As we head into spring, Illinois tourism is gaining strong momentum from recent policy developments in Chicago to Route 66 Centennial activations and the launch of our spring/summer campaign. Across the state, partners are working together to elevate Illinois’ profile, attract new visitors, and create meaningful travel experiences in every region.
TOURISM NEWS
Route 66 Dedication at Navy Pier
On March 25, Catie Sheehan, Illinois’ Deputy Director of Tourism, participated in the dedication ceremony for the new starting point of Route 66 at Navy Pier. This exciting moment reinforces Chicago’s role as the eastern gateway to Route 66 and adds a new, high-profile landmark for visitors exploring the historic route.
Spring/Summer FY26 Domestic Campaign Launch Our Spring/Summer FY26 consumer campaign launches April 6 and will run through June 30, targeting 23 markets across both regional drive and national fly audiences. The campaign will reflect new creative highlighting our Middle of Everything positioning and will be supported with a $16MM media spend. Campaign Highlights:
Streaming across top platforms including Hulu/Disney+, Peacock, Amazon Prime, and new this year, Netflix
Spanish-language advertising across Telemundo, Univision, YouTube, streaming audio, and Meta
Multi-screen video billboard in Times Square running year-round
This multi-channel approach ensures Illinois remains highly visible and competitive as travelers plan their 2026 getaways.
Route 66 Centennial: Promoting Events
Across Illinois As we continue celebrating the Route 66 Centennial, we are partnering closely with Route 66 grant recipient CVBs across the state to promote a wide range of events and festivals, dedications, and milestone celebrations taking place throughout the year.
In addition to amplifying local programming through targeted media outreach, Illinois is advancing a broader, experience-driven Route 66 narrative. Recent efforts include hosting international travel trade through Brand USA, coordinating a Food & Wine familiarization tour for a journalist to spotlight the state’s culinary heritage, and working withOnly In Your State, a leading digital travel publication focused on family-friendly, outdoor, and experiential travel, on a dedicated Route 66 familiarization tour to showcase iconic stops and hidden gems along the Mother Road.
Chicago Approves Tourism Improvement District In a major milestone for the state’s largest tourism hub, Choose Chicago announced that the Chicago City Council has officially approved the city’s first Tourism Improvement District (TID).
This initiative marks a critical step toward strengthening Chicago’s global competitiveness. For years, the city has faced increasing pressure from peer destinations investing heavily in tourism marketing and event attraction. The TID helps level the playing field and positions Chicago for long-term growth.
Beginning May 1, 2026, the district will introduce a 1.5% assessment on lodging stays at hotels with 100+ rooms within designated areas. These funds will be reinvested directly into tourism-driving efforts, including expanding Chicago’s presence in domestic and international markets, attracting leisure and business travelers, and securing major meetings, conventions, and events.
This is a long-term investment in Chicago’s visitor economy and a commitment that will benefit all 77 neighborhoods.
The following is the projected 5-year impact:
25,000+ jobs created
$2.9 billion in visitor spending
$63.5 million in hotel tax revenue
$268.3 billion in total economic impact
NEWS YOU CAN USE
Illinois Beauty in the Spotlight
Starved Rock State Park was recently featured in a Travel + Leisure article as one of the most beautiful parks in the Midwest. The feature highlighted the park’s sandstone canyons, waterfalls, and scenic trails drawing regional and national attention.
These trends reflect growing demand for meaningful, experience-driven travel, creating strong opportunities for Illinois partners to align offerings and experiences.
ENJOY ILLINOIS MAGAZINE
The new Spring/Summer issue of Enjoy Illinois Magazine is out now, packed with fresh inspiration for warm-weather getaways, outdoor adventures, and culinary finds. Explore now! View online Download the PDF
