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Ensuring local and state coordination in promoting tourism

The Challenge

The industry faced a lack of transparency of the room assessments and how those dollars were being spent. There was also a disconnect between the individual local bureaus and the state, resulting in a piecemeal approach to promoting Michigan as a top tourist destination.

The Solution

Senate Bills 703 – 707 were introduced to provide clarity to CVB assessments by ensuring coordination between regional CVB’s and the state Travel Michigan division. Regional CVB’s market local destinations and attractions while the state’s Pure Michigan campaign focuses on national and international promotion and attraction of the state as a whole. This legislative packaged enshrined in statute these respective roles, while guaranteeing a consistent statewide message. The bills also made sure dollars collected through the CVB assessment are spent by regional CVB’s to grow regional tourism and advance the overall message of the state of Michigan.

The Results

As a result of advocacy and education, Michigan’s local areas are better positioned to promote themselves and to capitalize on the state’s Pure Michigan messaging.

“The tourism industry is a major component of the state’s economy. Through education on the issue and meeting with legislators, a solution was found that has provided greater clarity and transparency of assessments, that along with heightened collaboration, will help to further improve the tourism industry in Michigan.”
- Matt Sowash