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USA: Michigan Tourism Strategic Plan PDF Print E-mail
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Written by Joachim Willms [Managing Director]   

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Travel, Tourism, and Recreation Resource Center
at Michigan State University

Celebrating 21 Years of Service to Michigan's Tourism Industry!
1985 - 2006

part of the Department of Community, Agriculture, Recreation & Resource Studies since 2004     

Plan Logo
"a plan for the industry, by the industry"

The Michigan Tourism Strategic Plan Project is a grassroots effort coordinated by the Tourism Industry Planning Council (over 75 key organizations within Michigan's tourism industry), Michigan State University and Travel Michigan. The goal is to create the first-ever comprehensive strategic plan for the industry since its formalization in 1945 through the legislation that created the Travel Commission and Travel Michigan (formerly the Travel Bureau).

Communication regarding the status of this initiative will be done via this web site and the Michigan Tourism Business e-newsletter.  

The 2007-2011 Michigan Tourism Strategic Plan
The Council's work in preparing the plan has been completed. Final preparations to the plan are now being made by the Michigan Travel Commission who will officially release the document at the Driving Tourism 2007 conference in Traverse City, Michigan on March 26th and 27th. Check back here after the conference to download a complete copy.

Driving Tourism 2007 Logo

The "Big Eight"
The Tourism Industry Planning Council identified eight issue areas considered critical to the plan. They are:

  • Collaboration and Partnerships
  • Funding
  • Hospitality Training
  • Industry Organization and Leadership
  • Promotion and Media
  • Public Policy and Government Relations
  • Research and Market Segmentation
  • Visitor Experience

Teams made up of members from the Council worked hard earlier this fall to identify opportunities and barriers within each area. The eight reports, created by the eight industry work teams, are now available below in PDF format.

Issue Work Team Reports

What's your opinion?

Let your voice be heard!
 To provide comment before the plan is finalized, or view comments received, please click on the appropriate button below.

Comment Form                       Comments Received

All of the documents on this page are in PDF format unless otherwise noted.
(If you need Acrobat Reader to view, click the icon at the bottom of this page.)

Recent Presentations:

HAL/MCACA Annual Conference (12/07/2006)
Travel Commission Update (12/01/2006)

Stakeholder Listening Sessions:
These sessions were open to all industry stakeholders free of charge. Over 250 participants from across the state had the opportunity to learn firsthand about the project and provide feedback.

Dates and Locations Master Schedule

Background Presentation by Don Holecek
Process and Issues Presentation by Gary Warnell

General Documents:
Tourism Industry Planning Council Member Organizations
Issue Work Team Membership
Funding Status
Support Request Letter
Contributor Pledge Form
Frequently Asked Questions (FAQs)
Plan Summary
Proposed Timeline/Budget

November 2005 Meeting
Meeting Attendees
Strategic Plan Rationale and Overview by Don Holecek
Industry Cooperation and Product Development by Chris Peterson

Working Documents:
Much of the information found in this section is unedited and used only to help guide the analysis and work being performed by the Planning and Issue Work Teams. Information may be incomplete or in unfinished form.

Listening Sessions:
Upper Peninsula Feedback Notes: Western UP, Eastern UP
Lower Peninsula Feedback Notes: Southwest, Southeast, Central, Northwest, Northeast

Visioning Session:
Knowledge Map Discussion Notes
Issue ID and Categorization Notes

Michigan Tourism Policy Act (Act 106 of 1945)
1945 Michigan Planning Commission Report (422KB) -  "Problems Faced by the Michigan Tourist Industry"

Project Partners:
MSU Product Center for Agriculture and Natural Resources
MSU CARRS Tourism Resource Center
Travel Michigan (part of MEDC)

Editorials and News Releases:
News Release Dated 06-30-06, "State Tourism Planning Effort Picks Up Momentum"
Michigan Tourism Business 08-30-06 Editorial by Don Holecek
Michigan Tourism Business 05-09-06 Editorial by Don Holecek
Michigan Tourism Business 01-26-06 Editorial by Don Holecek
News Release Dated 01-23-06, "Statewide Tourism Strategic Planning Effort Underway"
Michigan Tourism Business 12-09-05 Editorial by Don Holecek

Media Coverage:
The Saginaw News - 07-14-06 - "Tourism industry pushes unity"
Battle Creek Enquirer - 07-11-06 - "A tourism face-lift"
Crain's Detroit Business - 07-06-06 - "States tourism industry debates best way to promote attractions"
Casino City News - 06-21-06 - "Michigan's Tourism Industry Examination"
The St. Ignace News - 06-08-06 - "Planners: U.P. Needs Tourism 'Super Magnet' "
The St. Ignace News - 05-25-06 - "Experts Seek Local Ideas for State Tourism Plan"
Detroit Free Press - 12-18-05 - "EDITORIAL: Statewide Promotion"

Contact Information:
For more information about this project, please contact Don Holecek at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or 517-353-0793, Gary Warnell at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or 517-432-0293, or Barb Fails at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it '; document.write( '' ); document.write( addy_text64843 ); document.write( '<\/a>' ); //-->\n This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or 517-432-3287.

Stay informed about the Plan's process.
Subscribe to the Michigan Tourism Business e-newsletter.

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