Michigan’s tourism industry generated $54.8 billion in economic impact in 2024, according to a new study released Tuesday by Travel Michigan, part of the Michigan Economic Development Corporation.
The report, conducted by Tourism Economics, found that 131.2 million visitors traveled to Michigan last year, spending $30.7 billion statewide. That total marks a 4.9% increase from $29.3 billion in 2023. Visitor spending produced $3.6 billion in state and local tax revenue.
Tourism supported 351,292 jobs in Michigan in 2024, or about one in every 17 jobs, the report said. The food and beverage sector accounted for about 96,000 of those positions.
“Michigan’s tourism industry boosts local economies, creates opportunity for small businesses and supports more than 350,000 Michigan jobs,” Gov. Gretchen Whitmer said in a statement. “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.”
Kelly Wolgamott, vice president of Pure Michigan, said the findings highlight the importance of tourism to communities across the state.
“Tourism remains a powerful engine for Michigan’s economy, driving growth in communities and destinations across the state,” Wolgamott said. “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.”
A separate report from SMARInsights released in April showed that the state’s Pure Michigan advertising campaign influenced more than 789,000 leisure trips in 2024. Those visits generated $1.3 billion in spending and $79 million in state tax revenue, the study said.
The report also found that travelers who were exposed to the Pure Michigan campaign tended to stay longer, participate in more activities and explore more destinations than those who were not aware of the campaign.