June Illinois Tourism Monthly

Of course, that wasn't our only May highlight. We were also proud to announce that in 2023, international visitation to Illinois surged 39% above 2022 levels, with a 47% increase in spending. That represents nearly $2.7 billion invested in our cities, towns and communities. This is incredible growth, and I thank all our tourism partners throughout the state who continue to make Illinois an increasingly sought-after destination for travelers from around the world. I look forward to more growth in the years to come as we continue to expand our international marketing efforts.

In May, I also took a game-changing (literally!) trip to Macomb, where Monopoly has its origins. To celebrate the original game's inventor, Elizabeth “Lizzie” Magie-Phillips, and the town's place in Monopoly history, Macomb has launched the world's largest Monopoly game: Macombopoly. It's a permanent addition to the town, which you can play 24/7, so be sure to pay a visit and play a game or two.

Other events in May included:

The Great Lakes USA Annual Meeting — we discussed airlift into GLUSA states, record-breaking Illinois hotel tax figures and the strong growth in international visitation to our state.
An amazing NTTW event at the Goldmoor Inn — I spoke on the state of tourism to guests from Northwest Illinois counties. A big thank you to our hosts, Galena Country Tourism and Northwest Illinois Economic Development.

This week I depart for media missions in Germany and the UK. I look forward to recapping my travels in next month's newsletter.

Read on for more recent Illinois tourism highlights, including the Enjoy Illinois 300, how we celebrated National Travel & Tourism Week, Pride Month and more!

As always, please feel free to reach out to me via email.

Yours in tourism partnership,

Enjoy Illinois 300

Last weekend, NASCAR fans enjoyed great racing at the Enjoy Illinois 300 in Madison. For the third year in a row, IOT was the title sponsor and had a significant presence at the World Wide Technology Raceway. The Enjoy Illinois event activation gave fans the opportunity to step on stage to race remote-controlled cars around a track that was dotted with iconic Illinois attractions and notable locales. Big Lincoln was also in attendance, and fans lined up for a photo with everyone's favorite Illinois mascot.

Thank you to the CVB partners who supported our presence at the raceway: Discover Downstate Illinois, Great Rivers & Routes, Visit Springfield and Heritage Corridor Destinations.

NTTW Recap: 7 Faces of Illinois Tourism

During National Travel and Tourism Week, IOT shone a spotlight on those who make a real impact in our tourism industry. People are at the heart of everything we do, and we wanted to celebrate that.

CVBs were asked to nominate those in their region who help create unforgettable experiences for visitors. Thanks to all those who submitted, we had many great nominees to choose from.

Each day, we shared a new profile that featured the individual, their role and a quote relating to their work and how they make a difference. You can view all seven profiles here.

Pride Month is Here!

June is Pride Month, and Illinois is celebrating with everything from parties and picnics to festivals and parades.

Festivities kicked off early with Springfield PrideFest on May 18, followed by events last weekend and plenty more still to come. We've compiled a selection in our guide to Pride Month Festivals in Illinois.

Throughout June, we'll also be collaborating with LGBTQIA+ influencers to highlight destinations around the state and show how Illinois is such a welcoming and inclusive place for all travelers.

BIG Lincoln Now Fits in Your Pocket

Everyone's favorite Illinois mascot, Big Lincoln, has won more than his fair share of fans around the state. Now, he's also live on EnjoyIllinois.com as the face of our new AI chatbot assistant!

This (smaller) BIG Lincoln is powered by AI and will provide visitors with answers to all their travel questions about Illinois—and he can point them in the right direction to learn more. Using our existing Enjoy Illinois inspiration content, he'll help visitors on their travel planning journey and create a more personalized experience for website visitors. AI Abe works best when people tell them about who they are, when they're traveling and what they're interested in. Plus, we'll be able to learn from those interactions to improve our content and understand what visitors are looking for.

Visit EnjoyIllinois.com to see him in action!

Tourism Exchange USA: Register for a Webinar

Join us for an informational webinar detailing the Illinois Office of Tourism + Tourism Exchange USA partnership to expand IOT's reach, help suppliers become bookable online and connect with global distributors.

Who should attend? These first two webinars are for Illinois CVBs and tourism industry associations. There will be two more webinars in September for attractions, hoteliers, restaurants etc. Registration is FREE!

Learn more about the Tourism Exchange USA Partnership.

Sports Illinois Huddle Recap

Championing sports tourism in Illinois, this year's Sports Illinois Huddle took place May 13-15 at the Wintrust Sports Complex in collaboration with Visit Chicago Southland.

Featuring an inspiring keynote from Blake Leeper, this year's Huddle included 19 participating CVBs in addition to rights holders and event owners interested in hosting their events in Illinois. Thanks to all who attended and made it such a successful event.

Learn more about Sports Illinois here.

Sueños Music Festival

Sueños, a two-day festival of reggaeton and Latin music, sold out its third year at Grant Park. Headlined by Peso Pluma, Rauw Alejandro and Maluma, the event was a vibrant start to summer in Chicago.

IOT's Enjoy Illinois booth at the festival was incredibly popular with attendees. The activation space included branded Enjoy Illinois bandanas as a giveaway and a photo booth for attendees to take a selfie with some of the state's iconic scenery. And of course, Big Lincoln himself was in attendance!

Adventurous Experiences Trending in 2024

Traditional sightseeing is out, unique adventures and experiences are in—for some travelers, at least. That's the big takeaway from GetYourGuide consumer research spending, reported by Skift.

A segment of travelers they dub "Explorers" are indulging in longer, experience-rich trips.
98% of travelers surveyed cited experiences as their top factor in choosing a destination. 90% said they planned to spend the same or more on activities in 2024.
Vacations that mix lesser-known cultural offerings and adventure opportunities are proving popular. Some of the top experiences globally in 2024 include the Sagrada Familia in Barcelona, kayaking the El Yunque Rainforest in Puerto Rico and hot air ballooning in Switzerland.

Technology is Driving Museums To Innovate New Experiences for Visitors

Museums worldwide are increasingly integrating technology, such as 3D displays, augmented reality and AI, to enhance visitor engagement and breathe new life into exhibits. Examples include Paris's Guimet Museum's AI-designed mythological creatures and the National Museum of Singapore's interactive exhibits on plastic and Singaporean history, showcasing how technology can offer new perspectives and immersive experiences.

The adoption of advanced technologies in museums is crucial for attracting visitors and deepening their appreciation of exhibits. This trend underscores the importance for cultural institutions to innovate continuously to meet evolving audience expectations.

World's First "Ultra-Accessible" Theme Park Opens

Morgan's Wonderland in San Antonio, Texas, positions itself as the world's first "ultra-accessible, fully inclusive" theme park. It caters to the needs of the one-in-four American adults who have some form of disability.

The park offers more than 25 ultra-accessible rides and playscapes, with specially designed accommodations such as semi-private loading areas and supportive harnesses. It's another example of how inclusivity is an increasingly important element of the tourism industry.

Video Feature: Hewn Bakery

At Hewn Bakery in Evanston, Ellen King revives traditions of old-fashioned artisanal breadmaking using old-world flavors of Illinois grain. She curates every detail, from the smell of freshly baked loaves wafting in the air to the reclaimed wood adorning the walls and countertops.

Hewn's bakers naturally ferment and hand-mix the dough before baking it in an old German oven, a 20-hour process that creates the hearty crust that's so prominent in artisanal bread. Watch their story here and stop by the bakery to taste a commitment to old-fashioned flavor that's truly Illinois Made.