Greater Burlington Partnership presents 2024–25 tourism numbers and 2026 marketing plans
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Summary
Greater Burlington Partnership executive director Chris Graham told supervisors that although tourism spending dipped slightly in 2024, hotel occupancy and several 2025 events drove room nights and economic impact; he outlined a new tourism website and targeted digital campaigns for 2026.
Chris Graham, executive director of the Greater Burlington Partnership, told the Des Moines County Board of Supervisors that county tourism spending for the most recent available year (2024) showed a marginal dip from 2023, but hotel occupancy for 2025 trended upward through November and several 2025 events produced notable room-night and visitation impacts.
Graham highlighted several 2025 achievements: the Monster Match tournament, which he estimated produced a multimillion-dollar economic impact for the county and generated significant hotel room nights; the return of River Days and the inaugural World of Life Broadway and Jazz Festival; and increased digital marketing engagement that delivered millions of impressions. "We delivered on our goal for a year 1 promotion," Graham said, summarizing a jump in marketing impressions and event-driven visitation.
For 2026, Graham outlined plans to launch a tourism-dedicated website in the second quarter, extend targeted digital ads (including geofencing convention spaces), expand short-form video and social campaigns, and run seasonal campaigns to attract outdoor recreation visitors. He said the CVB will continue small, targeted investments to boost team events and conventions and explore partnerships with neighboring counties and regional attractions.
Why it matters: Tourism drives hotel occupancy, restaurant sales and other visitor spending in Des Moines County; the county and its partners said they are investing in targeted marketing to increase visitation and economic impact without asking for additional county funds at this meeting.
What's next: The Greater Burlington Partnership will provide a copy of its presentation to the board and proceed with the planned website and marketing initiatives during 2026.