Traverse City Tourism Flourishes Amid Record-Breaking Summer Season

Traverse City has witnessed an exceptional surge in tourism during the summer of 2025, overcoming various challenges to achieve record-breaking numbers.

 

Cherry Capital Airport (TVC) reported its busiest travel days in history, with passenger counts surpassing previous records. The airport's year-to-date passenger tally at the end of July reached 532,266, marking a 22.4% increase over the same period in 2024. This growth has prompted airlines to extend seasonal routes into the fall, enhancing connectivity for travelers.

 

Local businesses have also reaped the benefits of this tourism boom. Discovery Traverse City Tours launched its 2025 season with a ribbon-cutting ceremony on May 15, offering daily tours and private charters on Grand Traverse Bay. The 135-passenger vessel provides a unique on-the-water experience, contributing to the area's appeal for visitors seeking diverse activities.

 

The inaugural Traverse City Food & Wine festival, held from August 20-24, introduced over 70 events celebrating the region's culinary and viticultural heritage. The festival attracted attendees from across the country, with approximately 45% of participants traveling from beyond 100 miles. This event filled the late-summer void left by the Traverse City Film Festival, offering a new attraction for both locals and tourists.

 

Additionally, the National Cherry Festival, held from June 28 to July 5, continued its tradition of celebrating the area's cherry production. The festival featured parades, air shows, concerts, and cherry-themed contests, drawing significant crowds and contributing to the vibrant summer atmosphere.

 

Despite concerns about potential oversaturation due to new hotel developments, the demand has outpaced the increased supply. Hotel occupancy rates have risen, indicating that Traverse City's tourism infrastructure can support this growth. However, there are considerations about maintaining this momentum during the off-season, with efforts underway to attract visitors year-round.

 

Overall, the summer of 2025 has solidified Traverse City's reputation as a premier travel destination, showcasing its resilience and adaptability in the face of challenges.