Explore Flint & Genesee

Increasing tourism and driving economic impact in the the region

As Genesee County’s convention and visitors bureau (CVB) contracted by the Genesee County Board of Commissioners, Explore Flint & Genesee draws and engages audiences ranging from visitors within a two-hour drive to national meeting planners and sports event organizers. To do this in 2024, the division strategically worked to attract and welcome new (and repeat) audiences to Flint & Genesee and accommodate visitors. These efforts generated an estimated economic impact of $6.5 million in 2024.  

Boosting overnight stays and supporting major events

One key way a CVB supports local tourism is by securing events that bring in visitors who will stay overnight in the area. With that in mind, the Explore Flint & Genesee team successfully bid for future events that are projected to generate 8,639 overnight stays in Genesee County hotels, exceeding annual goals by over 100%.

 

Throughout the year, the division also supported events that brought significant visitor traffic to Flint & Genesee. This included the Midwest Invitational Rodeo, which drew more than 3,000 attendees to cheer on African American cowboy and cowgirl competitors, as well as award-winning horses, steers, and bulls. Thanks to the success of the 2024 event, which was previously held in Wayne County, event organizers plan to make Genesee County its permanent home.  

 

Additionally, Explore Flint & Genesee continued to support returning favorites that drive overnight stays year after year. This included the Kennedy Center American College Theater Festival, which accounted for 1,132 room nights at area hotels, and the Mid-Michigan FireStix College Exposure Tournament, which attracted top softball talent from throughout the state and accounted for more than 700 room nights.

Prioritizing accessibility and safe spaces

Research shows that when people with disabilities encounter accessibility issues on travel websites, they often leave in search of a more user-friendly option. Considering that 15% of the global population has some form of disability – whether visual, auditory, motor, or cognitive – Explore Flint & Genesee put significant work into improving accessibility for visitors in 2024. Supported by a grant from the Michigan Strategic Fund and matching funds from the Genesee County Board of Commissioners, the division conducted community accessibility audits and upgraded its website to better serve people who are visually impaired. 

 

One of those upgrades included integrating AudioEye into Genesee County’s destination website at ExploreFlintandGenesee.org. The platform enables website users to customize their browsing experience by adjusting text size, colors, and other display features. Additionally, the grant ensures ongoing ADA compliance through quarterly assessments and updates.  

 

Explore Flint & Genesee also laid the groundwork for a more accessible website experience by collecting content for virtual tours of 20 different attractions, hotels, and restaurants. Once they go live in 2025, these tours will allow website visitors to explore venues from the comfort of their own homes. For people with physical accessibility needs or families requiring sensory accommodations, the tours offer peace of mind by providing detailed insights into facilities and allowing them to better prepare for visits. For example, visitors can see the location of bathrooms, accessible handwashing stations, and other essential features before their trip.

Engaging residents and building champions

To attract visitors, it’s essential to build ambassadorship from the inside out. So, after a five-year hiatus, Explore Flint & Genesee – in partnership with Genesee County and the Mass Transportation Authority (MTA) Flint – proudly brought back the Be a Tourist in Your Hometown event on August 10, 2024, also known locally as 810 Day. Nearly 30 venues and 20 restaurants participated, offering residents the chance to explore area attractions for just $1. The event provided an accessible, engaging way for locals to reconnect with all that Genesee County has to offer. 

 

Explore Flint & Genesee also continued efforts to strengthen the Certified Tourism Ambassador (CTA) network with private and public training sessions and engagement through the CTA Spotlight newsletter. As a result, 80 new ambassadors were certified, bringing the active Flint & Genesee CTA network to 300 members. Additionally, 21 hospitality partners earned the prestigious Blue Star Designation, signifying that at least 50% of team members are CTAs. 

Embracing ‘coopertition’

While Explore Flint & Genesee focuses on bringing visitors to Genesee County, it also collaborates with other regions to promote Michigan as a whole. This is a strategy known as “coopertition” or cooperative competition. By partnering with tourism leaders in places like Grand Rapids, Traverse City, and Great Lakes Bay, Explore Flint & Genesee strengthens the state’s overall appeal. 

 

A key example was the 2024 NFL Draft in Detroit, which drew 775,000 fans to the Motor City over three days. Recognizing the statewide benefit, Explore Flint & Genesee joined Visit Detroit, the Detroit Sports Commission, and grassroots partners to help promote the event and the Flint & Genesee region through the “On the Clock Tour.” Hosted at Dort Financial Center, this community-focused promo event helped build excitement for the draft while engaging Genesee County residents in the celebration. 

Impact

hotel room nights secured for Genesee County

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total active Certified Tourism Ambassadors

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estimated economic impact from hosted groups

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estimated audience reached by placed advertising (impressions)

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new Certified Tourism Ambassadors

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hospitality partners with Blue Star Designation

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Be a Tourist in Your Hometown