With summer in full swing as folks look to travel, popular destinations have been trending smaller, which is great news for Michigan, a state blessed with some of the coolest towns in America.
“While the big-city vibe was popular in previous years, in 2026 more of Michigan’s 130 million annual visitors are choosing smaller lake towns and Up North communities,” said Amy Piper, who writes a blog about travel and just wrote “Small Town Michigan,” a new book about 50 places to visit.
“Rural counties now account for a large share of the state’s tourism. Michigan is one of the best places in the country to experience this small-town trend because its charming communities dot some of the world’s most beautiful freshwater shorelines,” Piper added.
Tourism is big business in the Great Lakes State — the third largest sector after autos/manufacturing and agriculture.
“Travel moves Michigan’s economy,” said Kelly Wolgamott, vice president of Pure Michigan at the Michigan Economic Development Corp. “It creates jobs, strengthens communities, and enriches our lives. Tourism also supports more than 350,000 jobs across the state.”
The state’s summer tourism season has kicked off, albeit a bit slower this year.
“May and early June traffic was behind last year due to cooler temperatures and rain,” said Tom Nemacheck, executive director of the Upper Peninsula Travel and Recreation Association.
But Mother Nature has cranked it up with warmer weather ahead.
“There’s been a major uptick with pre-bookings looking for strong for July and August,” said Nemacheck.
Tim Hygh, executive director of Mackinac Island Tourism, added: “Our overnight lodging revenue is pacing above last year.”
Liz Ware, vice president of sales at Mission Point Resort on Mackinac Island, said: “The island is busy. … Our occupancy through the middle of August remains very high.”
Big cities, too, including Detroit, are getting attention as travelers and national media alike look for places to visit and talk up (Travel and Leisure published a story about visiting the Motor City to see the new $1.5 billion Hudson’s Detroit building, Detroit Institute of Arts, Motown Museum and Parade magazine highlighted Detroit as a great place to spend a weekend.
Cheerleading for Michigan
Glenn Stevens Jr., who grew up in Marquette, is executive director of MichAuto at Detroit Regional Chamber. He’s a cheerleader for Michigan as he works to bring businesses to the state and also spends time crisscrossing the state’s two peninsulas in his job.
“Grand Marais is one of my favorite towns,” he said when asked which stood out. “My Uncle Ed lived there when I was growing up and we drove over from Marquette frequently to see him. I still never miss an opportunity to spend time there when visiting the U.P.”
“It’s off the beaten path and is the gateway to Pictured Rocks National Lakeshore,” he said. “Try the whitefish at Lake Superior Brewing Company. Heading west out of town is one of the most beautiful stretches of scenery and road on the planet. And County Road 58, through the national lakeshore, will wind you to Munising and take you to Sable Falls, the Grand Sable Dunes, lakes, streams, spectacular beaches and lighthouses.
How Piper came up with her list
Piper ‘s been writing about tourism for years and “Small Town Michigan,” published by Reed.Press.com, highlights towns she’s visited.
“Michigan is home to nearly 700 named communities, and hundreds of them are the kind of small towns travelers dream about discovering,” Piper said, explaining how she winnowed her list.
“I started with a population limit of 15,000 people,” she said. “There are so many other towns in Michigan that aren’t listed that have wonderful attractions, but I could only choose 50. This is a guide and I hope it inspires people to look around for new small towns to explore.”
I asked her for one or two that stood out.
She mentioned Copper Harbor on the tip of the Keweenaw Peninsula, Michigan’s most northern point.
“It’s a small village surrounded by forest, cliffs, and Lake Superior. With only a handful of streets, it’s easy to park and explore on foot, from the tiny harbor and rocky shoreline to local cafés, outfitters, and mountain lodges.”
Caseville was the other as she was effusive talking about the laid-back beach town on Saginaw Bay.
“It’s situated at the tip of Michigan’s Thumb,” she said. “This small harbor community feels laid-back and relaxed. Boats drift in the marina and beachgoers stroll barefoot through town.”
If you visit Caseville in August, the town is transformed into one of Michigan’s more interesting celebrations: the Caseville Cheeseburger Festival, a 10-day beachside party inspired by Jimmy Buffett’s “Cheeseburger in Paradise.”
Ad campaign’s impact? Pure success
Wolgamott, who is in charge of the state’s immensely popular Pure Michigan marketing campaign that is celebrating its 20th anniversary this year, talked about how the campaign has reverberated.
“The campaign was launched in 2006 as a regional initiative,” she said. “It was designed to unify the state’s diverse tourism offerings under a single, emotionally resonant brand.”
What continues to differentiate Michigan is the sheer scale and diversity of the experiences across its two peninsulas.
“With 3,200 miles of Great Lakes coastline, we offer a unique duality that few places can match with the vibrant energy of our cities perfectly balanced by the profound tranquility of our woods and waters,” she said.
“It’s that rare combination of vibrant city life, outdoor escapes, and everything in between that gives people a soul-soothing experience that can’t find anywhere else.”
Contact Carol Cain at clcain@cbs.com. She is senior producer/host of “Michigan Matters,” which airs 5:30 a.m. Sundays on CBS Detroit and 9:30 a.m. Sundays on CW Detroit 50. See former NBA superstar Jalen Rose; Oakland University President Ora Hirsch Pescovitz; Eastern Michigan University President Brendan Kelly; Jeff Donofrio if Business Leaders For Michigan; Trevor Lauer of DTE Energy; Krista Tanner, CEO of ITC; Tricia Keith, president/CEO Blue Cross Blue Shielf of Michigan; Laura Lee Mcintyre of Michigan State University; Lincoln Phillips, chair of the 2027 Detroit Auto Sho; Liz Ware if Mission Point Resort and Chris Holman of the Michigan Business Network at a show taped at the Detroit Regional Chamber’s Policy Conference. You can also watch the show simultaneously on the two stations’ listings on Fubu, Pluto TV, YouTube TV and Apple TV.
This article originally appeared on Detroit Free Press: Summer travel trend pivots to some favorite Michigan small towns
Reporting by Carol Cain, Detroit Free Press Business Columnist / Detroit Free Press
USA TODAY Network via Reuters Connect
By Carol Cain, Detroit Free Press Business Columnist | USA TODAY Network
