Destination Ann Arbor Sees Huge Boost from Michigan Football Games

According to a report commissioned by Destination Ann Arbor, the 2024 University of Michigan 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.

“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 and chief executive officer 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 was funded by Destination Ann Arbor, and conducted by Future Partners. It found that 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. 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, Michigan 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.”