Quad Cities, IL/IA (Thursday, October 24, 2024) - Visit Quad Cities, the region’s official destination marketing organization (DMO), hosted its annual Destination QC! event on Thursday, October 24, 2024, at the Quad-Cities Waterfront Convention Center. The event brought together local leaders, stakeholders, and tourism industry professionals from Iowa and Illinois to celebrate tourism’s impact on the region and to recognize the accomplishments that continue to drive the Quad Cities’ regional economy forward.
"Tourism continues to deliver results for our regional destination on many levels," said Dave Herrell, President and CEO of Visit Quad Cities. "Visitor spending through non-resident revenues is vital for our region’s economic growth and prosperity, as well as quality of life."

Herrell emphasized that year-over-year growth in visitor spending and tax generation at both local and state levels demonstrates that destination sales, marketing, and promotion work for the Quad Cities. "Our visitor economy and the jobs supported by tourism are critically important to our regional economy," he said. "We must continue to prioritize tourism because it drives multiple public sector revenue streams, supports the hospitality industry, arts and culture, QC attractions, the gaming industry, and directly impacts small businesses.

He also highlighted the brand visibility and awareness generated through tourism promotion, noting that it helps shape perception and share the Quad Cities’ unique story with a global audience. "There is solid momentum in these numbers," Herrell added, "but the market is softening, and this is an incredibly competitive space at the national level."

Regional Visitor Economy Grows in 2023 to Record Levels 
The Quad Cities saw continued growth in visitor spending in 2023 per Tourism Economics:

• $1.37+ billion in total visitor spending (+5% year-over-year)
• $76.61+ million in total local taxes generated (+3% year-over-year)
• $85.62+ million in total state taxes generated (+5% year-over-year)
• 9,346 jobs supported (+3% year-over-year)

Honoring 2024 Award Recipients
During the event, two regional community leaders were honored with the prestigious Destination Impact Awards.

Kathy Wine, Executive Director of River Action, was recognized for her visionary leadership in promoting environmental sustainability and cultural vitality in the region. As a co-founder of River Action, Kathy has dedicated decades to advancing projects like the water taxi system and events like Floatzilla and Taming of the Slough, enhancing the Quad Cities' most valuable natural asset: the Mississippi River.

Doug Kratz, founder of the TBK Bank Sports Complex, was honored for his transformative impact on the Quad Cities’ sports tourism landscape. Doug’s vision of creating a year-round, state-of-the-art sports and entertainment facility has attracted visitors from across the Midwest and beyond, contributing to the economic development of the region through the growth of The Plex Neighborhood.

In addition, at this year’s Destination QC! event, Visit Quad Cities introduced the inaugural Quad Cities CTA of the Year Award, awarded to Amanda Randerson. Amanda became a Certified Tourism Ambassador in 2023 and has been a steadfast advocate for promoting the Quad Cities through her work with Davenport Parks & Recreation. She is a familiar face at community events, always eager to share information about the region's best activities and hidden gems. The CTA program, which has over 200 certified Quad Citizens, is committed to delivering a positive experience for all visitors to the region.

Tourism’s Future
Throughout the event, Herrell emphasized the importance of continuing to invest in tourism promotion and destination marketing to maintain momentum in a softening national market. Data tracking tools like Datafy and CoStar allow Visit Quad Cities to monitor visitation trends, assess economic impacts, and adjust strategies for growth.

As part of its ongoing efforts to secure significant future business and elevate the Quad Cities' national profile, Visit Quad Cities proudly announced the successful booking of two major events. 
The 2027 Small Market Meetings Conference, the region’s first national tradeshow of this kind, will bring influential meeting planners and industry professionals to the area, positioning the Quad Cities as a key destination for meetings and conventions. In addition, the 2028 NCAA Division I Women’s Golf Regional Championship has been awarded to the Quad Cities. This prestigious event, hosted by Visit Quad Cities in collaboration with the University of Iowa and the University of Illinois, will take place at TPC Deere Run in Silvis, Illinois, from May 7-10, 2028. It marks a tremendous opportunity to showcase the region's premier golf facilities and attract national media attention, further positioning the Quad Cities as a premier destination for sports tourism. 

As part of its strategic marketing efforts, Visit Quad Cities generated more than 33 million out-of-market advertising impressions through targeted campaigns across Chicagoland, Iowa, Illinois, and Wisconsin. These multi-channel efforts included a values-driven marketing approach, which reached key demographic groups through creative and diverse messaging, and boosted the region’s brand visibility and drove conversions.

In line with its commitment to inclusive and accessible tourism, Visit Quad Cities has established innovative partnerships to address accessibility gaps in the market. Collaborating with Wheel the World, a leader in promoting accessible tourism, Visit Quad Cities is enhancing resources and training for its Certified Tourism Ambassadors (CTAs) and updating its website for 2025 to create a more inclusive and user-friendly experience. Moreover, as a new member of the Sunflower Program, Visit Quad Cities is dedicated to supporting individuals with hidden disabilities, advancing accessibility, and ensuring that everyone can enjoy all the Quad Cities has to offer.

“This past year has been one of incredible growth for our destination. We’ve seen how our efforts in tourism have transformed not just our economy but the way people experience the Quad Cities,” said Maria Ontiveros, Chair of the Visit Quad Cities Board of Directors. “From new experiential product launches like the John Deere Trail to our continued pursuit of meetings, conventions, and sporting events that make a huge impact on our regional economy. This organization and many members of this community have also been working together to make the Quad Cities a more inclusive community, with accessibility tourism being a key focus.”

The Visit Quad Cities FY24 Destination Impact Report is now available here.