Research helps Experience Grand Rapids shape and evolve marketing strategies that engage our diverse audiences. Longwoods International, a global leader in tourism industry market research, is one source we work with to identify and analyze the characteristics, motivations and behaviors of people who visit the area for business or pleasure. This information guides us in creating a new Visitor Profile each year, which we use to inform and validate our marketing efforts.

Below are a few highlights from our most recent Visitor Profile.  

Domestic Travel Market

Domestic Travel - Total Person - Trips Graph

Domestic Travel Market - Total Spending Graph

About Our Overnight Visitors

Season of Trip Graph

They visit at all times of the year.

Activities & Experiences of Interest Graph

Activities and experiences that our visitors have while visiting our destination.

State Origin of Trip Graph

Michigan continues to lead where our visitors are from, followed by Illinois, California, Indiana and Ohio.

Activity Groupings Graph

The top activity groupings in Grand Rapids compared to the US Norm.

Main Purpose For Trip Graph

The number one reason for our visitors to come to Grand Rapids is to visit their friends and family, followed by Touring, Special Event, City Trip and Outdoors.

Nights Spent in GR Graph

They stay an average of 1.5 nights.

Past Visitation to GR Graph

They're repeat visitors.

These and other data points help us understand who our visitors are, what they want and how they behave – knowledge that helps us create more relevant content and target new potential visitors. Information about  visitors in 2024 will be available later this summer.