The Pure Award

The Pure Award--recognizing the tourism industry's stewardship of Michigan's natural, cultural, and heritage resources. 

The Pure Award was designed to recognize Michigan tourism entities that have pioneered the incorporation of innovative and exemplary best practices in natural, cultural, and/or heritage stewardship into their daily operations. Resources are defined broadly to include historic, architectural, recreational, and agricultural as well as natural assets, and might relate to buildings, grounds, practices, processes, programs, etc. A tourism entity may be public, private, or nonprofit. 

The Pure Award Committee will recognize the ultimate winner of the Pure Award during the 2020 Pure Michigan Governor's Conference on Tourism in Grand Rapids this February. In addition to recognition by the tourism industry, the winning story will be promoted in Michigan Cares for Tourism's Michigan Giving Magazine and throughout the industry. This will allow Pure Michigan enthusiasts to learn about and appreciate the efforts Michigan hospitality and tourism entities have implemented practices to keep the "Pure" in Michigan.  

Application/Nomination Form

To be considered for the Pure Award or to submit a nomination on behalf of an organization, please complete and submit the below application form by the deadline of Monday, January 20, 2020.


The 2020 Pure Award Application Form is now closed.  

Pure Award Recipients

2020 - Grand Traverse Regional Land Conservancy

GTRLC scenic

We are excited to announce Grand Traverse Regional Land Conservancy (GTRLC) as the winner of the 2020 Pure Award. 

For nearly 30 years, Grand Traverse Regional Land Conservancy has worked tirelessly “to protect northern Michigan’s significant natural, scenic, and farm lands – and advance stewardship – now and for future generations.” To date, GTRLC has protected nearly 44,000 acres of land and more than 140 acres of shoreline along rivers, lakes, and streams.

The nonprofit’s conservation efforts focus on balancing the growth of the region by permanently protecting all that makes it special: fresh, clean water, working farms, lush forests, coastal dunes, trails for hiking and biking, scenic vistas, and wildlife habitat and corridors.

Congratulations to Grand Traverse Regional Land Conservancy on receiving this well-deserved recognition and paving the way for Michigan Tourism entities with their exemplary best practices in natural resource stewardship.

Past Pure Award Winners


detroit jazz fest logo

The Detroit Jazz Festival


Michigan Cares for Tourism Logo

Michigan Cares for Tourism


Headlands International Dark Sky Park Logo

Headlands International Dark Sky Park


Grand Haven Salmon Festival Logo

Grand Haven Salmon Festival