Michigan's travel industry might seem a little out of touch in asking for a more than five-fold increase -- to $30 million -- in state funds for marketing tourism.
With state revenues tight, the industry probably ought to consider itself fortunate to hold on to its $5.7 million marketing appropriation, along with a one-time $15 million boost promised by the state for later this fall.
But being more aggressive in promoting Michigan to out-of-state tourists would be a solid investment, and lawmakers and the governor should give some consideration to the request for a bigger marketing budget.
Tourism is an under-developed industry in Michigan. Hotel occupancy in the state ranks dead last among the 50 states, with barely half of available rooms occupied so far this year.
Tourism advocates say they could boost those rates and create more jobs in the process with a sustained national marketing campaign. They claim that every tax dollar invested in promoting travel will pay off with more than $3 in taxes collected from tourists.
The overall economic boost from a $30 million tourism promotion, they say, could be as high as $1.2 billion in new spending and $87 million in new state taxes.
Some lawmakers have suggested a bed tax to fund the promotion budget. That's unwise. Making rooms even more expensive is not the way to fill more rooms.
There's no question that Michigan should be doing much better than it is in attracting travel dollars. The state's natural beauty, golf courses, beaches, lakes, cities and historical sites should make it irresistible.
But not enough people know about all Michigan has to offer.
Spending a little more to spread the word about the state's assets to the rest of the country could bring much-needed out-of`-state dollars to Michigan.
