Traverse Connect conducted its first 2026 Business Growth Barometer Survey of investor and member businesses to provide a snapshot of our regional business sentiment, outlook, and current challenges. Quarterly surveys inform the organization’s strategic priorities and help it respond to the needs of the business community.
Ninety-seven percent of respondents agree that the Grand Traverse region is a good place to grow their business, maintaining the positive trend since the summer of 2025. Respondents’ sentiment about an improving business environment rose to 81%, up 9 points from the low in the previous quarter. Traverse Connect attributes the positive turn to changes in tariffs and strong networking and business opportunities at the Northern Michigan Defense Conference and other winter events.
As we enter the spring season, 35% of respondents cited finding and hiring talent as their primary barrier to growth, a six-point increase from the previous quarter. While concerns about attainable housing also increased from the previous quarter, staff skill gaps, access to capital, and inflation concerns decreased.
Traverse Connect’s accomplishments for the first quarter of 2026 are summarized on the second page, with advancement on a diverse set of strategic initiatives focused on economic development, talent retention and attraction, and advocacy. The final page of the update previews Traverse Connect events scheduled from May to mid-June.
Read the full report by clicking the image below:
