Knowledge MiCHIGO builds awareness for businesses and consumers, funding marketing, research, and educational content that will propel the cannabis hospitality sector forward in Michigan. Collaboration MiCHIGO offers networking and collaboration opportunities for members, trade associations, visitors’ bureaus, tourism boards, government bodies, and other strategic partners. Advocacy MiCHIGO facilitates open dialogue and cooperation across the hospitality, tourism, and cannabis industries, while also leading advocacy at the statehouse and directing independent research. Diversity MiCHIGO members and partners include diverse people, organizations, and perspectives, including major cannabis brands, tour operators, retailers, transportation companies, hotels, tourism boards, industry associations, media companies, and others. Sustainability MiCHIGO works in concert with the cannabis community to encourage sustainable practices from seed-to-sale, including licensees, consumers, ancillary businesses and beyond, with emphasis on the travel and hospitality sector.