A new study from Travel Michigan released in July shows tourism statewide generated nearly $55 billion in economic impact in 2024.
131 million visitors spent more than $30 billion, up nearly 5% in 2024.
Tourism supported more than 300,000 jobs, representing about one in every 17 jobs in the state.
Non-profit Experience Grand Rapids promotes Kent County and regional tourism.
Pure Michigan doesn’t directly fund EXGR but matches campaign investments dollar for dollar.
EXGR Senior Vice President of Strategic Initiatives Janet Korn provided the following statement:
“The Pure Michigan campaign has been a marketing powerhouse for nearly 20 years. It has driven billions of tourism dollars to local communities across the state, including Grand Rapids and Kent County.
“It’s been an extraordinarily valuable partnership, and we fully support funding the campaign at current 2025 levels. Any reduction in funding could limit the reach and impact of our partnership in 2026.”
Experience GR economic impact data reveals 2023 was a record-breaking year with more than 2 million hotel rooms sold.
Another study found marketing, combined with visits to the area, dramatically boosted perceptions of the region as an ideal place to live, work, operate a business which furthers economic impact.
