The future of Northern Michigan’s tourism industry is a big topic of concern at this year’s Pure Michigan Governor’s Conference on Tourism.

And several Northern Michigan tourism cities, businesses, and workers left their mark—winning Pure Michigan awards.

The Grand Traverse Regional Land Conservancy grabbed the 2020 Pure Michigan Award for Best Practices in Natural Stewardship.

Pure Michigan also named its rising star of 2020, and that award went to Jennifer Salisbury of Cadillac’s Evergreen Resort for the work she does to increase golf tourism in Northern Michigan.

“It’s for promoting tourism in the area, and since I took over Golf and Group Sales a couple years ago, I’ve increased the golf groups from 58 to 109 last year. My goal this year is to do 120,” she said.

The Pure Michigan campaign has been the largest advertising push in state history, created 14 years ago.

It’s funding is partially restored under the governor’s budget proposal for next year.