| While spring brings warmer weather and colorful blooms to Michigan, this year’s inclement weather across our two peninsulas has also had an undeniable impact on our communities. Governor Whitmer declared a state of emergency due to the unprecedented flooding at the Cheboygan Lock and Dam Complex, and resources and updates for those impacted can be found here, as well as a statewide flooding dashboard.
2026 Conference Recap Thank you to those who joined us this month in Traverse City for another incredible gathering at the 2026 Pure Michigan Conference on Tourism (PMGCOT). While we accomplish so much important work all year long, the opportunity to connect and learn with one another in person is invaluable. After diving into the latest travel and tourism trends and looking to the future of our industry, I encourage you to view and download the presentations from the conference. I would also like to remind our CVB and DMO partners to submit a request for the Yours Purely campaign and partner toolkit to participate in our industry’s celebration of 20 years of Pure Michigan – and our unique destinations – all year long. Also, if you have yet to do so, you can view the Michigan Travel Industry Master Plan that was released by the Michigan Travel Commission. More information regarding the master plan will be available soon as the commission develops subcommittees to continue engagement with our travel and tourism industry. Thank you for another incredible conference, and save the date for the 2027 PMGCOT in Grand Rapids, May 12-14.
For Every Season of You: 2026 Spring/Summer Campaign It was my pleasure to showcase our new campaign, “For Every Season of You”, at the conference this month. This campaign honors the timeless nostalgia of the Pure Michigan brand while stepping into the present to capture audiences old and new, building upon our 20 years of success while continuing the charm that has made the brand so iconic. This year’s campaign features two new spots, “In Our Nature”, which highlights Michigan’s stunning natural beauty, and “In Motion”, which features the excitement and creativity of our vibrant cities. These spots will inspire travelers to plan their next getaway to Michigan – no matter what season of life they’re in – to seek what moves them and to make memories in our woods, waters and cities. Campaign elements will be live across social and digital media, streaming audio, connected and linear TV, out of home, print, and paid search through July 31, 2026, targeting travelers in regional and in-state markets. Learn more about the 2026 spring/summer “For Every Season of You” campaign, including this year’s partnership program with participating Michigan DMOs, here.
U.S. Travel Association’s Destination Capitol Hill Last week, I joined nearly 400 travel industry leaders for Destination Capitol Hill to engage and educate on the economic power of travel and ensure policies advance travel, rather than creating obstacles. The U.S. Travel Association has sharpened its strategy to match a more complex travel environment, and I encourage you to review USTA’s 2026 Strategy and policy priorities to learn more about how we can continue to champion Michigan’s travel and tourism industry together. I would also like to thank the Visit Detroit and Traverse City Tourism teams for joining this important event.
Summer Travel Outlook Research With the summer travel season just around the corner, our industry is starting to see the possible impacts of rising gas prices on Americans’ upcoming trip planning – but Michigan is primed to meet travelers where they are and deliver an incredible summer. According to Wave 106 of Longwoods’ American Travel Sentiment study, approximately one third (33%) of travelers report that they have concerns regarding gas prices and the impacts it will have on their travel plans in the next six months. Many are also changing plans to travel closer to home (41%), planning to reduce spending on entertainment (35%) and retail (33%), and a small portion are cancelling their travel plans (8%). While travelers are making adjustments for upcoming trips in response to rising prices, this means that drive markets will see an increased demand – something that Michigan excels at. With our prominence as an ideal road trip destination with scenic drives and welcoming communities, Michigan can leverage the changing sentiments of these American travelers to ensure they take the opportunity to create an incredible summer this year in the Great Lakes State. Find Wave 106 of the study and learn more about these trends here.
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