Michigan’s New Tourism Strategy? Smell This.

Photo From: Pure Michigan Fragrance | Michigan

In a world where travel ads often blur together, Michigan is taking a bold, sensory leap: it wants you to smell your way into a vacation. Through its award-winning Pure Michigan campaign, the state has launched a fragrance called FRESH, designed to evoke the essence of a Michigan summer—and inspire travelers to experience it in person.

What Does Michigan Smell Like?

The FRESH room and body spray, developed in partnership with Kalamazoo-based The Aroma Labs, blends notes of:

• Sugar-sand beaches along the Great Lakes

• Blooming lavender fields

• Crisp air from Michigan’s wine country

According to Pure Michigan's website, It’s not just a perfume—it’s a sensory invitation. “Scent impacts your prefrontal cortex—it’s connected to mood, memory, and emotion,” says fragrance developer Tanya Thompson. “We wanted this to be more than a product. It’s a story in a bottle.”

Scratch-and-Sniff Travel Ads

As part of its $15 million seasonal marketing push, Pure Michigan embedded scratch-and-sniff panels into travel magazines like Travel + Leisure and Midwest Living. These aromatic ads aim to trigger wanderlust and promote “slow, mindful travel”—a growing trend that encourages deeper, more intentional experiences.

Kelly Wolgamott, Vice President of Pure Michigan, explains: “We really wanted it to replicate the air of a freshwater coastline, being on a summer beach day, being in the wineries.”

Coming Soon: HARVEST and FIRST SNOW

Michigan isn’t stopping with summer. Fall and winter scents—HARVEST and FIRST SNOW—are in development, promising to capture the cozy charm of autumn leaves and snowy landscapes.

Does It Actually Work?

Reactions have ranged from skeptical to intrigued. Some beachgoers at Belle Isle questioned the impact: “I don’t see how a scent is going to bring anybody that doesn’t want to come anyway,” said one visitor. But others found it inviting. “It smells welcoming,” said another. “Like, ‘Hey, come on, be around here.’”

Why It Matters for Small Towns

Michigan’s scent-based campaign is more than a quirky idea—it’s a masterclass in emotional marketing. It taps into nostalgia, sensory memory, and storytelling. For small towns looking to boost tourism, this could be a model worth exploring.

Imagine bottling your town’s signature scent—fresh pies, pine forests, or summer rain—and turning it into a branded experience. Could scent be the next frontier in rural tourism?

To learn more or plan your own Michigan escape, visit the official Pure Michigan website.