It has been about a year since we met with about 40 Michigan tourism industry leaders to assess their interest in undertaking an effort to develop a Michigan Tourism Strategic Plan. The primary impetus for considering such an ambitious project was the growing awareness that the “troubles” confronting the auto industry were accelerating and would likely be persistent. Given that Michigan’s primary tourism market is regional, with residents alone accounting for as much as 70 percent of this state’s tourists, it appeared likely that the region’s economy would not recover quickly and would continue to slide. We were bombarded with bad economic news throughout 2005, and recent forecasts for the Michigan economy for the next couple of years are not encouraging. The fundamental question put on the table for tourism industry leaders’ consideration in November 2005 was: Is Michigan’s tourism industry willing to come together to invest in a planning effort to take some control of its destiny?
      

Elements of such a planning effort, developed by Michigan State University and Travel Michigan staff, were presented for industry leaders to consider. As proposed, the planning effort would be “by the industry for the industry” with MSU and Travel Michigan facilitating the project on behalf of the industry. Numerous questions and reservations were raised about the project at the November 2005 meeting and over the weeks that followed. However, feedback received at and following the meeting was and continues to be supportive of moving forward toward the goal of creating a comprehensive strategic plan for Michigan’s tourism industry. Encouraged by this strong support from industry leaders, the decision to begin the project was announced at the “Driving Michigan Tourism Conference” at the end of March 2006. (Information generated over the course of this planning effort is accessible on the project’s website at tourismplan.msu.edu).

On November 8, 2006, the industry Planning Council met in Flint to review reports prepared by the project’s eight Issue Work Teams (IWTs). Their reports sparked lively discussion and generally supportive comments. At the end of the day, it was decided to poll all Council members by email to determine whether or not they felt the IWT reports were acceptable for framing an integrated draft plan for the Council’s review and comment. A solid majority of Council members indicated support for using the IWT reports to draft the plan. Some indicated general support but offered suggestions concerning one or more elements in the IWT reports. And, some expressed serious reservations and did not support going forward with the set of recommendations that are included. Council members were also polled to obtain their position on the recommendation made at the November meeting that a more empowered Michigan Travel Commission was an appropriate organization to assume the role of “keeper” of the plan. Again, the vast majority of Council members indicated support for such a role for the Michigan Travel Commission.

On December 1, 2006, industry members of the Council presented a progress report on the project to the Michigan Travel Commission. (The power point slides are posted on the project’s website and can be reviewed to obtain a quick summary of the framework of the project as well as progress to date). The presentation was focused on recommendations of the work teams that addressed the eight issues identified by the 75-member industry planning council in May 2006. The question which dominated subsequent discussion was whether or not the Travel Commission would be the “keeper” of the plan to include leading its implementation and future updates. The Commission held a special meeting on December 18, 2006 to: 1) continue its review of the IWT reports and 2) address the “keeper” of the plan question. All members of the Commission in attendance voted for the Commission to become the recipient of the plan and to accept responsibility for plan implementation. The Commission also voted unanimously to pursue a more active leadership role (e.g., become more empowered) than it has taken in recent years.

The clear consensus of the industry Planning Council is to move forward and draft the plan using the IWT reports as the framework. When completed, the draft plan will be submitted to the full Council for review and comment by the end of next month, January 2007. After any necessary revisions, the “final” plan will be presented to the industry at the “Driving Michigan Tourism Conference” in Traverse City at the end of March 2007.

As the year 2006 draws to a close, it is time to express my appreciation to all of you who have supported this planning project with your time and money, both of which we know have been in especially short supply this year. When we initially proposed to work with Michigan’s tourism industry to develop a plan to enhance its future, we were told that this industry wasn’t ready or capable of coming together around such an ambitious project. I didn’t agree and am indebted to the administrators at this university who not only allowed us to take on what was clearly a risky venture but who also invested staff and financial resources necessary to give us the chance to succeed.

I am equally indebted to Travel Michigan for joining the effort as a full partner with major contributions of staff and financial resources. It is important to recognize that Travel Michigan’s willingness to partner in this venture bordered on a heroic act, since it in essence was putting its future in the hands of the industry. Travel Michigan, as has MSU, has remained true to a promise made at the outset; it would support the industry’s efforts but not steer them toward any preferred outcomes.

It has also been gratifying to see so many of you working together, participating in frank but empathetic discussions on important but often contentious issues, and ultimately arriving at the consensus to continue to move forward with the plan. Even the most optimistic among us would not have expected this project to be a “cakewalk.” It hasn’t been, but, I have been appreciative of the diplomacy and maturity of those who have voiced concerns with the process and/or one or more of the recommendations contained in the IWT reports. Those who perceived this industry as incapable of putting aside personal interests to consider the welfare of the entire industry are clearly mistaken. While my communication with participants in the process have surfaced disagreements about how to best enhance the industry’s welfare, it has also confirmed that everyone shares the vision of working together for the well being of the overall industry. It will be important to maintain the healthy communications and spirit of cooperation that have developed thus far as we all work together to complete the plan. The presentation of the final plan will serve as a project endpoint for me and the other MSU and Travel Michigan staff who have devoted countless hours and certainly a piece of themselves to this effort. However, it will only be the beginning of the process of nurturing your vision into a reality.