After 37 years of driving tourism to Michigan's Great Southwest, Southwestern Michigan Tourist Council Executive Director Millicent Huminsky announced her retirement at the Tourist Council's annual meeting Thursday night. She will retire at the end of October, and Marcy Simpson, the Tourist Council's current office manager, will succeed her. Tim Kading, Tourist Council president, said Huminsky was instrumental in promoting visitorship to events, attractions and recreational activities in Berrien, Cass and Van Buren Counties. The growth of Southwest Michigan's tourism industry markedly increased under her leadership. L-R David Lorenz of Travel Michigan, Marcy Simpson, Millicent Huminsky When Huminsky joined the Tourist Council in 1985, there were only 10 hotels/motels in Benton Harbor, St. Joseph and Stevensville. Now there are 25 lodgings to welcome the area's expanding number of visitors. New wineries, breweries, distilleries, cideries, festivals, restaurants, wedding venues and indoor and outdoor activities are here today because the Tourist Council has greatly increased awareness of the area throughout the Great Lakes states and beyond. "Millicent has done a fantastic job creating harmony in our industry," said Kading. "Under her leadership, we have learned to work together to bring more people here rather than see each other as competitors." He cited that Huminsky helped to form new and stronger collaborations between local hotels, tourism businesses, municipalities and organizations as well as partnerships with other Lake Michigan beach towns, St. Joseph Today and Pure Michigan. She spearheaded creating the Makers Trail, a passport program to encourage local residents and tourists to visit the craft beverage businesses in Berrien County during the non-peak tourism seasons, fall through spring. The more places they visit, the more rewards they can earn. Kading said the success of the Makers Trail program led Huminsky to start a similar contest, the Creative Connections game, to entice tourists and locals to experience the arts and culture of Southwest Michigan. "Her collaboration, marketing and budgeting skills also guided the Tourist Council in making wise decisions during the extremely tough months of COVID-19. Because of it, our region is coming out of the pandemic stronger." Huminsky joined the Tourist Council as an office administrator in 1985. She was named finance and marketing director in 1995 and became executive director in 2004. Over the years, she transitioned the Tourist Council's promotions from printed brochures and magazine advertising to a mix that currently relies heavily on their website, e-newsletters, social media, video and digital advertising. She was recognized in 1995 with the Governor's Excellence in Customer Service Award, and in 2010, was named the Convention and Visitors Bureau Star of the Year at the Pure Michigan Governor's Conference on Tourism. Huminsky's leadership also led the Shoreline Hotel/Motel Assessment Association to raise its room assessment so Southwest Michigan could participate in the state's Pure Michigan promotions and a Midwest-run fall TV spot. This funding continues to widen the area's advertising reach. Reflecting on Huminsky's impact on the lodging industry, Mark Whitwam, president and owner of The Boulevard Inn in St. Joseph, said, "I first met Millicent shortly after I purchased The Boulevard. She has always brought a high level of character and personal ethics to our industry, but most importantly, she has a deep passion for tourism, our community and the people in it. Her passion is infectious." "It's been an amazing ride. I'd do it all over again. This has been the best career in the world," Huminsky said. When she retires in October, Huminsky looks forward to taking road trips with her husband, Jack, beginning in 2023, and, eventually, exploring Europe. However, her main focus will be spending more time with their children and grandchildren. The Southwestern Michigan Tourist Council connects visitors and locals alike with things to do in Berrien, Cass and Van Buren Counties. View their curated itineraries, Makers Trail and Creative Connections destinations, blogs, trail guides, newsletters and more online. For more information, visit https://swmichigan.org or https://www.facebook.com/swmtc/, or call 269-925-6301.