The role of destination marketing
Experience Grand Rapids uses an aggressive mix of marketing, group sales and promotional strategies to drive billions in visitor spending to our region.
Each year, we release end of year tourism economy data quantifying the annual impact of visitors on the West Michigan economy. In 2024, hotel room sales and revenue hit record highs. With 2.28 million rooms sold, Kent County hotels brought in over $274 million in revenue. That’s an additional 113,513 rooms sold and more than $15 million in hotel room revenue growth over 2023.
Visitors appreciate our live music scene and outstanding restaurant options.
Photo by Ideology for Experience GR
The people who visit
Those record-setting numbers were generated by business travelers who came in for conventions, meetings, events and group tours and by leisure visitors drawn by friends, family and this fabulous destination.
These are people who admired the world class sculptures and botanical wonders at Meijer Gardens. People who took in the inspiring collections at the GRAM and the Grand Rapids Public Museum. People who experienced the fun of Beer City and the outstanding food scene in our downtown and eclectic neighborhoods throughout the community. People entertained by the ballet, symphony, opera, Broadway and community theater performances at venues large and small. People who cheered on the Griffins, Gold, Whitecaps and Rise. People who played in our parks and on our trails and nearby beaches. People who together as families enjoyed John Ball Zoo and the Grand Rapids Children's Museum.
People who felt the warmth and welcome of West Michigan and decided that they just have to come back for more—maybe even permanently.
Local amenities like shops and parks benefit residents and visitors alike.
Photo by Ideology for Experience GR
Visits build image and drive change
Studies show, tourism advertising not only attracts visitors; it also lifts the destination’s image for economic development. Moreover, when people come for a visit—whether for business or leisure—they are much more likely to consider living, working, going to school, investing or retiring in a place.
Through a series of studies in over 2 dozen U.S. destinations over the past several years, researchers at Longwoods International quantified this impact. The findings show that both tourism advertising and visits create a significant positive lift in a destination’s image for economic development.
The most dramatic improvement in image for a destination was among those consumers who both recalled the advertising message and visited the destination. A study conducted for Grand Rapids found a 32% lift in the number of consumers who would consider the destination for other economic development objectives. Here are the numbers:
- 32% lift in the number of consumers who would consider attending college or living in a destination.
- 37% lift in those who would consider starting a business.
- 29% lift in those who would consider starting a career in a destination.
- 33% lift in the number of consumers who feel it would be a good place to live.
The bottom line is visitation plays an important role in every aspect of economic development.
The proximity of outdoor activities to big-city fun in Grand Rapids is a big draw for visitors.
Photo by Ideology for Experience GR
Visitors move to Grand Rapids
While data is powerful, stories bring data to life. Listen to three stories of how a visit to Grand Rapids inspires them to make it their home.