Visit Greater Palm Springs (VGPS) achieved remarkable success in 2024, surpassing its convention sales goals significantly. The Convention Sales & Destination Experiences team exceeded expectations, booking 237,182 room nights, which was 115% of their annual target. This outstanding performance highlighted the region’s appeal as a premier destination and emphasized the effectiveness of VGPS’s targeted sales efforts and strategic partnerships.
The booking growth was driven by a comprehensive approach that included direct sales initiatives, strategic marketing campaigns, and participation in high-profile trade shows. Key events such as the Palm Springs International Film Festival and the BNP Paribas Open were strategically leveraged to bring more visitors to the area, resulting in 67,121 room nights booked during traditionally slower months like summer. This was a major increase compared to the 23,769 room nights booked in 2023 during the same period.
VGPS’s success can also be attributed to its strategic focus on off-peak periods, such as mid-week summer dates and the days between major festivals. These efforts aimed to ensure the destination remained vibrant year-round, with targeted campaigns and site inspections designed to secure more bookings in slower months.
The year-end convention sales performance also revealed significant achievements in lead generation and new bookings. With 1,520 leads distributed and 268 new bookings made, VGPS exceeded its 2019 baseline, showing a 12% increase in new bookings and a 24% increase in new leads. This trend is expected to continue in 2025, with VGPS focusing on expanding its business development efforts to increase off-peak season demand further.
According to a January report to the VGPS Joint Meeting of the JPS Executive Committee and Board of Directors, the Convention Sales & Destination Experiences sales team looks to build on this momentum in 2025, with plans to continue growing strategic partnerships, expanding rebate programs, and enhancing their focus on off-peak seasons. The upcoming events in February, such as the Food Shippers of America Annual Conference and the California Automatic Fire Alarm Association Annual Conference, are expected to further strengthen the region’s position as a prime convention destination.
VGPS’s success in 2024 was also bolstered by the launch of the innovative “Escape Your Ordinary” marketing campaign, which was instrumental in reaching a wider audience across both drive and fly markets. The team’s efforts to diversify the local economy through partnerships and initiatives for workforce development, sustainability, and cultural tourism are set to play an integral role in the region’s continued growth.
As 2025 unfolds, Visit Greater Palm Springs is poised to continue its upward trajectory, ensuring that the Coachella Valley remains a sought-after location for meetings, conventions, and leisure travel.
An impressive roster of local February conventions includes:
Food Shippers of America Annual Conference
February 02 – February 04: JW Marriott Desert Springs Resort & Spa
California Automatic Fire Alarm Association (CAFAA) Annual Conference
February 5 – February 7: Hilton Palm Springs
Stadium Managers Association (SMA) 2025 Annual Seminar
February 9 – February 13: Omni Rancho Las Palmas Resort & Spa
Fertilizer Institute Annual Business Conference
February 10 – February 12: JW Marriott Desert Springs Resort & Spa
TFI Annual Business Conference
February 10 – February 11: Morongo Casino, Resort and Spa
Water and Sewer Distributors of America (WASDA) Annual Meeting
February 16 – 19: The JW Marriott Desert Springs Resort & Spa.
2025 Best Friends National Conference (leading experts in animal welfare)
February 20 – February 22: Palm Springs Convention Center
California Association for Adequate School Housing (CASH) 46th Annual Conference on School Facilities
February 24 – February 26: Palm Springs Convention Center
