| I hope everyone enjoyed the beautiful dusting of snow across Pure Michigan to kick off the winter and holiday travel seasons! With world-class winter festivals, ski resorts, outdoor recreation opportunities, and cultural attractions, we’re excited to showcase how winter in Michigan is perfect for fresh experiences and creating lasting memories.
Supporting Local & Giving the Gift of Travel As we gear up for the holidays, we’re inviting travelers to support local and give the gift of travel to loved ones this season. With research indicating travelers are increasingly valuing experiences over material possessions, this is the perfect time of year to reinforce that it’s possible to gift unforgettable moments – whether it be a gift card to one of Michigan’s incredible ski resorts, golf passes and packages, a zoo or museum membership, and so much more. Giving the gift of travel supports local economies and lasts well after the holiday season is over. According to the Michigan Retailers Association, if just 1 out of 10 purchases goes to a local business instead of out-of-state and online, Michiganders could create a gross economic impact of nearly $2 billion and create 11,900 jobs. Learn more about Travel Michigan’s efforts to encourage supporting local and giving the gift of travel this holiday season here. I also invite you to submit your travel deals to be listed on the Deals & Packages page on michigan.org, which remains among our top 10 most-visited pages on the website. Learn more about submitting your deals, packages, events and more here, and reach out to Bonnie Fink for assistance. You can also learn more about our Featured Deals Program with TwoSix Digital here.
Holiday Season Travel Forecast Continuing their important work beyond the 100th edition, Longwoods International has released Wave 101 of the American Travel Sentiment Study that focuses on the upcoming holiday season. - Spending habits: More than three-fourths of American Travelers (77%) responded that they plan to travel as much or more than last year, while 23% plan to travel less this holiday season as compared to 2024, up six points from last year. With travelers both planning to spend more (24%) and spend less (24%) this holiday season, about half of respondents (52%) plan to spend about the same as compared to 2024.
- Family remains a priority: Half of travelers plan to travel with their spouse or significant other this year, and 35% responded that they plan to travel with their children. Visiting with friends and family continues to be a top activity for travelers (70%), while shopping has decreased 8% from 2024 (49%).
- Opting to travel by car: More than half of travelers (55%) reported they plan to travel by car this holiday season, with 38% planning to use a car to travel for Thanksgiving, followed by Christmas/Hanukkah/Kwanzaa (29%). This further indicates that travelers are willing to adjust to ensure their travels happen during the holiday season.
Michigan Travel Industry Achievements While winter is just getting started, we’re always looking to the seasons ahead for growth and opportunities to invite travelers to experience Pure Michigan. Cruise the Great Lakes, the marketing program that promotes cruising in the Great Lakes Region, reported that new cruise lines will be entering the market in 2026. With these additions, there will be seven cruise lines operating a total of 10 ships in the Great Lakes next year. This fantastic growth extends to the projected economic impact for 2026, which is expected to be $300 million from nearly 175,000 passengers. Learn more about the 2026 Cruise the Great Lakes forecast here. Michigan’s travel industry is also continuing to receive well-deserved accolades for its dedication and hard work. Circle Michigan has been promoting group travel in Michigan for over 40 years, and was recently named Best State/Province DMO by Groups Today readers. Learn more about this recognition here. | 
