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Michigan continues to emerge as a compelling U.S. destination, creating strong opportunities for travel agents right now.

Set within the Great Lakes region and bordered by four of the five lakes, Michigan offers a scale and diversity that’s hard to match. With more than 3,000 miles of freshwater coastline, clients can experience everything from wide sandy beaches and dramatic dunes to peaceful lakeside towns and vibrant waterfront cities – all within one state.

With daily direct flights from London Heathrow into Detroit Wayne County with Delta Airlines, Michigan is easily accessible for UK travellers. From there, the destination opens up into a series of highly sellable experiences, all without the need for internal flights.

Start strong in Detroit

Detroit is often the starting point – and it’s a city that genuinely surprises. Known globally as the Motor City, it also has a rich musical legacy that has shaped its identity, giving it a cultural edge that resonates with music lovers and history enthusiasts alike.

Today, its vibrant downtown blends historic architecture with a growing food scene, boutique shopping and major sporting venues, making it a strong urban base for any itinerary.

From city to coastline: Traverse City & beyond

Beyond the city, Michigan shifts gears completely. Along the Lake Michigan coastline, destinations like Traverse City combine scenic beauty with a laid-back, lifestyle-led feel. Clients can enjoy vineyard tours, cherry orchards, sailing on Grand Traverse Bay and easy beach days – particularly appealing during the summer months.

Iconic landscapes: Sleeping Bear Dunes

Sleeping Bear Dunes National Lakeshore delivers one of Michigan’s most striking natural settings. Towering dunes overlook crystal-clear water, offering incredible viewpoints, hiking trails and photo opportunities.

It’s an easy add-on that adds a real ‘wow’ factor to any itinerary.

A step back in time: Mackinac Island

For a completely different pace, Mackinac Island offers one of the most unique experiences in the USA.

With cars banned, visitors explore by bike, horse-drawn carriage or on foot. Victorian buildings, waterfront views and a completely different pace of travel make it a highlight for many travellers.

Where to stay

Here’s a selection of standout properties across Michigan, offering a mix of city style, lakeside relaxation and well-positioned stays to suit a range of client types.

5* The Godfrey Detroit, Curio Collection by Hilton, Detroit

A stylish and contemporary hotel offering modern rooms, vibrant social spaces and a strong food and beverage offering. Well suited to clients looking for a lively, design-forward stay with easy access to Detroit’s growing dining and entertainment scene.

4* Shinola Hotel, Detroit

A design-led boutique hotel in the heart of downtown, blending craftsmanship with contemporary style. Spacious rooms, curated interiors and an excellent on-site dining scene make it ideal for couples and clients seeking a more elevated city stay.

3* West Bay Beach – A Delamar Resort, Traverse City

A well-located beachfront resort on Grand Traverse Bay, offering private beach access, indoor and outdoor pools and on-site dining. Ideal for clients wanting a relaxed lakeside stay within easy reach of downtown Traverse City.

3* Bayshore Resort, Traverse City

A popular beachfront property offering comfortable rooms, private beach access and a convenient location close to local attractions. A great option for clients seeking a relaxed, good value stay with easy access to the water.

Tips for Travel Agents

  • Position Michigan as a “coastline destination without the crowds”.
  • Sell it as a multi-stop itinerary with minimal travel stress.
  • Highlight the contrast between Detroit and the lakeshore.
  • Recommend travel from late spring through autumn.