As 2025 draws to a close, Visit Baton Rouge is celebrating a banner year for tourism, conventions, and economic impact. President and CEO Jill Kidder joined the conversation to reflect on the successes that boosted Baton Rouge’s profile and economy, while sharing a glimpse of what’s next.
Kidder emphasized the “why” behind their mission: attracting visitors strengthens the local economy, supports small businesses, and generates tax revenue that benefits residents. Unlike many agencies, Visit Baton Rouge operates on a self-sustaining model funded entirely by hotel-motel taxes—a system that has worked for decades and incentivizes growth through tourism.
The numbers tell the story. In 2024, Baton Rouge welcomed 9 million visitors who spent $1.7 billion, and 2025 is on track to surpass those figures. A major highlight was hosting the US Bowling Congress World Championship, an event booked back in 2012 that finally came to fruition this year. Over 11,600 teams competed on 54 custom lanes at the Raising Cane’s River Center, bringing an estimated $150 million in economic impact to the region.
Beyond bowling, Visit Baton Rouge supported 250 meetings, conventions, and sporting events, including the Louisiana Transportation Conference, the Southwest Regional Firefighters Challenge, and the Marucci World Series. Leisure travel also surged thanks to attractions like Louisiana Lights at Burden Gardens, which drew visitors from 49 states and more than a dozen countries, prompting organizers to expand the event schedule.
Kidder also highlighted creative strategies to boost tourism during slower months, such as hosting the Savannah Bananas Party Animals in August. Looking ahead, anticipation is building for Death Valley Live, a new concert series at LSU’s Tiger Stadium, featuring Zach Bryan in March and another major act on Memorial Day weekend.
International travel is another bright spot. Influencer campaigns and familiarization tours have introduced Baton Rouge to audiences overseas, with growing interest from UK travelers and cruise ship visitors. “We’re starting to see the fruits of that already,” Kidder said, noting that more international tour groups are booking Baton Rouge experiences for 2026.
As the year closes, Visit Baton Rouge is not only celebrating record numbers but also setting the stage for even bigger things to come. From marquee concerts to global outreach, the city is ready to keep the momentum rolling.