Escanaba in the Upper Peninsula is one of many potential starting points for boating adventures in Michigan. // Photo courtesy of Pure Michigan
Michigan’s tourism industry contributed a total of $54.8 billion in economic impact to the state’s economy in 2024, according to a new study from Tourism Economics released today by Travel Michigan, part of the Michigan Economic Development Corp. (MEDC) in Lansing.
The study found 131.2 million visitors traveled to Michigan in 2024, spending $30.7 billion in destinations across the state — up 4.9 percent from $29.3 billion in 2023 — and generating $3.6 billion in state and local tax revenue.
“Michigan’s tourism industry boosts local economies, creates opportunity for small businesses, and supports more than 350,000 Michigan jobs,” says Gov. Gretchen Whitmer.
Michigan’s visitor economy supported 351,292 jobs in 2024, according to the study, which equates to one-in-17 of all jobs in Michigan, including 96,000 jobs in the food and beverage sector.
“Tourism remains a powerful engine for Michigan’s economy, driving growth in communities and destinations across the state,” says Kelly Wolgamott, vice president of Pure Michigan, part of the MEDC. “This report highlights the dedication of our industry and the more than 350,000 tourism and hospitality professionals who deliver exceptional experiences for our visitors and help Michigan stand apart as the country’s top four-season travel destination.”
A separate report from SMARInsights released in April found that the Pure Michigan advertising campaign influenced more than 789,000 leisure trips to Michigan from national, regional, and in-state markets in 2024. Visitors to the state who were influenced by the campaign spent more than $1.3 billion in Michigan communities in 2024, generating more than $79 million in state tax revenue.
The campaign also is said to have successfully encouraged travelers to stay longer, participate in more activities, and discover more new destinations during their visits to Michigan in 2024 when compared with visitors who were not aware of the campaign.
Anyone interested in exploring the possibilities for travel in the Great Lakes State can visit here to receive the 2025 Pure Michigan Spring/Summer Travel Guide. It is available in both print and digital versions.
For more information on travel in Michigan, visit Michigan.org.
