The effects of the Pure Michigan tourism campaign

The majority of Michigan’s tourists are from the US State Michigan, but they spend less and stay shorter amounts of time than do the out-of-state or foreign travelers.

Much of the increased spending by nonresidents, state tourism officials believe, is due to the aggressive “Pure Michigan” campaign, a series of television ads featuring the voice of actor Tim Allen that began running nationally in 2009.

For years, Michigan’s travel industry was built on the state’s blue collar workers who had enough vacation time and money to afford a little cabin Up North.

Those days likely are over,

As in-state travel by Michigan’s working middle class declined, state tourism officials realized “there are the other 320 million Americans out there,” said George Zimmermann, vice president in charge of the Michigan Economic Development Corp.’s Travel Michigan, the state’s tourism agency.

In 2012, the state spent $13.7 million on out-of-state advertising for the Pure Michigan campaign, attracting 3.8 million nonresident visitors whose spending generated $79.1 million in new tax revenue, a return on investment of $5.76.

More than 200,000 jobs in Michigan depend on tourism, most in small businesses, Zimmerman said, adding that “no tourism job can ever be outsourced. They are inherently Michigan jobs.”

MSU researchers predict 2013 will see further increases in Michigan’s tourism industry. Hotel occupancy through May was up 2.9 percent over the same period in 2012, the highest level since the state began keeping such records in 2004, Travel Michigan spokeswoman Michelle Begnoche said.

The majority of the increased spending is expected to continue coming from out-of-state visitors. While Pure Michigan is responsible for much of that increase, some of the shift likely is due to the relative thriftiness of Michigan’s residents, many of whom are still struggling in the sluggish economy.

“One of the positive things about Michigan travel for Michigan residents is the cost of travel in Michigan is a bargain compared to other places,” Zimmerman said. “The middle class of Michigan can enjoy Michigan for far less than they can in other places.”

Thus, many choose to vacation close to home – or to stay home. That might explain why sales of swimming pools are among the bright spots in the state’s economy.