The state of tourism
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By the numbers
$18.1 billion: Amount visitors spend annually traveling in Michigan
10 percent: increase in Mackinac Bridge crossings in April 2009
9 percent: Projected lodging increase in Traverse City this past weekend
2-4 percent: Forecasted decline in Michigan tourism industry for 2009
$874 million: State taxes generated annually from travel in Michigan
Michigan is heading into the national spotlight this summer as millions of dollars are poured into advertising campaigns and promotions to spark tourism in the state. It may not be Florida or California, but Michigan is taking strides to compete with leading tourism industries across the country and, according to officials in the state, it’s standing on its own.
“We have the ability to reach a broader market this year, creating an interest for markets that we have not seen before,” said Brad Van Dommelen, president of the Traverse City Convention and Visitors Bureau.
As these markets expand, Michigan is not only expecting an influx of tourists from within the state, but from outside as well.
Visitors from states such as Wisconsin, Iowa, Mississippi, Kentucky, Pennsylvania and Virginia are coming to Michigan, while border states continue to provide strong tourist flows, Van Dommelen said.
Pure Michigan
On the heels of the Pure Michigan advertising campaign, officials in tourist hot spots such as Traverse City and Mackinac Island are feeling optimistic about what lies ahead.
“We are certainly looking to get tourists from all over the country and I think the Pure Michigan campaign has begun to show some fruits from those efforts,” Rep. Wayne Schmidt, R-Traverse City, said.
Launched in late March, the ad campaign has the biggest budget Michigan has seen for both in-state and out-of-state tourism promotion. The $30 million budget already has helped boost tourism in the state and will continue to draw in visitors from all over the country, said Dave Lorenz, manager of public and industry relations for Travel Michigan.
A $10 million cable TV advertising campaign will also help promote Michigan tourism in different states.
Millions of dollars in funding for ad campaigns might seem excessive in hard economic times, but the tourism industry cannot afford to lose the money, Schmidt said.
“I am committed to having that kind of funding for the state,” Schmidt said. “In these tough economic times, cuts need to be made, but we need to continue to fund tourism.”
Michigan on the map
The NCAA Men’s Final Four brought more than 100,000 people to Michigan and might have sparked an interest in the state that will continue into the summer, Lorenz said.
“People will come for a big event with some low expectations because of Detroit’s reputation,” Lorenz said. “What happens is that people find that Southeast Michigan is a very delightful place to visit … it’s very likely that they will come back and tell their friends what a great place this is.”
The Final Four featured MSU, Villanova University, the University of Connecticut and the University of North Carolina, all schools within driving distance of Michigan.
Increases can be seen in visits to areas of the state even after Memorial Day weekend. A 9 percent increase in Memorial Day traffic to Traverse City is exciting, said Alex Mowczan, owner of the Comfort Inn and Best Western Four Seasons hotels in the city.
“I think it will play out in our favor that those people are not going to take that long trip,” Mowczan said. “They are going to take those short trips in Michigan.”
The advertising for Michigan not only is focused on destinations like Traverse City. It calls attention to other areas in the state looking to attract tourist attention.
“We are extremely excited to be a partner with Travel Michigan,” said Jamie Furbush, president and chief executive officer of the Frankenmuth Convention & Visitors Bureau. “Those Pure Michigan ads that launched nationwide were not specific to our destination … and really the sky is the limit as soon as our ads that are Frankenmuth-specific hit the airwaves.”
Since the campaign, visits to Frankenmuth’s Web site have increased by 400 percent, Furbush said. Advertisements for the city began this week in Toledo, Ohio, and will begin in Detroit next week.
The state’s Web site, Michigan.org, also has experienced extra attention since Pure Michigan launched. Visits to the site have increased 17 percent from the same time last year, with out-of-state visitors also increasing significantly, said Lorenz. In April, visits from Fort Wayne, Ind. increased 326 percent; Ontario, Canada by 148 percent; and Milwaukee by 61 percent, compared to 2008, Lorenz said.
About 7 percent of all visits to state travel Web sites are directed at Michigan.org, something Lorenz said might be enough to entice tourists into taking the next step and travelling to the state.
“If you can get someone to sample something that’s good, they are more likely to buy it,” Lorenz said.
Positive indications
This logic seems to be working as officials are seeing increases in tourism numbers in April and May.
This April, for the first time since 2001, Mackinac Bridge crossings increased by 10 percent. Tourism might be up for various reasons, said Don Holecek, director of MSU’s Tourism Resource Center. Perhaps the biggest factor in the success over Memorial Day weekend is the weather, Holecek said. Gas prices play the next largest role in tourism numbers, with lower prices attracting more tourists.
Finally, an active Pure Michigan campaign might have a steady effect on the tourism industry, Holecek said.
“It’s really too early to make a call on whether it’s Pure Michigan or anything else that may be causing some spike in this activity,” Holecek said. “My guess is that it’s weather as much as anything else.”
Good weather might be the catalyst that drives Michigan tourism, but other officials attribute success to economic conditions.
“People are still going to travel, they’re just looking for bargains this year,” said Pap Black, executive director of the Marquette County Convention and Visitors Bureau.
High hopes …
More Michigan residents are taking “stay-cations” — remaining in their home state for vacation — as the economy keeps them closer to home, something state officials are keeping in mind.
“I think we are encouraged by the number of inquiries we are getting and we do hope that will translate into more visitors,” Van Dommelen said. “Nobody is downplaying the impact of the economy.”
The Upper Peninsula was originally expected to dip 7 percent this year in tourism flows, Black said. She said that while this summer might not be a “barn burner,” Marquette will still see gains in its industry as the city welcomes tourists from other cities like Chicago.
“Every year that I have been here, we have significantly done better,” Black said. “Now, last August was the best month we’ve ever had in the history of the convention and visitors bureau, and I don’t know if we can beat that. … If we come in within last year, I’m going to be just fine.”
Some tourist attractions in Western Michigan are expecting an upturn in tourism traffic this summer.
About 30,000 visitors are expected in Muskegon every year, a number that could double within three years, said Bryan Hughes, executive director of the Great Lakes Naval Memorial and Museum in Muskegon.
The museum saw the same, if not more, tourists this Memorial Day weekend than last year, Hughes said. A popular overnight children’s camping program is already booked through 2010.
“I think that what we’re seeing is that our overnight program is staying strong,” Hughes said. “We anticipate an increase in tourism this summer that’s very significant.”
… Realistic expectations
Although Lansing is primarily a convention and business meeting destination, the city is doing well compared to its other competitors in the state, said Tracy Padot, vice president of marketing for the Greater Lansing Convention & Visitors Bureau.
The city is expecting 12,000-15,000 visitors this weekend for its annual Be A Tourist In Your Own Town event. The increase in attendance gives hope to Lansing’s tourism industry, even if it is convention-based, Padot said.
“We’re optimistic that we’ll hold our own,” she said.
Originally forecasting a 2-4 percent decline in the Michigan tourism industry, Holecek said he will stick to his predictions.
“We may be closer to 2 percent than 4 percent, but we don’t know what’s going to be the fallout of the auto industry bankruptcies,” Holecek said.
Tourism officials are keeping their optimism in check as the economy falters.
“We certainly always hope that the current year will eclipse the year before,” said Jill Foreman, tourism manager for Muskegon County Convention and Visitors Bureau. “At the same time, with the economy, we’re being realistic with our expectations.”
Commentary
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Kham
(05/28/09 1:53pm)Report
I’m finding this hard to believe. I suspect that maybe this ad campaign may draw in some people. I fear that the normal ever present road construction will quickly sour the trip. That and a lack of things to do in the state, I mean you can only go out to eat so many times in one day. We may trick them in once, but I seriously doubt they will refer a friend to visit Michigan, unless there friend has a light house fetish. Anyway, well written article. Good job
Mel S
(05/28/09 3:33pm)Report
Sounds like you need to get out and explore a little more, Kham. There’s lots of things to do in Michigan besides eat. How about camping in a state park? Hiking on the North Country Trail? There are hundreds of miles of trail to hike or mountain bike on. Boating or fishing for salmon, perch, and trout in the Great Lakes. Canoeing and kayaking on the rivers. People can bring their ATVs or dirt bikes to state lands in the summer, or ride their snowmobiles through the UP in the winter. Why not take a winery tour up by Traverse City or down on the Southwest side of the state. Maybe learn a little history up at Mackinaw Island. Don’t forget about Rothbury or the Women’s Music Festival in the summers, or dogsled race in Marquette in February. And that’s just off the top of my head.
blah
(05/28/09 3:36pm)Report
Michigan Blows
Courtney
(05/28/09 4:59pm)Report
I am happy to hear that Michigan is finally advertising all that it has to offer! It is a beautiful state…Mel S, you are right on in saying that someone who disagrees hasn’t explored much. I have traveled quite a bit and the beaches at the Pictured Rocks are the most beautiful I have seen. Maybe we needed economic woes to finally capitalize on our strengths.
Jim
(05/28/09 6:10pm)Report
Grand Haven is one of the ‘best’ beaches and touring sites in the USA!
Kham
(05/28/09 7:41pm)Report
I’ve lived here almost my whole life. Everything you stated Ive either done or have no interest in. Save boating, I work for a living so I cannot afford boating. Do not assume I don’t know this state. I bet I spend more time on this states roads than anyone posting. I have a collage education, in guess what, Tourism. There was no need to attack me, saying that I must not have looked out my back window. Because I have, and I have, unlike you, looked out Other states, and even countries windows. You know what Michigan has? Or rather what the world thinks we have? Snow, more snow, bad roads,the slowest construction workers on the planet, the murder/Motown city, light houses and woods. Lots of woods. We will always have some tourism, mainly due to the fact that people need somewhere to launch there boats, or there trying to get to Canada. I feel that the money spent on this ad campaign would have been better spent almost ANYWHERE in this state. If you want a tourist recommendation from me, I would say go to Canada. The further away you get from the US the cheaper things are, and the people are always nice to you, no matter what your race, religion, how pretty you are, or how well off you are.
Jack
(05/28/09 8:05pm)Report
Hey Kham — lighten up buddy. Quite the negative-nancy I tell ya. Lack of things to do? Seriously? You must have one of those really nice couches made over in Grand Rapids or Zeeland — the furniture headquarters of America. Or are you a big television fanatic? Maybe the internet has got you down? Maybe you’ve been drinking salt water? We have freshwater in Michigan. You ever grill some fresh white fish, drink some Short’s beer, and watch a sunset on Lake Michigan or Superior? Or maybe you didn’t get the memo about enjoying life? We also have some of the best soil for growing fruits and vegetables. Do you eat anything besides McD’s when you’re roadtrippin’? By the way, you spelled “college” wrong. Go be a tourism major in another state. We don’t want you spoiling our fun.
Jack
(05/28/09 8:14pm)Report
And blah — there are a lot of men and sail boats in Michigan that could use your negative blowing power. Maybe you ought to get involved in that market. Or you could find yourself a new home in Turkmenistan so that we don’t have to read about your lack of intelligence.
Kham
(05/29/09 10:31am)Report
Kham
(05/29/09 10:40am)Report
Jack, it was 8pm when you posted your hate for all to read, why weren’t you out enjoying life? ( insert other meaningless pseudo questions here )
3rd&one
(05/29/09 11:18am)Report
Michigan will always be my home though I know I may never be able to go back there. Fat dumb white men sealed that deal. Born, raised and edjewmicated dere too. Even lost my virginity there. Wow! For 4 season recreation and topography it can go toe to toe with any other great state of our nation. California; fires, earth quakes, mud slides, crime, mega boob jobs. Outstanding vistas and golf courses though you got to give it that. Florida; hurricanes, floods, fires, no front toothed individuals, crime, not as much mass boob jobs. Lots of seafood and golf courses though you got to give it that! Common with coastal states. Pass the horse radish. Thanks! Don’t get me started on Utah.
Jack
(05/29/09 2:16pm)Report
It’s almost 2pm and I’m still enjoying life. Isn’t reading the paper online a great way to save trees? I’ve been out to eat a lot of times and I still enjoy going out to eat.
It’s funny about those freshwater lakes in North America. I mean all that fresh water in Arizona and Utah and California, you’d think they’d have an abundance? Why on earth would anyone want to come enjoy two of the largest fresh water lakes in the world? Wouldn’t that be silly. Quite the contrary my good man or woman — (I don’t want to discriminate here). And I don’t even need a boat to enjoy it. All I need is a 5 dollar bathing suit from Old Navy.
“Special K” — I have to agree with you that 30 million is a lot for an ad campaign. But when you put all of the pieces together and think about the fact that tourism is nearly 50% of the state’s economy, it might bode well. You, in the “tourism” field, ought to know. If you want to harp on the folks that made such a decision why don’t you bring some facts to the table? Eh? Don’t they teach you about facts at tourism school? ‘Finding it hard to believe’ doesn’t quite cut it.
Show a little pride for the homeland, or bring us some new information, eh Special K?
Kham
(05/29/09 3:31pm)Report
I am NOT harping on anyone, You little egotistical tapeworm, are harping on me, insulting me, for my different perspective. As for your 3 desert states mentioned, what percent of the land mass is that? And how many fresh water lake would you pass getting to Michigan. Best question yet would be why am I replying too that senseless statement. Better yet, lets meet up somewhere. You can bully me and insult me in person at a much faster rate, while stating NOTHING the whole time. What do ya say you educate me Jack, wanna meet up at a bar later tonite? Maybe we can watch the sunset together over a shorts beer. Sounds romantic.
Kim
(05/29/09 4:18pm)Report
Did I read this right?, “The $30 million budget already has helped boost tourism in the state and will continue to draw in visitors from all over the country, said Dave Lorenz, manager of public and industry relations for Travel Michigan.
A $10 million cable TV advertising campaign will also help promote Michigan tourism in different states.
Millions of dollars in funding for ad campaigns might seem excessive in hard economic times, but the tourism industry cannot afford to lose the money, Schmidt said.”
30 MILLION dollars in Michigan went to ADVERTISING and TOURISM???
Is the state CRAZY? Our unemployment rate is pushing 12% and deemed to be higher even next year. We need JOBS, did I spell that right? J-O-B-S People are losing their homes, taking huge paycuts and the state is spending $30 MILLION dollars on this? WAKE UP!
“
Wow Kham
(05/29/09 4:28pm)Report
I HOPE that you now have a better day. Someone stopped by to say HI. Gee I do have to say that Jack does sound pretty cool though. Hey you like to ruffle feathers, so you should enjoy all the attention that you are getting. But trust me you could learn a little something here from Jack. But you know I already think your pretty cool, but boy do you like to play the bad boy attitude. So when people tell you to lighten up, don’t be suprised. Your a bad boy with a great heart inside, you can’t fool everyone, at least you can’t fool me, so smile! PS. I love a good cold beer myself.
Kham
(05/29/09 5:19pm)Report
Sorry, I was enjoying my rage abit to much there. Professional help is being sought.
harry2008alum
(05/30/09 2:01pm)Report
Stop hatin’ on Kham everyone, he has a “collage” degree in “tourism!” (in what?)
But yeah. Pumping state money into tourism creates no jobs. Hotels owners, restaurant managers, boat rental agencies, bartenders, servers… they’re all goners. Woe is the state of Michigan AGAIN.
Great article. I’ve been all over the world, Michigan is one of the best places out there.
Jack
(05/30/09 7:53pm)Report
So am I reading this right — bar fight? Mono y mono?
I like the sounds of this.
Maybe we could get on Celebrity Death Match. It looks like you’ve
got a fan, aka “Wow Kham”. Is that your mother concerned about your mental health, wondering what kind of heathen she bred? Or just another MSU hotty (one of the best looking schools in America)?
You ought to get her email K-dawg.
Nobody is gettin’ down on you K-dawg. We just love our state and when somebody says there is nothing to do we take that pretty personal.
And now that you’ve done everything there is to do in the greatest state in the union, we should probably call it quits. These tapeworms are really crampin’ my style.
Bronx Bar in Detroit? We could throw down with some Iggy Pop on the stereo — show some love for a Michigan rocker.
Kham
(05/30/09 8:31pm)Report
Guess Who
(06/01/09 10:43am)Report
You ought to get her email K-dawg. Oh ya that’s right you already do. Wow it would of been smart to to e-mail her, coz she could of met up with you. I bet the bar is small enough for her to find her way around. And there is nothing like a cold shorts beer on this side of town.
Iggy Pop, a throw back to the 70’s, I bet that wasn’t her cup of tea. Probably more Aerosmith, Cars or Bad Company. Oh ya Fleetwood Mac sounds like a good one too.
Kham you are the man!
(06/01/09 11:20am)Report
But i know you already know that. Say hi to your friend Jack the two of you are inseperable. Just like another friend of mine. Have a good time! You are so creative I can’t seem to stop thinking about you.