‘We’re at an inflection point:’ Tourism leaders look for new funding for Pure Michigan

Michigan's state pride is rooted in its change. Michiganders love to brag about all four seasons and the memories associated with each of them.

Lake Michigan shorelines tickle toes and leave behind fossil stones.

The Northern Michigan trees paint the winding roads and apple stands present a crunchy bounty.

The Upper Peninsula dares us to see its extremes and wows us with ice curtains, tenacious sled dogs and fresh powder.

Millions of tulips announce spring in Holland and the first pour of Bell's Oberon has its own holiday.

For 20 years, all that uniquely specific magic has been packaged under a unifying motto: That's Pure Michigan.

"It's never about manufactured moments or over promised expectations. We show the real deal, the real people and places. I really think that's why the brand has resonated over the 20 years," said Kelly Wolgamott, vice president of Pure Michigan.

The campaign's resonance remains strong and steady, but its funding future is unclear.

Pure Michigan's bank is nearly the lowest it's ever been heading into 2027.

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