Convention, sports and leisure travel drive continued growth

Grand Rapids, Mich. – Experience Grand Rapids leaders released record-setting tourism economy data for Kent County in 2024 at its 2025 Annual Meeting and Tourism Forum last night. Hotel room sales and revenue in Kent County were the highest in the region’s history last year and surpassed record-setting 2023 levels by 5%.

“With nearly 2.3 million rooms sold in Kent County last year, I’d say the toll the pandemic took on the visitor economy is squarely in the rearview mirror,” said EXGR President & CEO, Doug Small. “We’re 5% ahead of 2023 and 10.5% above pre-pandemic record-setting levels. We’re clearly on the right trajectory.”

At 2,284,370, the total number of hotel rooms sold in 2024 jumped by more than 113,500 — or about 5% — over 2023 figures and exceeded 2019 pre-pandemic sales by more than 218,000 rooms, an increase of 10.5%. Total rooms sold represents a combination of leisure, group, and business travelers.
Data on total room sales comes from Smith Travel Research.

The record numbers brought in $274,077,928 in revenue in 2024, a nearly 6%—or $15,154,534— increase over 2023. Hotel revenue was over 21% higher than in 2019 with a more than $47.9 million bump. Revenue figures are tracked by the Kent County Treasurers Office.

Additionally, group room nights—or rooms sold as a result of EXGR and West Michigan Sports Commission convention and group sales efforts—were the highest in the destination’s history. At 162,509, EXGR and WMSC beat 2024 group room night sales goals and saw a 6.9% increase over 2023.

“Group room night sales is a critical metric for measuring the impact of our sales efforts,” said Small. “Group and convention business is a direct result of the great work of the Experience Grand Rapids and West Michigan Sports Commission sales and marketing teams.”

EXGR announced its goals for 2025 at the meeting.

“Buoyed by this momentum, we’ve set some aggressive goals for 2025,” said Small. “We’re aiming at a total of 169,000 group room nights sold and $282 million in hotel room revenue. We’re confident we’ll hit those targets.”
EXGR’s partners at the West Michigan Sports Commission played a strong role in the record-breaking year and are key players in the expected growth in 2025.

“Mike Guswiler and his team at the West Michigan Sports Commission were invaluable partners in our 2024 success, and they will continue to be important players as we grow the tourism economy in 2025,” said Small.

Experience Grand Rapids also named the following new board officers and new board director.

2025-2027 EXGR Board Officers:
Chair – Ping Liang
Vice Chair – Rick Baker
Secretary/Treasurer – Ed Wilson
Immediate Past Chair – Jen Cutter

New Board Director as of January 1, 2025:
Jody Rumble, General Manager, Residence Inn by Marriott GR Airport

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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.