Senate Resolution No. designates May 2026 as "Pure Michigan Month" to celebrate the success and impact of the Pure Michigan brand, which has been instrumental in promoting the state's tourism and economic growth for the past 20 years. The resolution highlights the brand's significant contributions, including influencing over 789,000 leisure trips to Michigan in 2024, resulting in $1.3 billion in visitor spending and generating more than $79 million in state tax revenue. It emphasizes the importance of Michigan's diverse attractions, cultural contributions, and the role of tourism in supporting local economies and jobs.

The resolution acknowledges the Pure Michigan brand as a symbol of state pride and a catalyst for promoting the state's unique identity, which includes its natural beauty, vibrant cities, and rich cultural heritage. By designating May 2026 as Pure Michigan Month, the Senate aims to encourage residents and visitors to explore and appreciate the state's offerings, while also recognizing the brand's role in elevating local voices and supporting small businesses.