Findings released in conjunction with Destination Professionals Day
Grand Rapids, Mich. – Experience Grand Rapids released findings from its 2024 Halo Study that shows exposure to EXGR advertising, combined with visits to Grand Rapids and Kent County, dramatically boost perceptions of our community as a good place to live, work, operate a business, and more.
EXGR released the findings in conjunction with the inaugural National Destination Professionals Day, launched this year to celebrate the destination marketing profession and raise awareness of the sector’s important contributions to economic development.
“We've long believed that our work is about much more than attracting tourists—it's about building our community's economic future,” said Doug Small, President & CEO, Experience Grand Rapids. “This study proves it. That’s why it’s fitting to release the findings on a day when we celebrate the destination marketing profession and our incredible team.”
The study, conducted by Longwoods International, examined how EXGR destination marketing efforts impact perceptions of Grand Rapids and Kent County across seven critical economic development indicators.
It found that when travelers are exposed to EXGR marketing and then visit our region, the combination creates what researchers call a "Halo Effect"—dramatically improving how people view the area as a place of opportunity.
Among those who saw EXGR advertising and visited, the study showed 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
Specifically, the study found that 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, findings showed a 32-percentage point lift across these economic indicators.
“This means every marketing campaign we launch and every visitor we attract does far more than generate immediate tourism revenue,” said Small. “We're actively shaping perceptions that can lead to long-term economic development—attracting talent, entrepreneurs, students, and families to our region.”
In 2023, Grand Rapids and Kent County welcomed 21.4 million visitors who infused $1.9 billion into the local economy—a 5.4% increase in spending over 2022.
“Now we know those visitors are doing something even more important: they're becoming ambassadors for Grand Rapids and Kent County, helping us build a brighter, more prosperous future,” said Small.
Destination Professionals Day, founded by Destinations International, marks the birth of the destination marketing organization in Detroit in 1896.
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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.
CONTACT: Amy LeFebre, Truscott Rossman | 616-450-4292, alefebre@truscottrossman.com