BRINGING BALTIMORE TO YOUR SCREEN
In FY25, Visit Baltimore’ s owned content channels brought the city’ s stories to life, connecting online audiences to our vibrant neighborhoods, authentic culture and can’ t-miss events. Here’ s a look at the year by the numbers.
WEBSITE
Visit Baltimore’ s website, Baltimore. org, earned 81.2 million impressions in the past year, attracting visitors, convention attendees, business travelers, locals and more all looking for things to do in Baltimore.
Top 5 Most Popular Pages:
1. Homepage 2. Events 3. Meetings 4. What To Do 5. Inner Harbor
Top Countries of Origin:
1. United States 2. United Kingdom 3. Canada 4. India 5. China
Top Cities of Origin: 1. New York 2. Baltimore 3. Ashburn, VA 4. Washington, D. C. 5. Philadelphia
* Cookie consent was added to the website in January 2025 which may affect the data.
SOCIAL MEDIA
• 23,000 NEW followers across platforms.
• Surpassed 100 thousand followers on Instagram!
• 92.6 million impressions from our content inspiring travelers to experience Baltimore in person.
• 2,600 posts across platforms.
• 70 Instagram Reels and videos amassed 5 million views and thousands of shares.
• 50 strategic collaborations and cross-promotions.
One standout? Local Lens, a six-part collaboration video series between Visit Baltimore and Preakness Stakes, highlighting Baltimore creatives and their favorite things to do, see, eat and experience in Charm City.
EMAIL NEWSLETTER
• Average 410 subscribers: 69,186
• Average open rate: 19.58 %
• Average click-to-open rate: 2.77 %( 30 % increase YOY)
8 VISIT BALTIMORE