CALUMET, Mich. (WZMQ) – The Keweenaw is getting ready to kick off its summer tourism season, but this year, according to Visit Keweenaw’s Executive Director Brad Barnett, things are already off to a great start.
“We are seeing an earlier start to summer tourism this year which is really exciting,” said Barnett. “It’s been a priority for us at Visit Keweenaw to really focus on driving visitation during ‘shoulder’ seasons, so non-traditional peak seasons here in the Keweenaw.”
Barnett said one of the main things driving tourism is the variety of new and returning events throughout the summer like Bridgefest, Pasty Fest, and this year’s inaugural Juhannus Celebration.
“The events have been really successful because they’re great at drawing attention to the Keweenaw about specific areas that we really excel in,” said Barnett. “Those events that really do well are the ones that extenuate what makes the Keweenaw really special.”
Another trend Visit Keweenaw has noticed is the growth of digital tools in driving tourism like social media and artificial intelligence.
“It’s always been said the number one source of information for a travel destination is word of mouth and while that indeed continues to be really important, social media has overtaken that in terms of aspirational, ‘this destination is on my map because I saw something really cool on Youtube, Tik Tok, Instagram, you name it,” said Barnett. “What’s [also] growing is the utilization of AI to help trip plan. We’re seeing that as a new wave over the last six months, where people are using that as a way to scope out and plan their trip.”
And Barnett said they’re adapting to make sure they’re ready for the digital growth.
“At visit Keweenaw our goal is that we need to make sure our content, our website, our social media is indeed accurate and up to date,” said Barnett. “So when this information is supplied to visitors, that information is indeed correct.”
For more information about the Keweenaw, and to see all events planned for this summer and beyond, check out Visit Keweenaw’s website.
