News and analysis from The Center for Michigan • http://thecenterformichigan.net
©2015 Bridge Michigan. All Rights Reserved. • Join us online at http://bridgemi.com

Original article URL: http://bridgemi.com/2013/02/next-frontier-for-state-tourism-the-world/

Economy & competitive position/Quality of life

Next frontier for state tourism — the world

Sarah Nicholls said she observes an odd phenomenon every time she takes a flight from her native England to Detroit’s Metro Airport.

“The vast majority of people coming from England are making connections in Detroit — very few are staying in Detroit,” said Nicholls, a tourism expert and associate professor at Michigan State University.

Nicholls said the inclination of many international travelers to bypass Detroit is an enormous problem and opportunity for Michigan’s resurgent tourism industry.

“There are a number of flights from Europe and Asia coming into Detroit every day,” Nicholls said. “It’s a tremendous opportunity to entice some of those travelers to spend some time in Michigan or the Great Lakes region.”

Enter Pure Michigan, the state’s award-winning marketing campaign. The advertising campaign has instilled a sense of pride in Michigan residents and attracted millions of tourists from other states since hitting the airwaves in 2006.

Overseas travel markets may be the next great frontier for the Pure Michigan campaign.

“There is a general agreement (among state and travel industry officials) that the next step should be an international presence,” said George Zimmermann, vice president for Travel Michigan at the Michigan Economic Development Corp.

The state doesn’t advertise Pure Michigan abroad, and only does a limited amount of advertising in southern Ontario, Zimmerman said.

Michigan’s only tourism promotion overseas is part of a consortium of states called Great Lakes USA. The state’s new five-year Tourism Strategic Plan suggests doubling funding for the Pure Michigan campaign by 2017, to $50 million annually. Nicholls said that level of funding would allow the state to increase exposure to the Pure Michigan campaign in the U.S., Canada and abroad.

Securing that level of funding would require approval from the state Legislature, which controls the Pure Michigan budget.

Tapping the international travel market

Detroit Metro Airport is one of the nation’s busiest, handling 32 million passengers annually. In 2009, 2.7 million international travelers passed through the airport, according U.S. Census Bureau data.

Detroit Metro ranked 16th nationally for international travel in 2009, far behind the 10 million international passengers that passed though Chicago’s O’Hare Airport that year.

In 2010, the most recent year for which national data is available, 60 million international travelers visited the U.S. That figure is projected to reach 81 million by 2016, according to the U.S. Department of Commerce.

Kenji Yano, a partner at the Ann Arbor-based business-consulting firm of Sunrizing LLC, said Michigan could capitalize on the growing international travel market.

“I think Michigan has vast potential … but we have a lot of work to do to increase awareness of our destinations,” he said.

Yano, who has clients in Asia and Europe, said Michigan has attractions that would interest business and leisure travelers from most cultures: Beautiful scenery, the Great Lakes, the world’s largest cherry-producing region in Traverse City, numerous engineering firms in metro Detroit and excellent universities.

Michigan is absent from the largest travel websites in Japan, Yano said.

“If you look at the Japanese Yahoo travel site and look for package tours, there are trips to New York, L.A., Boston, Atlanta, Florida,” he said. “There are no tours in Michigan; the closest sites are Chicago and Buffalo.”

Michigan businesses that cater to tourists must do a better job of getting information about the state to travelers and travel agencies overseas, Yano said.

“People may want to enjoy those great things in Michigan but they just don’t have access to information on the Internet because we are not providing that information,” he said.

Nicholls said she had no idea what Michigan was like when she first visited the state in 2002.

“I was pleasantly surprised, mostly by the natural resources the state has — they are really abundant,” she said. “I think once people come here they’re going to be won over. The issue is making them aware of what Michigan has to offer and getting them to convert that awareness into a trip.”

Nicholls said the Pure Michigan campaign is the ideal tool for creating that awareness.

Jeff Alexander is owner of J. Alexander Communications LLC and the author of “Pandora’s Locks: The Opening of the Great Lakes – St. Lawrence Seaway.” A former staff writer for the Muskegon Chronicle, Alexander writes a blog on the Great Lakes at http://allthingsgreatlakes.wordpress.com/.

Additional coverage

$1 billion of economic impact? That’s Pure Michigan.

Plan calls for Pure Michigan to be big, too

Next frontier for state tourism – the world

3 comments from Bridge readers.Add mine!

  1. Mrs. A

    Well, let’s see … Presuming a business traveler connecting at DTW would want to stay for a while, they would find almost no public transport connection and would have to rent a car. Then there is the challenge of negotiating unfamiliar highways and the discovery that many roads are in shreds. Destination choices are pretty much limited to a) going into ruinous and notorious Detroit or b) a journey of several hours to reach a beachfront city on the sunrise or sunset sides, or 3) a really long journey to get up north, and who wouldn’t enjoy driving six hours on I-95 after a cramped flight? Detroit has a nominal zoo in the next county and casinos, a museum or two, and sports arena downtown but nothing that couldn’t be found elsewhere, closer and nicer. A visit to any of our lakes really demands more than a layover time-frame.

    If the state tourism people are serious about this, I hope they will coordinate destination packages that include transportation. For example, fly in to DTW, and board a magic bus to whisk you up to Frankenmuth for a weekend package with an return trip stay at a Lake Huron hotel. Or how about fly in to DTW, and a coordinator gets you to Ann Arbor for a tour of U of M and then to the Amtrak station for a ride across state where you are picked up in Kalamazoo or Dowagiac and taken to a lakeshore venue and treated to scheduled jaunts of winery and micro brewery. You can’t expect a world traveler to arrive in Detroit and figure out on their own what to see when it’s so spread out and so specialized.

    1. Dixie Wong

      So True! My husband hates driving. I have been dreaming how wonderful it would be if there were boats that would take you from town to town along the west coast of Michigan. There are a lots of beaches and towns to enjoy!

  2. D

    Don’t overlook golf. We used to see a lot of Japanese tours come to Traverse City and Gaylord for golf. We have the best courses in the country for summer golf.

Leave your comment...

Your email address will not be published.

Currently on Bridge

Will we be better off if Proposal 1 passes? Former treasurer says yes

An Earth Day pitch: When you hang up the phone for good, toss it the right way

Michigan’s roads affect everyone, so a 'yes' vote on Proposal 1 makes sense

‘Diplomacy Begins Here’ conference aims to illuminate international relations

What NOT to post on Facebook: Jokes about prison rape, when you’re in charge of preventing prison rape

A program to give young offenders a second chance is sending many to prison

Similar accounts in suit over alleged teen prison rapes pose challenge to state's defense

‘New fish’ ‒ One teen inmate’s account of alleged sexual assault

Early learning summit in June could impact Michigan’s children

Money Smart Week: Be penny wise, and pound savvier

Plan B or no Plan B, here’s what happens if road proposal fails

The political tale behind the selling of Proposal 1

A Bridge primer: Untangling the pothole promise of Proposal 1

Who supports, and opposes, Proposal 1

Let's rebuild Michigan through its greatest asset: its water

Could a public boarding school model work in Detroit?

Coalition supporting Detroit schools a step in the city’s road back

Chasing fads? Today’s schools are struggling too much for that

For one Michigan legislative staffer, an hour or two in the spotlight

A cull is a kill, and it’s an overreaction to deer ‘problem’

Lack of college guidance keeps poor and rural students from applying

Those who can, do – and get their hands ‘dirty’ in the process

For one Detroit mom, a complicated path to employment

Detroit by the numbers – the truth about poverty

Michigan should require dental screening for all children entering kindergarten

Where in the world is the Center for Michigan?

After two years, hard to call ACA anything but a success

Bridge’s Academic State Champs emphasizes all the wrong measurements

A graying population poses challenges for Up North counties

Up North, isolation impedes health care for seniors

Enbridge oil pipes and the Straits of Mackinac: Too risky to ignore

Not bigger government, but better services when Community Health and Human Services merge

Two Michigans gaze across a widening gap

In northern counties, workers and business find each other lacking

Hidden poverty stalks a Pure Michigan setting

Postcard: How a git-’er-done spirit helps one rural school district

Postcard: When elk is for dinner

Postcard: Luxe life at Bay Harbor reflects changing economy

Postcard: A roof and a bed

Invest in non-partisan journalism.

Donate to The Center for Michigan. Find out why.