About Traverse City Tourism

Organized in 1981 as the Traverse City Area Convention and Visitors Bureau, Traverse City Tourism (TCT) is an independent nonprofit that serves as the area’s official destination organization. Our mission is to promote, protect and enhance the Traverse City region, securing our position as a premier, four-season destination.  TCT promotes the greater Traverse City area as a leisure and business destination and enhances its public image as a dynamic region with an excellent quality-of-life. Through the impact of travel, Traverse City Tourism helps strengthen the local economy and supports a thriving entrepreneurial community.

Traverse City Tourism works to enhance, reinforce, and develop the Traverse City brand, telling the story of our beautiful area to potential visitors and in-market travelers through advertising, marketing, tradeshows, publications, sales missions, media relations, and visitor services. Our experienced and knowledgeable team members are motivated by pride in their community and a desire to advance its economic well-being without sacrificing the values that make it such a special place.

Our impact on the economy continues to show strong growth – generating increased spending, employment, and an enhanced quality of life for local residents. Take a look at our Community Report for valuable insights on TCT's contribution to the local tourism community. The latest Economic Impact Report provides data on the tourism industry's overall impact on the local economy. 

Geography and Funding

Traverse City Tourism represents lodging and accommodations members throughout the micropolitan region. Most of those exist within assessment districts that were established by a vote of the lodging members, in accordance with Michigan Public Act 59 (Community Convention or Tourism Marketing Act - Act 395 of 1980). Traverse City Tourism has assessment districts that cover Grand Traverse and Benzie Counties and a portion of Antrim County. Additionally, TCT represents several voluntary member businesses in the region. The majority of TCT’s funding is generated by the 5% assessment collected from guests on their overnight stays. TCT does not receive any tax revenue, nor any direct funding from local municipalities or the state. 

Advocating for the Industry

Traverse City Tourism is an active advocate for fair and thoughtful policies that ensure a strong economy, promote a healthy business climate, protect the environment, deliver a welcoming experience for travelers, and empower local communities to reflect their culture, values and goals as a destination.  

Our team works alongside industry partners, businesses, and community leaders to be a champion for issues and funding at the local, state and national level. TCT participates in several organizations that advocate for our industry: the Michigan Hospitality and Tourism Alliance, Michigan Association of Convention and Visitors Bureaus (MACVB), Michigan Restaurant and Lodging Association (MRLA), Travel Industry Coalition of Michigan (TICOM), and US Travel Association, among others. 

Below are a few key initiatives and resources for the hospitality and tourism industry: 

• Everyone active in Michigan’s hospitality and tourism industry is encouraged to sign the Pure MI Pledge, which supports long-term, sustained funding for Pure Michigan in the state’s budget.

• The Michigan Travel Commission explains the Michigan travel economy and its vital benefits in this informational brief.

• Find numerous US Travel data reports and a one-sheet about the enormous overall impact of the US travel economy, as well as key policy priorities for the association. The US Travel Special Report Made in America: Travel’s Essential Contribution to Economic Development dives into case studies from destinations around the country to give examples of the critical connection between travel and community success. 

• Longwoods International regularly surveys the American public and provides insights into travel trends, attitudes, and resident sentiment. Check them out here.  

• Travel Michigan, an office of the Michigan Economic Development Corporation, provides statewide travel research data – scroll down on the page to the Research Section for links to the reports. 

• If you’re looking to contact your local legislator in Michigan, you can find your local representative or senator here.