Tourism Academy

Dave Lorenz

Vice President - Travel Michigan

Dave Lorenz serves as Vice President of Travel Michigan, where he is responsible for leading the state’s tourism branding, advertising and public relations efforts; overseeing the award-winning Pure Michigan tourism campaign, and coordinating overall statewide tourism initiatives.

Mr. Lorenz is on the Board of Directors for the U.S. Travel Association, the National Council of State Tourism Directors, Michigan Cares for Tourism, Circle Michigan, Detroit Metro Convention and Visitors Bureau, MotorCities National Heritage Association, West Michigan Tourism Association, Lansing Convention and Visitors Bureau, and the Grand Rapids Hotel Advisory Board.

Prior to Travel Michigan, Mr. Lorenz was the Manager of Partnerships and Promotions, for Meijer, Inc. He also has 14 years’ experience in radio broadcasting in roles varying from announcer and news reporter to numerous management positions.

Mr. Lorenz attended Western Michigan University. He lives in Norton Shores with his wife, Roberta.

Speaking Sessions
TA Day 2: Thurs June 14th 2018
  • 1:10 PM - 2:00 PM

    Productizing: Transforming Travel Experiences into Products
    Panel Discussion - Medallion Room Salon C/D

    Is your destination sitting on untapped potential? From Ale Trails and Distillery Tours to History Walks, how can you productize experiences and local attractions to drive increased visitation and brand awareness for your destination? This exciting panel will feature insights into product marketing and how DMOs can build value by productizing unique local offerings.