Traverse City travel data shows tourists are returning to this sweet spot by the bay – MLive.com

By wazup on March 13, 2023 Comments Closed / 89 views

TRAVERSE CITY, MI – It seems like every time we drive into this sweet vacation spot at the base of Grand Traverse Bay, there’s another new restaurant to try, a winery beckoning us to a nearby peninsula, or a cool place to shop downtown.

If you’re a regular visitor and you’ve noticed it’s been a bit busier, you’re not alone. Traverse City Tourism officials say lodging data shows occupancy rates are rebounding since the COVID-19 era low and are now approaching pre-pandemic levels.

Overnight occupancy rates hit 60.2% in 2022, just a touch below the pre-outbreak level of 62.3%. At its lowest point, those rates hit 45.6% during the pandemic.

“We still have work to do, but we’ve come a long way,” said Trevor Tkach, president of Traverse City Tourism. “Travel is such a critical part of the local economy, so when we see this improvement, it benefits every small, locally-owned business in the region.”

On the hotel scene, visitors already are seeing their options expand. Last week, Tru by Hilton opened a 90-room property. And another seven properties have either broken ground or are in the planning stages, he said.

The Barrel Room at Left Foot Charley. Photo by Alaina Leech with Think Fresh Consulting

To put it into a dollars-and-jobs perspective, Traverse City’s tourism sector has a $1.3 billion impact on the larger region’s economy. It also creates more than 8,500 jobs in the area, the group said.

Traverse City draws visitors on myriad levels. Some come to shop its walkable downtown, sample restaurants and enjoy a summertime dip in the bay from its many sandy beaches. Others bring their bikes or rent them, heading out on the TART trail system that crisscrosses town and connects to other regional corridors. Boating fans spread out across the bay. And wine, hard cider and craft beer lovers can always find a favorite spot.

Visitors are driving in, but they’re also flying in. Traverse City Tourism and the area’s Cherry Capital Airport (TVC) have collaborated in the last decade to tap into 17 non-stop markets. The list includes Florida, Arizona and New York.

“With the help of Traverse City Tourism, we’ve been able to increase the number of passengers by over 75%,” said Kevin Klein, TVC airport director. “In the past decade, we’ve attracted 4.4 million passengers. These guests stay longer and contribute more to the economy than those who drive here. Local residents also benefit with access to these increased flights.”

Traverse City Tourism’s reach isn’t limited to the bayside area. Since 2020, the group has been working to promote Benzie County vacation spots as well, including the Lake Michigan waterfront gem of Frankfort, nearby Sleeping Bear Dunes and the four-season Crystal Mountain resort. Spending on lodging facilities in Benzie has grown by nearly 90% since the pandemic low.

“Their story just adds to the regional appeal for travelers,” Tkach said.