Tourism report: Muskegon County records over 3 million visitors in FY25 and modest tax growth

Muskegon County tourism staff presented the FY25 tourism report, saying the county recorded slightly more than 3 million visitors and about 20.6 million total visits for the fiscal year.

The presentation highlighted top destinations (Michigan’s Adventure, Trinity Health Arena, Heritage Landing) and cited a 4.1% increase in accommodations tax collections compared with the prior year; staff attributed the increase in part to improved identification and compliance among short-term rental operators. Tourism staff said they recently implemented new accommodations-tax compliance software to identify and notify short-term rental operators and that the county previously knew of roughly 120 short-term rentals but now estimates there are more than 500 in Muskegon County.

Marketing and outreach metrics were reviewed: the visitor guide print run (about 42,000 copies), website traffic (roughly 419,000 users and 1.3 million page views), social-media growth (21% increase) and targeted digital marketing funded partly by a state grant. Staff also described meeting- and group-tour work, billboard partnerships and upcoming major events that drive room nights. The board received the report and thanked staff for the presentation.

Staff said that the busiest day in the year was July 5 and the slowest was in January, and that they expect several 2026 events to bring room nights and out-of-area visitation. The report will be used to guide marketing and compliance work for the coming year.