Pure Michigan officials tell House committee campaign spurs billions in visitor spending, outline 2025 plans

Hillary Doe, chief growth and marketing officer at the Michigan Economic Development Corporation (MEDC), told the House Committee on Natural Resources and Tourism that Pure Michigan’s marketing work corresponded with roughly 28 million visitors and about $53 billion in total economic impact in 2023, according to third‑party economic analysis used by the program.

Doe said the 2023 totals break down to about $29 billion in direct visitor spending and that the campaign supports roughly 300,000 jobs across Michigan. “One of every 17 Michigan jobs is directly or indirectly related to tourism,” Doe said, citing the economic analysis the campaign uses to measure impact.

The presentation to the committee focused on Pure Michigan’s role within the MEDC’s broader Make It Michigan strategy and previewed the campaign’s creative and 2025 flight dates. Kelly, vice president of Pure Michigan, described a “video‑first” approach for the year and said the summer flight began Feb. 1 and will run through July across in‑state, out‑of‑state and national channels including connected TV, broadcast, linear TV, print, out‑of‑home, search and social.

Why it matters: the presenters tied advertising to measurable economic outcomes — visitor spending, jobs and…