Tourism is one of the largest industries in Michigan, generating $17.7 billion of direct spending, $995 million in state taxes and 200,000 jobs in 2011. In addition to the attraction of more visitors, an engaging and enjoyable travel experience can also be a critical first step in attracting new residents, entrepreneurs, and businesses to move to Michigan. The intent of the 2012-2017 Michigan Tourism Strategic Plan is to lay the foundation upon which tourism will continue to grow and prosper over the next five years, further contributing to the overall economic development of the state. The laying of this foundation is predicated on the desirability of the continued unification of the tourism industry; as such, while the planning process was facilitated by Dr. Sarah Nicholls of Michigan State University under the leadership of the Travel Commission, the contents of the plan itself were generated based on input from hundreds of industry members, from multiple industry sectors and from all areas of the state. As such, the contents of this document truly represent a plan developed by Michigan's tourism industry and for Michigan's tourism industry.