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Visit Lee County reports sharp social-media gains and modest tourism growth
Summary
Visit Lee County staff told the board their social-media content—led by a single reel with about 68,000 views—boosted website traffic and coincided with a 3.7% year-over-year increase in overnight trips from January through March 2025.
Lucas Pauley, representing Visit Lee County, told the Lee County Board that recent social-media posts and a new staff hire have driven substantial online engagement and modest growth in measured tourism metrics.
Pauley said Facebook interactions were “up 195.5%,” that one short video of the Natuzza Grasslands reached roughly “68,000 views,” and that watch time and three‑second views increased “5,000%” compared with the previous period. He reported a website increase of about 1,000 visitors and 1,600 more page views, and said Visit Lee County posted 47 pieces of Instagram content in the period, a 27% increase over the prior three months.
Pauley also cited a tourism software analysis for January through March 2025 showing a 3.7% increase in overnight trips (about 26,000) and an 11.5% rise in visit nights (about 70,000) year-over-year. He attributed some of the growth to targeted advertising in Chicago and other nearby metro areas and said Visit Lee County will continue combining digital reels, print advertising and event partnerships to promote local attractions such as The Meadows and Lowell Park.
The board heard that Visit Lee County has expanded its staff to focus on community engagement and content production, plans partnerships with local festivals and is maintaining print advertising placements despite losing some grant funding from the prior year’s advertising grant.
No formal board vote followed the presentation; the report was accepted as informational.
