2025 Impact Report

Jan.-Dec. 2024

IMPACT REPORT

In Galena Country, we encourage people to follow their passions. To take a deep breath, relax and be themselves. It’s what has inspired people to come here for generations.

Doing things the right way never goes out of style. It’s who we are and who we will always be. And why there’s still history to be made.

BOARD OF DIRECTORS Galena Country Tourism is an independent 501(c)(6) corporation, proudly guided by a distinguished Board of Directors whose diverse experiences and insight are instrumental to driving Galena Country forward. Each member brings a wealth of knowledge from their respective backgrounds, providing strong leadership and governance.

Colin Sanderson, Chair Eagle Ridge Resort & Spa Betsy Rose Davis, Vice Chair Wyndham Garden Galena Hotel & Day Spa Zeke Winders, Treasurer First Community Bank Jack Deiter, Secretary Big Bill’s Coffee & Sandwich Shop Christina Eisbach, At-Large Hoof It Goat Treks Stewart Stoffregen Chestnut Mountain Resort Jennifer Pickett, Retail Gabby’s Gifts Lyndsi Scharpf, Restaurant Otto’s Restaurant Kelly Raab, At-Large Warren Chamber of Commerce Mike Dittmar, County Representative Jo Daviess County Katie Wienen, City Representative City of Galena

TEAM MEMBERS

The success of our destination’s marketing efforts is a direct reflection of the creativity, dedication, and professionalism of our exceptional team. Over the past year, our staff has worked tirelessly to showcase Galena Country, forging strong partnerships, and delivering innovative campaigns that elevate our image and popularity. We are proud to acknowledge their invaluable contributions and look forward to building even greater momentum together.

Terry Mattson CEO/President Lori Kinnaman Vice President of Finance Fallon Oldenburg Vice President of Marketing Tom Rynott Communications Director Ekaterina Roberts Community Engagement Manager Emily Heitman Brand Advocate Sami Rury Intern Hope Leeper Visitor’s Center Representative Joan Dillon Visitor’s Center Representative Les Penoyer Visitor’s Center Representative

Centerpieces custom designed by Clara Joyce Flowers

A MESSAGE FROM THE PRESIDENT As we approach a new fiscal year, July 1, at Galena Country Tourism, we take a moment to look back on calendar year 2024. Our annual awards dinner is a heartfelt celebration of all that we’ve achieved together. It’s a chance to recognize the incredible dedication of our tourism partners, reflect on an all-time record-setting year; and look ahead to renewal with excitement.

At Galena Country Tourism, we have so much more to contribute to our region beyond the face-value of what we do—it starts at the point where we engage with each other as humans.

First and foremost, Galena Country serves as the chief architect of our destination’s brand.

• • •

Stimulating consumer interest and engagement.

Managing a seamless visitor journey.

Promoting a united approach to selling assets, we do not own (or control) for the common good.

Our brand promise transports people to another time and place to enjoy one-of-a-kind experiences and adventures. Some historic, some timeless, and some brand-new.

Appreciating the role tourism plays in our community’s vitality and engaging in collaboration efforts is essential.

That’s why in late 2024 we contracted with renowned Longwoods International’s Resident Sentiment Research to look at public perceptions from all sides, including the positive and negatives of economic development, environmental impacts, overtourism, and quality of life.

We are delighted by the results and look forward to rolling out this information in the coming year, along with opportunities for more communication, education and dialogue. For example, 79% of our residents think tourism is good for the area. This is 20+ points higher than regional and national norms.

There are however, some concerns: Housing, parking, and a chance for input, for example. We also know we can better clarify and articulate tourism funding, economic impacts, and career opportunities. This all allows us to build a better map. It’s easier to get where you are going when you know where you’re at!

We invite you to explore more about Galena Country tourism.

How well community organizations, government and community leaders work together influences how residents and visitors experience Galena Country.

Together, we ensure Galena Country is a place where history, hospitality, and unforgettable experiences meet.

Sincerely,

Terry Mattson CEO/President

KEY PERFORMANCE INDICATORS Calendar Year 2024

As Galena Country’s Destination Management Organization, our impact can be measured by lodging taxes generated, lodging performance metrics, economic success, and other KPI’s highlighted throughout this Impact Report.

While hospitality industry metrics and measures are important, they sell short the overall benefits of destination promotion.

Beyond the front lines, Galena Country Tourism is a catalyst for overall community vitality.

TOURISM’S LOCAL IMPACT The entire economy is lifted through concentrated Galena Country Tourism promotion.

$333.2 Million

Direct visitor spending

$554 Million

Overall economic impact

$19.7 Million

Total local tax revenues

$79.2 Million

In payroll from tourism jobs

3,000 Jobs

Tourism employment

$2.2 Million

Hotel/Motel tax revenues Source: Illinois Department of Commerce and Economic Opportunity Impact Study of travel in Jo Daviess County

Tourism Marketing isn’t just about attracting visitors; it’s about cultivating a vibrant community.

Revenue generated by visitors both directly and indirectly support government services.

Tourism creates and enhances amenities and the quality of life for residents.

ALL-TIME HIGH LODGING REVENUES Calendar year 2024 was one for the record books!

$2,200,850 Annual Combined City and County Lodging Tax Revenues

Calendar Year 2024 City of Galena lodging occupancy rose 1.31% over 2023 Galena occupancy was 1% below the surging peak pandemic occupancies which are today 10% higher than pre-pandemic levels.

Galena Country’s overall success during the pandemic was a national rarity; and there are few destinations today which can claim maintaining that momentum.

2024 United States hotel room demand clocked in below 2019 levels, while U.S. Short-term rentals added more incremental demand than hotels and cruises combined.

FUNDING MODEL Galena Country Tourism contracts with both the City of Galena and Jo Daviess County under State of Illinois statutes consistent with destination promotion models throughout the United States.

Finances are pursuant to State law for the sole purpose of tourism promotion. Galena Country tourism is primarily funded by a 5% local lodging tax which means visitors paying to attract more visitors. State grants only available to certified destination marketing organizations also help fund Galena Country Tourism.

Local government retains 8% of the lodging tax revenues for administration and enforcement of the lodging tax; which is also to be used solely for tourism promotion, attracting non-residents — this revenue is separate from the General Fund.

METRICS & TRENDS Social Media Reach

11.1 M+ Book Direct Searches

355K+

Earned Media Views

7.8 M+

In 2024, Galena Country Tourism achieved a Facebook reach of over 6.5 million and a total social media reach of 11,121,190, significantly expanding brand awareness and engagement.

These results highlight the success of our strategic digital initiatives in inspiring travel to Galena Country.

In 2024, VisitGalena.org saw over 355k Book Direct searches on our website, reflecting strong visitor interest in booking accommodations within the region. This metric highlights the effectiveness of our digital presence in guiding potential travelers from inspiration to action, reinforcing Galena Country as a top-choice destination. By streamlining the booking process and connecting visitors directly with local lodging options, we continue to drive overnight stays and economic impact for our hospitality partners.

In 2024, Galena Country gained over 7.8 million earned media views in 2024, expanding our destination’s visibility and inspiring more visitors through strategic media coverage and PR efforts.

This exposure reflects the strong interest in Galena Country, reinforcing our brand’s reach and credibility while inspiring more visitors to explore all that our region has to offer.

INSIGHTS & PERFORMANCE 6.4M+

1.3M+

12,207

Google Audience Search Impressions

Website Sessions

eNews Subscribers

332,217

4.4M+ Page Views

124,567

Digital Visitors Guide Reads

233,252

355,085

192

Google Audience Targeting Clicks

Social Media Engagement

7.8M+

Book Direct Searches

Earned Media Pick Ups

11.1M+

Social Media Reach

Earned Media Views

YEAR OVER YEAR HIGHLIGHTS 2023 vs 2024

Website page views

1,119,272

Increased by more than 1.1M+ YoY. Website Sessions

251,965

More than 250K additional folks viewed visitgalena.org in 2024.

Earned Media Views

1,532,234

An additional 1.5M viewers learned about Galena Country in 2024.

Audience Targeting Clicks

147,098

Nearly 150K additional people clicked on targeted GCT ads. eNewsletter Subscribers

5,162

2024 surpassed 2023 by more than 5K eNews sign-ups!

2025 OUTLOOK

Despite Inflation Fears, Trip Planning Ticks Up According to the latest Longwoods International tracking study of American travelers, 94% of them have trips planned in the next six months, up from 88% in February. This increase is noteworthy, given 55% of travelers report that inflation will greatly impact their travel decisions in the next six months.

Signs of a weakening economy appear in dropping consumer and business sentiment. When you have this kind of uncertainty, people wait to see where it goes, but they don’t stop traveling.

While International travel is waning, the good news for Galena Country is most of our visitors are from drive markets. More good news is with our post-IPW Convention Familiarization Tours in June, Galena Country Tourism will orchestrate visits from nearly 60 international and national media and travel planners. These primo groups will lead to future visits.

continued

While a clear picture of travel’s health in the United States has been difficult to capture in Q1 of 2025. Many Americans also report plans to change an international destination to a domestic trip — close to home travel is a potential silver lining for Galena Country.

You can’t tariff time away or time together in Galena Country.

Businesses which focus on enhancing perceived value, exclusive experiences, added perks, and storytelling will prosper.

Travelers are shifting priorities — seeking value-driven options, booking shorter stays, and opting for budget-friendly alternatives.

2030 VISION The Galena Country region will be: A thriving and sustainable year-round destination with a reputation for being an attractive place to live, work, and visit.

Known for originality and quality experiences.

Rooted in the proud spirit of community among locals and the authentic character of the destination.

The industry will be recognized for it’s commitment to working together to strengthen the visitor economy for the benefit of all.

@anxiouslysane

@__xoxo_leah

@arizonaballoons @kkrieselart

@hudakhanbeauty

@tackticsgalena

@glassofglam

@illinidr

@hoofitgalena

2025 GALENA COUNTRY TOURISM AWARDS

Recognizing excellence in hospitality, retail, attractions, and community spirit.

Best Lodging Personnel - Irish Cottage Inn & Suites

Recognizing outstanding service, hospitality, and professionalism from individuals working in lodging establishments.

Best Housekeeping Personnel - Wyndham Garden Galena Hotel & Day Spa Celebrating the individuals who ensure cleanliness, comfort, and attention to detail in accommodations.

Best Maintenance Personnel - Jason Wiegard, Galena Territory Association Recognizing those who keep things running smoothly—handling maintenance, pool care, and team leadership with reliability and pride, often behind the scenes.

Best Restaurant Personnel (FOH) - Lisa Schmidt, Fritz & Frites

Honoring front-of-house staff who deliver exceptional guest experiences through friendly, attentive service.

Best Restaurant Personnel (BOH) - The Edge at Goldmoor

Celebrating behind-the-scenes kitchen heroes who consistently create delicious food with skill and dedication.

Best Retail Personnel - Terry McGovern, Beautifully Berkeley

Acknowledging retail staff who go above and beyond in customer service, product knowledge, and creating memorable shopping experiences.

2025 GALENA COUNTRY TOURISM AWARDS continued

Recognizing excellence in hospitality, retail, attractions, and community spirit.

Best Bartender - The Grape Escape Team

Recognizing bartenders who mix great drinks, offer warm service, and elevate the atmosphere of their establishment.

Best Attraction - Galena Trolley Tours

Honoring a must-see attraction that offers an unforgettable experience and helps draw visitors to Galena Country.

Best Social Media Presence - Galena Bakehouse

Honoring a business whose social media is creative, engaging, and effectively promotes Galena Country.

Best Website - Jail Hill Inn

Recognizing an outstanding website that is user-friendly, visually appealing, and promotes tourism in an effective and inviting way.

Best Tourism Ambassador - Brianne Van Hemert, Scent Workshop

Celebrating a passionate individual who actively promotes Galena Country and warmly welcomes visitors to our community.

Outstanding Hospitality Award - Fred Bonnet, Fried Green Tomatoes

Recognizes individuals or businesses that consistently provide exceptional customer service and create memorable experiences for tourists and visitors.

Lifetime Achievement Award - Barb Hocker, Galena Chamber of Commerce Celebrates individuals who have dedicated their careers to advancing the tourism sector, demonstrating exceptional leadership, vision, and contributions over an extended period.

GALENA COUNTRY TOURISM 101 Bouthillier St. Galena, IL 61036 815-776-9200 admin@visitgalena.org visitgalena.org