Traverse City Region in 2025: Blending Career Growth with Coastal Living on Michigan’s Fresh Coast

Traverse City and the surrounding Northwest Michigan region are gaining national recognition in 2025 as one of the United States’ most vibrant and livable destinations. With its growing economy, dynamic job market, outdoor recreation, and thriving food and wine culture, the Traverse City region stands as a model for those seeking true work-life balance.

Recognized by The Wall Street Journal, CNN, and Wildsam as one of the best places to visit or live, Traverse City has emerged as a magnet for tech entrepreneurs, creative professionals, and those ready to trade urban hustle for a refreshing lifestyle on the “Fresh Coast.”

Leading Industries Powering Growth

The Traverse City region’s economic profile is anchored by a robust and diverse mix of industries. Longstanding sectors like tourism, agriculture, and wine continue to flourish, while newer sectors—particularly technology, life sciences, and advanced manufacturing—are taking root and scaling up.

According to the Michigan Economic Development Corporation (MEDC), the state has prioritized regional innovation and talent attraction, and Traverse City is a clear beneficiary of these efforts. Key employers like Munson Healthcare, Northwestern Michigan College, Hagerty, and Interlochen Center for the Arts are regularly hiring, offering professional opportunities that align with the region’s quality-of-life appeal.

Furthermore, partnerships with organizations such as the Northern Lakes Economic Alliance (NLEA) and Michigan’s Creative Coast continue to drive talent recruitment and entrepreneurial support. These initiatives, supported by the Michigan Department of Labor and Economic Opportunity (LEO), offer programs and resources for job seekers, startups, and expanding businesses.

What’s New in 2025: Business Relocation and Expansion

2025 marks a year of significant economic investment in the region:

• Aster Brands, a manufacturer of concrete forming systems, is relocating its headquarters to Harbor Springs, injecting $7 million in private capital and bringing 15 new jobs in addition to its 56 existing employees.
• Highfield Boats has launched a new assembly operation, while Cambium Analytica is expanding its natural food testing capabilities. Combined, these developments will bring 144 new jobs and over $4.35 million in capital investment.

These strategic moves align with the State of Michigan’s economic development goals outlined in the MI New Economy Plan, which emphasizes infrastructure development, small business support, and creating high-wage jobs in regions outside major metropolitan areas.

Housing Development: Preparing for Growth

To accommodate the population growth spurred by these business developments, more than 500 new housing units are being added across the region. Projects such as The Block at Petoskey, Bellaire Lofts, Lofts on Lumber Square, Pine Pond, and Victory Square, along with Northwestern Michigan Habitat for Humanity’s Meadowlands neighborhood, are reshaping the regional housing landscape.

These developments support the Michigan State Housing Development Authority’s (MSHDA) broader efforts to increase affordable, workforce, and middle-income housing availability across the state.

Living Off the Clock: Life on the Fresh Coast

Beyond the boardroom or office, residents of Traverse City and Northwest Michigan enjoy a lifestyle centered around nature, health, and creativity. Located along Lake Michigan, the area boasts 234 miles of shoreline, hundreds of inland lakes, and world-renowned landmarks like Sleeping Bear Dunes National Lakeshore, offering outdoor enthusiasts unparalleled access to kayaking, hiking, swimming, and fishing.

During the winter months, popular ski destinations like Crystal Mountain and Boyne Mountain attract locals and visitors alike. For those who prefer refined leisure, the region is home to nearly 50 wineries, many situated along the 45th parallel—an ideal latitude for wine production. Add to that the national acclaim of Traverse City’s culinary scene, and it’s easy to see why this region continues to attract creatives, food lovers, and families alike.

Golfers can enjoy the sweeping views of Arcadia Bluffs Golf Course, considered one of the top courses in the Midwest, while downtown Traverse City offers walkable streets filled with artisan boutiques, cafes, and cultural venues.

The Entrepreneurial and Creative Spirit

Traverse City isn’t just a destination for tourists—it’s also a haven for creators and innovators. Michigan’s Creative Coast, an initiative funded in part by the Michigan Strategic Fund, helps attract and retain top talent in creative and tech-driven industries. The region supports small business development, freelancing, and start-up ventures through shared workspaces, mentorship programs, and ecosystem-building events.

Abby Baudry, Project Lead for Michigan’s Creative Coast, explains, “Traverse City is stunningly beautiful, but it’s also home to a collaborative, forward-thinking community. Whether you’re a solopreneur or a scaling start-up, there’s a place here for you to thrive.”

Education and Training: Workforce Pipeline

The region’s workforce development pipeline is bolstered by institutions like Northwestern Michigan College, which partners with local employers to provide tailored programs in marine technology, aviation, health sciences, and business. These collaborations align with the State of Michigan’s Sixty by 30 goal, which aims to ensure that 60% of working-age residents have a postsecondary credential by 2030.

Through apprenticeships, continuing education, and certification programs, Traverse City is preparing the next generation of professionals for in-demand careers—while making sure those opportunities stay close to home.

Community Voices and Outlook

Sam Bailey, Strategic Initiatives Manager for NLEA, captures the region’s spirit: “Northern Michigan has so much to offer—great careers, exceptional trails and lakes, and a strong sense of community. It’s more than a place to live; it’s a place to belong.”

This blend of opportunity and lifestyle is why Traverse City is consistently ranked among the best places to live and visit in the United States. Whether you’re seeking career advancement, outdoor adventure, or a peaceful place to raise a family, the Traverse City region continues to prove itself as a thriving community rooted in growth, innovation, and natural beauty.

For more on Traverse City’s economic and lifestyle opportunities, visit:

• Michigan Economic Development Corporation (MEDC)
• Michigan Department of Labor and Economic Opportunity (LEO)
• Michigan State Housing Development Authority (MSHDA)
• Michigan’s Creative Coast
• Northern Lakes Economic Alliance (NLEA)

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