January Illinois Tourism Monthly

Daniel Thomas, Illinois Office of Tourism (IOT)

Happy New Year! I hope you and your loved ones had a joyous holiday season and are feeling refreshed and excited for the coming year.

In 2023, we continued to evolve our marketing strategy to align with new travel trends and consumer behaviors. Illinois has so much to offer and we welcomed over 111 million visitors to our state from all around the world. On behalf of IOT, I'd like to thank all our friends and partners in the tourism industry for making 2023 such a successful year. In 2024, we're excited to aim higher and seek new ways to attract travelers to our great state.

On Monday I completed the final stage of my listening tour. That brings the total number of stops to 24. Again, I'd like to thank all who attended and shared during these enlightening discussions. Feedback and ideas will help inform our strategy for 2024 and beyond. I hope to see many of you at the Illinois Governor's Conference on Travel & Tourism in Peoria. Registration is now live—read on for more details.

I'm excited to see Illinois go from strength to strength this year. Our mission is to inspire travel. When we succeed, Illinois thrives. Thank you for your continued support.

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

Yours in tourism partnership,

The Best of Route 66 on Show at the 2024 Rose Parade

The 135th Annual Rose Parade was a great success! IOT represented Illinois with a float showcasing “Illinois: The Middle of Beats & Blues."

Singing aboard the float was a cappella group Straight No Chaser. Spectators were huge fans of the group's performance and social media were buzzing as they covered iconic songs from The Blues Brothers. The float was such a success it was featured as a "top 5 moment" in the Pasadena Star-News.

Thanks to all involved with this year's parade. We're incredibly proud of how Illinois was represented on such a large stage.

Watch coverage of IOT's float and the performance.

IOT Launches Winter & Luxury Campaigns

Following on from holiday-themed promotions, IOT is excited to announce that two new integrated marketing campaigns have launched to promote Illinois this winter.

The first, Walkin' in a Middle Wonderland, celebrates the great variety of activities on offer during winter. TV spots, digital marketing and social media are promoting the unique mix of outdoor adventures, cozy cabins, delicious food and indoor activities that visitors can enjoy throughout the state. Watch one of the catchy new winter video spots here.

The second campaign, LUXE by Illinois, highlights Chicago and its extensive variety of 5-star accommodations, indulgent dining, shopping and cultural experiences. This new campaign aligns with an increased demand for premium experiences and engages those in the high-end travel market by affirming Chicago's position as a dazzling city that's perfect for a world-class luxury getaway. Watch Chicago shine in the new video spot.

International Marketing Efforts a Priority for 2024

Through a partnership with Brand USA, the Illinois Office of Tourism kicks off 2024 launching full force into key international markets.

Beginning with a sales and media mission in India, the Illinois Office of Tourism will have the opportunity to reach prominent trade and media contacts from 13 cities across the country. India's travel recovery has already surpassed 2019 arrival figures, and is projected to be the fastest-growing major economy for the next three years.

Following India, IOT will continue to connect with leading travel trade representatives in Mexico, the second largest source of international visitors to the USA.

IOT will also expand its international presence by participating in two upcoming international market travel agent expos: Brand USA's New Zealand Expos and Visit USA's Australia Expos. These highly-anticipated events are the largest US-specific travel trade events for each country.

Registration is Open for the Illinois Governor’s Conference

We're thrilled to announce that registration is now open for the 2024 Illinois Governor's Conference on Travel & Tourism. The conference will be held at the Peoria Civic Center on March 19-21.

This conference is the state’s premier industry event. Each year, professionals from across Illinois and around the country come together to network, learn from experts, celebrate success and discover what’s ahead for Illinois tourism.

Learn more about the 2024 conference and sign up for email updates.

Tourism Marketing Grant Deadline — January 16

A reminder, the deadline to submit applications for the latest Tourism Marketing Grant is January 16.

The grant program helps tourism professionals promote and increase awareness of Illinois as a travel destination—both domestically and internationally. The program offers specific opportunities for Cook County and non-Cook County entities. The award range for both sets of applicants is between $10,000 and $100,000.

For more information about grant opportunities and to apply for funding, click here.

The Latest Luxury Hotel Amenity Is a Master Class in Survival Training

A luxury hotel in Scotland, renowned for its opulence and art collection, is introducing an unconventional Survival Workshop Experience. Priced from £600, guests are immersed in Bear Grylls-style survival skills, challenging their comfort zones and providing a glimpse into ancient rural Scottish life.

This shift towards unconventional experiences highlights a growing demand among affluent travelers for immersive, hands-on activities that transcend traditional luxury offerings. Tourism brands can appeal to this trend by diversifying their offerings and incorporating unique experiences that offer cultural insights and practical skill building.

Global Traveller Survey Report Reveals Positive Intention to Travel Despite Impact of the Global Economy

The ASQ 2023 Global Traveller Survey report by ACI World reveals that despite 54% of leisure travelers being affected by economic and geopolitical events, this hasn't notably altered their travel habits.

Understanding that travelers are eager to continue exploring implies the need to emphasize adaptability. Brands should focus on leveraging technology for emotionally engaging experiences while emphasizing sustainability efforts to align with evolving traveler expectations.