Kent County Tourism Economy Surges to New Heights

Kent County's visitor economy is experiencing unprecedented growth, with hotel revenue reaching a record-breaking $290.6 million in 2025. The surge comes as Experience Grand Rapids celebrates another banner year for the region, driven by strong demand across meetings, conventions and leisure travel.

The impressive figures highlight Grand Rapids' continued evolution as one of the Midwest's premier travel destinations, attracting visitors year-round with its thriving craft beverage scene, dynamic arts and culture offerings, and growing collection of attractions along the Grand Riverfront.

Record-Breaking Numbers Drive Regional Growth

According to Experience Grand Rapids, the record hotel revenue represents a significant milestone for the Kent County tourism economy. The organization reported that 2024 alone saw 2.28 million hotel rooms sold across the county, bringing in $274 million in revenue.

"We're clearly on the right trajectory," said Doug Small, president and CEO of Experience Grand Rapids. "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."

The 2024 numbers show remarkable recovery:

• 5% increase over 2023 figures
• 10.5% above pre-pandemic 2019 levels
• $15.1 million increase over 2023 revenue
• $47.9 million bump above 2019 levels

Small noted that the recovery has been driven by three key segments:

• Leisure travel
• Group bookings
• Business travel

Group and Convention Business Sets New Records

Perhaps most impressive is the growth in group room nights, which reached 162,509 in 2024—the highest in the destination's history. This represents a 6.9% increase over 2023 and exceeded the group room night sales goals set by Experience Grand Rapids and the West Michigan Sports Commission.

"We're aiming at a total of 169,000 group room nights sold and $282 million in hotel room revenue for 2025," Small said during the organization's annual meeting and tourism forum. "We're confident we'll hit those targets."

Mike Guswiler and his team at the West Michigan Sports Commission have played an invaluable role in the 2024 success and will continue to be key players as the tourism economy grows in 2025.

Midwest Living Names Grand Rapids Among Best in Midwest

In addition to the financial success, Grand Rapids has earned recognition from Midwest Living magazine, which named the city a winner in its 2026 Best of the Midwest Awards. The annual awards program recognizes nearly 150 established and emerging leaders in travel and hospitality across the Midwest and beyond.

"Recognition like this helps introduce new travelers to everything Grand Rapids and Kent County have to offer," Small said. "We're proud to represent a destination that continues to surprise and delight visitors while strengthening our regional economy."

The awards, which celebrate their 40th anniversary in 2026, are hand-picked by editors who actually travel, explore, and experience these places firsthand. They consider everything from food and culture to visitor experiences and recent growth.

Grand Riverfront Development Driving Growth

Janet Korn, senior vice president of Strategic Initiatives at Experience Grand Rapids, highlighted several major developments along the riverfront that are attracting visitors:

"The biggest one is the (Acrisure) amphitheater, which opens on May 15th. It's likely going to host over 30, 40 shows this summer."

Additional attractions include:

• Lyon Plaza, which opened late last year and has become a great place to gather along the river
• The Spillman Carousel, a restored 1928-built carousel that now rides along the river's shores
• Frederik Meijer Gardens and Sculpture Park, which will be opening the CHIHULY exhibit featuring blown-glass art installations indoors and outdoors

Tourism Contributes Billions to Local Economy

The tourism boom is having a significant impact on the local economy. According to Experience Grand Rapids, in 2024:

• 22.3 million visitors came to Grand Rapids and Kent County
• These visitors infused $2.0 billion into the local economy
• The tourism industry supports thousands of local jobs and businesses

Midwest Living, which reaches more than 3 million readers and fans, has long served as a trusted voice for discovering destinations throughout the Midwest. The publication's 2026 Best of the Midwest Awards recognizes winners in 16 unique categories, including hotels, resorts, restaurants, vacation destinations, and cruise lines.

"We're honored that Midwest Living's editors selected Grand Rapids for this recognition," Small said. "Our community has built something truly special here—from innovative restaurants and breweries to world-class art and cultural experiences. And with exciting new development happening along the Grand Riverfront, we're creating even more reasons for visitors to discover Grand Rapids in the years ahead."

Looking Ahead to 2025

Buoyed by the momentum from 2024, Experience Grand Rapids has set aggressive goals for 2025:

• 169,000 group room nights sold
• $282 million in hotel room revenue

The organization's partners at the West Michigan Sports Commission will continue to play a key role in achieving these ambitious targets.

Small emphasized that the recovery from the pandemic is well underway and that the region is experiencing robust growth across all visitor segments. The combination of strategic marketing, world-class attractions, and ongoing riverfront development positions Grand Rapids and Kent County as a premier destination in the Midwest.

About Experience Grand Rapids

Established in 1927, Experience Grand Rapids leads the marketing of Grand Rapids/Kent County as a premier convention and visitor destination. The organization provides a significant positive impact to the West Michigan economy and represents the second-largest city in Michigan with over one million residents.

For more information about Experience Grand Rapids and the 2026 Best of the Midwest Awards, visit midwestliving.com/bomw.