Everyone loves that Pure Michigan brand, used in print, TV and radio advertising both in and out of the state, and state officials note that tourism has been strong in Michigan this summer, with hotels reporting a much higher number of out of state visitors staying than last year. State Senator Phil Pavlov guest hosted on the Paul Miller show this week, and he spoke with George Zimmerman, the Vice President of Travel Michigan, with Zimmerman noting that the local Convention and Visitors Bureau has partnered with the Pure Michigan brand to establish a specific identity for the area, and the region as a whole. Zimmerman says the state estimates that for every tax dollar it spends on Pure Michigan, the Michigan economy gets another five dollars and 76 cents back in tourist spending. In fact, starting this fall, the state will allow companies, organizations and communities to use the popular Pure Michigan branding in joint advertising and marketing. Zimmerman says the move is an extension of what the state has done with the tourism industry, where it has worked with their partners to jointly advertise.