Dave Lorenz has joined the MMGY NextFactor team as an Executive Consultant to support clients in their strategic plans and destination master plans. Mr. Lorenz served as Vice President of Travel Michigan until retirement in December 2023. In this role, he was 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 immediate past Chair of the National Council of State Tourism Directors and serves on the Executive Committee of the Board of Directors for the U.S. Travel Association. He also served as Chair of Great Lakes USA, the regional international marketing consortium and Cruise the Great Lakes, a two-nation destination cruise marketing organization. Dave serves on the Board of Directors for Michigan Cares for Tourism and the West Michigan Tourism Association. In his prior role, he was a board member of the Detroit Metro Convention and Visitors Bureau, MotorCities National Heritage Area, 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 of 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.