Community, government and tourism leaders gather to tout economic benefits of tourism to state
DEARBORN, Mich. – Tourism industry leaders including the Tourism Industry Coalition of Michigan (TICOM), Travel Michigan, and the Detroit Metro Convention & Visitors Bureau gathered today to kick off the 38th annual National Travel and Tourism Week (NTTW), which unites communities across the country to celebrate the countless ways travel enhances economic growth, American jobs and personal well-being. The event, held at the Pavilion in Greenfield Village at The Henry Ford, celebrated Michigan’s travel and tourism impact and the critical role that travel will play in driving economic recovery efforts in the coming year, and beyond.
This year, the theme is, “The Power of Travel,” in recognition of the industry’s role in supporting vibrant communities, restoring the economy, rebuilding our workforce and reconnecting America. Each day of the week celebrates a different facet of travel: the economy, new experiences, jobs, infrastructure, health benefits, hometown pride and how travel strengthens families.
“Today, the Tourism Industry Coalition of Michigan members gathered to celebrate National Travel & Tourism Week. We are excited to be on the road to recovery. A robust recovery requires the return of business travel, meetings and events,” said Tourism Industry Coalition President Darren Ing. “We know these can be done in a safe way, and we are excited to celebrate and collaborate with our industry colleagues today.”
More than 30 Michigan Association of Convention & Visitor Bureau (MACVB) member destinations have come together to collaborate on The Great Michigan Scavenger Hunt & Giveaway as part of National Travel and Tourism Week. With the goal of encouraging more statewide travel, these participating destinations will be working together to offer two types of giveaways across the state. Social media gift card giveaways will be taking place on the Convention and Visitor Bureau pages, and many destinations will have gift cards to various Michigan restaurants and breweries hidden throughout their towns for lucky winners to find and enjoy.
Residents and travelers alike are invited to join the fun by posting their favorite Michigan overnight vacation pictures online using #MIPowerofTravel to be entered to win one of 10 ultimate Michigan road trip packages, including overnight stays, activity vouchers and dining certificates. Details can be found at michigan.org/scavengerhunt.
In April, the award-winning Pure Michigan advertising campaign returned for audiences across the Midwest to inspire both spring and summer travel this season. The campaign also incorporates a travel safely message to support this critical time for the tourism industry as it continues to recover from the impact of the COVID-19 pandemic.
“Despite the challenges of the last year, Pure Michigan is ready and eager to welcome back visitors and help drive Michigan’s recovery efforts. National Travel and Tourism Week is an opportunity to remind visitors and residents of the incredible contributions of the travel industry not just to our local economy and workforce, but to our community’s identity and culture,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “With warm weather upon us, we are reminding travelers of the beauty and diversity of Michigan’s destinations and that their favorite activities can still be enjoyed in Pure Michigan, while staying safe.”
The summer campaign follows on the heels of a successful winter ad campaign, as the next step of a multi-phase effort to continue reintroducing Michigan as a premier four-season travel destination and location to work, live and play. In addition, the MEDC and Pure Michigan late last year launched a “Support Local” campaign which urged Michiganders to shop, eat, and travel safely in Pure Michigan.
Pure Michigan also continues to encourage businesses, visitors and local communities across the state to take the Pure Michigan Pledge, a promise to uphold local safety protocols and CDC travel guidelines to travel safely. To date, nearly 600 businesses and destinations in the state have taken the pledge.
Speakers at today’s event included:
- Dave Lorenz, Travel Michigan
- Patricia Mooradian, The Henry Ford
- Renee Monforton, Detroit Metro Convention & Visitors Bureau
- Jennifer Rook, Michigan Retailers Association
- Darren Ing, Tourism Industry Association of Michigan
In addition, five-minute lightning talks from remote location feeds in Muskegon, Traverse City, Sault Ste. Marie and Great Lakes Bay were provided, with the help of Tom Daldin and Jim Edelman of Under the Radar Michigan.
Patty Janes, who leads Michigan Cares for Tourism, also spoke at the event to announce registration is open for 10 safe, meaningful and close to home volunteer events for industry members during their “30 days of Giving” campaign bringing industry members together to help restore our historic, natural and cultural attractions. Since 2013, more than 3,000 tourism professionals have taken part Michigan Cares for Tourism activities, donating in excess of $850,000 in time and sweat equity. To learn more, text ‘DAYS’ to 80888 or visit MichiganCaresForTourism.org
Celebrated annually the first full week in May, National Travel and Tourism Week was created by Congress in 1983 to elevate the economic power of travel in the U.S. This year’s event arrives at an opportune moment to recognize the importance to the U.S. economy of initiating a post-pandemic travel recovery.
“National Travel and Tourism Week celebrates one of the most important industry sectors in the Detroit Metro region, attracting 19 million visitors and injecting about $6 billion into our local economy annually,” said Claude Molinari, president and CEO of the Detroit Metro Convention & Visitors Bureau. “Our hospitality partners have been diligent and excited about getting ready for the day very soon when we can showcase our many visitor attractions and new initiatives to the world again and do it with safety top of mind.”
About Michigan Economic Development Corporation (MEDC)
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community development with the focus on growing Michigan’s economy. For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org. For Pure Michigan® tourism information, your trip begins at www.michigan.org. Join the conversation on: Facebook Instagram LinkedIn, and Twitter.
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