

The culinary scene's getting serious attention too. More than 150 Michigan chefs have earned James Beard Award nominations over the last 35 years, and the state's pushing hard to be known for farm-to-table dining and craft beverages, not just coney dogs (though those are still delicious, let's be real).

What makes Pure Michigan different from other state tourism campaigns? They've nailed social media. About 80 percent of the photos that Pure Michigan shares on social media are taken by fans and shared with the #PureMichigan hashtag. That's smart-people trust their friends' vacation photos way more than glossy marketing shots.

The whole operation runs through the Michigan Economic Development Corporation, which sounds bureaucratic but actually functions as a division of the Michigan Economic Development Corporation, a state-funded economic development corporation founded in 1999 to support the economic development of Michigan. They're headquartered in Lansing, and they're not just about tourism-they're trying to change how people think about Michigan as a place to live, work, and build a business.

Is it working? Well, Michigan's official travel and tourism website recorded more than 9 million web visits in 2013, and those numbers have only grown. The brand's expanded beyond TV commercials to fragrances (yes, really-they created scents that smell like Michigan seasons), collaborations with local breweries and pie companies, and even NASCAR sponsorships.

Michigan's basically betting that if they show you what they've got-the lakes, the trails, the food, the genuine Midwestern hospitality-you'll want to visit. And based on the numbers, that bet's paying off.