Grand Rapids is a Destination for Beer Tourism

California-based Grand View Research reported that the North American beer tourism market generated $4.8 billion in revenue in 2023, and projected that revenues would double to more than $9.8 billion by 2023. As Beer City USA, Grand Rapids is uniquely positioned to attract and wow beer tourists.

Beer tourism refers to tourism that is primarily motivated by the desire to visit a brewery, beer festival, beer-related activity or other event that allows attendees to experience elements of craft beer-making, consuming and purchasing.

With more than 40 local breweries, two annual beer festivals and a host of brewery tour and tasting experiences, Grand Rapids has long been a destination for beer tourism.

In fact, a 2019 study commissioned by Experience Grand Rapids found that the economic impact of beer tourism in Kent County stood at $38.5 million, more than triple the 2015 figure of $12.23 million. The study estimated that local breweries attracted over 94,000 overnight beer tourists during the study year. About 25% of those tourists traveled here from outside Michigan.

While there have been changes in the local beer scene and the U.S. beer industry since then, the Grand View Research study points to the continued viability of marketing Grand Rapids as a “beercation” spot.

Becoming a beer mecca

Grand Rapids has been known as Beer City USA since 2012, when the city tied Asheville, North Carolina in an online poll to determine America’s best beer city. The next year, Grand Rapids won the poll by a landslide – and it’s been the sole holder of the Beer City USA title ever since.

The city has racked up many more attention-getting beer recognitions since then. USA Today named us America’s Best Beer Town in 2014, America’s Best Beer Scene in 2016 and 2017, and America’s Best Beer City in 2021, 2022, 2023, 2024 and 2025. CNN has hailed us as one of the 15 Best Beer Cities Around the World, Travel+Leisure said we’re the #1 Beercation Beer Lovers Should Book for their Next Getaway and the Travel Channel designated us as 1 of 6 Must Visit U.S. Cities for Beer Connoisseurs.

In 2024, CNN cited our “thriving beer culture” in ranking us one of America’s 10 Best Towns to Visit, and global media and hospitality business Time Out included our Beer City Ale Trail in its list of the Best Food & Drink Trails in America.

Behind all this praise is a collection of breweries that do more than craft great beer – they also create great beer experiences via hospitable taprooms, brewery tours, celebratory beer releases, delicious food-beer pairings and more. Their efforts enable visitors to immerse themselves in our local beer culture, which is exactly what beer tourists seek.

Community makes us better

Our tight-knit brewery community comes together to support two big annual events: the Winter Beer Festival, held outdoors in LMCU Ballpark every February, and the Beer City Brewers Fest, a unique pro-am competition and tasting event taking place each fall.

In addition, every Grand Rapids/Kent County brewery participates in the Beer City Brewsader® app, which awards a free t-shirt and free sweatshirt to those who check in to at least eight and 30+ breweries, respectively. The app also offers the opportunity to engage in fun challenges and earn badges, and offers constantly updated listings of beer tours and beer-related events.

All of this gives us a tremendous platform for marketing Grand Rapids to beer tourists. A new TV series is anticipated to provide yet another promotional boost: Beer City, USA is a four-part documentary charting the evolution of the local beer scene, produced by a veteran supervisor of ABC, NBC, CBS, FOX, the CW, USA, Lifetime, E!, ABC Family, Nat Geo and Disney XD shows.

Experience Grand Rapids is a sponsor of the series, which explores the history and present state of our beer community, aided by perspectives from local historians, brewers, beer lovers and fans.

Beer City, USA is expected to premiere sometime in 2025, perfectly timed to help us capitalize on the predicted rise in beer tourism.

Beyond Beer

Beer tourism is a subcategory of beverage tourism, which also encompasses traveling to explore local craft spirits, wines, ciders, meads, coffee and more.

Grand Rapids is a force in beverage tourism, as well – USA Today called us the Craft Beverage Capital of the U.S. a few years ago, calling out Founders Brewing Co., Madcap Coffee, Long Road Distillers, Vivant Brewery + Spirits, Vander Mill Cider, Butcher’s Union meat & whiskey restaurant, Sacred Spring Kombucha, Arktos Meadery and The People’s Cider Co. as 10 of the city’s can’t-miss beverage producers.

In all, there are more than 150 beverage producers in Kent County crafting an astonishing array of products and experiences. That diversity broadens our appeal to fans of different craft categories, and to groups of two or more travelers whose tastes vary.

It’s also proven an attractive benefit for meetings and conventions, because there’s a beverage experience sure to satisfy every one of the hundreds or thousands of attendees who come to town for each event. Our convention sales team has even showcased local beer and coffee in trade show appearances touting Grand Rapids as a destination “crafted for meetings.”

Make your next getaway a cheers-worthy one – come experience the beer and beverage scenes of Grand Rapids!

Start your adventure(s)

Visit our Drinks and Breweries page for more information on Grand Rapids beverage producers and purveyors. Download the Beer City Brewsader app and Beer City Ale Trail map to plan your Grand Rapids beercation. And get the Flights of Flavor digital pass to discover the city’s best food-and-drink pairings.