Visit Quad Cities Celebrates 35 Years of Tourism Impact
November 14, 2025
Quad Cities, IL/IA (Thursday, November 13, 2025) – Visit Quad Cities, the region’s official destination marketing organization (DMO), celebrates 35 years of tourism leadership during their annual Destination QC! event at Rhythm City Casino Resort. The event brings together local leaders, stakeholders, and industry professionals from Iowa and Illinois to highlight the impact of tourism on the regional economy and to recognize those making a difference across the Quad Cities. Visit Quad Cities is globally accredited through Destinations International’s Destination Marketing Accreditation Program (DMAP). This holds the organization to the highest levels of industry standard.
Quad Cities Tourism Generates Major Economic Impact
According to the 2024 Tourism Economics analysis via the Illinois Department of Commerce & Economic Opportunity (ILDCEO) and the Iowa Economic Development Authority (IEDA), the Quad Cities generated over $1.38 billion in annual total visitor spending. Tourism continues to support 9,220 total jobs across the region and produced $79.46 million in local taxes and $86.70 million in state taxes.
Collectively, Illinois and Iowa’s visitor economies generated $56 billion in total spending and supported 354,083 total jobs, underscoring the industry’s vital role in both states.
During the event, Visit Quad Cities announced that over their 35-year history, their group business efforts of recruiting meetings, conventions, and sporting events have produced over $500 million in direct economic impact and nearly 700,000 hotel room stays through roughly 6,000 events.
Some notable highlights during its FY25 included $46.24 million in direct economic impact from group business bookings, more than 25.5 million in digital advertising and out-of-home impressions produced, a re-launched and newly enhanced VisitQuadCities.com, and leveraged international travel opportunities through the U.S. Travel Association’s IPW, to name a few.
Through its business intelligence provider Datafy, FY25 generated 13.9 million visitor days, 6.1 million visits, and an average length of stay of 2.3 days. It was also shared that geolocation data dating back to February 2018 through October 2025, there have been 123,377,235 total visitor days, 56,252,812 visits, and an average length of stay of 2.2 days.
“Tourism is essential and is arguably the most important thing we do for our economic prosperity now and in the future,” said Dave Herrell, President and CEO, Visit Quad Cities. “We are in a constant battle for quality of life enhancement, and non-resident revenues through visitor spending are driving our region’s economy and supporting over 9,000 jobs. We are in a critical time right now because it is a hyper-competitive space, and we must prioritize destination marketing and invest to position the Quad Cities globally. There is a lot of positive momentum, but headwinds and market conditions that we must overcome if we are to be successful. The only way forward is a firm commitment to improving teamwork, collaboration, and strengthening our regional culture if we want to win.”
Also, as part of Destination QC!, Visit Quad Cities launched a Resident Sentiment Survey in collaboration with Longwoods International to gather community perspectives on tourism’s vital role in the region. Feedback will help shape future strategies to ensure the visitor economy continues to benefit Quad Cities residents. Participants will be entered to win a giveaway, including one $150 gift card to a local restaurant or one of four $25 QC Coffee Trail gift cards.
Take the survey here:
https://survey-d.yoursurveynow.com/survey/selfserve/53b/2510655
2025 Award Recipients and Guest Speakers
This year’s event featured guest speakers Darley Newman, Emmy-winning PBS host and creator of Travel with Darley; Lily Yu, content creator and founder of Deaf Journey; and Steven Pedigo, strategic advisor with Resonance Consultancy and contributor to the Quad Cities Destination Vision and Tourism Master Plan. Each shared their insight on storytelling and strategic destination development.
During the event, Visit Quad Cities recognized outstanding community leaders and partners whose work amplifies the power of tourism and its role in enhancing the region’s vitality.
This year’s Destination Impact Award recipients include:
Dean & Deb Mathias, committed members of the biking community and lifelong Quad Citizens
Decker Ploehn, City of Bettendorf City Administrator
Denise Bulat, Executive Director of Bi-State Regional Commission
Jeff Nelson, recently retired CEO and Managing Director of MetroLINK
In addition, Visit Quad Cities presented the Certified Tourism Ambassador (CTA) of the Year Award, recognizing a CTA who demonstrates exceptional dedication to welcoming visitors, sharing local pride, and inspiring positive visitor experiences throughout the Quad Cities. Valerie Kimler, Operations Lead at John Deere Pavilion, is recognized for her outstanding hospitality, leadership, and passion for sharing the Quad Cities’ story.
“On behalf of our Board of Directors, we are humbled and grateful to serve our community with pride and passion,” said Jennifer Sautter, Board Chair, Visit Quad Cities. “As the region’s DMO, we are grateful for the many partners, stakeholders, and Quad Citizens for their commitment to tourism, destination marketing, and visitor experience throughout our thirty-five year history. We are also thrilled to recognize some incredible community leaders for their impact, leadership, and service to our region.”
Media Contact
Kayla Morath, CTA
Content, PR & Communications Coordinator
Visit Quad Cities
[email protected] | Direct: 309.736.6820 | Cell: 309.628.9222
About Visit Quad Cities
Founded in 1990, Visit Quad Cities is the region's official destination marketing organization (DMO). Visit Quad Cities is a private 501(c)(6) non-profit engine that drives economic opportunity through tourism, builds our authentic brand, tells and sells the Quad Cities story, and enhances Quad Citizens’ quality of life and place.