To all of you who joined us on May 15 for our annual Toast the Town luncheon—thank you. This event is one of the highlights of our year because it gives us a chance to reflect on what we’ve achieved together, recognize the people who lead the way, and set our sights on the future of tourism in Grand Rapids and Kent County.

As President & CEO of Experience Grand Rapids, I was thrilled at this year's turnout and the enthusiastic support of our mission. At the luncheon, we honored two influential leaders whose work has shaped our destination and our community in meaningful ways.

Former Grand Rapids Mayor Rosalynn Bliss received the Dr. Floyd Wilson, Jr. Destination Champion Award, a tribute to her impactful civic leadership and her resolute devotion to growing an exceptional community. As I said during the luncheon, “Rosalynn approached her tenure on the Experience Grand Rapids board with the same dedication and passion as she did the office of mayor. She leads with vision, heart, and an unwavering commitment to this community, and we are proud to honor her with this award that carries Dr. Wilson’s legacy.”

We also presented the Joe Tomaselli Hotelier of the Year Award to Heather Emmons, General Manager of the Holiday Inn Grand Rapids Downtown. Heather’s story is one we love to tell—starting her career as an intern at Experience Grand Rapids in the early 1990s and growing into a respected industry leader with more than 30 years of experience.  I told our guests that, “Heather’s career exemplifies excellence, service and heart. She is a force in hospitality and a mentor and leader who ensures guests and staff alike feel seen, heard and valued.”

A Record Year for Tourism

These honors were given against the backdrop of a truly remarkable year for tourism. Grand Rapids and Kent County hit record-setting visitorship in 2024, with nearly 2.3 million hotel rooms sold, a 5% increase over 2023 and 10.5% higher than our pre-pandemic peak in 2019.

Hotel revenue followed suit, reaching $274 million—a 6% gain over 2023 and more than $47 million higher than 2019. These are more than just impressive numbers; they represent real dollars flowing into our economy and real jobs supported across the region.

Even more exciting: group room night sales, driven by the combined efforts of Experience Grand Rapids and our incredible partners at the West Michigan Sports Commission, also hit an all-time high. In 2024, we sold 162,509 group room nights—up nearly 7% from the previous year. For 2025, we’ve set our sights even higher with goals of 169,000 group nights and $282 million in room revenue.

The Summer Outlook

Looking ahead, we are optimistic summer 2025 will be another strong season. Bookings for June and July look solid, and our visitor base is diverse and growing—from leisure travelers and social groups to convention attendees, business travelers and youth sports families.

Here are just a few of the groups we’re excited to welcome:

  • The Fraternal Order of Eagles with 6,200 rooms blocked and an estimated $5 million economic impact.
  • The Council of State and Territorial Epidemiologists, expected to generate $3.6 million with a block of 5,660 rooms.
  • The Snow and Ice Management Association, arriving to network and exchange ideas under sunnier skies.
  • Tall Clubs International, a social group for women over 5’10” and men over 6’2”, gathering at the Embassy Suites.
  • Gideons International with 4,000 attendees coming together to connect and serve, while generating an estimated $4.4 million in economic impact.
  • And, of course, dozens of youth sporting events, championed by the West Michigan Sports Commission, will continue to fill hotel rooms and restaurants across the county.

Year-to-date room revenue through April is 2.8%. That momentum spans over 100 hotel properties and 11,000+ rooms across Kent County.

Leveraging State Investments

We’re proud to expand our partnership with the Pure Michigan campaign. With the state doubling its tourism budget from $15 million to $30 million, Experience Grand Rapids is investing $875,000, which the state will match dollar for dollar. This gives us more visibility than ever before in key markets—and more reasons for visitors to choose Grand Rapids.

Looking Forward

The pandemic may have slowed us down for a bit, but it didn’t stop us—and it certainly didn’t shake our spirit. With record numbers in the books, expanded statewide collaboration, and strong business on the horizon, we’re heading into the second half of 2025 with confidence and momentum.

Let’s keep pushing forward—together.