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New Buffalo Today
By the People, for the People
Michigan's 'Chapter Chasing' Trend Brings Literary Escapes to Life
Book lovers and travelers are discovering new ways to explore destinations through the lens of beloved stories.
Apr. 11, 2026 at 6:35pm
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The vibrant world of 'chapter chasing' invites travelers to discover the stories that bring a destination to life, blending literary escapism with real-world exploration.New Buffalo TodayA growing trend of 'chapter chasing' is captivating book lovers and travelers alike, where stories become the ultimate guide to exploring new destinations. In Michigan, the quaint town of New Buffalo has transformed into a year-round haven for literary enthusiasts, with the local bookstore Flourish at the center of this movement. This perspective-driven travel opens up a whole new world of experiences, where the destination becomes a character in its own right and supports local communities and independent bookstores.
Why it matters
The rise of 'chapter chasing' represents a shift in the way we approach travel, moving away from simply ticking off destinations on a list and towards a deeper connection with the cultural context, stories, and perspectives that bring a place to life. This trend not only offers a unique and immersive travel experience but also supports local communities and independent bookstores, while highlighting the power of storytelling in shaping our understanding of the world.
The details
The 'chapter chasing' trend has gained momentum in Michigan, particularly in the town of New Buffalo. Once a seasonal tourist spot, it has now become a year-round haven for book enthusiasts, with the local bookstore Flourish at the center of this movement. The store has witnessed a remarkable transformation, with groups of travelers flocking in to indulge in their love for reading and to discover the charm of this small town. Jocelyne Tuszynski, the owner of Flourish, has seen a significant increase in business, which she attributes to the growing popularity of 'chapter chasing' and her dedication to promoting local and Indigenous authors.
- The 'chapter chasing' trend has been on the rise in recent years, as travelers seek deeper connections and more meaningful interactions with the places they visit.
- Flourish, the local bookstore in New Buffalo, Michigan, has seen a significant increase in business from 'chapter chasing' travelers in the past few years.
The players
Flourish
A local bookstore in New Buffalo, Michigan, that has become a hub for 'chapter chasing' travelers, offering a wide selection of books by local and Indigenous authors and promoting the literary and cultural heritage of the region.
Jocelyne Tuszynski
The owner of Flourish bookstore in New Buffalo, Michigan, who has seen a significant increase in business from 'chapter chasing' travelers and is dedicated to supporting local and Indigenous authors.
Sara Cooke
The Director of Communications at ToursbyLocals, who has observed the growing trend of 'chapter chasing' and the shift towards perspective-driven travel that seeks to understand the cultural context and stories behind a destination.
What they’re saying
“Chapter chasing isn't about the landmarks; it's about the perspective that makes a place unique.”
— Sara Cooke, Director of Communications, ToursbyLocals
“I love Michigan, and I want to showcase its beauty and the talent of its authors.”
— Jocelyne Tuszynski, Owner, Flourish
“Reading fiction helps develop empathy, which is a crucial aspect of cultural travel.”
— Sara Cooke, Director of Communications, ToursbyLocals
What’s next
As the 'chapter chasing' trend continues to grow, more destinations and local businesses are likely to capitalize on the opportunity to attract literary-minded travelers. Bookstores, libraries, and tourism organizations may collaborate to create specialized literary tours, events, and experiences that cater to this niche market.
The takeaway
The rise of 'chapter chasing' in Michigan and beyond highlights the power of storytelling in shaping our understanding of the world and the places we visit. By connecting with the cultural context and perspectives that bring a destination to life, travelers are discovering a more meaningful and immersive way to explore new places, while also supporting local communities and independent bookstores.
