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, MACVB 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.
from the executive tourism directors desk executive tourism director
Great destinations aren’t built by a single organization—they’re shaped by the people, partners, and shared vision that bring them to life. In 2025, collaboration wasn’t just a strategy for Visit Madison—it was the foundation of everything we accomplished together. One of our major collaborations from 2025 was with the City of Madison and Jefferson County Board of Tourism to create a “satellite” visitors center at the Comfort Station on Main Street. This partnership is a true “win-win-win-win” for Visit Madison, City of Madison government, people who use it, and businesses who rely on directing visitors to it. It is already paying dividends, as our friendly presence there elevates visitor experiences in Madison and promotes our tourism partners while also contributing to the ongoing sustainability of our marketing and promotional efforts on behalf of the community.
Another successful example of collaboration and large-scale change in our organization in 2025 was the addition of a second brand-new trolley and launch of full programming for the Madison Trolley Line. As part of the launch, we partnered with the Jefferson County History & Art Center to begin and end paid tours at the Railroad Station Museum for the first year. We also ran numerous free trolley routes throughout the summer and fall, made wedding dreams come true for more than two dozen couples, and created special paid trolley experiences that served as support for our tourism partners while contributing to the sustainability of the trolley program.
But those weren’t the only examples of collaboration from 2025:
• We partnered with numerous businesses to do a Wedding Giveaway that generated significant social media reach and website traffic.
• We partnered with Madison Automotive Group to create the “Madison Mobile”, a rolling billboard that promotes our community while reducing organizational costs.
• We partnered with Miss Madison Incorporated to promote Madison alongside our community-owned hydroplane for the first time in decades.
• And many more smaller efforts that made a meaningful impact.
In order to meet these needs, our staff had to grow. We hired 5 part-time team members to staff the Comfort Station, and brought on around 12 trolley drivers and guides. We also shuffled existing roles to ensure we have an official Trolley Coordinator and a new Group Tour and Sales Manager. Partnerships and collaboration are essential to both roles as we continue to invest in bringing new people and groups to Madison to fill our hotel rooms and businesses.
Although our overall numbers for visitation to Madison and Jefferson County in 2025 were somewhat flat (following similar trends around the country), I believe the initiatives above set our organization and community up for success in the future . Destination development is an ongoing process, not a finished task, and our efforts in 2025 ensured we are well-equipped to develop and promote Madison and Jefferson County to be an even better place to live, work, and visit in the coming years.
I continue to be filled with gratitude for a community that is eager to partner together to make our destination even better, for a team (staff and board) who believes in our mission, and for everyone who makes the magic of Madison real.
Sincerely,
Andrew K. Forrester Executive Tourism Director
ANDREW FORRESTER
Executive Tourism Director Visit Madison, Indiana
MADISONMADISONMOMENTUMMOMENTUM
New Trolley Partnerships
MadTix Events Partnership
VMI entered into an exclusive MadTix Events ticketing platform agreement
2025 ITA Award
Best Group Collaboration Award Winner for 2024 Preserving Historic Places Conference
Brand & Image Study
Completed a visitor study and presented to tourism partners offering insightful data and content to assist in future branding and marketing
Media Marketplace
Visit Indiana-sponsored Media event of the year, met with over 20 writers/content creators
Sponsored vehicle from Madison Automotive Group was wrapped with a moving billboard of Madison icons and CTAs, keeping Madison top of mind as it moves through the city and region
2nd Annual Visit Madison Tourism Hospitality Awards
Held 2nd annual hospitality awards, requested nominations, had reception and award ceremony during National Travel & Tourism Week.
Voted #1 ‘Best Small Town in the Midwest’ 2nd Consecutive Year
Madison Automotive Group became the official “Fueled by” sponsored for the new trolleys. Super Shine officially became the “Summer Sundays” trolley sponsor, supporting with quarterly details. The Madison Railroad became a location for all guided tours to start & stop; offering visitors a chance to explore the museum & history center with their ticket by USA Today’s 10BEST
Madison Trolley Line Brand Launch
Introduced fresh re-branding of Madison’s beloved trolleys and new programming including regular guided tours
Comfort Station Visitors Center Opened
‘Madison Mobile’ is Wrapped
Partnerships, events, and milestones from
Booth at Guntersville & Madison Regatta
Partnered with Miss Madison Incorporated to promote Madison alongside our community-owned hydroplane for the first time in decades
Indiana’s Firefighter Association Conference
Madison hosted the annual conference at multi-site venues for first time in 20 years
RED TROLLEY
DELIVERED!
Received the second of two trolleys from partnership funding in 2024
American Cruise Lines
Celebration Belle Coordinated 14 Boat Visits Madison to Cincinnati Voyage
Secured a special voyage opportunity for locals and visitors to take the ride to Cincinnati and back, for the start of the American River Roots Steamboat Festival in Cincinnati
America’s Favorite Small Town Nomination
To celebrate the incumbant America 250, Parade Magazine + Stellar announced a nationwide voting competition, annoincing Madison as a nominnee. Finalists announced in 2026 with potential National media overage
VMI worked with tourism partners and American Cruise Lines to book premium excursions, hop-on motor coach guides, and welcoming passengers at each visit
Paddlefest in Cincinnati
Promoted Madison and Jefferson County outdoor recreation at the annual Paddlefest Outdoors Expo in Cincinnati, Ohio
Events: Ribberfest, Chautauqua & Nights
Hosted a 4-day booth at the America’s River Roots Festival
Promoted Madison and Jefferson County at this festival for 4 days, encountering 1,000s of visitors on the Cincinnati Banks
INNKEEPER TAX
#1 KPI
TOTAL 2025 COLLECTIONS
$1,147,357.63
$723,688 COLLECTED LOCALLY
$423,669.60 COLLECTED VIA DOR* / OTA*
ONE YEAR LATER: THE IMPACT OF 3%
What changed in 2025? The Innkeeper’s Tax increase is already at work, turning visitor dollars into community impact.
Investing
In its first year, the increase generated over one-third of all tourism funding, expanding the ability to invest in projects that attract visitors and enhance the destination experience.
Approximately $418,000 of 2025 collections were generated by the additional 3%, based on its share of the total tax rate.
JEFFERSON COUNTY LODGING PERFORMANCE
HOTELS
AVG. OCC. 2025
This data contains only a snapshot of our total hotel occupancy, as only four hotels currently report to STR. Even with limited data, this is a good indicator of occupancy rates.
*DOR > IN Department of Revenue | OTA > Online Travel Agency (Airbnb / VRBO / Evolve etc.)
This lodging data is an indicator of the tourism industry’s overall health. Airbnb / VRBO / Evolve
51%
AVG. OCC. 2025
This data is obtained by AirDNA, which tracks the performance of properities on Airbnb and Vrbo, using scraped and source data; and claims it is between 95-99% accurate.
*Source: STR, Inc.; Republication or other re-use of this data without the express written consent of STR, Inc. is strictly prohibited. OTA s (Online Travel Agencies): All AirDNA information gathered through subscription and for informational purposes only.
VISIT MADISON LEADS & SUPPORTS THE TOURISM INDUSTRY BY MARKETING OUR DESTINATION & PROVIDING SERVICES TO ENHANCE THE VISITOR EXPERIENCE
OVERVIEW VISITORS CENTER
OPEN & STAFFED 359 DAYS A YEAR
Visit Madison, Inc. operates the Visitors Center at 601 W. First Street, as the information, hospitality, and experience center >> 7 DAYS A WEEK
NEW SATELLITE VISITORS CENTER!
COMFORT STATION ON MAIN STREET
In partnership with the City of Madison & JCBT, Visit Madison, Inc. now operates a satellite Visitors Center at 221 W. Main Street; also serving guests with information, hospitality, and a small gift shop.
>> 7 DAYS A WEEK
31.8K+
ESTIMATED GUESTS SERVED
221 W. Main Street
41K+ ESTIMATED GUESTS SERVED
601 W. First Street
COORDINATED GROUP TOURS
21 TOURS SERVICED
14 STEAMBOAT VISITS
1,923 PASSENGERS EXPLORING MADISON
721K+
VISITORS TO MADISON & JEFFERSON COUNTY
Visitors Driving 50 miles+ +100% SINCE 2019
Placer.ai has updated its reporting and no longer allows for customized distance thresholds, instead providing set categories with 50+ miles as the lowest range in line with industry standards. In previous years, Visit Madison used a 35+ mile and 90-minute stay threshold to better capture regional traffic. As a result, what was previously reported as “unique visitors” is now categorized as “out-of-market visitors,” reflecting those traveling from beyond the immediate area. This shift may impact year-over-year comparisons but provides greater consistency with national reporting.
*Source: Placer.ai visitor data. Numbers reported accurate as of 5/1/2026. Placer data is constantly improving based on its own data, which is why number may change slightly from year to year.
WHERE ARE PEOPLE COMING FROM?
EXPERIENCE MADISON, IN GUIDE
INTENT to
VISIT
55K EXPERIENCE GUIDES DISTRIBUTED
60% LOCAL BUSINESSES
28.5% STATE CVBs/WELCOME CENTERS
4.1% DIRECT MAIL LEADS
7.4% VISITOR CENTER WALK-INS, STEAMBOAT VISITS, & GROUPS + 150+ TOURISM PARTNERS INCLUDED 100% IN-HOUSE DESIGN
DIGITAL EXPERIENCE GUIDE
on VISITMADISON.org/online-visitors-guide
+31.5% VIEWS
+25.3% EVENT COUNTS (clicks) + 23.5% ACTIVE USERS
TOP SCANNED QR CODES
in tHe 2025 eXPerienCe guide
NEW EXPERIENCE LAUNCHED
REBRANDED AS MADISON TROLLEY LINE & LAUNCHED REGULAR TOURS & PROGRAMMING
The Madison Trolley experiences were successfully rebranded as the Madison Trolley Line, accompanied by the launch of consistent programming and new curated experiences designed to elevate the overall visitor experience. With critical capital investments from JCBT, Hanover College, and T-Mobile, the program expanded to operate two trolleys and established key partnerships to support long-term sustainability. Additionally, a dedicated team of trained trolley guides and drivers was hired to deliver engaging, high-quality tours and service.
1. EVENT CALENDAR
2. DIGITAL GUIDE
3. MADISON TROLLEY
4. TOP MUST SEES & DOS
$64.7 MILLION VISITOR SPENDING $7 MILLION 47¢ $553 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
Destination Destination
2.2+ Mil EVENT COUNTS
842K VIEWS
This URL is 17.8% of all /EVENT/ Traffic. It is the single most visited event page by a massive margin, with nearly 1 in 5 event page views goes to Weekend-To-Dos. This confirms the WTDs is a cornerstone content asset that supports social, QR codes, and organic discovery.
Listed & promoted 200+ tourism-related events online. Plus, inclusion in annual calendars, guides, brochure racks, bulletin board and paid social media promotions /DO/ ITINERARIES | +490% Growth on main /D0/ URL TOP ITNERARIES > OUTDOOR ADVENTURE, GIRLS TRIP, FAMILY FRIENDLY, and ROMANTIC GETAWAY Itineraries = planning behavior; planning behavior = high intent to visit
UGC (User Generated Content) Platform
Sent 12+ emails to visitors in 2025: /WEEKENDTODOS DRIVING VISITORS TO OUR EVENTS
CONTAINING Images in total from VISITORS, LOCALS, & TOURISM PARTNERS
& 103K+ INTERACTIONS
SOCIAL MEDIA
IMPACT from TOP CHANNELS
In 2025, Visit Madison significantly expanded its digital presence across social media, reaching more people, generating deeper engagement, and growing its audience on every platform. Our social channel - Facebook, Instagram, YouTube, and TikTok, collectively connected with millions of individuals interested in experiencing Madison, Indiana.
IMPRESSIONS & REACH
POST ENGAGEMENTS
TOP IMPACTS
INTERACTIONS
42K
4K FOLLOWERS +23.2% Year/Year
1.4K
369
*Note: Due to changes in how Meta/Facebook measures and reports reach and impressions at the platform level, year-over-year figures reflect consistent Databox methodology across both years.
IMPRESSIONS 8.4K CLICKS Advertised Destination and several events
TRADESHOWS ATTENDED
Media Marketplace, Guntersville & Madison Regatta, Paddlefest, Media Mission, and America River Roots
TRAVEL INDIANA Editorials:
Among 4 issues, significant editorial coverage, plus inside cover ads year-round
4
MEDIA MARKETPLACE & MEDIA MISSION
Engaged with over 25 Travel Writers/Content Creators, continue to vet and build relationships FULLY HOSTED CONTENT CREATORS
@BestAddress, @MeghanGarriott (Spring & Fall)
@DarlingsTravelBlog & @MappingOurTracks
HITS & WEBSITE FEATURES
PRESS RELEASES
From Events, ITA Awards, Best in Midwest ‘25, MadTix, Madison Trolley Line Launch, Comfort Station, and Merry Madison
VISIT MADISON TOURISM AWARDS
TOURISM AWARDS
Celebrating Excellence in Hospitality & Tourism
Honoring the individuals and businesses shaping Madison and Jefferson County as a premier destination.
VOLUNTEER AWARD
Recognizes individuals for putting in time, effort, blood, sweat, and tears in a volunteer capacity to support Madison & Jefferson County’s tourism industry.
Ribberfest, Multiple Boards & More
Ribberfest KCBS Coordinator
STELLAR STAY AWARD
Recognizes a person or business that regularly creates an excellent overnight stay in Madison and Jefferson County for their guests.
MARKETING MASTER AWARD
Recognizes a person, businesses, or nonprofit that has worked to successfully market Madison and Jefferson County alongside their own business or organization.
Suzie Hollinger
Music Movement (M3) Madison Trolley Line Driver
7 DAY STAR AWARD
Teresa & Paul Walters Rhonda Sauley The Chandler Hotel
FRONTLINES AWARD
Recognizes a front-line staff person in the tourism and hospitality industry who goes above and beyond on a regular basis to help create a great stay/experience for a guests(s).
Recognizes tourism partners who exemplify the attitude that Madison is a destination 365 days per year. A partner nominated for this award should be open regular hours seven days a week, throughout the year.
TOURISM AMBASSADOR AWARD
Recognizes someone who has been an excellent ambassador for Madison & Jefferson County whether in their work or personal lives. They represent well and are consistently telling people about the destination, and the businesses in it.
Fairfield Inn by Marriott -
LEGACY IMPACT AWARD
Recognizes someone who has made a long-term impact on tourism in Madison and Jefferson County. The ideal winner would have had an impact over the course of a minimum of ten years, and this person could have served in various capacities and roles during that time.
~Brittany’s Brick Oven Pizza
2026 JEFFERSON COUNTY and VISIT MADISON TOURISM TEAM
