LANSING – Michigan’s tourism industry contributed a total of $54.8 billion in economic impact to Michigan’s economy in 2024, according to a new study from Tourism Economics released by Travel Michigan, part of the Michigan Economic Development Corporation.
The study found that 131.2 million visitors traveled to Michigan in 2024, spending $30.7 billion in destinations across the state, up 4.9% from $29.3 billion in 2023, 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,” Michigan Gov. Gretchen Whitmer said. “As we continue to welcome millions of visitors to our state for another unforgettable Pure Michigan summer, let’s keep working together to show the world that Michigan is the best place to live, work, visit, and invest.”
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,” said Kelly Wolgamott, Vice President of Pure Michigan, part of the Michigan Economic Development Corporation. “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 report from SMARInsights released in April found that the Pure Michigan 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 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.
