As Michigan becomes more and more friendly to bicyclists, the opportunity to reach out to another kind of tourist presents itself. Seeing this opportunity, the Michigan Tourism Strategic Plan Promotion, Marketing and Communications Implementation Committee, coordinated by Dr. Sarah Nicholls of Michigan State University, created a report to identify and analyze the role bicycling tourists can play in Michigan’s economy. The initial report and data that was collected was developed into an actionable marketing plan that the Michigan bicycle community can utilize to target this tourism segment.
The marketing plan covers three main objectives that represent the following areas – Partnerships and Strategic Alliances, a Comprehensive Online Portal and Education Initiatives to help tell the stories of biking in Michigan. The plan also includes tactical recommendations that the industry will be able to being implementing immediately. The plan will also serve as a template for future initiatives with other tourism industry niches.
We’re proud to share the completed report with you below and to announce that it will be presented and handed out at the 2015 Pure Michigan’s Governor’s Conference on Tourism in Grand Rapids during a session on Monday, March 23rd.