| After a fantastic, snowy winter, spring signals the return of longer, warmer days throughout our woods, waters and cities. As we cherish this beautiful and fleeting season that brings Michigan’s lands back to life with fresh blooms, I encourage you to get outside to enjoy our extraordinary spring festivals, trails, downtowns and locally grown flavors.
2026 Pure Michigan Governor’s Conference on Tourism (PMGCOT) We have an incredible week ahead in Traverse City at the 2026 Pure Michigan Governor's Conference on Tourism (April 7-9, 2026). This year, we have a fantastic lineup of speakers for our keynotes and breakout sessions, including Brand USA, Tripadvisor, Future Partners, Longwood International, and more who will share fresh travel industry insights and trends. We’re looking forward to celebrating 20 years of Pure Michigan with all of you who made this milestone possible, while also looking to the future to build upon the brand’s undeniable success, authenticity, and inspiration with travelers and residents alike for decades to come.
PMGCOT 2026 Know Before You Go: - Download the Conference App: If you have yet to do so, don’t forget to download the conference app to stay up to date on the latest announcements and your personal schedule on the go.
- Destination Day (Wednesday, April 8): Show your local pride by dressing to impress while representing your destination, property or organization.
- Pure Michigan 20th Anniversary Celebration Dinner (Wednesday, April 8): We hope you’re feeling nostalgic, because we’re inviting you to dress like it’s 2006 in your favorite boho chic, preppy and embellished denim attire to celebrate 20 years of Pure Michigan.
- Pure Michigan Day (Thursday, April 9): After registration, don’t forget to pick up your special Pure Michigan 20th Anniversary t-shirt from The Mitten State table to wear for Pure Michigan Day.
I look forward to seeing you all in Traverse City next week!
February 2026 Lodging Report According to the latest STR Michigan Lodging Report, Michigan’s February 2026 occupancy rate is 2.5% higher than the same time last year. The year-to-date Michigan occupancy rates are also up 3%, which is double the national trend that only saw a 1.5% increase in YTD occupancy rates. While the report also notes that the northern regions of Michigan’s Lower Peninsula (referred to as regions 2 and 3 in the report) did not experience as much growth, this information does not account for the utility line workers and other responders who were provided lodging after the 2025 ice storms that impacted the regions.
Celebrating America250 in Michigan: Share Your Content with Travelers With such a momentous year celebrating 250 years of the nation, there are special events, curated exhibits, educational resources, and more planned throughout our two peninsulas in the Great Lakes State. To help travelers learn where they can dive into history here in Michigan, we have launched the America250 landing page on michigan.org. I invite you to share your special events and experiences with Bonnie Fink at [email protected] to help us share how travelers can celebrate in your destination all year long via michigan.org and our social channels. You can learn more at michigan.org/America250.
Pure Michigan Travel Guide Opportunities We’re excited for the release of the 2026 Spring/Summer Travel Guide in early April to inspire travelers to plan their warm-weather vacations in Michigan. If you’re interested in advertising in the upcoming 2026 Fall/Winter Pure Michigan Travel Guide, please contact Richard Konopaske at [email protected] by Thursday, April 17, 2026.
Remembering John McNamara Michigan’s travel industry lost a dear friend this week with the passing of John McNamara, who served as the Vice President of Government Affairs at the Michigan Restaurant and Lodging Association. My thoughts are with John’s family, loved ones, and MRLA colleagues during this difficult time. | 
