| In July, I appreciated the opportunity to connect with trail advocates at MI Trails 2050, a collaborative initiative that brought together a diverse range of stakeholders from throughout the state to embark on the planning for the next 25 years for Michigan trails. Our trails are natural treasures where residents and travelers alike can reconnect with nature and make memories with loved ones, and I’m excited to see the bright future that will be shaped by the important work being completed by this dedicated group. While there is a lot to be done for the remainder of the summer, today we also kicked off the 2025 fall campaign. Before cooler weather arrives, I invite you to unplug, slow down and trek a nearby trail to enjoy the warmth of summer.
Michigan’s Tourism Industry Generates $54.8 Billion in Economic Impact According to a recent study from Tourism Economics, Michigan’s tourism industry contributed $54.8 billion in economic impact to Michigan’s economy in 2024. With an astounding 131.2 million travelers visiting our incredible state last year, they spent $30.7 billion across our destinations and generated $3.6 billion in state and local tax revenue. This accomplishment is not only a testament to the more than 350,000 tourism and hospitality professionals who create exceptional travel experiences, but also to how our tourism industry remains a cornerstone of Michigan’s economy. Learn more here.
The QLINE x Pure Michigan Now through December, you might see a little bit of Pure Michigan gliding across the Woodward Corridor in Detroit. We’ve wrapped the iconic QLINE streetcars with summer imagery that inspires thoughts of relaxing around a crackling fire, hiking along scenic trails and exploring our vibrant cityscapes throughout our two peninsulas. Last year, the QLINE surpassed 1 million riders, which consisted of residents, visitors and business travelers and exceeded their 2023 total ridership. These dynamic efforts to meet our audience where they are – both digitally and along their daily commute – will keep Michigan top of mind as they make their travel plans for the remainder of the year and beyond. 
Campaign Updates Top Chef TasteMAKER Insights: You may remember our collaboration with Chef Mei Li for the Top Chef TasteMAKER partnership earlier this summer. The video was posted on the Bravo Top Chef Instagram account and Mei Lin's personal account to reach a wider audience, and was also boosted across Instagram and TikTok with an article promoted on bravotv.com. The total impressions delivered for the partnership surpassed 12 million, and the Instagram video alone achieved a 46.73% view rate (well ahead of the benchmark of 31%). With world-class culinary events like the inaugural Traverse City Food & Wine (August 20-24) just around the corner – where Chef Mei Li will also be in attendance – we will continue to cement Michigan as a top destination for innovative dining, exceptional craft beverages and memorable agritourism experiences. Amazon Travel Deals Recap & Fire TV Promotion: Pure Michigan participated in the Amazon Prime Travel Deals program during the lead-up period and during Amazon Prime Days. During this time, more than 221 million impressions were delivered with 49 million unique users reached throughout the campaign. Our video ads achieved a 61.4% completion rate, exceeding Amazon’s benchmark by 4%. Top performing audience segments from Amazon Prime members included high spenders in electronics and home appliances, affluent shoppers, consumers purchasing sailing equipment, cord cutters and cord nevers, travel intenders (specifically high engagement from retired travelers), and consumers interested in performing arts and music. Pure Michigan will continue promoting via Amazon with summer inspiration in the high-impact, high-visibility placement of the Amazon Fire TV interface. Our image and video creative will be placed within the Fire TV homepage interface and link to a custom landing page that will appear similar to a TV or movie page on the platform. Our continued presence with Amazon’s audiences will highlight Michigan as a prime destination for last-minute summer getaways, as well as for fall travel as we approach the end of the warm weather season.
Request for Proposals: Pure Michigan Travel Guide On Tuesday, the Michigan Strategic Fund approved the release of a Request for Proposals (RFP) to obtain proposals from full-service integrated marketing partners and publishers to produce the official Pure Michigan seasonal travel guides. Learn more about the Seasonal Travel Guide RFP here. If you have any questions regarding the RFP, contact [email protected].
All the best, Kelly Wolgamott
Vice President, Pure Michigan
Travel Michigan | 
