Pure Michigan To Target Toronto & China

A state tourism official says the state’s successful “Pure Michigan” campaign will expand into Toronto and China.

MLive reports vice president of travel for the Michigan Economic Development Corporation, David West, says for the first time this year, the Pure Michigan campaign will come to Toronto. He says while the strength of the U.S. dollar may be off putting for some travelers, the proximity and affordability is still very appealing.

West also says there will be a special interest in attracting Chinese visitors. He says Chinese tourism is exploding and we as an industry want to make sure we are ahead of the curve.

During a presentation at the Pure Michigan Governor’s Conference on Tourism Tuesday, West said the “Pure Michigan” campaign spent $12.4 million in advertising, motivating 4.1 million trips to the state and generating $6.87 for each dollar spent.