How Brand USA Promotes
Michigan
Advancing the growth of legitimate inbound travel to strengthen the U.S. economy, bolster exports, and create quality jobs.
Brand USA Marketing & Promotional Activity
Economic Impact from Travel and Tourism
International travel to Michigan boosts spending in the state’s travel and tourism sector, supports job growth, and increases economic activity. – Source: Tourism Economics
State Jobs Supported
Travel Spending
Tax Receipts
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“When we partner with Brand USA, we reach an international audience that also understands that Brand USA is our DMO for the entire country, so it legitimizes Visit Detroit’s efforts. So when Detroit is saying, “We partner with Brand USA,” we’re also getting that validation and I think that works to our advantage.”
Through Cooperative Marketing
Michigan destinations participated in Brand USA programs to engage key international markets and drive bookings.
- Canada
- Germany
- Spain
- United Kingdom
Through Media and Digital Engagement
Brand USA featured Michigan experiences through:
Social Media Features
Stories
Brand USA Partners with 18 Organizations in Michigan
- Discover Holland
- Discover Kalamazoo
- ETS – Event Travel Solutions
- Experience Grand Rapids
- Frankenmuth CVB
- Great Lakes Bay Regional CVB
- Greater Lansing CVB
- Mackinac Island CVB
- Saugatuck/Douglas Area CVB
- Sault Ste. Marie CVB
- Taubman
- The Henry Ford Museum
- Travel Marquette
- Travel Michigan
- Traverse City Tourism
- Visit Ann Arbor
- Visit Detroit
- Southwest Michigan
Travel Trade Engagement
Brand USA partners with international tour operators and travel advisors to expand offerings, promote new experiences, and train sales teams to drive bookings to communities across the country.
– Source: The National Travel and Tourism Office
International Travelers Use a Travel Advisor
Sales Missions & Trade Shows
In FY24–FY25, Michigan destinations participated in Brand USA sales missions and trade shows in key global markets.
- Brand USA Travel Week (UK and Europe)
- IMEX Frankfurt
Destination Immersions
Destination Immersions brings international tour operators to the U.S. to experience destinations and create new itineraries. In FY24-FY25, Michigan was featured in several of these programs.
2024 Destination Immersions:
- United Kingdom-Ireland – Detroit
- Belgium/Netherlands – St. Joseph, Buchanan, Ann Arbor, Detroit
2025 Destination Immersions:
- France – Detroit, Saugatuck/Douglas, Traverse City
Discover the USA with Brand USA
Explore programs, partnerships, and resources designed to grow international visitation to the United States.