EDITOR'S NOTE: Among the many strategic priorities caught up in Lansing's never-ending budget mess is the no-lose proposition of state funding for tourism marketing. The state's Pure Michigan campaign has won national attention — and, more importantly — swarms of new tourists, for the state. Despite the fact that tourism marketing returns far more to state coffers in sales taxes than it ever uses to produce those adds, the Legislature has not seen the wisdom to approve a sustainable funding source for tourism marketing in the future. One advocate under the capitol dome explains…

By State Representative Dan Scripps

The ultimate color tour. Picking 100-year-old apple varieties at an antique apple farm surrounded by bucolic countryside. Apple cider and harvest-time wine tastings at dozens of small vineyards that line scenic highways.

To much of America, this sounds like the perfect Vermont fall getaway. And that's just the problem.

The truth is, Michigan has everything Vermont has to offer – and more – in terms of fall foliage and autumn offerings. Those of us lucky enough to call the Great Lakes State home are well aware that Michigan is a four season destination. Unfortunately, due to legislative stalling and political brinksmanship, funding to promote Michigan's tourism offerings to the rest of the country is on the verge of expiring, a move that would terminate the most successful state tourism promotion campaign in history and remove one of the few bright spots in Michigan's troubled economy.

This year, by capturing one-time funds, we have been able to promote Michigan to a national audience, an effort that has drawn rave revues from the tourism industry and, much more importantly, brought much-needed investment to our state. As a result, even as in-state travel dipped as a reflection of Michigan's economic woes, many tourism-related businesses in Northwest Michigan and throughout the state actually saw an increase over last year from out-of-state guests – people who had seen the Pure Michigan ads as part of Michigan's first national advertising buy. It couldn't have come at a better time.

We know the economic impact of tourism promotion: for every dollar we invest in promoting all that our great state has to offer, we see more than $40 in economic activity in our communities, and almost $3 returned to the State Treasury in increased sales and use taxes. That is, tourism promotion more than pays for itself, freeing up much-needed resources to help fund priorities ranging from education to health care to public safety. And just as important, because of how the tourism calendar works, the economic return on tourism investment takes place largely in the same fiscal year.

Because of the strong business case for investing in promoting Michigan to the rest of the country, I sponsored a measure earlier this year to capture a portion of the increased revenues this investment produces to create a permanent, sustainable funding source for our tourism promotion efforts. This is a bipartisan campaign backed by a wide range of elected officials from every corner of Michigan. Despite the broad base of support, however, this plan has yet to receive a vote by either the full House or Senate.

Investing in tourism is a win-win for Michigan. By putting the political bickering to the side and investing in a sustainable tourism funding source, we can attract new visitors, create jobs for Michigan workers, and recast Michigan's image based on the many natural and cultural opportunities our state has to offer.  But we need to act soon or we risk having this tourism investment fall away like the brilliantly colored leaves of autumn in Pure Michigan.