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Inclusivity in Michigan: That’s the Message

Pure Michigan Governor’s Conference on Tourism brings industry together

By Kathy Gibbons

Travel Michigan Vice President Dave Lorenz addresses the crowd at the Pure Michigan Governor’s Conference on Tourism in Grand Rapids. CREDIT Travel Michigan

Michigan is letting the world know that the welcome mat is more inclusive than ever.

The theme of the 2023 Pure Michigan Governor’s Conference was “Mindset of Hospitality.” Held at the Amway Grand Plaza in Grand Rapids in April and attended by more than 600 tourism representatives, economic development professionals, meeting planners, and media representatives, the focus was on amplifying the idea of inclusivity in Michigan.

“Travel and hospitality is a vital part of our economic development vision,” says Quentin L. Messer Jr., president and CEO of the Michigan Economic Development Corporation (MEDC), in a keynote address. “We have to do a better job of letting the world know how hospitable we are.”

A scene from one of the ads in Pure Michigan’s new “Keep it Fresh” campaign. CREDIT Travel Michigan

In March, the MEDC launched a reimagined business marketing campaign and a new Pure Michigan advertising campaign aimed at inspiring and invigorating visitors through fresh travel perspectives and voices by focusing on inclusivity in Michigan. Three new TV commercials — “Fresh Voices,” “Fresh Air,” and “Fresh Path”—are set to a new, original track by Michigan-based Assemble Sound and feature a new voice, Detroit poet Jessica Care Moore.

“One of the key things for us is driving the issue of inclusion,” says Patrick Brys, chair of the Michigan Travel Commission and president and CEO of Brys Estate Vineyard & Winery in Traverse City, during a media event. “Spreading that message is really important.”

During the conference, officials announced that the 2024 Pure Michigan Governor’s Conference on Tourism will be held at the Radisson Plaza Hotel in Kalamazoo April 9-11.

The Governor’s Awards for Innovative Tourism Collaboration were presented as well. Awardees included:

Destination Clare: Art Sculpture Walk Project received the Award for An Experience Development Partnership. The community came together to create the opportunity to install art sculptures downtown, which local business say has increased foot traffic and attracted people to linger downtown.

Respect Marquette County took the Industry Partnership in Education Award in response to the community coming together to support sustainable tourism. More than 40 coalition partners including Northern Michigan University, hotels, motorized and nonmotorized trail groups, economic development groups, local business owners, and others are participating in the program, designed to inspire locals and visitors to respect local culture and natural resources.

The West Michigan Sports Commission received the Non-Traditional Partnership Award after it worked with two DMOs it typically competes with—the Greater Lansing Sports Authority and Visit Muskegon—to win the bid to host the 2022 Junior Gold Bowling Championships. The 13-day event attracted some 4,000 athletes from 50 states, generating $7.3 million in visitor spending and 10,000 hotel nights among the three regions.

In addition, the Great Lakes Bay Regional Convention & Visitor Bureau’s Herb Zeilinger was presented the annual Legacy Award by Dave Lorenz, Travel Michigan’s vice president, for a lifetime of service to his community. Working at Great Lakes Bay since 2011, he previously served 17 years at the Frankenmuth Convention and Visitors Bureau/Chamber and has long volunteered for service on industry and community committees.

The Pure Award was presented to the Thunder Bay National Marine Sanctuary in Alpena. Its freshwater National Marine Sanctuary, the first in the nation, is an international attraction with 100-plus shipwrecks in Thunder Bay of Lake Huron. The award was presented by Patty Janes of Michigan Cares for Tourism.

Awards also went to Pure Michigan Trails and Trail Towns. Recipients included the Paint Creek Trail, Cass City River Water Trail, and the cities of Chelsea and St. Ignace.

“The Pure Michigan Trail Town program recognizes the communities who have worked hard to support and advocate for trails and trails users while providing safe, accessible recreational experiences year-round,” says DNR State Trails Coordinator Tim Novak “This year’s towns and trails have broad community support and continue to invest in their local trail systems.”

To view some of the new “Keep it Fresh” ads that carry the message of diversity, equity and inclusivity in Michigan, click here.

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