The Tourism Improving Michigan's Economy, “TIME” Coalition's main objective is to build support for appropriations increases to the state's tourism budget to $30 million annually, without tax, surcharge, or fee increases on Michigan tourists. Click here to find out why TIME opposes additional taxes to fund tourism promotion.
Funding at such levels would allow Travel Michigan to commit $25 million to a national ad campaign similar to that of Illinois, Florida, Texas and other states. A national ad campaign would allow Travel Michigan to market in states with more vibrant economies, containing residents with greater levels of discretionary income and higher levels of consumer confidence.
Michigan has never engaged in a truly national tourism promotion campaign. As a result, residents in states such as Florida, Texas, and other states outside the Great Lakes region are for the most part, unaware of Michigan's beauty and multiple tourism opportunities.
The beauty of Pictured Rocks and Isle Royale in the Upper Peninsula, Sightseeing and Overnight stays on Mackinac Island, Golfing in Petoskey, Boating in Grand Traverse Bay near Traverse City, Camping in Gaylord, Skiing and Snowmobiling in Northern Michigan, The excitement of Greektown and Henry Ford Museum in Detroit, Hiking & Biking in the beauty of Michigan's Sunrise Side, swimming in Lake Michigan in Southwest Michigan … all these activities are, for the most part, quantities and qualities unknown to residents in other states.
But a well-designed and implemented national ad campaign could raise awareness levels to the point where many prospective visitors would become Michigan tourists. And such increases in tourism would have a tremendously beneficial impact on Michigan's economy and State Treasury.
Based on analysis of the return on investment, (ROI) of previous Travel Michigan promotion efforts, it's estimated that a national campaign would produce over $1.2 billion in incremental spending and over $87 million in additional tax revenues to the state.
It's important to note that the majority of these new tax receipts would be received by the state in the same fiscal year. Click here to review a chart which shows projections of tourist spending and tax revenues at tourism promotion levels ranging from $20 to $50 million. Click here to review an executive summary of the March 2006 Longwoods International report.
