2026 Senate Resolution 119

Whereas, For 20 years, the Pure Michigan brand has made its mark as one of the world’s most successful branding stories, capturing the essence of the state while appearing everywhere from television commercials to highway signs and license plates; and

Whereas, In 2024, the Pure Michigan campaign influenced more than 789,000 leisure trips to Michigan from national, regional, and in-state markets which resulted in $1.3 billion in visitor spending and generated more than $79 million in state tax revenue; and

Whereas, Michigan’s tourism industry generated $54.8 billion in economic impact in 2024 alone, and the visitor economy supports one out of every 17 jobs in the state; and

Whereas, The Pure Michigan brand has been recognized with countless advertising and travel industry awards for its success in promoting economic growth and tourism; and

Whereas, Pure Michigan is rooted in the state’s attractions, including two unique peninsulas, 19 million acres of forest, the Great Lakes, the nation’s longest freshwater coastline, and culturally dynamic cities; and

Whereas, Michigan’s contributions to art, music, culinary innovation, and culture beyond its borders have established its unique identity and inspired creative expression; and

Whereas, Pure Michigan has successfully elevated local voices, celebrated small businesses, and promoted regional partners; and

Whereas, Pure Michigan has come to invoke warm memories with family and friends and a feeling of wonder when exploring our woods, waters, and cultural treasures, inspiring travel for residents and visitors alike to experience what makes our state truly unforgettable. Now is the perfect time to plan your next trip to Pure Michigan; now, therefore, be it

Resolved by the Senate, That the members of this legislative body designate May 2026 as Pure Michigan Month; and be it further

Resolved, That we recognize the iconic Pure Michigan brand as the state’s calling card, inspiring immense local pride and driving tourism growth for 20 years.