As tourism emerges as an industry in the U.P., the reasons people are visiting the region are changing.
Northern Initiatives, and communities throughout the U.P., paid for an independent, third-party survey of tourists.
More than 2,400 visitors to the eastern U.P., Ontonagon County and Gogebic County took the poll.
78% were visiting the U.P. as part of a recreational trip.
Northern Initiatives says this is a big shift from a decade ago.
They say at that time, visitors’ primary reason for a trip to the U.P. was to see family or friends.
49% said they’d visited the U.P. three or more times in the last year, and 96% said they’d recommend the U.P. as a travel destination.