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Is the world ready for Pure Michigan?

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(photo by Steve Carmody/Michigan Radio)
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Is this view worth the trip from Europe or Asia?

The Obama Administration wants to step up efforts to promote the U.S. as an international tourism destination. That’s welcome news to the folks who run the “Pure Michigan” campaign.

Michigan tourism officials know people from foreign countries come here to vacation, but they don’t know how many, and that’s important to know when they’re planning how to spend the “Pure Michigan” campaign’s $25 million advertising budget.  

This year, only about one percent,  or about $250,000, is being spent to promote Michigan as a tourism destination in Europe, mainly in England and Germany. Nothing is being spent in Asia.

George Zimmerman oversees the “Pure Michigan” campaign for the Michigan Economic Development Corporation. He says the Obama Administration’s tourism strategy includes determining where foreign visitors want to go.

“For about half the states, including Michigan, there just isn’t enough sample size to really have good data. So, that’s been a challenge for us, says Zimmerman. 

Right now, the “Pure Michigan” campaign is focusing on regional promotions with some national ads, and “a modest effort” in Canada.

Steve Carmody has been a reporter for Michigan Radio since 2005. Steve previously worked at public radio and television stations in Florida, Oklahoma and Kentucky, and also has extensive experience in commercial broadcasting.