Convention, sports and leisure travel continue to fuel growth, reflect strong appeal of destination
Grand Rapids, Mich. – Experience Grand Rapids leaders released record-setting tourism economy data for Kent County in 2025 during its Annual Meeting & Tourism Forum held this afternoon at Frederik Meijer Gardens & Sculpture Park. Hotel room sales and revenue in Kent County both reached new highs last year, surpassing record-setting 2024 levels by more than 3%.
“With nearly 2.36 million hotel rooms sold in Kent County last year, our visitor economy continues to build impressive momentum,” said EXGR President & CEO Doug Small. “We’re seeing strong demand across leisure, group and business travel, and it reflects the growing appeal of Grand Rapids as a destination.”
At 2,357,936, the total number of hotel rooms sold in 2025 increased by more than 74,000 rooms—or about 3.2%—over 2024 figures. Total rooms sold represents a combination of leisure, group and business travelers. Data on total room sales comes from Smith Travel Research.
Those record room sales generated $290,636,770 in hotel revenue in 2025, also a 3.2% increase over 2024. Revenue figures are reported by Smith Travel Research.
Group room night sales—or rooms contracted as a result of EXGR and West Michigan Sports Commission convention and group sales efforts—reached the highest level in the destination’s history.
In 2025, the two organizations contracted 533 groups, generating 173,738 contracted room nights. Those bookings represent 481,024 attendees and an estimated $193.5 million in economic impact for Kent County.
“Group room night sales remain one of the clearest indicators of our impact,” said Small. “Led by our talented sales team, these bookings are the direct result of sustained, strategic sales efforts that drive meeting planners, tournament directors and tour operators to choose Grand Rapids and Kent County for events happening in 2025 and into the future.”
Building on that momentum, EXGR established a goal of 173,500 contracted group room nights and a 3% increase in hotel revenue in 2026 as it continues expanding convention, sports and group travel business for the destination.
EXGR’s partners at the West Michigan Sports Commission continue to play a strong role in the region’s success and remain key drivers of future tourism growth.
“Mike Guswiler and his team at the West Michigan Sports Commission remain invaluable partners as we continue growing the visitor economy,” said Small. “Their work attracting regional and national sporting events plays a major role in bringing new visitors to Kent County.”
EXGR highlighted some major meetings and tournaments already booked for 2026 that will bring thousands of visitors to the region.
Gathering in Grand Rapids for the first time in 2026 is the Latvian Song and Dance Festival, July 1–5, which is expected to draw 3,350 attendees and generate nearly 3,000 hotel room night bookings. The event is projected to create more than $4.4 million in local economic impact. This group will be using Van Andel Arena, DeVos Performance Hall, St. Cecilia, Civic Theater, Basilica of St. Adalbert and most of the rooms in six downtown hotels.
The Hartford Nationals by Move United, scheduled for July 11–18, is expected to bring about 800 athletes and participants to the region and generate more than 2,000 contracted hotel room nights. The national adaptive sports competition will take place at Calvin University, MSA Fieldhouse, Mary Free Bed YMCA and other venues throughout the region and is expected to generate $3.3 million in local economic impact.
“These wins demonstrate that our sales teams continue to accelerate efforts to bring major meetings and events to Grand Rapids,” said Small. “Each one represents visitors who will stay in our hotels, dine in our restaurants and explore our attractions.”
Looking ahead, Small said continued investment in new destination experiences will help sustain the region’s growth.
With exciting developments taking shape across the community—from the Acrisure Amphitheater to the upcoming Dale Chihuly exhibition at Frederik Meijer Gardens and enhancements to the Grand Rapids Public Museum’s indoor and riverfront exhibits and programming—we’re creating even more reasons for visitors and meeting planners to choose Grand Rapids,” he said.
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About Experience Grand Rapids
Established in 1927, Experience Grand Rapids (EXGR) leads the marketing of Grand Rapids/Kent County as a premier convention & visitor destination providing a significant positive impact to the West Michigan economy. Previously named the Grand Rapids/Kent County Convention & Visitors Bureau, EXGR represents the second largest city in Michigan with over one million residents.