Pure Michigan has confirmed continued investment in the UK travel trade for 2026, reinforcing the UK's status as a priority international market and supporting tour operators and agents through co-op marketing, product development and tailored training initiatives.

The programme will enable UK partners to collaborate directly with Pure Michigan on joint marketing activity, while accessing funding and destination support designed to drive awareness, demand and long-term growth. Pure Michigan's trade strategy highlights the state's diverse tourism offering, from fly-drive itineraries and Great Lakes experiences to city breaks, outdoor adventures and cultural attractions.

A key element of Michigan's accessibility from the UK is Delta Air Lines' direct service from London to Detroit, providing seamless connections not only to Michigan but also to destinations across the US. This enhanced air connectivity supports multi-centre itineraries, fly-drive trips and extended stays, making it easier for British travellers to explore the state's full range of experiences. At the same time, UK travel agents can access destination training via the Equator Learning platform, gaining up-to-date knowledge, product information and sales tools at their own pace.

The renewed 2026 commitment reflects the importance of the UK market, with British travellers recognised for their propensity for longer stays, multi-centre itineraries and deeper destination engagement.

Kelly Wolgamott, Vice President, Pure Michigan commented: “The UK remains one of our most important international markets, and our commitment to 2026 reflects the value we place on our trade partnerships. By continuing to invest in co-op marketing and destination training, we aim to support UK tour operators and agents in driving demand for Michigan and converting interest into bookings.”