The state’s tourism officials are gathering Wednesday in Novi for the 2025 Pure Michigan Governor’s Conference on Tourism.

Even though northern Michigan and the U.P. are recovering from an ice storm and the U.S. has imposed tariffs on many countries, Pure Michigan Vice President Kelly Wolgamott is optimistic for tourism this year.

“There’s always challenges, right? So that’s something that we’ll be talking about, talking about how to move the state forward when it comes from a travel destination together,” Wolgamott said. “I think that’s the key piece, is that this is a collaborative effort in working together.”

Wolgamott says they track trends from Canada and there’s still a lot of interest in travel to Michigan. She says tourism generates $53.2 billion for the state.

Wolgamott says top destinations include Mackinac Island, Detroit, and quaint beach towns in Michigan.