The Michigan Department of Transportation (MDOT) has designated 64 miles of M-35 between Gladstone and Menominee as the "U.P. Hidden Coast Recreation Heritage Route" to promote tourism and economic development in the area.

The name has many meanings attached to it and can be interpreted in several different ways. Natural vegetation obscures the view of Lake Michigan’s bays throughout much of the U.P. Hidden Coast route. As US 2 traverses along the coast throughout the rest of the Upper Peninsula, the Lake is more visible. Along the U.P. Hidden Coast Route, the best way to view the Lake is to exit the highway and pull into one of the several recreational areas identified on the map. The word “hidden” is intriguing, especially when traveling or planning a trip. It spurs the thought of adventure and excitement.

The Heritage Route passes through both Delta and Menominee counties on the western shoreline of Lake Michigan in the central Upper Peninsula, and features parks, waterways, forests, trails, attractions, boat launches, harbors and campgrounds. Suggested stops range from cultural centers and modern entertainment, to historical sites and natural attractions.

The plan was developed by a group of representatives from local communities, governments, economic development agencies, businesses and other interest groups hoping to increase opportunities to manage, promote and market the area's unique recreational qualities. The group inventoried attractions along the route, developed a vision for the route's future, and has worked to inform the public of its efforts.