A resolution to designate May 2026 as Pure Michigan Month.

2025-2026 Regular Session Introduced by Stephanie Chang and 2 co-sponsors

Designates May 2026 as Pure Michigan Month to celebrate and promote the state's tourism branding and its economic and cultural impact.

ADOPTED

Purpose and Intent

Designates May 2026 as “Pure Michigan Month.”

Recognizes the Pure Michigan brand as a long-standing, statewide tourism marketing effort that has contributed to Michigan’s economic growth, tourism, and cultural identity.

Emphasizes the brand’s role in promoting Michigan’s attractions, local businesses, and regional partnerships, and seeks to inspire travel and state pride.

Key Provisions

Official designation: May 2026 is proclaimed as Pure Michigan Month by the Michigan Senate.

Legislative statement of recognition: The resolution highlights the Pure Michigan campaign’s achievements, including its impact on tourism and the state’s economy, and acknowledges the brand as Michigan’s “calling card” for two decades.

Rationale and achievements cited:

In 2024, Pure Michigan influenced over 789,000 leisure trips from national, regional, and in-state markets.
Resulted in approximately $1.3 billion in visitor spending and over $79 million in state tax revenue.
Michigan tourism industry generated $54.8 billion in economic impact in 2024; tourism supports roughly 1 in 17 jobs in the state.
The campaign has earned advertising and travel-industry awards and promoted local voices, small businesses, and regional partners.

Cultural and natural assets referenced: Michigan’s peninsulas, forests, Great Lakes, freshwater coastline, cities, and diverse cultural offerings that contribute to its identity and travel appeal.

Affected Parties and Impacts

State government and the public: Formal recognition by the Senate may bolster pride, marketing efforts, and alignment with tourism promotion initiatives.

Tourism industry stakeholders: Chambers of commerce, travel and hospitality sectors, local businesses, and regional partners may view the designation as an endorsement of ongoing marketing efforts.

Residents and visitors: May interpret the designation as a cue to plan trips to Pure Michigan destinations during May 2026.

Procedural and Timeline Aspects

Status: Introduced in the Senate by Senator Kevin Hertel (Co-sponsor: Kevin Hertel).

Date of action: Introduced on May 7, 2026.

Nature of measure: A symbolic, commemorative resolution rather than a regulatory or funding bill; creates an observance rather than prescribing new programs or expenditures.

No direct appropriations or policy changes are detailed in the text of the resolution.

Practical Takeaways

SR-119 formally designates a month to celebrate and promote Pure Michigan, aligning with ongoing tourism branding efforts.

It serves as a ceremonial acknowledgment of the campaign’s economic and cultural impact and may reinforce public and private sector support for tourism initiatives in Michigan.

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