We’re setting our sights on new horizons with exciting global partnerships and a calendar full of can’t-miss moments. With fresh opportunities blossoming, it could only mean one thing—it’s springtime in the Middle of Everything!
TOURISM NEWS
A Fresh Look for the Middle of Everything We’re excited to share that our 2025 Spring/Summer campaign is officially live, and it has a new look! This fresh spin on the award-winning “Middle of Everything” campaign shines a spotlight on some of Illinois’ most iconic destinations. With playful copy and captivating photography, the campaign invites travelers to experience the very best of Illinois during its most vibrant season.
Catch the new Spring/Summer 2025 campaign spots now on the Enjoy Illinois YouTube channeland find more resources like the Spring/Summer toolkit.
We're Celebrating National Travel & Tourism Week with Illinois Made
We’re excited to announce that our newclass of Illinois Made Makers will be revealed during National Travel & Tourism Week (NTTW) this May. This year, we’re bringing a fresh perspective to NTTW by aligning with National Small Business Month celebrating the impact of local Makers across Illinois. In addition to welcoming the new class, we’re evolving the Faces of Tourism campaign to spotlight current Makers from across the state. These featured Makers will be celebrated daily on our owned media channels and social platforms throughout NTTW.
Thank you to everyone who took part in the nominations for the new class – we can't wait to welcome the new members to our growing family of Illinois Made Makers.
Choose Chicago Names New CEO
A big welcome to Kristen Reynolds as the new President and CEO of Choose Chicago, effective May 5. Kristen brings 27 years of destination marketing experience and a proven track record of driving visitor growth from her previous role at Discover Long Island, and we look forward to working with her.
We would also like to extend our heartfelt thanks to Rich Gamble for his leadership while serving as interim CEO.
Illinois Shines Around the World with Brand USA
In collaboration with Brand USA and Choose Chicago, Illinois was represented at the 2025 MLB World Tour: Tokyo Series, using the Chicago Cubs vs. LA Dodgers matchup as a perfect opportunity to showcase Illinois to Japanese travelers.
At the start of April, we welcomed Latin American travel advisors to Illinois as part of Brand USA's MegaFam 2025, where they experienced a “Midwest Road Trip” itinerary. The program was another boost to our ongoing efforts to strengthen connections with Latin American travel partners and increase visitation from these growing markets.
As part of the “Great USA Road Trip Europe,”our team connected with travel professionals and media across Spain, Italy, Switzerland, Germany and other key European markets, sharing what makes Illinois the perfect starting point for Route 66 adventures.
Peoria Warming Up for Sports Illinois Huddle
The final countdown is on for the 2025 Sports Illinois Huddle, happening May 12-14 in Peoria. Each year, tournament directors and events rights holders are invited to take part in this two-day conference to connect with over twenty Illinois CVBs and Sports Commissions. The Huddle offers exciting guest speakers from the sports industry, educational sessions for attendees to learn about new trends and ideas, as well as a multitude of networking opportunities.Check out the full schedule and registration details at the Sports Illinois Huddle website.
IPW Chicago: Illinois Takes Center Stage This June
We're counting down the days until IPW 2025arrives in Chicago! As North America's largest travel trade show, this event will bring thousands of travel buyers, media, and industry professionals from around the world to experience Illinois firsthand.
In addition to seeing the best of Chicago, we’ve invited attendees to extend their stay with curated road trips that highlight our scenic byways, Route 66 attractions, charming small towns, outdoor adventures, and more. As we get closer to the date, we are wrapping up booth designs and excited to share partner booth designs and details next week.
Get a glimpse of what attendees will experience at the IPW website. We look forward to hosting the world here this summer!
NEWS YOU CAN USE
Women-Only Travel Tours Surge in Popularity Women-only tours are experiencing significant growth, with EuroNews reporting 71% of solo travelers are women. Female entrepreneurs are meeting this demand by creating specialized tours that cater specifically to women's preferences, from relaxing food and wine retreats in rural settings to walking holidays with all-female guides.
Search Data Says Pets Need Vacations, Too
According to search data from Airbnb, it seems more people want to bring their furry friends along on vacation this year. Searches for trips with pets have grown by 30% compared with this time last year. There's even more interest from solo travelers, with a 40% rise in pet-centric searches. (We're ahead of the curve, with a feature on dog-friendly travel in our Spring/Summer Enjoy Illinois inspiration guide.)
Travel experts speaking with Condé Nast Traveler report a shift away from massive family reunions and big family trips toward smaller, interest-focused multi-generational trips. Think mother-son surfing adventures while dad and daughter learn pasta-making elsewhere. "Skip-gen" travel is also resurging, with grandparents taking grandchildren on heritage journeys while parents stay home.
ENJOY ILLINOIS MAGAZINE
The Spring/Summer issue of the Enjoy Illinois inspiration guide is making its home on coffee tables and screens throughout Illinois and beyond. Take a fun quiz to discover where to go on your next getaway, plan your trip to Shawnee National Forest, discover Illinois Makers, and find a whole lot of inspiration for fresh new adventures this season. View online Download the PDF
