As the Pure Michigan team strategizes to encourage tourism, its leader Dave Lorenz has discovered two vastly different audiences.
One group is comfortable traveling again – maybe they’ve been vaccinated and don’t have a high risk of dying from COVID-19. The other group isn’t comfortable with travel risks, especially as the delta variant causes a new surge in COVID-19 cases, hospitalizations and deaths.
Pure Michigan’s new fall travel advertising campaign totaling nearly $2 million will aim to reach both parties.
“We know that those people who are comfortable with these evolving risks are going to be out there. We’re hoping to capture them and keep them in Michigan,” Lorenz said. “And for those others, we’re hoping to capture their attention, capture their dreams and encourage them to travel in the future.”
Early this summer, COVID-19 cases were plummeting as vaccinations increased. Tourism leaders predicted a pathway to normalcy. But the resurgence of the virus will likely cause the risk-averse travelers to cancel their plans, Lorenz said.
“They’re going to put off their vacations,” Lorenz said. “We’re not even going to try to convince them to change their mind. We’re just saying, ‘OK, we understand that, we’ll see you next year.’”
Michigan has seen a 42% increase in COVID-19 cases in the past two weeks, but still ranks 47th of 50 states for most new cases per capita, per the New York Times.
The state is averaging 1,900 new cases per day. It peaked around 7,000 per day last November and this April, but dipped as low as 100 new cases per day in June.
The pandemic has led to record tourism in northern Michigan – as travelers sought low-risk open spaces and nature.
Meanwhile, bigger cities suffered. A fall COVID-19 surge could perpetuate the trend, Lorenz said.
Pure Michigan’s fall marketing highlights both urban and rural areas.
The new September and October fall colors campaign includes $1.45 million to market natural imagery from across the state. It includes a new TV ad called “Are we there yet?” and a fall-themed, Pure Michigan-branded double decker bus in downtown Chicago.
The campaign targets Michiganders and potential travelers from the surrounding Great Lakes states.
Some trees in the western Upper Peninsula are already starting to turn colors, Lorenz said. Vibrant views are a key draw for Michigan’s fall travel season, he said.
Pure Michigan is also spending $400,000 in state this fall to push for the return to urban attractions.
“It’s important that we start now to encourage people to get back to the cities,” Lorenz said.
This is Pure Michigan’s first fall campaign since 2019, as Michigan cut its budget in 2020 due to the pandemic. After receiving about $36 million in 2019 and nothing in 2020, Pure Michigan had $15 million to spend this fiscal year. Lorenz is hoping for $40 million in 2022.
While an eventual end to the pandemic should lead to more tourism, Lorenz knows many Michiganders might venture to other states or countries for vacation after spending the last two years closer to home.
“We’re hoping they stay here in Michigan, but being realistic, we know we’re going to lose some of them,” Lorenz said. “So we need to spread the message out (and) we need to bring people from far away to fill the gaps.”
What to expect this fall
The summer was plagued by a labor shortage – prompting hotels to limit how many rooms were in use and forcing restaurants to cut back on hours.
Lorenz sees that issue improving this fall, as seasonal jobs dry up and more people returning to work with federal unemployment expiring Sept. 4. It should help give a reprieve to the overworked employees managing the crowds this summer, he said.
Hotels are booking quickly up north for early fall dates, Lorenz said. Although statewide, he expects travel to be slightly down from tourism in a normal fall, similar to this summer.
Lorenz encourages people to book hotels early at popular spots – and be familiar with cancellation policies so you can back out if COVID-19 conditions worsen beyond your comfort level.
Day trips are a good option for people who aren’t ready to make big trips but want to see more of Michigan, Lorenz said – noting such trips make up a key portion of the state’s tourism dollars.
To read up on Michigan’s fall travel options, visit michigan.org/fall.
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