LANSING, Mich. – Hunting remains a vibrant annual tradition in Michigan, with generations across the state and beyond preparing for Opening Day on Tuesday, November 15. Along with that rich heritage comes a significant impact on Michigan’s economy.
This year, more than 525,000 hunters are expected to participate in the annual firearms season for deer, which accounts for the largest economic impact of hunting in the state. The DNR estimates more than 90 percent of Michigan hunters will pursue deer this year, with hunters spending an average of 7 days afield during the firearm season. In Michigan, 60 percent of hunters hunt only deer making the upcoming firearm season especially critical for the economy.
The U.S. Fish and Wildlife Service estimates hunting in Michigan generates more than $2.3 billion in economic impact in the state, including expenses related to food and lodging and $1.3 billion spent on equipment.
“Hunting provides the perfect opportunity to get out and experience Michigan’s vast natural resources while contributing to the tremendous quality of life found here in our state,” said Michigan Economic Development Corporation CEO Steve Arwood. “We know hunting drives travel to Michigan as well as within the state, and that travel in turn generates economic impact for communities and businesses across Michigan.”
In addition to the overall economic impact of hunting provided by the U.S. Fish and Wildlife Service, in 2015 leisure travel spending on hunting reached an estimated $123.8 million, up from $85 million in 2014, according to data from D.K. Shifflet. Hunting and fishing leisure travel spending came in at a combined $340 million in 2015.
“Deer hunting is one of Michigan’s most important outdoors traditions,” said Michigan Department of Natural Resources Director Keith Creagh. “We encourage hunters across the state to enjoy some treasured time with family and friends, support local economies and have a safe and fun time in the woods.”
A marketing partnership between Pure Michigan and the DNR is running a hunting-specific campaign to highlight the experience of the hunt in Michigan. The largely digital campaign has been running since August and has targeted younger sportsmen and sportswomen in addition to individuals whose interests, such as fishing and camping, may intersect with hunting. The goal of the campaign is to drive license sales and also continue to grow the number of hunters in the state. The campaign includes partnerships with Michigan Out of Doors, Outdoor Sportsman Group and OutdoorHub.com as well as a paid social media campaign.
In addition to in-state hunters, the campaign reaches hunters in neighboring states including Ohio, Indiana, Illinois and Wisconsin. In 2015, more than 75 percent of the page views on the Pure Michigan landing page on OutdoorHub.com came from outside the state of Michigan, up from 62 percent in 2014. This landing page, with original content and videos as well as key information on hunting and fishing in Michigan, continues to be a central component of Pure Michigan’s hunting and fishing marketing efforts.
“Hunting, as well as fishing, are prime examples of activities that people are passionate about and travel to take part in,” said Dave Lorenz, Vice President of Travel Michigan, part of the MEDC. “Our campaign reminds people about the thrill of the hunt found in our state, and is reaching a younger audience to ensure these traditions continue for years to come.”
Michigan continues to be one of the top states in the nation for paid-hunting license holders and last year, there were 63,900 new customers for all hunting licenses combined. Both hunter satisfaction and hunter success rates increased from 2014 to 2015, according to the DNR.
Pure Michigan is a brand representing business, talent and tourism initiatives across Michigan. These efforts are driven by the Michigan Economic Development Corporation, which serves as the state’s marketing arm and lead advocate for business growth, jobs and opportunity with a focus on helping grow Michigan’s economy.