Jocelyn Benson Introduces Plan to Boost Tourism Economy at Michigan’s Adventure

“[Michigan’s Adventure] can be, easily, a national destination,” Benson said.

Yesterday, Secretary of State and Democratic nominee for Governor Jocelyn Benson was joined by State Representative Will Snyder (HD-87) for a tour of Michigan’s Adventure, one of the only amusement parks in Michigan. Together, they discussed a plan to grow Michigan’s tourism economy, highlighting the role of tourist attractions like Michigan’s Adventure in generating revenue, growing local economies, creating well-paying jobs, and making Michigan a leader in the Midwest for tourism. 

At a time when other states are growing their tourism economies, Michiganders need a governor who will not just keep Michigan competitive, but turn Michigan into the economic engine of the Midwest — and that’s exactly what Jocelyn will do as governor. She will work with local attractions to turn Michigan’s hidden gems into national tourist destinations.

In case you missed it…

In print: 

MLive: Jocelyn Benson pitches tourism overhaul during Michigan’s Adventure tour

[Danielle James, 7/13/26] 

Shortly after being turned upside down on the Thunderhawk roller coaster, Jocelyn Benson told reporters inside Michigan’s Adventure that she also wants to upend how the state promotes its “underutilized destinations.”

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Speaking against a backdrop of large roving swan boats, Benson said the park represents one example of how the state could change its approach to supporting tourism and bring in new, badly-needed revenue.

“It can be, easily, a national and global destination,” Benson said.

With sluggish population growth, forecasted future population decline and a combination of federal and state-level policy changes that are likely to bring budget challenges, state leaders are looking for ways to draw more visitors and permanent residents to Michigan.

[...]

Benson has pitched herself as capable of driving down government spending by streamlining how the government works, a plan she’s said would be paired with a top-down review of how Michigan generates revenue.

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On Thursday, she described her plan as leveraging other economies, like the auto and agriculture industries, and connecting them to tourism.

“We should be all working together to ensure people know the great things that you can come and see and do here in Michigan,” she said. “That’s how we grow our economy. That’s how we bring in new revenue to the state, and it’s also how we support other industries that are already very much part of Michigan and help them grow, too.”

One example Benson gave is finding local restaurateurs and farmers who could supply food to destinations like Michigan’s Adventure, at the same time “expanding their opportunities (and) their economy.”

[...]

Hospitality leaders called it a threat to the industry, after one July analysis found wildfire smoke and particulates caused Michigan more than $4 billion in economic losses.

[...]

“We have many underutilized airports and facilities here that can be used to make it easier to visit different parts of Michigan,” she said, describing that as a way to limit impact in cases where one part of the state might be impacted by severe weather.

“It’s another reason I want to invest in high speed rail, so that it’s easier to get along the 94 corridor or from Detroit to here in Muskegon in less time than it takes to drive,” she said. “I think investing in infrastructure is one of the ways that we protect our tourism industry from changes in climate and the weather cycle.”

WGVU: On the campaign trail: Benson outlines Michigan tourism vision during stop at Michigan’s Adventure

[David Limbaugh, 8/13/26] 

Secretary of State Jocelyn Benson took a tour of the state’s only amusement park. In Muskegon, she spoke with leaders from Michigan’s Adventure’s new management, Enchanted Parks, about promoting the state’s tourism industry.

“So, I’m really excited to see how this park grows over the next five to ten years. It can be easily a national and global destination for park enthusiasts all around the world, and I want to do everything I can as governor to make it that.”

Benson was joined by State Representative Will Snyder who, in two weeks, will introduce legislation to create a travel commission. It would remove Pure Michigan from the Michigan Economic Development Corporation and elevate it to a Type 1 agency within state government.

“So that we can quit having this fight to fund Pure Michigan year in and year out, which should not be a partisan fight. This should be something we can get together on so that we can be a leader on tourism throughout the country right here in Michigan.”

On the airwaves: 

WOOD-TV — Grand Rapids, MI:  Secretary of State and Democratic candidate for  governor Jocelyn Benson was in Muskegon County today talking about the importance of tourism to the state, and particularly to West Michigan. At Michigan’s Adventure, water and amusement park, she talked about how she as governor would go about leveraging more support for tourism and other important sectors of the economy. 

WWMT-TV – Grand Rapids, MI: Secretary of state and gubernatorial candidate Jocelyn Benson, taking an adventure on the campaign trail. The Democrat touring and roaring at Michigan's Adventure with the park's new owners, saying she wants to see it become a destination for thrill seekers…Benson believes there are underutilized airports and venues across the state, telling reporters she wants to make it easier to come to Michigan…As governor, Benson says all areas of the economy can be connected, from tourism to the auto and agriculture industries, supporting new housing and high speed rail.

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