More cruise ships coming to Great Lakes as industry sets sights on growth

• Great Lakes cruise trips expected to increase in 2025
• Eight ships will make trips around the international waterway, a year after bankruptcies removed two from the mix
• The added trips will mean a 30% increase in port stops, including in Michigan communities

More ships will be cruising the Great Lakes in summer 2025, carrying up to a few hundred passengers at a time to ports that include popular stops in Michigan. 

Six companies operating a total of eight boats are expected to operate cruises on the international waterways, an increase industry officials expect will spur additional lines to add tours and stops in coming years. 

Cruise the Great Lakes, a marketing program on behalf of the Great Lakes St. Lawrence Governors and Premiers organization, estimates the cruises will bring $230 million in economic benefits to port communities in 2025.

John Schmidt, maritime program manager for the group, said more than 700 port visits are planned next year — up nearly 30% from the 2024 season.

“In some ways it's this fun new thing that's happening in the region,” Schmidt said of cruising the Great Lakes, “but it's also a historic industry here.”

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Great Lakes cruises rebounded over the past decade. The ability to expand the number of cruises opened up in 2022, Schmidt said, after new maritime customs regulations made cross-border travel easier at four Great Lakes ports. 

A year later, Great Lakes cruise travel spiked by 25% as post-Covid travelers sought new experiences. 

Today, officials predict a more stable growth path. 

Roadblocks came after the 2023 season, when American Queen Voyages filed for bankruptcy. The line operated two of the Great Lakes ships, the Ocean Navigator and Ocean Voyager. Combined, the ships had made about half of the stops on Mackinac Island, MLive reported. 

But 2025 will have more ships with more stops, Schmidt said. Other cruise lines also are interested in joining the existing ships over the next few years, he added. 

Cruising on the Great Lakes is “a unique and popular experience for travelers,” said Kelly Wolgamott, vice president of Pure Michigan and a board member of Cruise the Great Lakes. 

Growing the industry is important to the communities with ports where the ships dock, for hours or overnight. Cities like Holland, Marquette, Mackinac Island and Detroit have benefited from the spending.

“There is a significant economic impact to the Muskegon area as a result of the 15 calls we had this season,”  Robert M. Lukens, community development director for Muskegon County, told Bridge.

The county operates the Heritage Landing Cruise Ship Dock on Muskegon Lake, West Michigan’s largest deep water port, which is connected by a mile-long channel to Lake Michigan. Visitors use local transportation, including Muskegon Trolley Company, visit the Muskegon Museum of Art and spend money at retailers and eateries, Lukens said. 

In 2025, the community expects 16 port visits from three cruise lines.

Cruises are among a robust travel industry in Michigan. In 2023, visitor spending supported 5.8% of all jobs in the state, according to a tourism study funded by Pure Michigan, the travel arm of the Michigan Economic Development Corporation. 

The number of passenger visits to Michigan increased 2.6% in 2023, the study said, generating an estimated $29 billion spent — including $23 billion spent by people staying at overnight accommodations.

Globally, the number of cruise ship passengers is expected to exceed 30 million this year, according to Cruise Market Watch industry data. That tops 28 million passengers in 2023, when cruising set a new record.

Great Lakes cruises operate with an average occupancy rate of about 85%, Schmidt said. Prices range from around $10,000 to upwards of $40,000 for a premium cabin. 

“These are very small ships,” Schmidt said. “It’s a very intimate setting.”

Passengers often are eager to learn about the Great Lakes communities, and the cruise lines in turn plan locally themed events, Schmidt said. One example is the Polka band that greets passengers disembarking in Milwaukee.

Looking ahead to the 2025 Great Lakes cruise season, Schmidt said he expects more European travelers, following recent booking trends by German and French travelers. 

The cruise lines “do a really good job of capturing local culture,” Schmidt said. “It's a good way to share our regional culture with folks around the world.”