LANSING — Legislation to support Michigan’s successful, award-winning tourism promotion program was approved Tuesday by the state Senate, said Sen. John Proos.
Senate Bill 110 would dedicate another $10 million from the state’s 21st Century Jobs Fund to the Pure Michigan advertisement campaign, bringing the total to $25 million. It would also make the program a permanently eligible use for the jobs fund.
“We must continue to support Michigan’s $17.5 billion tourism industry and the thousands of Michigan job providers and families who depend on it,” said Proos, R-St. Joseph. “As the governor said, we must use value budgeting with our limited resources. The program has had a direct, measurable effect on boosting tourism in southwest Michigan and also helping the state budget. For every dollar we invest in Pure Michigan, the state gets back almost three dollars in revenues.”
A Michigan Economic Development Corporation study determined a return on investment of $2.83 for every dollar spent on Pure Michigan advertising.
“This is truly a worthy investment for southwest Michigan,” Proos said. “I strongly supported this boost because it accomplishes three goals: helping keep and create jobs in the state’s tourism industry, generating more state revenues and improving Michigan’s national image to companies considering locating in our state. And it does all three without increasing taxes.”
SB 110 has been sent to the House of Representatives for consideration.