CALUMET — When thousands of people make their way to the Keweenaw Peninsula annually, locals may simply see them as temporary visitors. They notice them eating at their favorite restaurants, exploring local history, and racing down the bike trails. After their vacation ends, they’re gone.

But the truth is they’ve made more of an impact on the local economy than some may think.

According to the state of Michigan estimates from 2019, tourists spent a combined $95 million visiting Houghton and Keweenaw Counties. The dollars put toward lodging and non-lodging businesses like transportation, recreation, food, retail and taxes contributed to the overall total of approximately $10.34 million in state and local taxes for the two counties that year.

Behind these figures stands the Keweenaw Convention & Visitors Bureau (KCVB) which plays an important part in getting people here. So, how does the KCVB deliver new and repeat tourists each year? It’s all about marketing.

“Our business is attracting visitors to Copper Country and growing the visitor economy,” Brad Barnett, executive director of the KCVB, said. “In many ways, we’re the Keweenaw’s chief cheerleader, which can be a lot of fun, but it’s also a big responsibility because many of our local businesses need tourist spending to stay open.”

“Our business is attracting visitors to the Copper Country and growing the visitor economy,” Brad Barnett, executive director of the KCVB, said. “In many ways, we’re the Keweenaw’s chief cheerleader, which can be a lot of fun, but it’s also a big responsibility because many of our local businesses need tourist spending to stay open.”

Each year, the KCVB invests over $350,000 to implement a marketing program consisting of advertising, public relations, and content generation targeting travelers coming from Midwest markets including Chicago, downstate Michigan, northern Wisconsin and parts of Minnesota. The marketing program is required to be approved by the state of Michigan. The organization is also a regular contributor to popular community events like CopperDog 150, Canal Run, Great Bear Chase, and others.

“Travelers have an incredible number of options when choosing their vacation destination,” explained Barnett. “But typically, they only seriously consider three or four options when choosing that destination. So, it’s incredibly important we keep the Keweenaw top of mind, and that’s why marketing is critical.”

The KCVB’s ability to market the Copper Country to tourists creates a ripple effect in which visitors come back year after year, telling their friends back home about their travels, increasing annual tourism numbers. According to the State of Michigan’s 2019 Michigan Tourism Economic Impact study, approximately 74% of Upper Peninsula tourism revenue is captured by non-lodging businesses for activities like entertainment, dining, shopping, and transportation.

And with increased tourism comes new business investments and even new residents. Barnett shared he’s noticed new restaurants, lodging, outfitters, and retailers open in the Keweenaw that cater to tourists but add new options for locals.

The KCVB is almost completely funded by a 2% room tax placed on its member hotel and motel room rentals, which is the lowest local lodging assessment rate in the Upper Peninsula. But not all lodging businesses collect the room tax. Most area short-term rentals found on popular sites like Airbnb and VRBO don’t contribute financially to the KCVB although they could voluntarily join.

According to Barnett, the state law that allows the KCVB to collect the assessment only requires businesses with 10 or more rooms to participate. “So when you really think about it, only a small subsection of the Keweenaw’s businesses contribute to funding the marketing that brings a lot of tourists to the area.”

About the Keweenaw Convention & Visitors Bureau

The KCVB is a nonprofit 501c6 membership organization committed to marketing Houghton and Keweenaw Counties as a destination for overnight tourism. It is governed by a board of member business owners and representatives. The KCVB’s member businesses consist of over 40 member businesses consisting of hotels, motels, bed and breakfasts and cabin rentals.