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Fresh off last month’s 2016 Pure Michigan Governor’s Conference on Tourism, new reports from Michigan State University and Longwoods International show a significant return on investment for the state’s tourism industry. Travel Michigan, the state-run tourism marketing division, says the long-running Pure Michigan campaign is working, despite criticisms from some organizations. Dave Lorenz, the agency’s vice president, spoke with MiBiz about the role of tourism in Michigan and how Travel Michigan needs to react to issues in Flint and Detroit. 

Published in Q&A
Wednesday, 12 August 2015 17:23

Q&A: David Lorenz, Travel Michigan

David Lorenz has stepped into the role as chief promoter of Michigan’s $22.8 billion tourism industry during the height of the busy summer travel season. Lorenz was named vice president of Travel Michigan, a unit of the Michigan Economic Development Corp., in mid-July after 13 years with the agency, most recently as industry relations and international marketing manager.

Published in Q&A

Michigan’s tourism industry grew to a record $22.8 billion in 2014, generating a higher return on investment for the state’s Pure Michigan campaign, according to an annual analysis

Published in In the News

At this morning’s Michigan Tourism Conference at DeVos Place in Grand Rapids, Lieutenant Governor Brian Calley, along with Travel Michigan vice president David West and representatives from Google, unveiled the new technology that will put sites such as the Mackinac Bridge, Ford Field and Sleeping Bear Dunes on Google Street View.

Published in In the News

Michigan’s tourism industry reached a record $18.7 billion in visitor spending in 2013. Most of the spending, $13.8 billion came from leisure travelers, according to research firm D.K. Shifflet & Associates.

Published in In the News

George Zimmermann steps down this week as head of Travel Michigan, ending more than 12 years as the chief promoter for the state’s $15 billion tourism industry that’s identified with the “Pure Michigan” branding and promotional campaign.

Published in In the News

Even after the Pure Michigan tourism promotion generated its best return ever in 2012, George Zimmermann believes it can drive greater dividends for the state in the years ahead.

Published in Economic Development

The Pure Michigan tourism campaign generated its best return ever in 2012, drawing an estimated 3.8 million people to the state that spent more than $1.1 billion during their stay, according to new research data.

Published in Economic Development

An ambitious five-year strategic plan for Michigan’s tourism industry aims to draw far more travelers to the state, boost the economic impact by nearly 20 percent and begin to take the “Pure Michigan” brand around the world.

Published in Hospitality

An ambitious five-year strategic plan for Michigan’s $17.7 billion tourism industry aims to draw far more travelers to the state and would begin to take the “Pure Michigan” brand around the world.

Published in Economic Development
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