In search of respite from the fast pace of daily life, travelers are increasingly drawn to destinations that encourage relaxation and renewal. In 2025, Pure Michigan is leaning into this growing trend, inviting visitors to step away from packed itineraries and embrace meaningful, immersive experiences.
“Coming into a travel experience with the intent to slow down, to not over plan, [and] to put energy into being fully present might feel counterintuitive in today’s world, but slowing down can significantly enhance our travel enjoyment,” says Kelly Wolgamott, vice president of Pure Michigan, in a prepared statement.
For meeting and event planners, this shift presents a unique opportunity to rethink corporate retreats, incentive trips, and team-building excursions. Slow travel naturally aligns with the growing focus on work-life balance and mental well-being in today’s corporate landscape—providing a refreshing approach to business gatherings that prioritize connection and intention.
With its four-season landscapes, diverse agritourism, and vibrant cultural scene, Michigan is an ideal destination for groups looking to embrace slow travel. Here are a few ways to incorporate it into an event or retreat:
- Savor Local Flavors: Enjoy farm-to-table dining, explore award-winning wineries, and visit craft breweries that highlight Michigan’s culinary traditions.
- Reconnect With Nature: Take advantage of Michigan’s 20-plus scenic byways, 13,400 miles of designated trails, 11,000 inland lakes, and extensive freshwater coastline for unforgettable outdoor adventures.
- Celebrate Culture: Participate in the state’s iconic seasonal festivals, like Tulip Time in Holland or the National Cherry Festival in Traverse City.
One of the most innovative elements of Pure Michigan’s slow travel initiative is its partnership with The Aroma Labs to create four signature scents: First Snow, Awakening, Fresh, and Harvest. Each of these fragrances encapsulates the essence of Michigan’s seasons, offering a multisensory reminder of the power of slowing down and fully experiencing a destination—no matter the time of year. Available as room spray, rollers, and balms, the scents are currently in limited distribution, with a broader rollout planned later this year.
