Destination marketing is an exciting and dynamic industry. Business and leisure travel is affected by everything from economic conditions to consumer preferences to socio-cultural shifts and technological advancements that led to the rise in remote work.
While the shifting landscape is outside our control, strategic planning remains critically important to our work.
On September 17, the Experience Grand Rapids Board of Directors ratified a new three-year strategic plan that will guide our operations through 2027. It is the culmination of a 5-month research and planning process led by the global industry-leading consulting firm MMGY NextFactor.
Engaging community voices and industry expertise
Along the way, NextFactor engaged more than 200 voices to gather local insights on the biggest opportunities for Grand Rapids and Kent County over the next three years and the most critical issues facing our destination.
After reviewing our current strategic and business plans, the MMGY NextFactor team set out to uncover community insights on how best to drive the visitor economy forward.
They began with 1:1 interviews with 20 industry and community leaders. Next, they surveyed Grand Rapids and Kent County tourism partners, community and government leaders, and EXGR team members, board members and customers. Finally, they facilitated four focus group discussions engaging the EXGR staff, our leadership team, the Diversity Advisory Committee of our Board, and a community group comprised of leaders of major cultural organizations throughout Kent County.
In all, nearly 220 individuals spoke into this research.
MMGY NextFactor then compiled and distilled what they learned and facilitated August planning sessions, first at an EXGR Board retreat and then with our leadership team.
Combining extensive community insight with our partners’ and team’s industry expertise, we presented a strong plan for Board approval on September 17.
The plan aims to advance goals in four key areas: Business Development, Destination Management, Organizational Sustainability and Destination Alignment.
Let’s break that down.
2025 – 2027 Goals
Business Development Goals: Expand and diversify the visitor economy through attracting conventions and leisure travelers.
Destination Management Goal: Identify and encourage destination assets that contribute to becoming a leading Midwest destination.
Destination Alignment Goal: Advocate and educate the community on the importance of the tourism economy and its impact on the community’s success.
Organizational Sustainability Goal: Ensure Experience Grand Rapids has resources, talent, and community support to expand the tourism economy within Kent County.
The plan also identifies performance targets to advance each goal and team-specific strategies to accomplish the targets.
Next steps will be for the Experience Grand Rapids team to draw from the 2025 – 2027 Strategic Plan to develop the 2025 EXGR Annual Business Development Plan for presentation to the Board in December.
Staying the course to become the must-experience Midwest destination
In ratifying this three-year strategic plan and reaffirming our organizational vision to be the must-experience Midwest destination, we are better prepared than ever to deliver on Experience Grand Rapids’ mission to grow an exceptional community by sharing Grand Rapids with the world.
We know that in this highly dynamic industry, we may hit some turbulence in the years ahead. But, with this strategic plan—grounded in deep industry insight and expansive community engagement—our course is set for success.