Visit Grand Rapids (VGR) is the official DMO (Destination Marketing Organization) for the Grand Rapids and Itasca County area. The mission of VGR is to generate a positive economic impact through travel and tourism. Visit Grand Rapids markets 100+ miles outside of the area to attract people to vacation here. Visit Grand Rapids was founded in 1982 as the Visitor and Convention Bureau by local business leaders with voluntary contributions. In 1983 the lodging tax ordinance was adopted and Visit Grand Rapids was incorporated as a non-profit 501 (c) 6 stand-alone organization. Visit Grand Rapids is funded by 3% lodging tax that is collected by 37 lodging properties. These 37 lodging properties reside in the Grand Rapids city limits and within Itasca County; they are hotels, motels, a bed & breakfast, family resorts, lake home rentals and vacation home rentals. Visit Grand Rapids adheres to the § 469.190 that mandates the local lodging tax ordinance. The MN Department of Revenue is the tax administrator of these funds.

Visit Grand Rapids uses these dollars to market and promote the Grand Rapids and Itasca County area and the 37 lodging properties that collect the tax in accordance in the agreement with the City of Grand Rapids; per the lodging ordinance and the state statue 469.190. Visit Grand Rapids conducts destination marketing primarily to those seeking family leisure, outdoors enthusiasts, and groups. Visit Grand Rapids marketing platforms are traditional media (print), digital (Pay Per Click, responsive digital, native advertising, email, and retargeting), social media (Facebook, Instagram, and YouTube. The top destination they market to is Minneapolis/St. Paul and suburbs, which makes up 85% of visitor profiles. Visit Grand Rapids stays on top of trends and adjusts their marketing strategy accordingly through Explore MN, Hospitality Minnesota, Zartico, and DEED.

Visit Grand Rapids partners with many organizations locally, regionally and statewide to optimize their marketing dollars. Visit Grand Rapids participates in Explore Minnesota Tourism (EMT) marketing opportunities like the annual EMT Co-Op advertising and EMT marketing grant program. Visit Grand Rapids seeks grant funding that is available to 501 (c) 6 non-profit organizations in addition to these on a regular basis, like Iron Range Resources.

Visit Grand Rapids partners with the Grand Rapids Area Chamber of Commerce to produce an annual Grand Rapids Area Minnesota Visitor Guide, and then Visit Grand Rapids creates the guide into an interactive digital download format that makes all of the articles and ads linked to additional online resources. Visit Grand Rapids coordinates the annual Itasca County Snowmobile Map and the Itasca County ATV Map in partnership with the Itasca Snowmobile and ATV Alliances, the Itasca Land Department, and APG Media (aka Grand Rapids Herald Review).