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Our region’s achievements in 2024 were nothing less than extraordinary! From hosting a recordbreaking NFL Draft, that brought unprecedented visibility and economic impact to our community, to receiving Detroit’s first ever Michelin Green Guide – a testament to Detroit being a world-class destination more than worthy of recognition.
With David Katz’s first year as Board Chair and the continued commitment of our hotel and hospitality partners, our region’s success has sustained exceptional momentum. The continued growth in visitation and strong performance of our tourism economy reflects Detroit’s increasing appeal to visitors worldwide.
Visit Detroit remains committed to our vital role in the promotion of our region, retaining and attracting talent, and supporting the continuous growth of our city as a world-class destination for both our local community and visitors. By creating exceptional experiences for incoming visitors and residents alike, we’re strengthening our reputation and reflecting a community where people want to be. The recognition we’ve received this year alone affirms that our collective intentional efforts are creating a long-term positive impact.
As we look to 2025, we’re energized by new opportunities to elevate our approach to welcoming visitors and share the region’s story. I am grateful for the continued effort and collaboration from each partner and team member and remain excited for the new heights our destination will reach this year and beyond.
Best regards,
Claude Molinari
President and CEO, Visit Detroit
Reflecting on my first year as Board Chair, I am inspired by the remarkable momentum we’ve built as we begin 2025. Our city and region continue to experience unprecedented growth in tourism, further establishing Detroit as a premier destination in Michigan and across the United States.
Visit Detroit’s 129-year legacy of bringing visitors to our region remains strong and vital. Through the dedicated work of Claude and the Visit Detroit team, along with our partners and stakeholders, we’ve developed a community that showcases what makes Detroit special, and the capacity we have to do great things. Each year brings new opportunities to share our story, and we’re seeing visitors from around the globe choosing Detroit as their destination for business and leisure.
I look forward to building on this momentum as we continue to elevate our region. Our collective commitment to Detroit and the region’s success has never been stronger, and our path forward shows great promise and growth.
Best regards,
David Katz
Board Chair, Visit Detroit
2024 Annual Report
VISION: Experience the unexpected in a destination of dreamers, builders and creators.
MISSION: Visit Detroit is the catalyst that unites partners to drive regional tourism and economic impact by connecting the world to our diverse communities, rich history and spirit of innovation.
From 2020 to 2021, Visit Detroit had undergone organizational change, requiring it to evaluate both its business model and strategic initiatives. In addition, the COVID pandemic presented challenges for many businesses and organizations everywhere. In this uncertain environment, an organizational strategic plan provided Visit Detroit an opportunity to set a strategic direction, while remaining adaptive and responsive.
In 2022, Visit Detroit launched an 8-month strategic planning process (with the Coraggio Group and Miles Partnership) to develop the framework necessary to enable the organization to further economic growth and recovery for the Detroit region. This process engaged a diverse range of internal and external stakeholders to identify the opportunities and challenges facing Visit Detroit through a series of 1:1 interviews, focus groups, and visioning sessions.
As an outcome from this work, a new vision, mission and organizational values were established for Visit Detroit.
Amid the global disruption caused by the pandemic, Visit Detroit seized the moment as an opportunity to establish a clear strategic direction, embarking on an ambitious 8-month strategic planning journey embraced organizational change, reevaluating its business model and strategic priorities. This collaborative effort united the voices of internal stakeholders—our dedicated team—and external stakeholders, including residents, community, civic, business, and industry partners. Through in-depth interviews, focus groups, and visioning sessions, stakeholders identified key opportunities and challenges shaping our destination’s future. The result was a bold new vision, mission, and set of core organizational values, all designed to propel Visit Detroit forward with purpose, clarity, and shared commitment
2024 ANNUAL REPORT
2024 Annual Report - Marketing Overview
2024 Annual Report - Marketing Overview
In 2024, Visit Detroit saw strong digital engagement and market growth. VisitDetroit.com welcomed over 2 million visitors – our highest number of new visits to date. This milestone stands out as nearly 90% of these visitors were first-time users, showing Detroit's expanding appeal to new audiences.
Our digital impact went beyond website visits. We facilitated 22 million web referrals to our member organizations, a 72% increase from the previous year. This growth in referrals supports our local tourism ecosystem and shows the success of our digital strategy in connecting visitors with Detroit's attractions and businesses.
Social media proved key to destination awareness in 2024. Our content reached 120 million views across our social platforms – double our 2023 performance. This growth in visibility came with a 22% increase in our social media following, adding 97,303 new followers. These numbers reflect both the growth of our reach and the impact of Detroit's story across digital channels.
Our targeted branding campaigns in key markets produced strong results in major metropolitan areas. New York City led with a 94% increase in VisitDetroit.com visitors. Atlanta followed with 62% growth, while Chicago showed 43% growth. Philadelphia and Washington, D.C. increased by 37% and 23% respectively. These results support our market-specific approach and point to rising interest in Detroit as a travel destination.
International growth progressed in 2024 through our partnership with Burnley Football Club. This collaboration has helped raise Detroit's profile in the UK and Ireland markets, leading to a 17% increase in interest since its launch in August. This partnership shows our approach to international market development and creates opportunities for European market growth.
Our strategy builds on this progress through several initiatives. We are increasing our brand presence in both core and targeted markets, using the Burnley FC partnership to encourage international travel to Detroit. This includes creating Detroit experiences in target markets to show potential visitors our city's culture and attractions.
To strengthen regional coordination, we are launching a Destination Advisory Council with Wayne, Oakland, Macomb, and Downriver stakeholders. This initiative will align our regional tourism message while maximizing our marketing impact.
The Detroit Magical Moments program will use our social channels to showcase Detroit experiences and connect with potential visitors through direct content. We are also adding AI solutions to help tourists discover and plan their Detroit visits.
Our international strategy extends to Germany, France, Canada, and the UK. This approach aims to position Detroit as a global destination while creating new opportunities for tourism growth.
These achievements and plans mark clear progress in promoting Detroit as a travel destination.
2024 Annual Report - COMMUNICATIONS OVERVIEW
2024 Annual Report - Communications Overview
2024 was a year for unprecedented media coverage and engagement across multiple channels. Our communications efforts generated over 1.8 billion impressions, showcasing Detroit’s evolution as a premier travel destination to audiences worldwide.
Through media hosting, we have welcomed 50 journalists throughout the year, resulting in high-profile coverage from leading publications. Notable features appeared in AFAR, Travel & Leisure, Wall Street Journal, National Geographic, Esquire, Forbes, and The New York Times each highlighting different aspects of Detroit’s appeal, from our culinary scene to our cultural attractions.
The 2024 NFL Draft marked a significant milestone for Detroit’s international visibility, reaching over 50 million television viewers worldwide. The three-day event showcased Detroit’s downtown, historic landmarks, and warm hospitality to a global audience. Media coverage highlighted the city’s successful hosting of the Draft through stories about Detroit’s renaissance, cultural attractions, and ability to execute world-class events. This extensive coverage significantly elevated our media presence and strengthened awareness of Detroit as a destination for business and leisure travel.
Our international partnerships delivered strong results, with 13 strategic collaborations generating nearly 3 million impressions across Instagram, YouTube, and blog platforms. These targeted media partnerships effectively showcased the diversity of Detroit to new audiences, driving significant engagement and destination interest.
A major landmark achievement was the selection and launch of Detroit for the Michelin Green Guide, making our city one of only 10 U.S. cities to receive this prestigious recognition. The guide distinguishes Detroit as “one of the trendiest destinations of the moment” and awarded its highest three-star rating – equal to attractions like the Louvre in Paris – to five Detroit landmarks: Cranbrook Educational Community, Detroit Institute of Arts, Downtown Detroit, Guardian Building and The Henry Ford Museum of American Innovation. Published in both English and French, the world-renowned guide features many Detroit visitor experiences including art, culture, architecture, music, neighborhoods, entertainment and more. The launch of this guide not only received international media coverage but further recognizes Detroit on an international stage.
Another major international stepping stone was the newly launched partnership with Burnley Football Club. This partnership expanded our reach in the UK and Ireland Markets, driving sports fans and international travelers to have a new and fresh perspective on Detroit. Activations in North America and social media promotion established connections between Detroit and Burnley, showing the similarities of the destinations, and how this collaboration can prove successful in driving increased tourism to the region.
Looking ahead in 2025, Visit Detroit will host the Society of American Travel Writers Annual Conference, welcoming over 250 attendees including both freelance writers and media representatives from prestigious publications. This conference presents a valuable opportunity to showcase our destination to influential voices in travel journalism, building our momentum as one of the top destinations recognized by well-respected travel publications.These achievements demonstrate the growing recognition of Detroit as a world-class destination, and our communications strategy will continue to share Detroit’s story with global audiences through intentional media opportunities and partnerships.
2024 Annual Report - SALES OVERVIEW
2024 Annual Report - Sales Overview
2024 was an exceptionally productive year for our meeting and convention sales team. The team generated 1,285 lead opportunities for our industry partners and booked 196,111 room nights, surpassing their annual goal.
Bringing new and returning customers to our destination remained a top priority throughout the year. The team conducted site visits and attended tradeshows around the globe, each an opportunity to highlight the best of Detroit. Over the course of 2024, the team completed more than 88 site visits, resulting in significant wins, including:
2025 Siemens Realize Live Conference
2025 Presidents Day Challenge Volleyball
2025 Can-Am Classic Volleyball
2025 NEA National Leadership Summit
2026 45th National Assembly (The Links)
It was also a milestone year for hosting industry events. In June, we welcomed PCMA EduCon, which showcased the Detroit region to more than 300 meeting planners with the potential to bring future conventions to our city. Shortly after, we hosted ASAE’s Diversity Leadership Executive Program, welcoming 115 DELP scholars—a program we’ve proudly sponsored for over 20 years. This long-standing investment in developing future industry leaders continues to yield dividends as they advance in their careers and tell Detroit's story.
As we reflect on 2024, it’s clear that our meeting and convention sales team has not only delivered impressive results but also reinforced Detroit’s reputation as a premier destination for events and conventions. Their dedication to promoting Detroit’s unique offerings has fostered lasting connections and secured meaningful wins.
Looking ahead, we are committed to building on this momentum, embracing new opportunities, and further elevating Detroit on the global stage. Here’s to an even brighter 2025!
2024 Annual Report - PARTNERSHIP & SERVICES OVERVIEW
In December 2023, Visit Detroit and the City of Detroit, in conjunction with the Detroit Sports Commission and local grass-roots partners, announced the “On the Clock Tour,” a community engagement program that brought fun and excitement of football to residents across the seven districts of the City of Detroit – and that quickly expanded into various Detroit metro area locations – ahead of the 2024 NFL Draft presented by Bud Light.
From the beginning, our goal for the “On the Clock Tour” was to clear-spark excitement, engage, and inform our residents about the 2024 NFL Draft. The multi-stop tour took place January 13, 2024-April 20, 2024, and consisted of 30 stops, 20 events, 19 communities, and 1,500-plus miles of travel. It brought the thrill of a draft experience to our neighborhoods, right at their doorsteps, to ensure that our residents felt included and part of something special.
Visit Detroit serviced a total of 167 groups in 2024.
2024 Annual Report - DETROIT SPORTS COMMISSION OVERVIEW
2024 Annual Report - Detroit Sports Commission Updates
2024 emerged as a groundbreaking chapter in the Detroit Sports Commission’s storied history marked by unprecedented success in attracting and executing major sporting events. The organization's achievements have significantly contributed to Detroit's economy while enhancing its reputation as a premier sports destination.
NFL Draft Success
The record-breaking 2024 NFL Draft stands as the year's crowning achievement, drawing 775,000 fans to Detroit and generating $213.6 million in total economic impact. With 50 million viewers tuning in, the event showcased Detroit's prowess as a world-class host city, driving opportunities for local businesses and leaving a lasting community impact. This success was made possible through seamless collaboration among the Detroit Sports Commission, Visit Detroit, and countless community partners, underscoring the city's capacity to deliver on the global stage.
NCAA Tournament Impact
Detroit's hosting of the 2024 NCAA Division I Men's Basketball Midwest Regional at Little Caesars Arena proved another significant success. The Sweet 16 and Elite Eight drew more than 37,000 fans and contributed $15 million to the local economy. The event culminated in a historic moment as Purdue secured their first Final Four appearance since 1980, adding to the tournament's significance.
Youth and Amateur Sports Development
The DSC continued its commitment to fostering grassroots sports development through several major events:
Building on 2024's momentum, the DSC secured several prestigious future events:
These acquisitions further strengthen Detroit's standing in collegiate athletics and ensure continued economic benefits for the region.
The DSC is actively preparing for the 2027 NCAA Men's Final Four at Ford Field. This prestigious event represents another opportunity to showcase Detroit's capacity for hosting premier sporting events and driving economic growth. The organization will also continue nurturing relationships with key stakeholders, including the National Governing Bodies, NCAA and Professional sports leagues. These partnerships remain crucial for securing future high-profile events and maintaining Detroit's competitive position in the sports tourism industry.
2024 Annual Report - DEI OVERVIEW
2024 Annual Report - DEI UPDATES
In 2024, Visit Detroit’s DEI Committee implemented a schedule of monthly Diversity, Equity, Inclusion, and Belonging (DEIB) education, training sessions, and resources aimed at enhancing staff knowledge and understanding. This effort included 21 events such as workshops, webinars, and guest speakers.
Looking ahead to 2025, the DEI Committee plans to introduce virtual DEI training opportunities, including the WILL Premier Training - A Brighter Tomorrow series. This 16-episode program is designed to increase awareness, positively influence attitudes and behaviors, and foster a more inclusive and productive workplace culture.
By building on the successes of 2024 and expanding opportunities for learning and collaboration, we aim to empower our team, strengthen our organizational values, and create a more inclusive future for both our staff and the communities we serve.
2024 Annual Report - LOOKING AHEAD
2024 Annual Report - 2025 EVENTS
2025 NEA Leadership Summit: March 7-9 at Huntington Place Convention Center.
Pure Michigan Governor’s Conference on Tourism: April 15-17 at Suburban Collection Showplace.
Automate 2025: May 12-15 at Huntington Place Convention Center. The Association for Advancing Automation is expecting 40,000+ people for the largest robotics and automation event in the Americas.
Siemens Realize LIVE 2025: June 2-5 at Huntington Place Convention Center. Siemens Realize LIVE 2025 brings together a community of thinkers and doers in design, manufacturing, and lifecycle management to accelerate your digital transformation.
2025 Society of American Travel Writers (SATW): September 11-14 at Huntington Place Convention Center. The Society of American Travel Writers (SATW) is a professional association dedicated to promoting responsible journalism and supporting travel media professionals, including writers, photographers, editors, and public relations experts. It fosters excellence in travel storytelling while providing networking, education, and advocacy opportunities for its members.
The Battery Show and EVT Expo: October 6-9 at Huntington Place Convention Center. This event aims to bring together engineers, business leaders, top-industry companies, and innovative thinkers.
D-Rover (Visit Detroit mobile visitor’s center): Plans to service several events, including the Chevrolet Detroit Grand Prix presented by Lear, the Detroit Festival of Books, the Junior League World Series, and the Detroit Free Press Marathon Health & Fitness Expo presented by MSUFCU.
Learn more about each of the strategies Visit Detroit is focusing on this year.
If you have questions about any of Visit Detroit’s 2025 Marketing Plan strategies outlined on this website, please contact the following team members:
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