This is my forecast for Google search interest for Northern Michigan places, July-September 2025. Forecasts and actuals continue to be lower than last year due to the downward trend in search interest I’ve often mentioned and investigated. However, search interest will be at its peak next month. This peak is forecasted to be about 80% of the 2022 high for the Lower Peninsula and 70% of the 2022 high for the Upper Peninsula. For the Northern Lower, warmer temperatures generally have a positive impact on search interest (for the Upper the impact is mixed or negative). July temperature is forecasted to be higher than the last few years with August and September above normals but similar compared to the 2017-2024 temperatures.

My models continue to be consistent month to month and track relatively close to actuals, really as close as you could ever expect them to be. For May, actuals were slightly lower than forecasted. This continues to show the benefit of my 2025 model changes. In other news, I have also published my initial two model versions for my Michigan outdoor recreation search interest project.