Traverse Connect conducted its second 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-six 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 87%, up 6 points from the previous quarter.
As we enter the peak of the summer tourism season, 23% of respondents cited finding and hiring talent as their primary barrier to growth. This is a 12% decrease from the previous quarter, indicating that a significant number of businesses experienced some easing as they staffed up for the season. Concerns about attainable housing increased to 37% from 26% in the previous quarter, likely reflecting the addition of new staff needing housing at the most challenging time of year.
Traverse Connect’s accomplishments for the second 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 July through September.
Read the full report by clicking the image below:
