LANSING – The Pure Michigan ad campaign is getting people to visit Michigan, according to a new report.
A report released Tuesday during the Pure Michigan Governor's Conference on Tourism says the out-of-state Pure Michigan campaign drove 5 million trips to Michigan in 2016.
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The reports also says those travelers spent $1.5 billion at local businesses, with an $8.33 return on investment in 2016.
Nearly $13 million was invested into the campaign in 2016.
“The goal of the Pure Michigan campaign has always been driving travel spending in our communities to support local businesses and jobs,” said Dave Lorenz, Vice President of the Michigan Economic Development Corporation. “This report is an opportunity to evaluate and confirm we are meeting that goal, while also providing extremely beneficial insights into consumer perceptions of Michigan as a travel destination regionally and nationally.”
The cumulative return on investment for the campaign since 2006 is now $5.49 with nearly $9.5 billion in visitor spending and $664 million in state tax revenue generated over the course of the campaign.
“The image and product insights available in this report will be especially critical as we continue to evolve and grow the campaign’s passion marketing efforts – helping us to see where key opportunities exist for us to expand and also areas that we need to focus on improving,” Lorenz said.