At Experience Grand Rapids, we've long believed that our work is about much more than attracting tourists—it's about building our community's economic future. A recent study we contracted with Longwoods International confirms this belief in a powerful way.

The study examined how our destination marketing efforts impact perceptions of Grand Rapids across seven critical economic development indicators. The results are remarkable.

When travelers are exposed to our marketing and then visit our region, something transformative happens. Our advertising and visitor experiences combine to create what researchers call a "Halo Effect"—dramatically improving how people view the Grand Rapids area as a place of opportunity.

Consider these findings. Among those who saw our advertising and visited, we saw significant improvements in perceptions of Grand Rapids as:

  • A good place to live
  • A destination to start a career
  • An environment to launch a business
  • An attractive location for college
  • An appealing spot for a vacation home
  • A community ideal for retirement
  • A fantastic place to raise a family

The numbers tell a compelling story. Advertising alone improved perceptions by an average of 15 percentage points. Visitation increased those positive impressions by 23 percentage points. But when advertising and visitation combined, we saw a remarkable 32 percentage point lift across these economic indicators.

HALO Study -Impact of Ad Awareness + Visitation

This means every marketing campaign we launch and every visitor we attract does far more than generate immediate tourism revenue. We're actively shaping perceptions that can lead to long-term economic development—attracting talent, entrepreneurs, students, and families to our region.

In 2024, we welcomed 22.3 million visitors who spent $2 billion of their dollars here and generated an additional $1.4 billion in indirect spending. Visitor-related activities supported 18,164 direct jobs, which constitutes 3.3% of all local jobs, and an additional 9,758 jobs were sustained through indirect and induced impacts. Overall, tourism influenced one of every 19 jobs in the area. Visitor tax revenues amounted to $446.1 million, including $242.9 million from state and local taxes. Each Kent County household would need to pay an additional $953 in taxes to replace these visitor-generated income.

Thanks to the Longwoods study, we now know visitors aren’t just boosting the local economy, they’re also becoming ambassadors for Grand Rapids – and helping us build a brighter, more prosperous future for residents old and new.

Visitors move to Grand Rapids

While data is powerful, stories bring data to life. Watch three residents share how a visit to the area inspired them to make Grand Rapids their home.

Dwight Bowman’s story is truly inspiring. He shares how his first visit to Grand Rapids opened his eyes to the city’s vibrant community, rich cultural experiences, and welcoming atmosphere. It wasn’t long before he felt a deep connection to the city and decided to become an active part of it.
Stacy Bare recounts his journey of discovering Grand Rapids. He talks about how the city’s vibrant community, rich cultural experiences, and welcoming atmosphere inspired him to become an active part of it. Stacy’s story is a powerful example of how a single visit can lead to a lifelong connection with our city.
Theresa Anderson shares her inspiring journey and experiences in Grand Rapids. She highlights the city’s vibrant arts scene, diverse culinary offerings, and welcoming community. Theresa’s story beautifully illustrates how a simple visit to Grand Rapids can lead to a deeper connection and even a decision to make this city home.