Michigan lawmakers have passed - and Gov. Gretchen Whitmer has signed off on - a budget for FY 2022 that includes $30M for Travel Michigan to restart fully the Pure Michigan tourism campaign.

Michigan's FY 2022 runs from 1 October 2021 through 30 September 2022, so the campaign will be active for both the December 2021 - January 2022 holiday season and the summer 2022 high season.

In FY 2020, with the onset of the COVID-19 pandemic, Travel Michigan had no marketing budget, so was unable to run the usual Pure Michigan national campaign. And in FY 2021, with a budget reduced to $15M as the pandemic continued, the agency ran a Midwest regional campaign only.

Missouri-based agency MMGY Global will manage the FY 2022 Pure Michigan campaign.

Travel Michigan VP Dave Lorenz said:

“MMGY’s global reputation for building tourism successes, along with their own commitment to invest in the state, ensures they will be a committed partner in continuing the strong leadership position we have enjoyed in travel marketing nationwide."