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Around 111 million people visited Illinois in 2022 and spent
more than $44 billion, an increase of 37% from 2021.
A University of Illinois Extension webinar encouraged rural
communities to reimagine rural tourism, which in turn could
advance local workforce development.
Professor Sharon Zou from the U of I Department of Recreation,
Sport and Tourism, said the pandemic has given rural communities
an opportunity.
“Because people feel safe to travel to a destination that is
rural, outdoors and has lower population density,” said Zou.
Zou singled out four Illinois river towns that have capitalized
on tourism, including Galena, Havana, Savanna and Grafton.
She said communities should reimagine sustainable development
strategies that align with the communities’ values and
understand tourists’ motivation.
“Understand your visitor. Why they are coming, where they're
coming from, what did they hear, what did they like and what
they don't like,” said Zou.
The Illinois Office of Tourism recently announced that Illinois
hotel tax revenue hit a record $308 million in fiscal year 2023,
which ended June 30, surpassing the previous high of $296
million in fiscal year 2019.
Zou conducted a survey to find the top destinations for rural
tourists from Illinois, with Springfield coming out on top,
followed by Rockford, Gatlinburg, Tennessee, Branson, Missouri
and Starved Rock State Park near Oglesby.
The Illinois Office of Tourism is running ads as part of its
“Middle of Everything” tourism campaign. Illinois native and
Illinois State University graduate Jane Lynch starred and
directed the ads which promote attractions and natural wonders
around the state.
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