More than 500 tourism and hospitality leaders, industry representatives, meeting planners and economic development professionals from across Michigan gathered in Metro Detroit, April 15-17 for the 2025 Pure Michigan Governor’s Conference on Tourism, held in conjunction with the Michigan Food & Hospitality Show, hosted by the Michigan Restaurant & Lodging Association (MRLA).
As part of the programing, attendees participated in sessions focused on the latest industry trends and best practices, destination development, branding and digital marketing, and opportunities to make travel more accessible and inclusive for a diverse range of travelers, among other educational opportunities.
During the conference, travel industry leaders recognized top tourism and hospitality individuals, businesses, and organizations for their contributions to Michigan’s tourism industry through the Governor’s Awards for Innovative Tourism Collaboration, Legacy Award, and Pure Award.
Governor’s Awards for Innovative Tourism Collaboration
Presented by Tourism Industry Coalition of Michigan (TICOM) President, Holly Laurencelle, the Governor’s Awards for Innovative Tourism Collaboration were created in 2009 to celebrate outstanding efforts and innovative collaborations within Michigan’s tourism industry, and to highlight the creativity and dedication that contribute to making Michigan a premier travel destination. The Non-Traditional Collaboration Award was presented to the 2024 Memorial Cup held in the Great Lakes Bay Region.
In December 2022, the Ontario Hockey League's Saginaw Spirit, in partnership with the Go Great Lakes Bay Regional Convention & Visitors Bureau, submitted a vibrant and detailed bid to host the 104-year-old Memorial Cup. Their successful bid in March 2023 marked the beginning of a transformative journey for the city of Saginaw and the Great Lakes Bay Region that helped bring the 2024 Memorial Cup to life.
The Saginaw County Board of Commissioners played a pivotal role by endorsing essential upgrades to the Dow Event Center, sparking a broader transformation within the county. This initiative showcased the region's cultural and economic vitality, attracting tens of thousands of visitors and ensuring sustainability for the future.
Key partnerships and collaborations were forged with various organizations, including the Saginaw County Convention & Visitors Bureau, Great Lakes Bay Regional Convention & Visitors Bureau, Frankenmuth Chamber/CVB, Dow, Michigan's Department of Transportation, City of Saginaw, Saginaw Economic Development Corporation, UA Local 85, Saginaw Transit Authority Regional Services (STARS), and Garber Management Group. These efforts collectively enhanced the event's success, and addressed critical aspects such as transportation, public safety, and local business support.
About Go Great Lakes Bay in Pure Michigan
Go Great Lakes Bay is a regional convention and visitors bureau focused on promoting tourism in the Great Lakes Bay region, a six-city area, representing Bay, Saginaw and Midland counties in Michigan.
The Great Lakes Bay region offers over 5,000 hotel rooms and is easily accessible from Detroit, making it a convenient and appealing location for planners hosting meetings, sports events, group tours, or family gatherings. The area is rich in waterfronts, walkable downtowns, and unique local experiences, providing the perfect backdrop for events and leisure. Additionally, the region hosts significant sports events, including fishing tournaments and an LPGA invitational, showcasing its sporty charm and competitive spirit.
About the Michigan Economic Development Corporation
The Michigan Economic Development Corporation is the state’s marketing arm and lead advocate for business development, job awareness and community development with the focus on growing Michigan’s economy. For more information on the MEDC and our initiatives, visit www.MichiganBusiness.org. For Pure Michigan® tourism information, your trip begins at www.michigan.org.