Pure Michigan, the state's beloved travel brand, is commemorating its 20th anniversary, celebrating what has become a strong source of pride for residents and visitors alike. Since launching in 2006, the campaign has evolved into a defining symbol of the state's identity and has been a critical driver for boosting the economy and elevating perceptions of Michigan as a premier four-season destination.

In a world full of screens and filters, people are craving genuine experiences and travelers choose Michigan because it feels authentic. That sentiment is shared by fans who have used the #PureMichigan hashtag over 9 million times on Instagram alone to share their favorite photos of Great Lakes sunsets, seasons, and hiking trails.

The campaign also shines a light on small and local businesses. By showing off hidden gems, main streets, and attractions in every corner of the state, Pure Michigan connects small businesses and new customers.

To celebrate 20 years, Pure Michigan is inviting everyone to join in on the fun:

• Commemorative Apparel: Limited-edition 20th anniversary Pure Michigan merchandise is available for purchase at The Mitten State, see here.
• Share Your Story: Enthusiastic fans are encouraged to share their love for Michigan across social by tagging @puremichigan, #YoursPurely and #PureMichigan20. Favorite fan memories will be shared on the Pure Michigan social channels all year long.
• Pure Michigan Month: Governor Whitmer has officially proclaimed May as "Pure Michigan Month" to honor the fans and travelers who made the brand a success.

Travelers and residents are encouraged to make their plans for celebrating 20 years of Pure Michigan by visiting michigan.org/anniversary and following @puremichigan across social media for more inspiration.