Governor Gretchen Whitmer has declared May 2026 Pure Michigan Month. (Photo courtesy of Pure Michigan via Michigan Department of Natural Resources) Watching the sunset from a bench at the beach

LANSING — May 2026 has officially been declared Pure Michigan Month by Governor Gretchen Whitmer.

“We recognize the iconic Pure Michigan brand as the state’s calling card, inspiring immense local pride and driving tourism growth for 20 years,” Whitmer said. “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 TV commercials to highway signs and license plates.”

According to the announcement, the Pure Michigan campaign influenced more than 789,000 leisure trips to Michigan from national, regional and in-state markets in 2024, resulting in $1.3 billion in visitor spending and generated more than $79 million in state tax revenue.

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

“The Pure Michigan brand has been recognized with countless advertising and travel industry awards for its success in promoting economic growth and tourism,” Whitmer said.

The Pure Michigan campaign is rooted in the state’s attractions, including two unique peninsulas, 19 million acres of forest, the Great Lakes and the nation’s longest freshwater coastline.

“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, and now is the perfect time to plan your next trip to Pure Michigan,” added Whitmer.

—

Sophie Vogelmann can be reached at 906-786-2021 or svogelmann@dailypress.net.