VMI reports mixed 2025 tourism results; board raises social‑media messaging concerns after April flooding
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Summary
VMI told the board that 2025 showed roughly flat-to-slightly-down visitation (hotels −1%, Airbnbs −3%), stronger July–December performance and a notable April dip tied to flooding; members urged better coordination on social‑media messaging to avoid damaging tourism narratives.
VMI presented its preliminary 2025 tourism analysis to the Jefferson County Board of Tourism, reporting that overall hotel occupancy was down about 1% and Airbnb occupancy down about 3% year‑over‑year, while the third and fourth quarters were notably stronger and helped stabilize the year.
The presenter said April saw the largest month‑to‑month drop and attributed some of that decline to local confusion after flooding, noting that national travel patterns (including the eclipse in 2024) and other events can distort local year‑over‑year comparisons. VMI used CoStar and Placer data in its summary and said weekday visitation was slightly up, suggesting stronger midweek business travel.
Board members discussed specific drivers behind the numbers. One participant pointed to large group bookings and software implementation projects (named: Dover/BSG and Oracle) that consumed hotel room inventory in 2024 and to long‑term business travel from North American Stainless. Another member raised concern that social‑media posts showing flooding amplified confusion, prompted calls asking whether Madison was closed, and urged alignment across organizations and government on messaging during incidents.
VMI staff said a fuller annual report will be prepared in March or April with more detailed metrics and breakdowns.
