| I hope you all are enjoying the incredible colors and flavors of autumn this season, as many destinations have reported peak fall color this week. Even as we begin to look ahead to winter, now is the time to slow down, connect with nature with our senses, and celebrate the harvest season.
Pure Michigan Funding for Fiscal Year 2026 The Pure Michigan campaign continues to inspire travelers to journey throughout our two peninsulas and enjoy each of our incredible seasons. With the Pure Michigan budget for FY26 finalized on October 7, the Travel Michigan team will continue work with our agency and industry partners to design a marketing campaign that maximizes the impact of available funding and builds upon our success in promoting Michigan as the top four-season travel destination in the country – especially as we celebrate the 20th anniversary of Pure Michigan. We are grateful for the continued support of our partners across the state and the 350,000+ professionals who define our industry to create unforgettable experiences for our visitors.
Celebrating the Harvest Season in Pure Michigan This month, Governor Whitmer has proclaimed October 2025 Michigan Agritourism Month and Michigan Apple Month to acknowledge and celebrate how vital our agritourism industry is to experiencing autumn in Pure Michigan. With more than 800 farms growing apples, hundreds of wineries harvesting grape varieties, relaxing farm stays and more, our growers’ dedication to creating extraordinary experiences and hospitality provides visitors the opportunity to connect with one another. While many of us only see the fruits of their labor during the harvest season, Michigan’s farms put in countless hours to create the iconic flavors and scenery of fall all year long. I hope you all make a plan to slow down and explore a Michigan orchard or farm before the season ends. Travel Michigan is also continuing to celebrate Michigan’s local flavors by collaborating with culinary artisans, including the Pumpkin Spice Delight Fudge with Ryba’s Mackinac Island Fudge; Pure Michigan Maple Glazed Apple Pie with Grand Traverse Pie Company; and the Pure Michigan Fall IPA with Shorts Brewing Company. We’re also continuing to highlight Michigan’s seasons through sensory experiences with The Aroma Labs, a Michigan-based custom perfumery. Starting on November 1, 2025, the new fall fragrance, HARVEST, will be available in stores and online for residents and visitors alike to enjoy the essence of a crisp, Pure Michigan fall in a bottle all year long. Learn more about these collaborations here.
Longwoods Wave 100 American Travel Sentiment Study Longwoods International's Wave 100 of the American Travel Sentiment tracking study includes insights on fall travel and other factors like the economy that are impacting plans for American travelers in the next six months, as well as what they are prioritizing. - Economic uncertainty: Nearly four in ten travelers (39%) responded that there are factors limiting or discouraging them from travel within the coming year. Among those travelers, three in four have cited financial constraints and economic uncertainty as the leading factors. While 64% of travelers responded that ‘Travel is becoming too expensive’, more than half agree that they are ‘willing to reduce spending in other areas of my life to prioritize travel’, indicating that travel is still a priority.
- Sentiment for fall travel remains strong, but has softened: More than half of those surveyed (58%) plan to travel about the same amount this fall as compared to last year – however, 23% reported they plan to travel less this season compared to the previous year. However, overall demand for travel remains just below record levels with 91% of American travelers indicating they are planning trips in the next six months.
- The value of travel has grown: Travelers are continuing to place a high value on travel. Three-quarters of travelers responded that ‘Vacations are one of the things I most look forward to each year’ and ‘I value making experiences over acquiring more material belongings’. These results continue to support that travel has shifted from a “want” to a “need” for American travelers.
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