Pure Michigan officials tell House committee campaign supports jobs, draws tourists; minutes approved

Hillary Doe, chief growth and marketing officer at the Michigan Economic Development Corporation (MEDC), and Kelly (vice president, Pure Michigan) briefed the House Committee on Natural Resources and Tourism on the Pure Michigan campaign’s economic impact and 2025 plans, saying the program helps attract visitors, supports jobs and produces tax revenue across the state.

The presentation updated lawmakers on 2023 campaign-attributed figures, partner and creative efforts for 2025, and the campaign’s 20th anniversary plans, and prompted questions from committee members about regional promotion, research vendors and budget allocation. Earlier in the meeting Representative Preston made a motion to approve the minutes from the previous meeting; the minutes were approved by unanimous consent.

The MEDC presenters said independent economic analysis attributes more than 28 million visitors and about $53 billion in total economic impact to Michigan travel in 2023, including roughly $29 billion in direct visitor spending and support for “over 300,000” jobs statewide. “One of every 17 Michigan jobs is directly or indirectly related to or supported by tourism,” Doe said, describing those figures as core measures the campaign uses to shape its work.

Kelly (vice president, Pure Michigan) described 2025 marketing plans that rely heavily on video and a mix…