United Kingdom, Ireland & Scotland Tourism Marketing Representative
October 4, 2024, at 3:00 p.m.: Electronic versions sent separately of each of your
Technical Proposal and Price Proposal due to the MEDC via email to
contractsandgrants@michigan.org . Proposals will not be accepted via U.S. Mail or
any other delivery method.
Contract Services
Michigan Economic Development Corporation
300 North Washington Square
Lansing, Michigan 48913
contractsandgrants@michigan.org
PURPOSE
The purpose of this RFP is to enter into a contract with an in-country full-service travel
marketing firm to represent Travel Michigan in United Kingdom, Ireland, and Scotland at both
the consumer and travel industry level. The agency must possess extensive knowledge of the
Michigan leisure travel market, and demonstrate native-country insights, knowledge, and
expertise in promoting foreign travel product such as is available in Michigan and must have the
appropriate travel industry and consumer contacts to efficiently promote the State of Michigan.
B) BACKGROUND STATEMENT AND OBJECTIVES
International leisure travel to the Michigan is critically important to the economic impact of
tourism throughout our state. In 2022, the United Kingdom market was the fourth largest
international leisure travel market for Michigan with an economic value of $49 million.
Recovery of the international traveler is taking longer than the domestic traveler since starting at
a much lower base due to dramatic drop-off in visits during the pandemic. Anticipate a stronger
growth in recovery now through 2028.
For generations, most of the international travel to the U.S. has gone to better known U.S.
destinations in East and West Coast cities with well-promoted attractions and to Western U.S.
National Parks. In 2023, Michigan’s international leisure visits reached 842,000 with a travel
spend of $650 million, outpacing regional competitors.
Travel Michigan intends to capture a greater number of foreign visitors and spending from the
United Kingdom, Ireland, and Scotland, by increasing awareness of Michigan as a world-class
destination offering the duality of unique city and outdoor experiences.
OBJECTIVES
The role of the international marketing effort will be:
1. To create a strategy to increase inbound leisure travel to the State of Michigan
2. To enhance and elevate the image of the State of Michigan as a diverse, exciting, and
premier leisure travel destination.
3. To create marketing programs and platforms that add value for Travel Michigan and highlight
destinations throughout the state as part of their international marketing effort
4. To advise Travel Michigan staff regarding native-country travel patterns and opportunities
5. To develop native-language marketing tools such as brochures, e-newsletters, social media,
and consumer promotions, at economical costs.
7. To assist Travel Michigan staff in organizing sales missions and securing appointments at
important trade shows such as WTM (international travel show), IPW and Brand USA Travel
Week.
8. To be an extension of the Travel Michigan team by being readily available for weekly
meetings, provide monthly status updates and annual performance reports.
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C) QUALIFICATIONS
Vendors responding to this RFP must have a minimum of five years’ experience representing
American destinations for tourism promotion in overseas markets and five years’ experience
representing United States destinations for tourism promotion in the United Kingdom, Ireland,
and Scotland.
D) DELIVERABLES
Deliverables to be provided by the selected vendor include, but are not limited to:
1. Creating a strategy to attract more visitors from the United Kingdom, Ireland, and
Scotland, specifically leisure visitors, to Michigan;
2. Creating relevant marketing components like brochures, e-newsletters, social media
and web sites;
3. Working with tour operators to elevate Michigan product;
4. Identifying and engaging travel journalists to attend FAM tours;
5. Identifying and representing Michigan in key travel and tourism events;
6. Securing appointments with top tour operators and media;
7. Attending the annual WTM, IPW, BUSA Travel Week; and
8. Devising and executing consumer marketing activations to build consumer awareness of
Michigan as a destination.