(Part 3 in an 11-week economic plan to get Michigan moving again and get our people back to work)
Over the last two weeks we’ve focused on the importance of fundamentals and promoting Michigan’s competitive advantages to get Michigan moving again. This week I’m highlighting the need for greater investment in tourism promotion as a key part of getting our economy back on track. While tourism cannot take the place of keeping and attracting year-round jobs, attracting more visitors – and investment – to our area in all four seasons will continue to be an important part of our regional economy.
We have a wonderful story to tell. From world-class state parks, state and national forests, Sleeping Bear Dunes National Lakeshore, picturesque little villages and some of the best fly fishing around, Michigan has it all. We just need to share all that we have going for us with a much wider audience. Michigan can make a compelling case for why people should visit. When we’ve shared Michigan’s beauty – from the “Say YES to Michigan!” marketing campaign that ran when I was younger to the current “Pure Michigan” campaign featuring Jeff Daniels and Tim Allen – it is not difficult to sell ourselves. What’s needed is a greater and more sustained commitment to telling Michigan’s story.
The truth is, however, that Michigan simply is not making the investment necessary to reap the rewards of promoting our state as a tourism destination. In 2006, Michigan spent just $5.7 million on tourism promotion, an amount that was dwarfed by other Midwestern states. The Pure Michigan campaign is an improvement on this, but even that commits just $10 million. No wonder that, especially in these tough economic times, Michigan’s tourism leaders are crying out for additional investment. As Dan Musser, president of the Grand Hotel on Mackinaw Island, recently said, aggressive tourism promotion makes good economic sense “at a time the state needs jobs and revenue.”
Despite this economic impact, not everyone agrees with the idea of increasing investment in promoting Michigan. Michigan Republican Party chairman, Saul Anuzis, has called for cuts to Michigan’s tourism spending. This is a clear example of the danger of politicizing the tourism debate, and one of the reasons why I have called for a new Michigan Tourism Investment Corporation, a public-private partnership that would create a reliable revenue stream by taking the politics out of tourism investment. Telling Michigan’s story shouldn’t be a partisan issue, and it’s too important to get bogged down by the games in Lansing.
In addition to efforts like a Michigan Tourism Investment Corporation, we also need to protect the elements that make Michigan such an attractive state to visit, starting with our natural resources. Whether it’s protecting our Great Lakes and rivers and streams from water diversion, pollution and invasive species or calling for increased penalties for those who dump garbage that washes up on our beaches, I will be a champion for Michigan’s environment in the legislature. In addition, I will work to close the under spending gap that threatens Michigan’s competitive advantage as a natural resource destination.
Finally, I will work to ensure we’re making smart land use decisions, preserving the landscape that makes our state – and Northwest Michigan in particular – such a wonderful place to visit. These efforts, along with programs like Cool Cities and Michigan Main Street – will also help preserve the character of our small towns and villages, keeping the uniqueness of the places we’re lucky enough to call home.
In addition to protecting our natural resources, Michigan also must do much more to promote Michigan as a destination for cultural tourism. According to ArtServe Michigan, cultural tourists spend more money than any other tourists and are estimated to bring in $65.7 million annually to Michigan’s economy. In addition, Michigan arts and cultural activities support over 100,000 Michigan jobs and generate approximately $2 billion in economic activity. Every dollar we spend on arts and culture generates a return of $10 and has a ripple effect of $34. Despite the economic importance to Michigan’s economy, including the attractiveness of Michigan as a tourism destination, Michigan has dropped from 8th in the country in arts funding in 2002 to dead last in 2007. With the return on investment that arts’ funding provides, we simply cannot afford to continue to underfund Michigan’s cultural attractions.
Finally, I will work to promote other efforts that complement increased tourism investment. For starters, I will support efforts to expand our telecommunications infrastructure that makes it increasingly possible to live – and work – from anywhere. These efforts can help turn tourists and seasonal visitors into full-time residents and job providers. In addition, other efforts – including promoting Michigan agriculture – should be understood as integral to our broader promotional efforts. The ability to stop by one of our wineries or cider mills or pick up some fresh fruit or vegetables at one of the innumerable farm stands that dot the roads of Northwest Michigan make our area that much more attractive for visitors and residents alike, and I will be a consistent Friend of Agriculture as State Representative.
Michigan has a wonderfully compelling story to share. From the beauty of our natural environment to the outdoor opportunities available to hunters and anglers, and from the charming local villages to the cultural attractions Michigan has to offer, our state has all the elements to draw visitors from all corners. I look forward to playing a leadership role in Lansing to leverage these competitive advantages in ways that spur new economic development opportunities for Michigan.
