Visit Madison’s mission is to develop and promote authentic visitor experiences that enhance sustainable economic growth and quality of place for the City of Madison and Jefferson County.
Visit Madison, Inc. is a not-for-profit 501(c)(6) corporation responsible for promoting tourism in the Madison & Jefferson County area. This destination marketing organization is Madison’s exclusive provider of tourism promotion services.
The Madison Visitor Council was established in 1991 and operated by the Madison Area Chamber of Commerce. In 1994, stakeholders created the Madison Area Convention and Visitors Bureau (MACVB). In February 2011, MCVB was re-branded to Visit Madison, Inc., alongside a city-wide branding campaign.
MISSION& VISION
PROMISES
VISITOR PROMISE
To provide welcoming advice on branded visitor experiences.
PARTNER PROMISE
To communicate clearly and present business opportunities leading to successful outcomes.
COMMUNITY PROMISE
To create a tourism enriched community for higher resident quality of life.
$63.7 MILLION VISITOR SPENDING $6.9 MILLION 46¢ $540 STATE & LOCAL TAXES GENERATED BY TOURISM (VISITORS) PER HOUSEHOLD OF EVERY TOURISM DOLLAR STAYED IN JEFFERSON COUNTY RELIEVED THE TAX BURDEN OF JEFFERSON COUNTY BY
OVERVIEW VISITORS CENTER
OPEN & STAFFED 359 DAYS A YEAR
Visit Madison, Inc. operates the Visitor Center at 601 W. First Street, as the information, hospitality, and experience center >> 7 DAYS A WEEK
45+%
VISITOR GROWTH TO MADISON AND JEFFERSON COUNTY SINCE 2017
Steady growth of visitors to Madison and Jefferson County is an indicator of the tourism industry overall health.
600K+
*Source: Placer.ai visitor data. Numbers reported accurate as of 5/5/25. Placer data is constantly improving based on its own data, which is why number may change slightly from year to year.
UNIQUEVISITORS
MADISON, IN GUIDE
60K EXPERIENCE GUIDES DISTRIBUTED
53.5% LOCAL BUSINESSES
14.2% STATE CVBs/WELCOME CENTERS
15.2% DIRECT MAIL LEADS
17.1% VISITOR CENTER WALK-INS, STEAMBOAT VISITS, & GROUPS + 150+ TOURISM PARTNERS INCLUDED 100% IN-HOUSE DESIGN
DIGITAL EXPERIENCE GUIDE
on VISITMADISON.org/online-visitors-guide
+17.3% VIEWS
+22% EVENT COUNTS (clicks) + 33% ACTIVE USERS
TOP SCANNED QR CODES
in tHe 2024 eXPerienCe guide
NEW EXPERIENCE LAUNCHED
OVER 350 SCENIC MILES ALONG THE NEW REVERIE ROADS REGIONAL MOTOR TRAIL 1. EVENT
& DOS
In 2024, Visit Madison proudly unveiled the REVerie Roads motortrail, a unique tourism experience designed to attract driving enthusiasts and explorers alike. These thoughtfully curated routes highlight the scenic beauty, vibrant culture, and rich heritage of Madison, southern Indiana, and the surrounding areas. The launch featured the flagship trail, the Serpent of 62, renowned for its captivating twists and picturesque landscapes. The successful launch has set the stage for continued growth in regional visitation and collaboration among our community partners.
5 CURATED TRAILS & more to come!
Destination Destination
Listed & promoted 160+ tourism-related events online. Plus, inclusion in annual calendars, guides, brochure racks, bulletin board and paid social media promotions
CROWDRIFF
UGC (User Generated Content) Platform
1.8+
Sent 12+ emails to visitors in 2024:
CONTAINING Images in total from VISITORS, LOCALS, & TOURISM PARTNERS
&
asset rights ( PH otogra PH ers & C ontests )
FACEBOOK SOCIAL MEDIA
Y/Y +104% OVER 2023
35.8K FOLLOWERS
Y/Y
1.2K FOLLOWERS TOTAL IMPRESSIONS & REACH 15.3 Mil
3.3K FOLLOWERS
Y/Y
Visit Indiana Co-op GREAT DAY TV Lifestyle Segments 5 MARKETS Two 3-4 Min Productions: Madison on the Trolley & Nights/Merry Madison
50-120K IMPRESSIONS A DAY - or1.5 to 3.5 MILLON A MONTH
VerifiedbyGeopath
TRAVEL INDIANA Editorials:
Among 4 issues, significant editorial coverage, plus inside cover ads year-round
MEDIA REQUESTS/ INQUIRIES
AAA, Ft. Wayne Mag., Indiana’s Connections, Pride Journeys, Board & Brunch, Motor-sport Micro-site, Indianapolis Monthly, Historic Southern Indiana, Indiana Chamber/BizVoice & more
PRESS RELEASES
From Events, Best in Midwest ‘24, REVerie Roads Launch, American Cruise Lines, to Merry Madison, and new Trolley
