Hospitality and tourism bureaus representing beers, boats, beaches and more have all come together to advocate for Michigan’s travel industry.

The Michigan Hospitality & Tourism Alliance is comprised of 11 groups from across the state, including Mackinac Island.
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The collaborative advocacy group came together after the travel industry became siloed as sectors fought to survive during the COVID-19 pandemic, said Justin Winslow, president & CEO of the Michigan Restaurant & Lodging Association.

Gov. Gretchen Whitmer on Wednesday proposed to include a total of $35 million for Pure Michigan and related marketing initiatives, falling short of a $50 million ask from the state’s hospitality and tourism leaders.

If approved by legislators, the state’s 2024-25 budget would include a $15 million general fund allocation for Pure Michigan’s tourism promotion efforts. It also includes $20 million for unspecified “Michigan marketing initiatives” that would “build off” Pure Michigan and focus on “talent attraction, labor retention and relocating to Michigan, as well as broader population growth goals,” according to a statement Wednesday from the State Budget Office.

The budget falls short of the $50 million hospitality and tourism officials pushed for this week ahead of the governor’s presentation.
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The Michigan Restaurant and Lodging Association, with an assist from the Michigan Travel Commission, on Tuesday launched the Michigan Hospitality and Tourism Alliance, a collaboration with 10 other statewide and regional organizations representing hospitality and tourism-related industries.