113 million reasons Illinois is the place to be

In 2024, Illinois proved it’s more than the “Middle of Everything,” it’s the center of the action. At an August 2025 press conference, Gov. JB Pritzker announced record-breaking tourism numbers. Illinois welcomed 113 million visitors in 2024, who spent $48.5 billion, according to the state’s Office of Tourism. That’s half a million more visitors and $1.3 billion more in spending than in 2023.

“Illinois has recorded yet another record-breaking year for tourism, but these are more than numbers: They represent jobs, spending in local economies, and visitors creating lifelong memories in the Middle of Everything,” Pritzker said.

It’s not just the big picture that’s impressive. Chicago led the charge in 2024, posting a 7.7% rise in overnight visitors. The jump highlights Illinois’ appeal as a top destination, where travelers can pack their days with world-class museums downtown and still escape to the natural beauty of Lake Michigan or the charm of small-town main streets. 

Lt. Gov. Juliana Stratton put it plainly: “More visitors means more revenue for our communities, more support for our small and family-owned businesses, and more good-paying jobs for our residents.”

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Visitor spending generated $4.7 billion in state and local tax revenue in 2024, supporting 282,165 jobs across the tourism and hospitality industry. This represents a nearly 4,000-job increase from the previous year. Hotel tax revenue alone hit an all-time high of $367 million in FY25 (fiscal year 25), up 14% over the record set just a year earlier.

Michael Jacobson, President & CEO of the Illinois Hotel & Lodging Association, noted the significance of the surge: “This rising demand has provided important momentum for the hotel industry, which, despite recent gains, struggles under the weight of rising costs and economic uncertainty. As we celebrate this milestone, we must remain committed to fostering a vibrant hospitality industry that allows for long-term growth.”

Behind the boom is a steady stream of state investments. In FY25, Illinois awarded $7.3 million in grants to 47 entities. From Route 66 projects ahead of its 2026 centennial to private sector initiatives expanding festivals and attractions, Illinois is planting seeds now to ensure the momentum carries well beyond a single record-breaking year. A new $15 million tourism incentive program also helped draw marquee events, such as the IRONMAN 70.3 triathlon, to Rockford. It secured Chicago as the host of the U.S. Travel Association’s IPW 2025, the nation’s largest inbound travel trade show.

The momentum is strategic. With Route 66 turning 100 in 2026, Illinois is positioning itself as the starting line for an anniversary celebration that’s likely to capture national attention. The stretch of highway that begins in Chicago isn’t just a nostalgic ribbon of asphalt; it’s an international brand, and Illinois is investing to make sure travelers start their journey here.

Another driver of Illinois’ success is its award-winning “Middle of Everything” campaign, which generated two million additional trips and $675 million in spending last year. Data shows every $1 invested in the campaign returned $74 in visitor spending and $7 in tax revenue.

“Visitors and locals alike know that Illinois is the best place to be,” said state Sen. Sara Feigenholtz, who chairs the Senate Special Committee on Tourism. “Illinois’ record-breaking tourism numbers are evidence of our commitment to promoting our great state to visitors while supporting our tourism industry.”

Illinois’ next challenge isn’t just breaking records, it’s sustaining them. With international tourism grants, landmark anniversaries, and global events on the horizon, the state is betting on long-term momentum.