Detroit Free Press

Five years and $26.3 million worth of out-of-state tourism promotion has resulted in nearly 5 million new tourists coming to Michigan who spent $1.1 billion and contributed $75.3 million in tax revenue.

That's a return of $2.86 for every $1 spent, pleased state tourism officials reported Tuesday at the Driving Tourism state conference in Detroit.

An independent company, Longwoods International, based in New York, did the analysis of how well the state's marketing is working. The company uses a statistical model that separates people who were influenced by the advertising from those who would have visited anyway. It then analyzes their spending and derives the tax total.

The next step for Pure Michigan was Tuesday's launch of a $10-million national ad campaign, a first for the state.

It is part of a record $30 million being spent on promotion this fiscal year.


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