Dave LorenzVice President, Travel Michigan

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    Dave Lorenz

    Vice President, Travel Michigan

    Dave Lorenz is the Vice President of Travel Michigan, where he is responsible for leading the state’s tourism branding, advertising and public relations efforts; overseeing the award-winning Pure Michigan tourism campaign, and coordinating overall statewide tourism initiatives.
    Dave currently serves on the board of directors for the U.S. Travel Association, the National Council of State Tourism Directors, Michigan Cares for Tourism, Circle Michigan, Detroit Metro Convention and Visitors Bureau, MotorCities National Heritage Association, and the West Michigan Tourism Association, Lansing Convention and Visitors Bureau, and the Grand Rapids Hotel Advisory Board.
    Prior to his work with Travel Michigan, Dave worked as the manager of partnerships and promotions for Meijer, Inc., and attended Western Michigan University.


    10:45am - 11:45am


    David will recap activities of 2018 – how we did and what we learned to move the industry forward. He will also address what Travel Michigan is doing in 2019, including:

    • New marketing campaigns
    • An expanded focus on “next generation” travelers
    • Diversification of our advertising efforts to continuously adapt to evolving media habits
    • A greater effort to promote shoulder season experiences and lesser known areas
    • And a challenge to the industry…Are we doing all we can to welcome all?