During National Travel & Tourism Week
New Report Highlights $226.7 Million Visitor Impact of U-M Football
Study underscores the vital role travel and tourism play in Washtenaw County’s economy.
ANN ARBOR, MI (May 5, 2025) – This week marks National Travel & Tourism Week, a nationwide celebration of the critical role travel plays in supporting local economies and strengthening communities. In recognition of this celebration, Destination Ann Arbor is releasing a new study that highlights the economic importance of visitor spending in Washtenaw County — using University of Michigan Football home games as a powerful example.
According to the report, the 2024 U-M football season generated $226.7 million in direct visitor spending from attendees residing outside Washtenaw County. On average, each home game contributed approximately $28 million in direct visitor spending to the local economy.
When modeled to include indirect and induced effects, the total economic impact of the season reached $283.4 million. Spending by out-of-county visitors supported 2,198 local jobs, generated $12.9 million in tax revenue, and resulted in an estimated 100,496 hotel room nights. This tax revenue helps fund essential community services, including libraries, parks, public safety, and road improvements, directly benefiting local residents.
“During National Travel and Tourism Week, it’s important to recognize the vital role that travel plays in keeping our local economy strong and Michigan Football is a major driver of economic impact here in Washtenaw County,” said Sarah Miller, President & CEO of Destination Ann Arbor. “This study helps us tell that story with real data — showing how tourism supports jobs for our residents, generates tax revenue, and strengthens the quality of life in our community. We’re proud to have institutions like the University of Michigan contributing to the success of our visitor economy.”
The study, conducted by Future Partners, found:
- Direct visitor spending totaled $226.7 million across eight home games
- Each home game contributed approximately $28 million in direct visitor spending
- Total economic impact (including indirect and induced effects) averaged $35 million per game
- Spending by out-of-county visitors supported $97.7 million in wages for local hospitality and tourism workers
- Visitors generated $12.9 million in tax revenue and accounted for 100,496 hotel room nights
- Spectators who traveled from outside Washtenaw County spent an average of $256.34, resulting in an estimated total economic impact of $320.48 per person
"We are proud to highlight the positive and lasting impact that Michigan Football home games have on the Ann Arbor and Washtenaw County communities," said Warde Manuel, U-M's Donald R. Shepherd Director of Athletics. "Game days at Michigan Stadium generate significant economic activity, attract thousands of visitors, and infuse the region with a sense of vibrancy and pride. The University of Michigan’s contributions extend well beyond football, as a robust calendar of athletic competitions, academic events, and cultural programs continues to drive economic growth, foster community engagement, and reinforce the deep and enduring relationship between campus and the broader community."
The release of the study coincides with National Travel & Tourism Week (May 4–10, 2025), an annual celebration of the contributions of the U.S. travel industry to economic growth, job creation, and community vitality. Destination Ann Arbor is proud to highlight how visitor spending from events like U-M Football home games strengthens Washtenaw County’s economy.
To learn more about the impact of travel and tourism in Washtenaw County, visit: annarbor.org/industry
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Destination Ann Arbor
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Chad Wiebesick VP, Marketing and Communications
- May 07, 2025
- (734) 483-4444
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