From April 15-17, more than 500 professionals across Michigan’s tourism, hospitality, and meetings industries gathered in the Detroit area at the Suburban Collection Showplace in Novi for the 2025 Pure Michigan Governor’s Conference on Tourism. Held in conjunction with the Michigan Food & Hospitality Show, the event brought together meeting planners, economic development leaders, and destination marketers for three days of reflection, education, and celebration.
Throughout the conference, numerous individuals and organizations were recognized for their leadership and innovation in advancing Michigan’s tourism industry. “Michigan’s tourism and hospitality professionals are at the heart of the amazing destinations and experiences visitors can find across our state,” says Kelly Wolgamott, vice president of Pure Michigan, in a prepared statement. “The tourism awards [offer] an opportunity to say ‘thank you’ and provide well-earned recognition to our tourism and hospitality partners for their passion, dedication, and collaboration.”
This year’s Governor’s Awards for Innovative Tourism Collaboration, presented by the Tourism Industry Coalition of Michigan President Holly Laurencelle, spotlighted collaborative initiatives that are helping shape Michigan into a premier travel destination:
- Traverse City Tourism earned the Award for Education and Training Collaboration for its work becoming the Midwest’s first Certified Autism Destination. This achievement was thanks to widespread training in autism and sensory sensitivity awareness across hotels, attractions, and visitor services.
- Experience Grand Rapids, in partnership with the Michigan Cider Association, took home the Marketing/Promotion Collaboration Award for expanding Cider Week GR into a nine-day, citywide celebration that quadrupled attendance last year and gained national media coverage.
- Cadillac Area Visitors Bureau received the Award for Experience Development Collaboration for launching a 100-mile off-road vehicle (ORV) scenic route. The ORV Scenic Ride, developed in collaboration with the U.S. Forest Service and Wexford County Road Commission, features cohesive signage, maps, and wayfinding tools.
- The 2024 Memorial Cup in Saginaw was honored with the Non-Traditional Collaboration Award for its successful multiorganization effort that brought tens of thousands of visitors to the Great Lakes Bay Region. The event showcased the region’s capacity for large-scale, community-driven tourism experiences.
The 2025 Legacy Award was presented to Julie Pingston, president and CEO of Choose Lansing, in recognition of her decades-long leadership and advocacy in accessible tourism. Under her guidance, Lansing has become a model destination for inclusive travel.
The Pure Award, which honors efforts to preserve Michigan’s cultural and historical heritage, was awarded to Manistee Tourism for its “Origins” project. Created in partnership with the Little River Band of Ottawa Indians Historic Preservation and the Manistee County Historical Museum, the outdoor interpretive experience uses sculpture, artwork, and storytelling to highlight the people and history that have shaped Manistee County into what it is today.
This year’s conference also celebrated individuals and small businesses that are making meaningful contributions to their communities and Michigan’s tourism landscape. The 2025 Stories of Inspiration honorees included:
- Barb and Ben Robertson, Kernel Benny’s Popcorn, Frankenmuth
- Tristan and Jackson Bredehoft, Café Rica, Battle Creek
- Jason Deibler, Lucky Wolf Café, Paw Paw
