Michigan’S tourism industry is holding its own in an economic downturn that’s forcing many travelers to cut back on discretionary spending.
Comerica Bank’s Michigan Tourism Index rose three points, to 91, in the second quarter of 2009 following a one point gain in the first quarter. Although the index has rebounded from its fourth quarter low, the average for the first half of 2009 is still three points below the average for all of 2008.
“The Michigan tourism industry definitely has outperformed the overall state economy thus far this year, perhaps reflecting in part Michigan’s award-winning ad campaign that has been playing across the county,” Dana Johnson, chief economist at Comerica, said.
The base for comparison was 2004, which was measured as 100. Knowing this would be a difficult year for travelers, Michigan tourism officials launched a $10 million national advertising campaign in March, touting the state’s attractions and amenities. The national campaign, the first for Travel Michigan—the state’s tourism advertising agency—was broadcast on 15 cable channels, including the Golf Channel, Travel Channel, Food Network and HGTV. It ended in June.
Sales numbers won’t be available until the end of the year, said George Zimmermann, vice-president of Travel Michigan, but July was the best month ever, in terms of volume, for the state’s tourism web site, www.michigan.org.
Of all states’ tourism websites, Michigan’s had a 14% market share.
Tourism is considered one of Michigan’s top three industries, generating $18.1 billion each year. Tourism generates $874 million in state taxes and employs 1,92,000 workers statewide. Zimmermann said that every dollar Michigan spends on out-of-state advertising generates $2.82 for state coffers.
Comerica’s report was “encouraging” to Peter Fitzsimons, executive director of the Petoskey Area Convention and Visitors Bureau. “It takes a while to get solid evidence that the campaign is working, but we’re definitely seeing more out-of-state license plates,” he said.
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