Industry Events, International Outreach & New Traveler Insights

Save the Date
2027 Illinois Governor's Conference
on Tourism

Mark your calendars for the 2027 Illinois Governor's Conference on Tourism, taking place March 1–3, 2027 at Navy Pier in Chicago.

The annual conference brings together convention and visitors bureaus, tourism organizations, attractions and industry partners from across Illinois for three days of education, collaboration and networking.

Additional details on registration, accommodations, and the conference agenda will be shared in the coming months. Visit ilgovconference.com for updates.

Register for ESTO 2026

Registration is open for the U.S. Travel Association's Educational Seminar for Tourism Organizations (ESTO), taking place August 23–26 in Philadelphia. As the premier annual conference for destination marketing professionals, ESTO brings together tourism leaders from across the country to share emerging trends, marketing strategies and best practices shaping the future of the industry.

If you or members of your team plan to attend and would like to represent Illinois on Tuesday's Destination Day, please reach out to shannon.lester@bvk.com with your name and T-shirt size.

Register here
View the agenda

Japanese Media Tour Highlights Illinois Through Baseball and Route 66

From June 11-16, the Illinois Office of Tourism hosted Japanese media on a five-day familiarization tour highlighting Route 66 and baseball, with support from tourism partners in Chicago, Joliet, Pontiac and Springfield. The itinerary generated over 2.1 million impressions, including coverage in leading Japanese outlets such as Travel Voice and Travel Watch, expanding Illinois’ visibility in a key international market.

Illinois Office of Tourism Partners with Travel App Hopper

The Illinois Office of Tourism’s summer “Meet in the Middle” partnership with Hopper generated $12.2 million+ in booking revenue on $500,000 in spend, delivering a 24:1 ROI. The campaign launched on June 8 with a special Hopper offer for National Best Friends Day and was supported through PR, social media and influencer content.

PR efforts generated 568 pickup placements, 101.9 million potential reach, 17,000+ web views and 5,000 engagements, while social content drove 18,000 impressions and 300+ engagements. Six influencer collaborations further extended the campaign’s reach, along with a “Meet in the Middle” friendship necklace giveaway featuring 10 Illinois-themed necklaces.

Summer Media Tour Showcases Illinois to National Audiences

Ahead of the July Fourth travel season, the Illinois Office of Tourism partnered with travel expert Jeanenne Tornatore on a satellite media tour highlighting summer travel in Illinois. The tour generated 24 television interviews, 2,325 online and broadcast placements and more than 39 million impressions, reaching key Midwest drive markets including Detroit, St. Louis and Indianapolis, while also airing in Illinois media markets. Coverage highlighted major summer tourism drivers including the Route 66 Centennial, America 250, the Obama Presidential Center and destinations and events across the state, while also promoting Illinois’ summer partnership with Hopper, including a special offer for National Best Friends Day.

Travelers Continue to Prioritize Events and Experiences

MMGY's latest "Summer Edition" of Portrait of American Travelers™ research shows that while travelers continue to watch their budgets, they remain willing to invest in meaningful travel experiences. Among the report's key findings:

55% of travelers are interested in trips centered around major events.
29% would consider traveling for Route 66 Centennial celebrations.
29% are interested in America's 250th anniversary events.
27% would travel to attend a sporting event.

The research reinforces the importance of highlighting Illinois' signature events, anniversaries and sports experiences as key drivers of visitation and destination marketing.

Jacksonville, Illinois Featured for Relocation Incentive Program

Jacksonville, Illinois, was recently highlighted by Travel + Leisure for its innovative relocation incentive program through MakeMyMove.

The program offers eligible new residents a $5,000 relocation bonus, $300 in Chamber Checks redeemable at more than 80 local businesses and complimentary broadband internet service. As communities continue exploring ways to attract new residents and visitors alike, Jacksonville's recognition demonstrates how destination marketing and community development can work hand in hand to generate national attention.